If you are looking to attract, engage, and retain top talent, you already know that securing the right talent goes beyond offering competitive salaries and benefits. It requires a robust employer brand that resonates with both potential and current employees.
An employer brand is more than just great visual assets and catchy taglines; it's a promise that reflects the company's values, culture, and mission. However, there is often a gap between this brand promise and the actual individual experience of employees. Addressing this gap is crucial for building a transparent and genuine employer brand and build trust at work.
Developing an employer brand
No human, brand, or company is perfect. Just as people have flaws and imperfections, so do organisations. Embracing these imperfections is not only necessary but can also be a strength.
In the tech world, there's a saying: "It’s not a bug, it’s a feature." This means that what might initially be seen as a flaw can actually be a unique characteristic that adds value.
For companies, this concept translates into embracing the unique quirks and idiosyncrasies that set them apart. It's about being transparent about the challenges and imperfections rather than trying to present a facade of perfection. Employees are more likely to trust and connect with a company that acknowledges its flaws, shares its journey of improvement, and works openly to address their issues. No one wants to be promised a delicious cupcake only to receive a dry, flavourless muffin. Transparency ensures that what you see is what you get, fostering trust and loyalty.
Embracing Imperfections: The Art of Kintsugi
Kintsugi, the Japanese art of repairing broken pottery with gold, provides a beautiful metaphor for embracing flaws and imperfections. Instead of discarding broken pieces, Kintsugi highlights the cracks and repairs them with gold, creating something more unique and beautiful than before. This philosophy can be applied to employer branding.
When companies acknowledge their imperfections and work to address them, they create an environment of trust and authenticity. Employees feel valued when their concerns are heard and addressed, and they are more likely to stay committed to the organisation. Just like Kintsugi, these efforts to mend and improve create a stronger, more resilient company culture.
Transparency in the workplace
Not being transparent about shortcomings and challenges can have significant business implications. Employees who feel misled or who experience a disconnect between the company's promises and their actual experiences are more likely to become disengaged, leave the organisation, and become “brand detractors”. High turnover rates can be costly in terms of recruitment, training, and lost productivity. A lack of transparency in the workplace can damage the company's reputation, both internally and externally, affecting its ability to attract top talent and retain existing employees.
On the other hand, organisations that prioritise transparency build a foundation of trust. They foster a culture where employees feel respected and valued, leading to higher job satisfaction, improved morale, employee wellbeing, and increased productivity. Transparent communication also enables quicker problem-solving and innovation, as employees feel empowered to contribute ideas and solutions without fear of repercussions.
Employer brand and employee experience
To bridge the gap between employer brand promise and individual experience, companies need to focus on the following:
Authentic Communication: Transparency is key. Communicate openly about the company's strengths and areas for improvement. This builds trust and sets realistic expectations.
Employee Involvement: Involve employees in shaping the company culture and addressing challenges. From focus groups to engagement surveys, when employees feel heard and see their feedback being acted upon, they are more engaged and committed.
Consistent Actions: Ensure that the company's actions align with its brand promise. This includes everything from leadership behaviour to workplace policies, practices, and technology. Consistency builds credibility and trust.
Celebrating Imperfections: Embrace the uniqueness of the company, including its imperfections. Celebrate the journey of growth and improvement, much like the Kintsugi process, turning flaws into strengths.
Feedback Loop: Create a continuous feedback loop where employees can share their experiences and suggestions for improvement. Act on this feedback to make tangible changes that enhance the employee experience.
In summary, bridging the gap between what a company promises and what employees actually experience isn't about being perfect. It's about being transparent. Embrace the imperfections and turn them into opportunities to grow and connect. Think of it like Kintsugi: fixing the cracks makes things stronger and more unique. By addressing and embracing these flaws, companies can create a more authentic and connected environment. This genuine approach not only attracts and keeps talent but also builds a loyal and engaged workforce.
If you need support building out a transparent Employer Brand, reach out to: [email protected]
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