It is interesting to have a look at the best places to work according to Forbes or Glassdoor. The methodologies are different, and so are the results. However, one thing is clear: It is nearly impossible for companies to avoid Employer Branding. Employees have such a strong voice in social media platforms that an Employer Branding will be created and maintained whether the employer likes it or not.
Does it make business sense to create a great place to work in order to develop a positive Employer Branding?
Short answer, YES. Long answer, it depends largely on the perception of what "a great place to work" means. Some high-profile companies may be seen as "a great place to work" despite the uninspiring working conditions they offer. However, those companies are beginning to learn a painful lesson:
Losing great talents is bad for business.
I believe we can agree that a great place to work is like a magnet - it attracts the best talents AND keeps them. The real challenge that most organizations face is to define its own version of a great place to work.
Positive employer branding = great place to work.
Creating and maintaining a great place to work may require a significant corporate culture shift. That shift must be driven by the HR department with the full support of the entire organization. That is what building a positive Employer Branding is all about.
Is it difficult for HR leaders to get that kind of corporate support? Not necessarily. Usually C-Level managers have an open mind regarding changes. But they must clearly understand the business benefits and feasibility of any corporate culture shift suggested by HR leaders.
What is the role of HR leaders in terms of helping create a great place to work?
It is critical for HR leaders to have a meaningful voice in strategic decisions within their organizations. They are the ones to point the way to a corporate culture more aligned with the business objectives, which must include a positive employer branding.
In order to influence corporate cultures, HR leaders must:
- be prepared to bring enough thought leadership to create a positive employer branding.
- understand their organization's business challenges to properly coordinate the required initiatives for corporate culture shifts to happen.
- be able to coach the C-Level management into making their organization a great place to work.
Is there anything that HR leaders can do right now to make their organizations a better place to work?
Yes. The most cost effective and fastest approach is to upgrade the skills of the entire management team. How? With proper training. The idea is to help managers become better at what they do, especially in guiding every member of their teams into a new path that combines a more productive and happier workplace.
Most employees do not quit their job, they quit their boss. Training the boss is key to a positive Employer Branding strategy.
HR departments are in a unique position to offer coaching skills training programs to the management team to turn them into corporate coaches. Managers with coaching skills can make an organization a great place to work. Period.
Happy employees get less sick, are more productive, more creative... the business benefits cannot be overstated.
Employees are the ones who ultimately create an Employer Branding.