Workplace Culture and Employer Branding: Their Influence for the Success of your Organization

Ilustración de una mano sosteniendo un imán que atrae perfiles de personas hacia una computadora portátil. El objetivo y el concepto de la imagen resaltan la idea de construir una marca empleadora atractiva para atraer talento.

Have you ever wondered how workplace culture and employer branding influence the success of your organization?

Companies that effectively manage these strategies have strong competitive advantages:

  • They attract talent effortlessly.
  • They maintain the loyalty of their employees.
  • They drive team commitment.
  • And for all this, they achieve higher levels of performance.

To encourage these types of results, leaders must create an environment that promotes positive values and norms that facilitate good interaction between all the people who are part of the organization.

What is workplace culture?

When we talk about work culture, we refer to the environment, values, beliefs and behaviors that characterize the day-to-day life of your organization. In other words: it is the ecosystem in which your collaborators operate, interact and contribute to the success of the organization.

This culture is defined by four key components, which are:

  • Core Values: The principles that guide the company’s decisions and actions.
  • Communication style: how employees and leaders interact within the organization.
  • Work practices: the methods and procedures used to perform tasks.
  • Physical and virtual environment: the space where they work, including the configuration of the offices and the type of digital tools that are used.

How does work culture impact employees?

Culture is one of the main factors that shape workforce behavior. Let’s see how!

If the workplace culture is positive, it promotes employee satisfaction, well-being, and motivation

To generate a good work environment, it is essential to pay attention to elements such as communication – how team members communicate with each other and with their managers -, strategies for recognizing and celebrating achievements, how conflicts and challenges are handled, and how decisions are made within the company.

The participation and integration of employees in all these facets means that they feel valued, listened to and represented as fundamental elements of the company. These are relevant aspects, since they are more likely to identify with the business objectives and values, promoting commitment and a sense of belonging.

In fact, lack of communication, lack of recognition and absent or distant management teams are what, as a general rule, cause hostile and negative environments.

This type of environment makes employees feel undervalued, isolated, or like just another cog in the business machine, which often ends up creating a team with low motivation, lower productivity, and high turnover rates.

Employee turnover is one of the most damaging elements for a company. If it is not controlled, instead of providing freshness to the workforce, it will cause a high cost: emotional cost for the teams that lose their colleagues, and financial cost for the organization in terms of recruitment and training processes. And of course: the loss of valuable knowledge and experience that goes to the competition.

So, for your company to have a healthy and positive climate, remember:

  • Ensure that employees feel valued for their work and contributions.
  • Create channels so that team members can express their ideas, concerns and suggestions in an open and transparent way.
  • Encourage collaboration and mutual support.

What is Employer Branding?

Employer branding is how your company is seen from the outside. It’s a combination of what you offer, how you communicate it, and what your employees say about you. It is a strategy whose main objective is to build an attractive brand image to attract new employees and retain the loyalty of those you already have.

In this sense, it goes beyond what the organization does or its products and services, but rather focuses on the experience of working at your company, the values it upholds and how these are reflected externally.

Employer branding is an especially important component for Human Resources departments, as many employees today are looking for more than just a salary in their jobs: they are looking for a place where they can grow, feel valued, and contribute to something meaningful.

Ultimately, they are looking for the best place to work, and the employer branding is the speaker to share the message that your company is the right one for them.

Key elements of a strong Employer Brand

If you want people to identify with your company, you will need to take care of three fundamental elements:

The value proposition 

What employees will receive in exchange for working for the organization, including salary, benefits, the type of work they will do, recognition, career development, and work-life balance. A well-defined value proposition is what will make you stand out and position yourself better than other options that candidates may have.

The communication strategy 

No, it is not enough to have a great workplace culture and excellent benefits: you have to know how to communicate them. There is no sense in your company being the best place to work if no one knows it. So, it is very important that, from job descriptions, to your presence on Social Networks, website and presence at events, you communicate what your company is like, what the value proposition is, what you value, and towards where you want to direct the future of the organization.

Each contact point is an opportunity to reinforce your employer brand image and attract and retain candidates aligned with your ideals.

Employee experience 

On the other hand, stories and testimonials from your current team members are incredibly strong elements in building an authentic employer brand.

What your employees say about your company has a much more powerful effect than any marketing strategy. So do not hesitate to share these experiences on your website, LinkedIn, specialized publications or even in referral programs.

How do work culture and employer brand combine for the success of your organization?

For employer branding to be effective, it must genuinely reflect the company’s work culture. A discrepancy between what is promised externally and what is experienced internally ends in unmet expectations and disappointment among new contracts.

Therefore, company culture and employer brand are intrinsically connected to the point that one can be a reflection of the other.

But how do both contribute to the success of your organization?

A recent study sought to investigate how workplace culture and employer branding experience influenced employee engagement.

The result was that both culture and employer brand have a direct and significant impact on improving employee engagement.

Furthermore, it was found that the employer brand image serves as a mediator between organizational culture and employee engagement, which means that a positive perception of the company can enhance the effect of a good organizational culture on employee engagement, achieving:

  • Higher productivity.
  • Higher quality at work.
  • Greater talent loyalty.
  • Better work environment.
  • More innovation.
  • Improvements in the health and well-being of the team.
  • Improvements in customer satisfaction.
  • Lower absenteeism rates.
  • Better financial results.

How to improve Workplace Culture

1. Communicate your objectives very well

Create clear expectations about what you expect from your people and where you want them to lead the company. The best way to do this is by communicating these goals on a regular basis, whether in monthly meetings, weeklys or one-on-one.

In this way, you will set the purpose of employees while instilling motivation in them to achieve goals.

In addition, this also generates a feeling of belonging by making the entire team row in the same direction.

2. Promotes teamwork

Most companies operate in collaborative environments, so cooperation between people and departments is essential to get the job done.

Fostering a daily environment based on trust and support is essential to strengthen relationships between peers and strengthen ties with managers.

3. Promote autonomous teams

Autonomy is essential to increase employee satisfaction and well-being.

Actions such as flexible hours, giving space for decision-making in their tasks, or encouraging employees themselves to self-manage their day-to-day work are key, not only to generate trust, but also to foster an environment of creativity and proactivity.

How to improve Employer Branding

1. Highlight what you offer and how you offer it

Clearly define what makes your company unique as a workplace and communicate it effectively across all your channels. This includes not only tangible benefits such as salaries and benefits, but also cultural and professional development aspects that differentiate your organization.

2. Involve employees in building the brand

Employees are the most powerful ambassadors of your employer brand. Encourage them to share their experiences and testimonials on social networks and professional platforms to increase the authenticity and credibility of your brand.

3. Use feedback to continually improve

Gather and act on feedback from current employees and candidates. Not only will this help improve the employee and candidate experience, but it will also demonstrate that your company values feedback and is committed to continuous improvement.

Concluding

As we have seen, talent management must not only implement actions that strengthen the work culture, but also prioritize the employee experience as an element that unites both culture and commitment and thus achieve greater competitive advantages.

Team Insights is a very powerful tool to get to know your team and know exactly what your employees need so you can provide them with a unique and personalized work experience. Sign up for free here and start turning your organization into the best place to work, increase the engagement of your collaborators, and achieve better results.

 

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