Your organization is under a microscope. Between social media and every other internet outlet, everything your organization does is met with a judge, jury, and… well, judgement. The internet is the first place potential candidates, customers, and future business partners look for information. And that’s why employer branding is so important.
I started using Lyft in my travels after the Fowler debacle, and have since found them to be a good example of both customer and employer branding. While Uber was laying people off, Lyft was launching its LyftUp program to “promote equity and economic opportunities for communities of color” during this year’s #BLM movement. They’ve also sent great examples of crisis communication all year long, often outlining how they will keep drivers safe.
I’ve been on Lyft’s side for awhile now and this year has further solidified my loyalty. I’m a great example of how employer branding can lend itself to customer branding, in addition to attracting and keeping top talent.
So here’s the million dollar question: How did your employer brand fare this year?
Let’s reflect together.
How did you respond to critical events that occurred this year? Even in challenging times it’s vital that organizations treat employees with dignity and respect. Some organizations really hit the nail on the head, while others communicated that employees were just line items on a spreadsheet. How did you respond to COVID and #BLM, and what messages did your responses send to your workforce?
What did recruiting look like this year? In other words, what intentional steps did you take to attract top talent? Did you use job advertisements that were inviting and spoke to your real culture? Did you interview people with safety in mind?
Do you have a strong understanding of what sets you apart from other organizations? Why would candidates choose you over others? When it comes to attracting top talent, organizations must find ways to stand out. This could be through creative marketing, employee testimonials, community efforts – the list is seriously endless. A good place to start is to develop an employee value proposition and use it to guide your branding efforts.
Did you communicate about your brand all year long? Marketing and sales people know it requires a lot of messaging to keep customers reminded of how amazing you are. Did you follow their lead? Are you sending messages that remind your employees about the great benefits you offer, the flexible work time, and your other awesome perks?
Meet with your team and talk through the answers to these questions. You’ll see your strengths and opportunities for improvement begin to emerge as you discuss – then you can work to set the tone for 2021.
Catherine and The Civility Partners Team
