Does it matter how your clients, candidates, vendors, prospects and consumers feel about your organization as a place to work?  Absolutely.

Employers continue to invest heavily in their employer brand. Employee Value Propositions (EVPs) and employer branding platforms are developed, social, digital and print assets are created to strengthen the brand, and then a fantastic launch happens to educate the employees on your employer brand. The problem is you forgot about other key influencers and external stakeholders.

Not knowing how critical influencers and stakeholders like your contract and temporary staff, clients, prospective candidates, vendors, volunteers and media feel about your employer brand could leave a company blind sighted.  We are all aware of the impact that one negative experience can make on a company brand.

To have a leading, authentic and sustainable employer brand make sure that you conduct thorough research on how all influencers and stakeholders feel about your organization.

Consider the following groups and questions when developing your employer brand platform:

Contract and temporary staff

Interviewing, onboarding and employment terms are often very different for your contract and temporary staff. Communications and involvement in perks can also be a much different experience. 30% of most workplaces have contract and temp staff that have a very firm opinion of your firm and are eager to share this information. What is the employer brand experience like for these individuals ? Do you have an EVP for this group and a commitment for what their experience is like? They are a significant group of influencers internally and externally

Outside Vendors

Do you have recruitment agencies, recruitment process outsourcing firms, communications firms or technology partners that represent your firm? What is their experience with your employer brand? Do they even know what it is? Do you know how they represent your brand? Think about how many customers, candidates and stakeholders these individuals talk to each and every day representing your employer brand voice. A  best practice is to bring these stakeholders in, educate them on your employer brand, the key points that are critical to its brand voice and promise, and annually conduct reviews on the knowledge and actions they have taken to promote your employer brand strength.

Advertising and Public Relations

Much like external messaging requires consistency in corporate branding, it must also consistently respect and integrate the employer brand message. Ads, press releases, events and promotions that are off message or counter to your employer brand can erode the authenticity of the platform rather quickly. Ensure that you work with your Marketing and Communications teams to integrate a piece of your employer brand strategy into each and every communication.

Clients

More and more clients and consumers are placing a higher value on working with organizations that are socially responsible and that includes treating your employees well.  How do your clients/consumers feel about your employer brand?  This is critical information to know as it could significantly impact the growth of your business.

Candidates

Do you know how candidates feel about your organization as a place to work?  What is the hiring experience like at your organization? It is critical that you do your research and know what is important to the talent you need today and in the future and that you address any gaps/concerns that currently exist.

Volunteers

For many not for profit organizations, your volunteer group can be significantly bigger than your employee base.   If you work for a not for profit organization do you know how your volunteers feel about your organization?  Do you know if they are brand ambassadors for your organization?  Do you have an EVP just for your volunteer base?

When you conduct a 360 evaluation of your employer brand it will provide you with the information you need to have a leading, sustainable and authentic employer brand.