Employee engagement is the act of having employees appreciating their work, becoming more productive and active employees. Employer branding is how a company sells itself to potential candidates, the way that same company might sell its products. This then leads to better employee engagement.
Employee Engagement and Employer Branding are a foil for each other. Eminence Branding helps to be a magnet for more engagement for employees and vice versa.
In fact, 49% of companies look at employee engagement as a sign of good employer branding, which is higher than other signs, such as quality of hire (47%). Good employer branding eventually becomes good employee engagement, so an investment in one is a partial investment in the other.
How Employee Engagement Impacts your Employer Brand –
1. Engaged Employees are Role Models – Authenticity is the secret ingredient in any effective employer brand, and there is no better way to increase honest engagement with your employer brand than to increase brand advocacy among your employees.
2. Engaged Employees make a great impact on Social Media – Encouraging employees to review your employer profile online is a smart decision (and a best practice for managing your online reputation these days!), but only if you have built goodwill and cultivated employees engagement.
3. Engaged Employees Worked as great Employee Referrals – Investing in employee engagement efforts now can pay big dividends when it’s time to make new hires and actively building your candidate pool.
How Your Employer Brand Affects Employee Engagement :
1. Recognization and Appreciation: Organizations with a strong employer brand often have systems in place to recognize employees for their hard work. This, in turn, energizes employees to become more engaged and vocal about their support for you as an employer
2. Perks/ Benefits and Leverages: Think about the companies with the strongest employer brands and you’ll probably notice some similarities: nearly all of these organizations are known for their stellar incentives or benefits packages.
Example: Google offers never-ending food and snacks, Patagonia offers their employees generous parental leave and access to on-site child care centers,(100% of the women who have had children at Patagonia over the past five years have returned to work), and Zappos provides a massage chair and nap room for tired employees. While some of these perks seem over-the-top, they generate buzz and cement the organization’s status as an employer that cares about worker well-being.
The relationship between employee engagement and your employer brand is actually very symbiotic: one can’t exist without the other. By encouraging employee brand advocacy and ensuring your promising employer brand meets the needs of your employees