Business Surgery: Lucinda Sloane, of Bird Media, has some tips on improving your firm’s ‘employer brand’

In my previous column, I introduced employer brand and its importance in not only attracting but retaining top talent. “But, how do you build a strong employer brand?” I hear you ask. The short answer: through an effective internal communications strategy.

Now, let me ask you a question: do you have an internal comms strategy? (A weekly staff bulletin doesn’t count by the way…).

If not, you might want to dedicate some time to developing one.

Here’s how internal comms can strengthen your employer brand:

COMMUNICATE YOUR VISION, VALUES AND MISSION

You need employee buy-in to achieve your mission and objectives. Clearly communicating your business why is essential for ensuring your people understand, are aligned with, and uphold your brand values and vision.

INSPIRE EMPLOYEE ENGAGEMENT

Keeping employees up-to-date with what’s going on at their company builds trust and connections. Most importantly, employees value frequent, insightful, open and honest communication. They want to feel included, especially when times are tough, and recognised for their contributions and achievements when times are good.

ENCOURAGE EMPLOYEE ADVOCACY

Your greatest resource for strengthening employer brand is your people. Encourage employees to become brand ambassadors by engaging with your external recruitment and marketing activities, and sharing their experiences of working at your organisation via social media and at company events.

SHOWCASE EMPLOYEE DEVELOPMENT OPPORTUNITIES

Promoting training and development opportunities through internal comms builds your reputation as an employer that values its employees and wants them to succeed.

INVITE FEEDBACK

Do you know how your employees really think and feel about working for you? Do you have a clear understanding of the employee experience at your organisation? If not, ask. Inviting regular feedback about your company culture and engaging employees in open discussion about what they want allows you to continually improve and develop your employer brand.

If you’re interested in learning more about developing an internal comms strategy or further advice for strengthening your employer brand, I’m here to help. Email me at lucinda.sloane@thisisbirdmedia.com

Follow Lucinda on LinkedIn: www.linkedin.com/in/lucinda-sloane