Employee brands in the age of millennials

Attracting the right fit for your organization, while keeping current employees engaged and motivated are challenges that many companies face today. A study commissioned by Elance-oDesk reported that 53% of hiring managers say it’s difficult to find and retain millennials. This can be alarming, since millennials made up the majority of the U.S. workforce in 2015, according to a Pew Research Center analysis of U.S. Census Bureau data.

While employees of any age respond well to the direction and purpose that an employee brand provides, for millennials, this is especially true. Studies show that millennials value the role that they play in their communities and want to make a positive social impact on society. Understanding the expectations of a role is the starting point to being a productive member of that particular community.

An employee brand should communicate two key things:

  1. what your organization expects from its employees and
  2. what employees can expect from your organization.

When you define your brand and bring it to life, you establish your company as a place where employees matter and you begin to grow your reputation as a coveted place to work.

Once you’ve defined your employee brand, you need to create a work environment that’s conducive to its manifestation. All about collaborative thinking? Be sure to have plenty of gathering areas around the office. Focused on employee growth and development? Independent development plans and monthly check-ins should be mandatory for managers. Focused on contributing to the greater good? Encourage employees to use some of their time and your resources to get involved in passion projects.

When your employee brand is clearly communicated and supported within the organization, your current employees will take notice and spread the word. Millennials who identify with your culture will be drawn to your company and, despite transient trends, will stay loyal if you remain true to the internal brand promise.

 

Contributors

Senior Client Manager