It probably comes as no shock that business culture is changing. With the changes and flexibility required during the pandemic, workplaces had to shift how and where their employees got work done, and these changes aren’t going away. Over the past two years, people have gained a new perspective on what they want out of life, prompting the “Great Resignation.” Companies now need to figure out how to forge ahead and create new employer branding strategies to not only keep attracting top talent in their field but to keep their current employees happy and valued.

While evaluating your business from the inside out and researching your digital footprint are essential, you’ll also want to consider the below points to ensure your company is authentic and personable.

Tips to Building a Strong Employer Brand to Attract & Retain Top Talent

1. Consider The Customer’s Point of View in Your Decisions

Sure, it’s essential to get feedback from current and past employees on your company’s culture, you’ll also want to check how things are going from your customer’s point of view. In today’s volatile job marketing, customers are feeling the brunt of the issue, caused by the Great Resignation, Big Quit and the constant shifting of positions.

For example, if a customer has been working with a specific representative at your company, and that representative leaves, the new hire who takes their place may not fully understand what is going on and struggle simply to get up to speed with all of their newly acquired accounts. This results in frustration and customers feeling like they need to start from scratch.

To address this we recommend that make a diligent effort to check in on your key customers to see how they’re feeling and to get vital feedback on areas where your company can improve their experience. Customers understand that many companies are struggling with staffing shortages, while you alone can’t change the external factors that are leading to the current climate, you can make it clear that you are there to help your customers through these challenging times.

2. Invest in Your Employees

Humans love knowing they’re appreciated. In this new culture, it’s imperative that you show your employees that you care about them, but professionally and personally. A recent study by Pew Research showed most people who quit their jobs in 2021 did so due to low pay and not feeling respected.

One way to show your employees how much you appreciate and value them is by investing in their professional development, education, and personal growth. The impact of your efforts to create opportunities for continuing education or bring in speakers like Nahamani Yisrael, or investing in corporate wellness will show that you are sincere in your desire to help them be their best selves. You can also highlight different employees each week on your social media platforms to show the value they add to your company.

Investing in your employees isn’t just about helping them grow professionally, but personally, too. The Great Resignation has shown people are evaluating their priorities and life in a new light since the pandemic and putting more emphasis on creating a true work-life balance. This may mean creating a hybrid remote and in-office working model or re-evaluating vacation days. Whatever it is, your employees want to know they’re valued for their obligations both inside and outside of work.

3. Practice What You Preach

It’s one thing to use the right words and imagery in your branding message; it’s another to actually do the work to make meaningful changes for the better. Instead of simply talking about diversity and inclusion as small business owners it’s your responsibility to drive that change. Entrepreneurship gives you a unique opportunity to create a safe space where employees feel celebrated for their unique skills, experiences, and abilities.

Nahamani recently posted a video in which she shared a bit of advice she received from her grandfather many years ago. He told her if she were to succeed in the corporate world, she couldn’t wear her hair in locs. Unfortunately, this type of “advice” was commonplace for people of color in the workplace. Recent legislation such as The Crown Act made it illegal to discriminate against a person wearing their natural hair. At we are proud to support this effort and invite you to sign the petition brought forth by The Crown Coalition, but there is still plenty of work needed in this space. Fortunately, Nahamani did not follow her Grandfather’s advice, instead, she kept true to herself. 

Like Nahamani, many Black professionals struggle to find mentors that look like them and understand the nuances of the Black experience.  Similar feelings of exclusion can also hold true for individuals of various races with tattoos and piercings. These individuals are often told they need to cover their markings to be taken seriously or succeed in the corporate world. As you’re reading this you are encouraged to take a good look at your company culture and make sure that individuals with whom you work feel safe and comfortable being their true, authentic selves.

To help with this, you’ll want to have open candid conversations with current and former employees to gain their insights on their day-to-day life both in the office or working remotely, the impression vs. reality of working at your company and allow them the opportunity to share what aspects of your workplace culture they would like to see changed. This does not need to be a formal interview, but if you feel more comfortable, you may want to consider using a digital survey so that individuals can share their thoughts anonymously.