Release of the Executive Summary of the Employee View of the Employer Brand

Antilles Economics and Blueprint Creative Inc. recently completed a pilot study of more than 440 employees in Barbados to shed light on how employees’ views could be influencing their employers’ brands. The concept of the employer brand encompasses all aspects of an organisation’s reputation as an employer, and embodies the idea that companies should have an articulated value proposition for its employees. If we accept that employer brands reflect an organisation’s value proposition for its employees, it is evident that employers should pay attention to three broad areas:
  1. The experience that prospective employees have with the employer’s brand when job hunting;
  2. The level of engagement of current employees and their overall attitudes towards their employers; and,
  3. The response that current employees have to internal communication efforts that reinforce the employer brand.

Job Hunting

In many instances, the first time an employee encounters an organisation’s employer brand is when considering the organisation as a potential employer. Therefore, understanding the needs of job-hunters plays a crucial role in how organisations position their employer brand. The main insight uncovered by the research is that not only are appropriate pay and corporate culture the two most cited criteria when choosing an employer, they are interlinked. 53% of respondents stated that the most important challenge when job hunting is finding a job that pays what they’re worth, while the second most important challenge is finding an organisation with a good corporate culture (38% of respondents). The study further uncovered that companies with poor corporate cultures are more likely to encounter a ‘culture tax’, an unofficial salary premium expected by employees to compensate for the poor corporate culture that they must endure. Together, the results reinforce the importance of the employer brand in attracting the best talent.

Membership Required

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