These are uncertain times for Filipino businesses. As the COVID-19 pandemic continues to rage throughout the country, the government has once again called for lockdowns to curb the rising number of cases. Businesses, which have struggled to stay afloat, once again faced weeks of limited to no operations.
In Asian Development Bank’s February 2021 paper COVID-19 Impact on Micro, Small, and Medium-Sized Enterprises under the Lockdown: Evidence from a Rapid Survey in the Philippines, they reported that micro, small and medium-sized enterprises (MSMEs) saw a significant drop in their revenues at the beginning of the lockdown with 6.1% of micro, 49.1% of small and 35.8% of medium enterprises reporting no revenue.1
As a consequence, Filipino workers have borne the brunt of their employers’ struggles. MSMEs had to lay off their employees at the beginning of the lockdown with a significant portion suspending wages as well.
A year after the beginning of the pandemic, millions remain without work. In June 2021, the unemployment rate was at 7.7%, translating to about 3.76 million jobless Filipinos. Of these figures, subsectors in other service activities lost 241,000 workers followed by accommodation and food service activities, which lost 143,000.2
Increasing uncertainty among businesses and workers facing job insecurity has eroded trust in many employer-employee relationships. But some organizations continue to stay committed to their employees even during these difficult times, like Brother International Philippines Corporation.
Despite Company Size, Brother International Philippines Builds Trust Amid Difficulties
Brother International Philippines promotes and services Brother’s suite of products and solutions in the Philippines that include multi-function printers, labeling machines and sewing machines.
With only 72 employees in the Philippines, Brother International demonstrated how size is irrelevant in an organization that wants to become a great workplace by putting their people first.
The company immediately became a Great Place to Work-Certified™ company despite it being their first time having their Trust Index© evaluated and that they are only starting to build their employer brand.
Their employee experience, for example, is already exemplary, with 88% of their employees saying that Brother International Philippines is a great place to work compared to just 53% at a typical global company.
9 in every 10 of the company’s employees agree that they have competent management (99%) and a physically safe workplace (96%). They also report feeling good about how the company contributes to the community (97%), that people celebrate special events at work (97%) and they are given the resources and equipment to do their job (96%).
The employees’ responses were not at all surprising.
Trust and respect form the core of the Brother Group’s Code of Practice in their Global Charter, which states, “We must always honor individuals and diversity, and act with trust and respect.”
This perfectly echoes Great Place to Work’s definition, a great workplace where employees trust the people they work for, have pride in what they do, and enjoy the people they work with.
But ideals are not enough for the company as they choose to back these up with action.
“Aligning words and actions is an important key for building trust in the workplace. Our trust in the product we sell, our work environment, our corporate social responsibility and job satisfaction also contribute to our high Trust Index,” said Grace Vizconde, Brother International Philippines’ General Manager for Finance and Administration.
Trust also goes both ways at Brother International Philippines where they ask employees to provide exceptional work in exchange for challenging assignments and bonuses.
“We expect our associates to be positive members of society, share the company’s values, continually learn and improve, maximize their capabilities, strive to achieve their goals and ultimately contribute to our success,” according to Vizconde.
A Clear Path to Having a Great Employer Brand
Brother International Philippines may only be starting their journey in building their employer brand, but they clearly understand its long-term benefit to the company.
Vizconde said that getting their certification during the pandemic validates how they treat their employees and the local community, adding that this will have a lasting impression on the company’s culture.
While the company has a long-term vision of their employer branding journey, they are also aware of their current challenge of attracting talent during the pandemic. But they know that their certification will make them more visible to potential candidates and present them as an attractive and rewarding workplace.
“Listening to their employees will also be key”, said Vizconde.
“This is the reason why we wanted to be Great Place to Work-Certified™. We want to know how our employees see us from a different perspective. [Also], retaining engaged employees helps us attain our goals, targets and KPIs and profitability.”
Employees like Product Specialist – HSM Eleanor Garcia agrees. “It’s no wonder why Brother International Philippines became Great Place to Work-Certified. [The company] never fails to listen to their partners, customers, and employees. I feel more connected to the company because I get the chance to contribute to its improvement.”
Like Brother International Philippines, any workplace can be great, no matter its size, as long as it has mutual trust at its heart.
Would you also like to build a workplace that is founded on trust and effectively attracts and retains talent? Let Great Place to Work® Philippines help you start your employer branding journey. Please contact us today for more information.