The term “tone at the top” is a common term narrating organizational ethics and values. The “top” refers to what a company’s board, CEO, and other C-Suite executives say and do when setting its guiding values, nurturing its ethical climate, and building its corporate culture. Ultimately, the “tone” these senior leaders set determines how the organization will perform in all these areas and whether it will grow and succeed.
The tone at the top also plays an integral role in building a strong employer brand. The attitudes and actions of the C-Suite, alongside the message they put out and the commitment they demonstrate towards positioning the company as a good place to work, can all make or break the employer brand.
Here’s how!
Employer Branding: Ground-Up and Top-down
A strong employer brand requires the concerted effort of multiple entities. First is the HR department, which establishes the firm’s policies to guide how its people should act. Policies also act as guideposts that support decision-making, standardize day-to-day operations, and minimize the chances that undesirable or adverse circumstances will emerge and damage the firm. Well-designed policies that are consistently implemented and place people at the center improve employee engagement, enhance employee experiences, and create brand advocates and champions from the inside – all of which help to strengthen the employer brand.
People in the firm also play a role in strengthening the employer’s brand. They are the ones who talk about the company as a great place to work by praising the company’s hiring policies, training courses, and employee engagement programs. These authentic stories from insiders resonate with outsiders and build the value of the employer brand in the employment market.
Candidates and future employees also help to boost the employer brand’s strength, presence, and value. Candidates who have good interview experiences, are treated with respect by HR staff, and are offered fair remuneration for their unique skills and experiences will leave good reviews for the company. They will also engage in positive word-of-mouth on social media and other channels, which will generate positive buzz for the organization and enhance its reputation and employer brand.
And last but not least – senior management. People in the C-suite have often considered an industry thought leaders and visionaries. If they are already respected and well-known, they will have the ear of many prominent people globally. Their representative of the company being a great workplace will encourage people to believe in them – creating a positive perception of the firm.
For all these reasons, employer branding is a holistic, enterprise-wide effort that needs to be driven both from the ground up and top down. The top-down aspect is important because if the C-Suite doesn’t care about the employer brand, there is no employer brand!
Let’s explore this next.
How the C-Suite Influences Employer Branding
The C-Suite’s tone at the top and buy-in are both critical to the success of any new company initiative or program. Want to overhaul the firm’s risk management processes? Upgrade the compliance department? Set up a new ESG function? None of these can take off from the ground, much less achieve their objectives if the CEO and other C-level leaders don’t support the initiative.
The employer branding effort is no different. The C-Suite has to lead from the front to define the employee value proposition (EVP) and communicate this internally and externally so everyone knows what they can expect to get by associating with the company. This knowledge influences the thoughts and impressions of both current and future employees, which then impact their perception of the company, and ultimately strengthen (or weaken) the employer brand.
The CEO, CFO, and other top leaders must also be passionate about promoting the organization as a great workplace. They must communicate their values and show by example, why their values align with the firms and why they are proud to work there.
They should also be the first to position the company as a dedicated steward of the community and the environment. This means demonstrating how the business serves its community, improves diversity and inclusivity, and makes a sustained effort to protect the environment. Their leadership, direction, and authentic messaging in all these areas can improve the firm’s perception as an ethical company and a great employer. People will feel good about the organization and want to associate with it. All of these are qualities of a strong and positive employer brand. And none of these would be possible without the C-Suite’s unwavering support and genuine care for the company, its people, and its employer brand.
Conclusion
According to one recent study, 70% of C-suite leaders said that the “right leadership and culture” can improve recruitment results, increase employee retention, and enhance work performance and engagement. These elements all play a role in strengthening the employer brand and making it part of a firm’s DNA.
And where does the right leadership and culture start?
That’s right – from the C-Suite! All in all, employer branding needs the enthusiastic buy-in of senior leaders. Without them, it will remain just another grand idea that never turned into reality.
Ergode can help your firm’s C-Suite clarify its role in building your employer brand. Contact us to jump-start your employer branding strategy for maximum impact in the shrinking talent landscape.
