Improving Employee Trust with Employer Branding

Employee trust is not just a nice-to-have, but a crucial element that underpins an organisation’s success.   

The recent Edelman Trust Barometer Report has underscored this reality and offers a detailed insight into the multifaceted nature of trust within the professional environment. 

Among many interesting stats, the report highlights that employees who feel optimistic about their company are 21% more likely to advocate for it. When employees act as brand ambassadors, they lend a sense of authenticity to the organisation that paid advertisements cannot replicate.  

Sharing their personal experiences and the reasons why they value their employer, helps build trust both internally and externally.

Optimistic employees are 21% more likely to recommend their employer to others.

Source: Edelman Trust at Work

The Connection Between Optimism, Engagement and Trust

When employees feel a genuine sense of belonging within an organisation, they are more likely to engage deeply with their work and colleagues. This sense of belonging fosters psychological safety, allowing employees to express ideas and take initiative without fear of judgment. 

Belonging is a powerful contributor to employee engagement—research shows that when employees feel valued and included, they’re more likely to put discretionary effort into their tasks and invest in the company's success. This engagement, in turn, builds a positive work environment that nurtures optimism among employees, as they experience the organisation’s support for their personal and professional growth.

Optimism and engagement lay a solid foundation for employee advocacy, where employees not only feel content within their roles but also inspired to represent and promote their employer externally. 

Engaged and optimistic employees tend to be more vocal advocates, sharing positive experiences and recommendations through their networks. This advocacy amplifies the company's brand presence and reputation, attracting potential talent and fostering greater customer trust.

By connecting belonging, engagement, optimism, and advocacy, organisations create a powerful cycle: employees feel supported and empowered, which fuels engagement and optimism, ultimately transforming them into genuine brand ambassadors.

The Pillars of Employer Branding 

Employer branding stands on a foundation constructed by several key pillars, each contributing to an organisation’s overall perception, attractiveness, and credibility in the eyes of current and prospective employees. 

In the wake of insights gleaned from the Edelman Trust Barometer Report, the significance of these pillars is accentuated, offering a refined lens through which employer branding can be evaluated and enhanced.

1. Organisational Culture:

The first pillar is the organisational culture, a blend of values, beliefs, and practices that define the workplace environment. The intangible yet palpable atmosphere shapes employee experiences, driving engagement and productivity.  

A culture rooted in trust, inclusivity, and innovation fosters employee satisfaction and becomes a magnet for attracting top talent.

2. Leadership Credibility:

Leadership credibility is another cornerstone. The role of leaders in embodying and communicating organisational values is pivotal. Leaders are the custodians of the brand’s integrity.  

Their actions and communications testify to the organisation’s commitment to its values. Leaders’ credibility directly influences the employer brand in a world where employees look to leadership for direction and inspiration. 

3. Employee Value Proposition (EVP):

The Employee Value Proposition (EVP) is essentially what the company offers to its employees in return for their skills and hard work. It's like a promise that outlines the benefits and experiences employees can expect when working for the company.  

A clear and compelling EVP can make a company stand out and attract top talent. It’s been noted to reduce hiring costs by up to 43% (Source: Zipdo). It ensures that what the company offers matches what employees seek, promoting a positive and productive work environment for everyone involved.

4. Communication and Engagement:

Effective communication and engagement strategies are integral to amplifying the employer brand. It’s about creating channels for dialogue, feedback, and collaboration.  

In an age where the employee voice is potent, organisations that foster open, transparent, and two-way communication are positioned to build a resilient and attractive employer brand.

5. Career Development Opportunities:

The promise of growth, learning, and development is a powerful attractor for talent. Organisations that invest in the continuous development of their employees not only enhance skill sets but also build a brand synonymous with growth, innovation, and opportunities. 

As we navigate the evolving landscape of employer branding, these pillars offer a structural framework, a foundation upon which robust, resilient, and attractive employer brands are built.  

Each pillar, while distinct, is interconnected, collectively shaping the perception, experience, and attractiveness of organisations in the eyes of the talent pool.  

Let’s explore how these pillars, enriched by trust and credibility, can be optimised to elevate the employer brand to new pinnacles of attractiveness and effectiveness. 

Practical Steps to Amplify Employer Branding 

The recent Edelman Trust Barometer has unveiled some eye-opening statistics.

These insights are particularly relevant for professionals in employer branding, talent retention, engagement, employee experience, and those focused on enhancing the Employee Value Proposition (EVP). 

The current landscape shows that many organisations have formal programs to promote their EVP, as emphasised by Vicki Saunders using the analogy of a Mars bar!

There is a growing realisation of the need to broaden the scope, reaching out to those already active on platforms like LinkedIn but yet to be engaged in official employer branding efforts.

Benchmarking:

A crucial first step in enhancing employer branding is benchmarking. Tribal Impact’s Digital Activation Benchmarking Report is an invaluable resource for this. Organisations need to assess their current standing, evaluating the effectiveness of their ongoing efforts.  

This involves a comprehensive review of activity levels across geographies and various audience segments, including the C-suite and other employee categories. 

Armed with this data, companies can make informed decisions, aligning their strategies with industry standards and competitive benchmarks.

Scaling and Enablement:

The journey from benchmarking transitions into scaling and enablement. Employer branding is a long-term endeavour, requiring a plan to move employees through the 9 stages of social media maturity.  

This progression involves engaging those already active in the digital space. Training programs, both for the few and the many, play a crucial role in this stage.

Measurement:

Measurement frameworks are the third step Employer branding professionals, who traditionally might have yet to be tuned to social media metrics, must embrace new ways of measuring success.

This shift involves moving beyond annual surveys to more dynamic and real-time assessment tools that capture the volume and sentiment of conversations, engagement levels, post clicks, and other relevant metrics.

5 Practical Steps to Enhance Employer Branding

1. Leadership Involvement: Involve leaders in the brand narrative, making them accessible and visible.
2. Employee Engagement: Foster a culture of engagement where employees are encouraged to share their experiences and insights.
3. Continuous Learning: Offer opportunities for learning and development, underscoring the brand’s commitment to employee growth.
4. Feedback Mechanisms: Implement robust feedback mechanisms to glean insights and make informed adjustments.
5. Community Building: Foster a sense of community within and outside the organisation, amplifying the brand’s reach and resonance.

For a deeper dive into enhancing your employer brand, explore our detailed insights on Peeling Back 5 Layers Of Employee Advocacy. This crucial component amplifies the reach and impact of your organisational narrative. 

Navigating the Future of Employer Branding with Trust at the Helm 

As we encapsulate the insights and strategies shared, the convergence of trust and employer branding emerges as a pivotal theme.

The insights from the Edelman report and the practical steps outlined in this article offer organisations a blueprint to navigate the intricate landscape of employer branding in today’s dynamic corporate environment, prompting professionals to look beyond traditional methods and embrace the untapped potential within their broader workforce.

We invite you to explore Tribal Impact’s Digital Activation Benchmarking Report and elevate your employer brand to new pinnacles of effectiveness, resonance, and attractiveness.

Editor's Note: This blog was originally published in 2023 and has been completely refreshed and updated to be relevant for 2024.