How the Great Resignation affects your branding
How the Great Resignation affects your branding

By on in Branding

How the Great Resignation affects your branding

The Great Resignation is in full swing. Nearly 40 million people quit their jobs over ten months in 2021, and with no signs of slowing down, employers are worried.

If you’re concerned about the war for talent, it’s time to think about your employment brand. So many organizations do a great job marketing to customers, but they miss the opportunity to market to potential employees.

Cheesy but true: A business is nothing without its people. Without a talented team in place, how are you going to deliver on even the most basic brand promises, let alone grow?. Going all in on your consumer marketing without building your employment brand may spell disaster down the line.

If 2021 was The Year of the Great Resignation, let’s make 2022 The Year of Employment Brand. Here’s how to mindfully craft your employment brand in a world where employees hold the cards.

 


Ignoring or misstating your values is one of the quickest ways to erode employee trust. No one wants to feel like they’re being held to a higher standard than senior leaders, nor do they want to be sold a bill of goods with an all-talk-and-no-action mentality around values.

 

Define your values, then live them

One trend we’ve gleaned from the Great Resignation is that it’s not all about the money. Many folks left high-paying jobs because their employer refused to create a flexible work schedule. Others have moved on to find more socially-conscious organizations.

What this means for your employment brand is that it’s essential to lead with your values. Just as you use your value proposition to inform your brand marketing, what’s your value proposition to employees? What do you offer that makes your company a worthwhile place to work?

Take the time to think about your values, then find the words to articulate them. Wherever you land, make sure the vision is something that your team is truly ready to live.

Ignoring or misstating your values is one of the quickest ways to erode employee trust. No one wants to feel like they’re being held to a higher standard than senior leaders, nor do they want to be sold a bill of goods with an all-talk-and-no-action mentality around values.

 

Be honest

This one should be obvious, but many businesses out there dodge some of the more uncomfortable truths about their workplace culture because they fear it will drive great candidates away.

Not everyone will be the right fit for your company, and that’s okay. But you’ll save everyone a lot of time if you’re clear about your expectations up front.

Some companies have a culture where they expect folks to be on-call and available most of the time. That work environment will not be suitable for everyone, but some people love that fast paced, entrepreneurial environment.

Hiding this aspect of your culture from prospective employees will only cause you woes in the long run. If and when you hire someone who is uncomfortable with that kind of work pace, you’re setting both sides up for disappointment.

If you’re finding certain policies are a major turn-off to all candidates, that’s a sign it’s time to rethink your policies.

 

Be socially conscious

Seventy percent of Americans believe that large companies have a responsibility to make the world a better place. Millennials and Gen Zers are especially driven to make decisions based on a company’s socially-conscious bona fides. That means that taking an interest in DEI, CSR, and other altruistic business efforts is a part of building a strong employment brand and workplace culture.

There are plenty of stats out there about how DEI efforts positively impact the bottom line. More diverse teams perform better, often because having more ideas and viewpoints in a room increases creativity and innovation. But since working for a brand that’s a good corporate citizen matters to employees, investing in DEI and CSR is also a recruitment and retention tool.

Just like with your values, you need to fully practice what you preach in your DEI and CSR talk. We’ve all seen those brands slap the rainbow flag over their logo for Pride Month, and stop at that. Don’t be one of those brands. Everyone–from consumers to prospective employees–can see through it.

 

Address biases in hiring

There’s one particular area of DEI where employment brand can go even further than consumer-facing branding. Many traditional hiring practices have blind spots. From gendered language in job postings to missteps in the candidate screening processes, brands have lots of room to improve in addressing biases.

Even seemingly minor tweaks can go a long way. Add language into your employment brand materials that calls out your dedication to inclusive hiring practices. Encourage your team to include their pronouns in email signatures and on Zoom. Audit your job descriptions for biased language (did you know that seeking a “rock star” candidate might inadvertently be scaring off women applicants?).

When everyone feels included in your hiring process, you’re more likely to build an inclusive team. And the more diverse your team is, the more likely you are to continue to attract diverse candidates who appreciate your commitment to creating a safe and welcoming workplace. It becomes a positive feedback loop.

 

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Today’s employers need to think beyond compensation and flashy perks. Employees aren’t looking for a foosball table or a signing bonus. Ultimately, they want to work for a business with solid values and a higher purpose.

When the dust settles following the Great Resignation, the organizations that will come out on top are the ones that have taken the time to define and trumpet their employment brand. Think about the kind of workplace you want to build, then share that vision in your employment brand materials. That’s how you’ll attract candidates that hold those same values, which is ultimately the key to building a harmonious, aligned, and engaged team.

We can help you put your best foot forward with prospective employees. Contact us to talk all things employment brand.