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What’s Your Employment Brand?

Did you know your company has an employment brand? Whether by design or default (usually by default) every company has its own employment brand. I talk to many small business owners who tell me they have difficulty attracting and retaining the talent they need to grow their businesses. They typically blame their inability to provide competitive salary and benefits packages to their employees. But money isn’t always the biggest motivator for employees today—particularly younger workers. Many job seekers place more importance on the quality of the work environment when making a job choice.

Some people refer to it as the “cool” factor—companies that offer employees a sense of purpose and an opportunity to have fun on the job. That’s what defines their employment brand. Many talented workers are willing to take less in pay and benefits in order to be part of a company that they believe in and that gives them the opportunity to flourish.

Have you ever asked one of your employees why they wanted to work for you? Even more important, have you ever inquired as to why an employee has resigned? Do your team members recommend your company to others?

You need to know the statement your employment brand makes in the market. If you don’t like what you discover, put together an action plan to change it. Build a company culture people want to be part of and you’ll find it easy to attract the best and the brightest to help you build your business success.

This article was originally published by Susan Solovic

Published: August 20, 2014
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Susan Solovic

Susan Wilson Solovic is an award-winning serial entrepreneur, New York Times, Wall Street Journal, Amazon.com and USA Today bestselling author, and attorney. She was the CEO and co-founder of SBTV.com—small business television—a company she grew from its infancy to a million dollar plus entity. She appears regularly as a featured expert on Fox Business, Fox News, MSNBC, CNN, CNBC and can be seen currently as a small business expert on the AT&T Networking Exchange website. Susan is a member of the Board of Trustees of Columbia College and the Advisory Boards for the John Cook School of Entrepreneurship at Saint Louis University as well as the Fishman School of Entrepreneurship at Columbia College.