| How is employer branding linked to employee performance? |
Corporate employer branding specialists should have a strong understanding and sensitivity of the strategic people organization within their company, i.e. the kind of people that fit and perform well within their corporation.
HR Managers of the luxury sector make it clear that they would attract the wrong candidates if they promote their positions in the same way as they sell their products, making them look like a glittering dream. The profiles who respond to these messages are not necessarily the ones who perform well on the job, which is less of a dream than business as usual.
Employers have to make their real values clear and demonstrate how these values are linked to performance behaviors. People who share values and demonstrate behaviors inline with their values are usually the best performers and generally find their employee experience particularly coherent and satisfying.
For a service and client oriented company it is absolutely mandatory to employ professionals who invest a lot of time and energy in making other people happy. The pay back they receive from happy clients is the utmost satisfaction they can get from their job.
In return, these people expect to receive care and understanding from their managers and colleagues, as well as feeling that the corporate values are in line and coherent with their personal values. Employers who understand these psychological drivers and have a consistent culture to nurture performance generating values can expect powerful results.
In her book “ HR from the Heart” Libby Sartain describes how Southwest Airlines created a very strong symbolic culture based on values like freedom and altruism.
However, Southwest Airlines decided to leave the “best place to work” league tables the day they noticed that some employers spent more energy and money to be on these tables, than focusing on the critical aim to be a great employer.
At the end of the day it is authenticity and consistency that counts in employer branding.
|
|
|
MORE ARTICLES
|
|
|
It is all about values
