Question for you: how many of your employees understand, buy into and know how their roles contribute to your organisation's purpose?
It’s a question clients are increasingly asking us to help them address through their employer brands, with a view to driving performance around the right (i.e. business critical) things.
While not specifically about employer branding, this is a really interesting article from HBR which touches on many of the benefits of ensuring that a) employees are bought in to organisational purpose and that b) purpose is manifested in culture (which is, of course, one of the key facets of an employer brand). It’s refreshing to be talking about business strategy alongside HR/resourcing strategy – because it’s the combination that will drive clarity around the talent you need to attract and retain for the future.
With a single, unifying drive behind both your culture and your brand, however, you reap the benefits of a focused and aligned workforce. No one needs to expend extra energy figuring out what to do or how to act in order to achieve what you want your company to stand for in the world. Your human resources aren’t trying to decipher what skills and behaviors will be needed in the future, or maintaining performance evaluation systems that are out of sync with your values. And your sales and marketing departments aren’t working at cross-purposes, each with its own view of what success looks like. Organizational silos are bridged and disjointed initiatives are minimized because everyone is singularly focused on the same priorities.