Employment policies and brands are important for organizations. While the brand represents what it is like to work at a company, employees represent the brand through its policies.
The company’s policies create the structure and help regulate employment relationships. In addition, policies set the standard for how employees communicate, such as with the brand’s identity and message.
Issues with employment policies have been making headlines recently, and companies are on edge. Verbiage and practices that have been in place for decades are under scrutiny.
Many companies are pondering whether to change their corporate strategic planning regarding employee policies and how changes would affect their brand strategy.
Improving Employment Policies
One of the main areas where your brand is important is in recruiting and retaining talent. For decades, companies have been shifting toward more welcoming and diverse workplaces, but in the last few years, some companies have begun shifting away and developing a strategic plan that is more performance-based.
No matter which strategic direction your company has, there is always room to improve employment policies and help strengthen your brand. If you are a company reviewing your employment policies, consider ways to improve the best of your policies and revamp the worst. Here are five key areas where various employment policies are integrated into branding strategies.
Company Culture
Many companies recognize the benefits of having different perspectives from various groups of people on their team. Companies that have effectively merged people from various groups into their organizations have created a culture of representation. They have succeeded in part because they focus on bringing in people of merit, regardless of the group they come from.
While you might not want to overlook any group of people in your hiring process, recent political and legal threats should make you wary. For example, consider carefully how your company uses language which is no longer accepted, such as those that specify groups.
It might be prudent to change company language to better recognize how a person would fit into your company culture. Consider what you want individuals to add to your organization while matching the synergy within the workplace.
Needs Assessment and Fit
Recognize that hiring employees from different backgrounds and from all walks of life presents opportunities such as increasing innovation, improving morale and tapping into a wider market. When considering which qualities can bring opportunities to your company, include them as part of your hiring needs and understand these needs are always evolving.
Changing job descriptions, roles and titles can help to subtly shift the direction of your strategy with changing business trends. Additionally, consider creative ways to expand your hiring reach to attract individuals with new perspectives and ideas that can enhance your brand and help your company grow.
Authenticity
Understand that no employment program is perfect, but you want it to be genuine and aligned with your company’s core values. For example, a common misconception of companies or people working with diversity, equity and inclusion (DEI) programs is that hiring is for show. This can be misleading and directly contradict the core values of trust and respect.
There are many stories where new hires and promotions are announced with an emphasis on a group instead of the individual’s credentials. This can discourage people who perform exceptionally well, causing them to think their performance is less meaningful. It can also lessen the achievements made by the new hire or promoted individual.
Be wary of an employment program that could erode core values such as respect and trust. Instead, create a program that emphasizes merit and performance. Identify and change existing practices that aim to benefit specific groups to ensure they are not unintentionally isolating other groups.
Employee Training
No one wants to be unskilled or incapable of doing their job. In addition, not having qualified people can add pressure on others to pick up the slack. Remember that skills can be learned and the quicker you help your employees get the skills they need to perform their best, the better the workplace environment will be.
It is essential to have performance reviews, training policies and practices in place to provide opportunities for advancement. Besides addressing individual employee needs, providing corporate training can help everyone feel valued and recognized by the company. In addition, corporate training can significantly improve the morale and sense of belonging within the company.
Market Relevance
Your employer brand describes your reputation as a place to work. It is essential that you have a favorable reputation for attracting and retaining valuable talent in your organization.
A strong employer brand significantly impacts marketing strategies by attracting top talent, reducing recruitment costs and retaining employees. Your marketing strategies can ultimately boost business growth and success.
Look at ways you can strengthen your employer brand by how you attract and retain employees, what stories you tell and how you utilize your social media, website and other channels to highlight your brand.
Develop a successful brand strategy for your employment policies.
If you are ready to review and update your branding strategy, including your employment policies, Impact Branding Consulting offers strategic planning services that create strong, lasting brands. We will help you use your company’s vision, goals and purpose to guide your strategy. In addition, you will get actionable steps for creating employee value propositions, implementing brand campaigns, and more. Contact us today to get started.