According to a recent survey by KPMG, talent acquisition and retention was the number one challenge facing Australian business leaders in 2023, with 77% of respondents listing these as a primary concern alongside re/upskilling staff to meet a more digitised future.
The trouble is, when it comes to finding and retaining talent, there’s no one-size-fits-all approach. Potential employees rarely choose to work somewhere solely based on the salary, but rather, they’re taking a step back to look at the entire package an employer is offering. Given that being recognised as an “employer of choice” is at the heart of any employer branding strategy, workplace culture plays a crucial role in shaping that package.
Workplace culture is the overarching character of a business, encompassing the shared values, beliefs, attitudes, and traditions that shape how employees work together in an organisation. If your employer branding strategy isn’t authentic, nor mirroring the experiences of your employees, you won’t attract or retain the right type of talent for your organisation. So, how can you better align your workplace culture and employer branding strategy? Here are a few tips:
Know your culture
First and foremost, you need a clear understanding of what your workplace culture really is. Digging deep to learn about the good and the bad is the first step in crafting a strong employer branding strategy to highlight your organisation’s environment. If you discover that your workplace culture isn’t what you want it to be, then it’s also time to re-evaluate and define what you want the future of your organisation to look like. Remember, positive workplace cultures are not accidental – they are intentional and actively managed.
Don’t just talk the talk, walk the walk
Similarly, have you poured effort into your employer branding strategy without follow-through? Are you setting up employees to expect a certain culture and then they are leaving because this isn’t the case? There’s no question that great storytelling plays a crucial role in developing a strong employer brand, but this cannot be where your efforts end. With platforms such as Indeed and Glassdoor giving employees the freedom to publicly discuss a company’s culture, a healthy workplace culture must be more than words on a page.
Lead by example
While all employees play a role in an organisation’s direction, leadership has a significant impact on workplace culture. CEOs set the tone for the entire organisation and all eyes will be on them to nurture a positive perception among both internal and external audiences. By embodying the company’s defined beliefs and attitudes, and actually “walking the talk”, leaders can encourage the entire team to build a culture consistent with what is being promoted or aspired to.
This may all seem a bit daunting, but effective communication is the foundation of a positive workplace culture and the key to crafting an aligned strategy.