10 | TOP COMPA NIES 2017
The business of brand building Here’s how to build employer brand, boost your bottom line strong employer brand is now a necessity. Every company has an employer brand or reputation, whether by design or by chance. Strong employer brands attract and retain strong talent. With a weak employer brand, just a few disgruntled employees can do significant damage.
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WHEN AN ORGANIZATION BUILDS A STRONG EMPLOYER BRAND, FOUR THINGS HAPPEN: 1. Employees become ambassadors. Only with a strong employer brand will the positive voices speak as loudly as
the negative ones. People only go to social media to express their delight or their disappointment—not their indifference. 2. The company becomes a talent magnet. Unemployment is zero percent in many fields. Rock stars aren’t looking for jobs, but are interested in conversations with attractive employers. Engaged employees refer their friends, often passive candidates who work for competitors. 3. Overall company performance improves. There is an economic link between a positive employer brand and broader performance. In the stock market, best companies outperform the S&P 500 by 84 percent to 115 percent. 4. Customers turn into fans. A great employer brand creates confidence in customers that they will receive superior quality products or services from engaged employees.
WHAT ARE THE ESSENTIAL COMPONENTS TO BUILDING A STRONG EMPLOYER BRAND? 1. Positive culture. Culture is the overall employee experience that results from vision, values, manifesto, leadership, practices and people. It can’t be copied. Workplace cultures are a one-of-a kind art and a good one is a masterpiece. 2. Brand consistency. Linking employer brand with the product/service brand strengthens both. 3. Differentiation. Great companies are like ice cream. They all share some common ingredients, but come in many different flavors. A company’s unique “flavor” can be defined through internal communication and specialized career events. 4. A well-designed careers page and blog create the
desire to be a part of something amazing. Job postings have transformed from lists of qualifications into inspiring stories describing dream jobs. Blog posts associating a company with a positive employee experience are effective brand builders, especially when they come from a source with solid credibility. 5. Recognition as a great place to work. Companies that win awards such as Fortune’s 100 Best Places to Work often become “destination workplaces,” as famous for their corporate cultures as for their products. USAA, Charles Schwab and GoDaddy are examples of local and national award winning employer brands. Awards are even more important for lesser-known B2B brands. There is no downside to building a strong employer brand. Your employees are a powerful force, and they want to buy into your company’s powerful story. —Denise Gredler, BestCompaniesAZ
“Choose a job you love, and you will never have to work a day in your life.” — Confucius
Whether you're actively seeking a new career, currently employed but open to considering new opportunities, or just love to network with other professionals, take a look at the award-winning employers at BestCompaniesAZ.com. Find your new career at one of these Best Companies: Charles Schwab | Dignity Health | USAA | Progrexion | Vanguard | GoDaddy | Direct Energy | Vixxo Hyatt Regency Phoenix | Habitat for Humanity | Better Business Bureau | Spear Education | Markitors
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