Where Is Employer Branding Going?

Employer branding is at a turning point. It's no longer enough just to have a catchy tagline or a sleek office space. Employees are looking for more.

As the fight for top talent gets tougher, it's not enough to just say you're a great place to work; you need to show it, live it, and, most importantly, have your employees echo it.

Through conversations with our customers, the answer is becoming increasingly clear – the future lies in employee-generated content, allowing individuals to showcase their authentic experiences. In fact, HCLTech says its employee advocacy program is a testament to the power of human connection in the digital age.

In this blog, we'll explore this trend that's reshaping the future of employer branding: the power of employee voices. It's a concept that's central to our work at Tribal Impact.

Let’s explore how leveraging the authentic voices of your employees can not only shape the future of your employer branding but also help you stand out from the crowd.

The Power of Differentiation

In this video, Sarah talks about the critical importance of differentiation in employer branding. In today's fiercely competitive market, standing out is not just an option; it's a necessity.

Our recent work with Gi Group Holding on their Super Ambassador Program demonstrated the impact of employee-generated content. Tribal’s own Natalie Woods shared how each ambassador came to each call and responded to each email with genuine interest and investment in the work they are doing with Tribal.

This approach to a strong employer brand not only attracts the best talent but also reduces employee turnover. This highlights the clear connection between a strong employer branding strategy and its impact on a company's bottom line.

The High Cost of Attrition

According to the State of Employer Branding 2023 report, a huge 92% of employees considered leaving their current jobs for another company with a better reputation.

The attrition rates across industries right now can only be described as alarmingly high. This isn't merely a headache for HR departments - it's a strategic nightmare for the C-Suite.

The disruption caused by high turnover rates extends far beyond the inconvenience of filling vacancies. It strikes at the heart of an organisation's operational integrity and long-term strategic objectives.

But let's break this down further. The costs associated with finding, onboarding, and retaining talent are not just substantial, they're staggering! We're talking about a long-term drain on resources beyond immediate financial outlays.

Consider the investment in time and energy, the loss of knowledge, the impact on team morale, and the potential dip in customer service quality. Each departure is not just a person leaving; it's a ripple effect that touches every part of the organisation.

But why is this happening? The modern workforce landscape has shifted beneath our feet. The rise of remote work, the quest for work-life balance, and the changing expectations of what a career should offer are all contributing to this churn.

And as we've observed in countless conversations with industry leaders, the traditional levers of attraction and retention are no longer as effective.

As we discovered in our work with Gi Group Holding GI Group, a global recruitment company, today's employees are looking for more than just a paycheck; they're seeking a sense of purpose, belonging, and alignment with their personal values.

The Power of Employee Voices in Shaping Employer Branding

While finely crafted content created by employers is valuable, there's a growing demand for the raw, authentic voices of employees.

Prospective employees want to feel part of the culture before they even join the company. This shift towards employee-generated content is not just a passing trend; it's a movement.

This is where the concept of employer branding, particularly through the lens of employee-generated content, comes into sharp focus. It's not just about creating a nice working environment; it's about crafting a compelling narrative that resonates with both current and prospective employees.

As Vineet Tandon, HCLTech, shared with us, their employee advocacy program goes beyond simply broadcasting corporate messages. It empowers their employees to become brand champions, sharing their passion, experiences, and unique perspectives.

It's about showcasing real stories from real people that highlight the culture, the growth opportunities, and the sense of community that your organisation offers.

Activating Employee Stories

The question then becomes, how do we activate our employees to tell their stories within the context of the company's story? And more importantly, how do we equip them with the content creation skills necessary to do so effectively?

To do this, you first need to understand the skillset of your employees - who is active already and more likely to become an ambassador and regular voice? Who would be most likely to engage with a social media training program?

This is where Tribal’s social media maturity matrix comes in. By mapping your employees onto our matrix, we can help you identify who to train and how. When you equip your employees with the social media skills to start commenting, sharing, and potentially even creating their own content this is when the magic happens!

What we also hear in our conversations with other leaders and professionals across various industries is that the craving for authenticity is stronger than ever. Employees want to see themselves in the stories you tell. They want to know that their voices matter and that they can be part of the narrative. And here's the kicker – so do your potential hires.

This isn't just speculation; the data backs it up. As well as 28% less employee turnover, 84% of organisations believe that a well-maintained employer brand helps them hire quality talent (Gitnux).

But what makes an employer brand 'strong' is evolving. It's no longer just about what you say about yourself; it's about what your employees are saying about you.

3 Examples of Successful Employer Branding Programs

Let's look at some examples in this space. These programs not only enhance the employer brand but also foster a sense of community and belonging among employees.

1. Gi Group Holding partnered with Tribal Impact on their Super Ambassador Program for a specific skill development and content production activity, to support the overall Group program. We selected 10 employees from various global locations to act as the inaugural ambassadors for the Gi Group Holding Gi Group brand. This program involved tailored profile optimisation, coaching, and content creation support to enhance their LinkedIn presence.

Each Gi Group Holding Gi Group ambassador showed immense enthusiasm for the program, participating actively in calls, and responding to emails with genuine interest. Their contributions of content ideas and personal insights demonstrate their commitment to supporting the Gi Group Holding Gi Group brand. This level of engagement truly reflects their dedication to the Gi Group’s ethos of #ChangeLives Employee Value Proposition.

2. HCLTech, for example, has taken this to heart with its Supercharged Ambassador program. They've turned the traditional idea of brand ambassadors on its head, creating a platform where employees don't just parrot corporate messages but share their own genuine experiences.

This approach not only amplifies their brand but also builds a deeper sense of community and belonging among their workforce, as seen in their vibrant campaign #SuperchargedAmbassadors.

3. And let's not forget Coca-Cola HBC's #BringYourOwnMagic initiative. It's a testament to the power of personal storytelling in building a brand that's not only aspirational but also relatable and human.

The Future of Employer Branding

We're more convinced than ever that the future of employer branding – call it advocacy, ambassadorship, or employee-generated content – hinges on empowering our employees to share their unique expertise and stories.

By doing so, we're not just crafting a more authentic and transparent employer brand; we're building a foundation of trust and engagement. So, let's start celebrating the individual voices that make up our companies. After all, they're not just the heart of your business; they're the key to its future.

If you're looking for ways to enable your team in this journey, check out our employee advocacy solutions here at Tribal Impact.