Improving Employee Trust with Employer Branding

In today’s dynamic corporate world, 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 offered a detailed insight into the multifaceted nature of trust within the professional environment. 

Among many interesting stats, the report highlights that more employees share and post employer-related content, Gen-Z being the highest sharers at 57%. 

With this in mind, it reinforces the need for organisations to consider Employer Branding. In today’s competitive job market, and the reality that 78% of employees are worried about losing their jobs (Source: Edelman), how a company is viewed as a place to work is crucial. 

It’s not just about the products or services but also the work environment, culture, and values that are increasingly under the spotlight. 

In this article, we’ll explore employer branding in detail, using data from the Edelman report to guide our discussion. By the end of this article, you’ll understand how to apply these insights to make your company a more attractive employer.

The Intersection of Trust and Employer Branding 

In this section, we delve directly into the core findings of the Edelman Trust Barometer Report, extracting pivotal insights that are particularly resonant for employer branding professionals and HR teams. 

The report unveils a landscape where trust is not just a value but a tangible asset, significantly impacting organisations’ ability to attract, retain, and engage talent. A striking revelation is the amplified role of trust in the workplace, with employees increasingly looking towards their employers for reliability and integrity amidst a world of uncertainty. 

Key statistics from the report indicate a need to prioritise the deskless employee. Building trust in the workplace means connecting with your employees, if you trust them, that trust is returned. 

For HR professionals and employer branding experts, these insights are not just informational but actionable. The evolving dynamics of trust offer a roadmap to enhancing employer branding strategies, aligning them with the nuanced expectations of the modern workforce.  

The emphasis is on building and communicating an employer brand rooted in transparency, authenticity, and consistency. 

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, especially concerning the younger audience. 

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. These programs often focus on a select group of employees in the form of a pilot, leaving a significant portion of the workforce untapped.  

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