“The greatest gift you can give your team: clarity, communication, and pulling people together around a shared mission.” ~ Anne Sweeney, Former Chair and President at Walt Disney Co.
This quote captures the essence of business communication for an organisation. Business communication is divided into two main types: external communication, which involves what the business communicates to its audience or people external to the company, and internal communications, which refer to the sharing of information within the company. In many cases, both internal and external communications need to work together, especially in employer branding.
What is Employer Branding?
Employer branding is the perception of your brand as an employer, conveyed both internally and externally. Internal communication within the organisation significantly impacts the brand message that reaches potential candidates and the wider audience.
Importance of Employer Branding
Employer branding is crucial for business recognition and brand awareness. For HR professionals, it offers several key benefits:
- Attracts Top Talent: A strong employer brand gives potential candidates insight into the work culture and values of the organisation, attracting a larger pool of qualified talent.
- Helps Retain Employees: Employees are more likely to stay with a company that promotes a positive and inclusive work culture.
- Reduces Cost Per Hire: A well-regarded brand in the market reduces the need for extensive recruitment efforts, as candidates proactively seek out the company.
- Builds Trust: Transparent communication about the company fosters trust and loyalty among employees and candidates.
How ABEX Leverages Internal Communication to Build a Strong Employer Brand
Define Your Company’s Values
At ABEX, we start by clearly defining our brand values and what we stand for. We ensure these values are communicated internally to all employees, whether they are working from home or in the office, to align everyone with the brand’s mission.
Establish Your Employee Value Proposition (EVP)
ABEX establishes a compelling Employee Value Proposition (EVP) that outlines what we offer our employees in return for their skills and experience. Our EVP is a critical factor in attracting and retaining top talent and differentiates us in the competitive market.
Create a Personalised Employee Experience
While it’s essential to communicate ABEX’s values, mission, and culture, it’s equally important to offer personalised experiences to our employees, regardless of their location.
Ensure Seamless Communication
ABEX invests in robust communication tools and platforms to facilitate seamless communication, especially with remote workers. Effective communication channels not only enhance collaboration but also strengthen employer branding.
Foster Employee Engagement
ABEX encourages communication among employees and implements employee engagement programs to build a positive work culture. Engaged employees are more likely to advocate for our brand.
Solicit and Act on Feedback
ABEX encourages employees to provide feedback on their experiences. This can be done through open forums, anonymous polls, or surveys. Actively addressing feedback demonstrates that the company values its employees’ opinions, fostering a more engaged workforce.
Keep Employees Informed
ABEX regularly updates employees on company initiatives and future plans through various communication channels such as emails, instant messaging, or apps like Slack. Keeping employees in the loop helps them feel connected to the company’s goals.
Recognise Employee Achievements
ABEX acknowledges and celebrates employee achievements through internal communication channels like newsletters or bulletins. Recognising accomplishments boosts morale and motivates employees to strive for excellence.
Conclusion
Employer branding is what you communicate about your brand externally. To ensure authenticity, it is crucial to live by the values you promote within your organisation. By establishing clear values and fostering a culture where these values thrive, you can build a strong employer brand. Internal communication is the key element that propagates this culture throughout the organisation, ensuring all employees, regardless of their physical location, are aligned with your brand’s mission.
At ABEX, we understand the power of internal communication in shaping employer branding. Our tailored solutions help organisations build and maintain a strong employer brand, ensuring that your company attracts and retains the best talent in the industry.
