Some Best Questions You Should be Asking to Boost your Employer Brand
Some Best Questions You Should be Asking to Boost your Employer Brand
What Is Your Employer Brand?
Every organization that is looking to hire has to put its best foot forward, and there is no better way to do that than with positive word of mouth, reviews, and a good reputation in your industry. To achieve that, you have to invest the time, energy, and budget into creating an authentic and attractive employer brand and marketing it to job candidates.
An employer brand refers to the organization’s reputation as a workplace and the impression that the company makes on current, past, and potential employees. It is how employees see and feel about the company, and it should be a good representation of who the company is, what it stands for, what makes it stand out as an employer of choice, and what creates an emotional connection to the organization. It should also incorporate an organization’s mission, vision, values, culture, and employee value proposition
What employees consider a “good place to work” is shifting. Where workers once viewed employers as “giving” them a job, today’s workforce recognizes employment as a symbiotic relationship. Sure, employers pay employees for their time, but companies can’t survive without employees – a lesson that’s been driven home by the Great Resignation. In today’s hot job market, businesses can’t afford to ignore employee input about workplace culture and operations.
Over the last few years, the hiring market has been quite a wild ride. But as talent teams’ priorities have constantly shifted, one thing remains constant: the importance of a solid employer brand.
Whether you’re focused on attracting qualified candidates or retaining the talent you already have, employer branding can be the make-or-break factor in navigating a topsy-turvy talent market.
You have to figure out what need’s improvement before it’s too late, but if you’re waiting until exit interviews to ask the tough questions, you’re losing time, money, and talent.
The Importance of a Good Employer Brand
Marketing your employer brand well can impact your organization in myriad ways. It helps in recruiting, hiring/interviewing, and retaining your employees. But only when your brand matches the actual employee experience. It is very important that what you are selling is what candidates and employees are buying.
Employer branding topics you can’t ignore
Everyone wants to get paid, but a giant pay check won’t change how employees feel about their day-to-day experience at work. According to Jobsaro research, the top drivers that impact employees’ likelihood to recommend are:
- Company communication with the public
- Management
- Employee engagement
- Senior leadership
- Clear, transparent communication to employees
Asking for feedback on these areas can give you actionable information to help you improve your employees’ experience and your company’s reputation.
The right questions, the right way
The most useful survey questions use a rating scale and multiple choice or open-ended responses. Instead of asking if employees approve or disapprove of senior leadership, a rating scale question might ask, “On a scale of 1 to 10, how would you rate senior leadership?” A question about long-term prospects within the company might be framed as, “How long do you see yourself staying with our company?” Multiple choice responses could include ranges like less than a year, 1-2 years, 3-5 years, more than 5 years, and more than 10 years.
At a minimum, a variation of these Best questions should be included in your survey. Where possible, include a rating scale, multiple choice options, or an open field for response to measure satisfaction across different areas.
Leadership support
- How would you rate senior leadership?
- How good is your manager at recognizing your contributions at work?
- How comfortable do you feel providing upward feedback?
- Does your manager set clear goals?
Company communication and brand perception
- How transparent is management in communicating company performance?
- How would you rate the company’s communication with employees?
- How would you rate the company’s communication with clients/the public?
- Alignment to the company mission
- Are you proud to work for this company?
- What do you believe is this company’s primary purpose?
- If you were to quit tomorrow, what would be your reason for leaving?
Process improvement
- Name three (or more) processes we could improve.
- Name three (or more) processes we do well.
- Overall company culture
Describe our company culture in one word.
- How would you rate your work-life balance?
- Does your manager provide the support you need to advance your career?
- Does your manager provide the resources you need to perform your job well?
- How connected do you feel to your co-workers?
- How challenging is your work?
- How satisfying is your work?
Likelihood of recommending the company, staying or leaving
- How likely are you to refer a friend to work here?
- How long do you see yourself staying with this company?
Remember to be mindful of your employees’ time when administering your survey. Answering these questions should be part of their workload not additional work.
After you’ve compiled the results, share the findings with your team, as well as an action plan on how you’re planning to use their feedback to demonstrate that you’re listening and responding. Always explain when you implement new policies based on employee feedback.
Take Control of Your Reputation
So much of the recruitment and candidate hiring process is out of your control especially in this market. However, your organization’s brand and its reputation are something that you can and must take control of if you intend to succeed in the war for talent.
While much of the focus is on recruiting, don’t forget about your current employees too. They should not just be a source of information in helping determine your brand, but they should also be thought of as consumers of your brand. They are your best referral source so their happiness and engagement save your organization time and money and will drive your business forward. Remember, your employer brand must evolve with your employees. Continue to measure and monitor your company’s mission, vision, values, and brand to ensure your employees are still on board.
Final thoughts: small steps can add up to a big impact
If you have more time right now, you can use it to invest in your employer branding even if you’re only able to take small steps. You could schedule a short period of time into your day and tackle just one of these things. You could also ask your team to help. If each team member commits to one small task, it can add up to a big impact.
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