Measuring the Effectiveness of Your Employer Brand

Measuring the Effectiveness of Your Employer Brand
Xyris Tapia - Author

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During this critical time, more companies are focusing on building their employer brand. It is proven that having a people-centric approach in this evolving business landscape create positive impact on workplace culture, company reputation and in achieving business goals. If you watch our Philippines Best Workplaces™ 2021, you will realize that certain companies laid out these goals even before the pandemic and successfully achieved them.1

At Great Place to Work® we see a clear connection between a strong employer brand and the success of an organization. Aligned with our mission of building great workplaces For All™, Great Place to Work® is honoured to partner with a community of companies that have successfully built strong employer brands. By providing our proprietary tools and the guidance of our experienced culture coaches, these companies created effective strategies to stand out as employers of choice.

Our analysis and research have led us to narrow down the factors that ultimately highlight the effectiveness of a strong employer brand with metrics that companies typically have in place. Here are what we see as common outcomes:

           1. Steady stream of employee referrals

Data gathered from Philippines Best Workplaces™ 2021 show that in every employees in best workplaces would ‘strongly endorse their company to friends and family as a great place to work.’2

Employees that are deeply satisfied with their workplace experience are happy to recommend their company at every opportunity. They are more likely to be enthusiastic about joining brand campaigns, endorsing their companies on social media and would also openly write glowing reviews on feedback portals. By igniting this strong sense of pride and forming their tribe of effective brand champions, these great workplaces are organically reinforcing their employer brand.3

Employee referrals have been shown to reduce the cost of hire by quickly filling up open positions with qualified candidates, thereby improving the productivity of the workforce, and reducing advertising costs.5

           2. High employee engagement & retention

Employees want to be associated with a great employer brand which translates to higher retention. They resonate with the company’s mission, vision and values. It also provides them with a sense of purpose and being part of an ‘extended family’. Recent data shows 50% less employee turnover at Fortune 100 Best Companies, as compared with the rest.4

Philippines Best Workplaces 2021 date also show that 9 in every 10 employees in best workplaces would ‘want to work here for a long time,’ and ‘feel that their work has special meaning. It is not just a job.’2

Workplace culture cannot be fabricated. A great workplace is one where they trust the people they work for, enjoy the people they work with, and have pride in what they do. A critical measure of a company’s employer brand is that employee experiences are consistent with the kind of employer you say you are. With Emprising™, Great Place to Work®’s proprietary survey platform, organizations can track the pulse of employee experiences through surveys that identify factors that may be positively or negatively impacting the workplace culture and it likewise shows how employee experiences evolve over time.

           3. Meaningful recognition won

Being recognized as a great workplace elevates the company’s reputation and results in jobseekers coming directly to you – accelerating talent attraction and creating a strong differentiator among a sea of competitors.

Data shows that 75% of jobseekers consider an employer’s brand before applying4 , and most of them refer online to find what they are looking for.

There are several award-giving bodies that recognize great employers in the Philippines and in the region. What differentiates Great Place to Work-Certification™ is it is the employees who determine if their company is indeed a great workplace. As soon as they are GPTW-Certified™, workplaces can automatically use their Certification badge to drive campaigns and celebrate the great workplace culture that they have achieved.

Given these proven outcomes, building your company’s employer brand is no doubt a meaningful endeavour. Your company can map out more defined metrics throughout the course of building and adapting one’s employer brand, but you can start with these 3 simple measures of effectiveness and continue to work on how to grow your employer brand further.

Now is the perfect time to start the journey and drive your team to becoming Greater. Get Great Place to Work-Certified™ today.

Xyris Tapia - Author
Xyris Tapia

Xyris loves to look at life through a broader lens. She is a certified bookworm, occasional writer, intrepid traveler and design enthusiast. She likes to create and breathe vibrancy to things. When not organizing events, she is a content contributor for GPTW PH and likewise handles corporate matters. A happy wife and a doting mom, she finds joy in unique experiences and believes that everyone has the potential for greatness.

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To be eligible for the World’s Best Workplaces list, a company must apply and be named to a minimum of 5 national Best Workplaces lists within our current 58 countries, have 5,000 employees or more worldwide, and at least 40% of the company’s workforce (or 5,000 employees) must be based outside of the home country. Extra points are given based on the number of countries where a company surveys employees with the Great Place to Work Trust Index©, and the percentage of a company’s workforce represented by all Great Place to Work surveys globally. Candidates for the 2017 Worlds Best Workplaces list will have appeared on national workplaces lists published in September 2016 through August 2017.