How important is ‘Employee Engagement’ for employer branding?

How important is ‘Employee Engagement’ for employer branding?

It is generally said that one should do what they love and love what they do. This statement is applicable to anything and everything we indulge in. A level of satisfaction and serenity is the basic need of any living being. Job or career is indispensable for a proper living and important for someone who is passionate about one’s dream. Just doing something for the sake of doing it, won’t fetch one with anything fruit. Rightly stated by Dale Carnegie, an American writer, lecturer and the developer of famous courses in self-improvement, salesmanship, corporate training, public speaking, and interpersonal skills, “Throw yourself into some work you believe in with all your heart, live for it, die for it, and you will find that you had thought could never be yours.”

What is meant by an engagement? An engagement is nothing but the way an employee counts himself as a major part of the work place, considers it to be his family, works wholeheartedly, gives their best to the organization and consider its goals and values as their own. An employee’s engagement is therefore one of the crucial factors, for recruiters. “Employees who believe that management is concerned about them as a whole person – not just an employee – are more productive, more satisfied, more fulfilled. Satisfied employees mean satisfied customers, which leads to profitability.” –Anne Mulcahy, former chairperson and CEO of Xerox Corporation.

According to a statistical data, 52.3% had a prior relationship with a company, before becoming a recruiter. These relationships could have been in the form of an employee, friend or family member of an employee, customer, and many more. An employee is considered to be the best advocate for an employer branding, and employment engagement is important as it empowers employees and gives them ownership and involvement in the brand message. Employees are the voice of the company and ambassadors of the brand.

The value that employees can provide when it comes to employer branding is undeniable. There are some basic ways that can be followed to enhance employee engagement. Here are three opportunities to consider, that are already helping companies to elevate their brands.

1)   Blog writing

A great way to get employees involved is to have them write on your company blog. This will diversify your blog and offer different perspectives to your readers (and possibly attract new ones). By showcasing their knowledge and work experiences, employees can offer an inside look at what it is like to work at the company. Also, sharing their expertise on a particular subject allows employees to build their personal brand, which can have positive effects for the company and their own careers.

2) Publish employee testimonials

Job seekers have a tendency to read between lines while applying for a job. They want to know what it is like to work at a company they are interested in. Blog posts are a great start, but an even better way to provide this to candidates is by having employee testimonials and spotlights on the career site and social networks. Employee testimonials serve as a behind-the-scenes view, while spotlights can be helpful for showing off employee interests and promote work-life balance. Giving candidates a clear idea of what it is like to work for a particular company should be a focus area for the employer brand.

3)  Motivating to be on social media

Social media serves as the biggest platform for any sort of communication, be it interpersonal, intra-personal or mass communication. It is perhaps the easiest way to boost employee engagement. Social networks provide candidates and employees an avenue to interact directly with one another, something that was not possible even a decade ago. Participating in Twitter Chats or joining group discussions on LinkedIn and Facebook can have lasting impact on job seekers and greatly improve the employer brand. Social media platforms also provide employees another way to build their personal brand.

When one gets to hear something directly from the horse’s mouth, it has a greater impact, it’s like people trust people more than brands. When employees share their stories, it brings their experiences to life and makes them relatable. Sharing these experiences resonates with potential candidates who can picture themselves in their position.

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