As some companies navigate the transition back to the office, building a strong employer brand has never been more crucial. This article explores effective strategies for managing employer branding amid return-to-office policies, emphasizing the importance of transparency, flexibility and employee involvement to attract and retain top talent in a competitive market.
Understanding Employer Branding
Employer branding is a company's identity and reputation as an employer. Essentially, a company's brand is how prospective hires view the company and how they would feel about working for it. Many companies focus on improving their brand with customers by delivering quality products or exceptional service, but their brand as an employer requires different strategies.
Unfortunately, too many organizations are not dedicating the time or resources necessary to manage their employer brand. In fact, only 14% of employees believe their employers excel at employer branding. By not having a strategy in place, businesses are missing out on key benefits, such as:
- A 28% reduction in turnover rate
- A reduction in the cost per hire by up to 50%
- A 50% increase in qualified candidates for an open position
If a company is not already focusing on employer branding, now is the time to develop a strategy. One key element a business will want to focus on is its return-to-office policies.
The Impact of Return-to-Office Policies on Employer Brand
As the pandemic recedes further into the rearview, organizations are developing policies for employees to return safely to the office. How an organization handles this transition can have a significant impact on its employer brand.
Many people prefer to work from home or at least have the option to do so. 98% of people say they want a job that offers the ability to work remotely at least some of the time, while 40% of people won't accept a job that doesn't offer flexible hours.
On the other hand, 63% of executives reported improved productivity after they implemented RTO policies. To improve an organization's employer brand, business leaders must find the right balance between employee satisfaction and productivity.
Pros and Cons of RTO Policies on Employer Brand
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Strategies for Maintaining a Strong Employer Brand
When developing RTO policies, it's important to find common ground between the organization's needs and those of the employees. Below are a few strategies a company can implement when developing its RTO policies to help create a smoother transition and protect its employer brand:
Transparent Communication
First, transparent communication with all employees is essential before implementing any RTO policies. The company must inform employees that it intends for everyone to return to the office and provide a timeline for this to happen. Informing employees early will allow them to adjust their lives accordingly and help prepare their expectations. The company should create a back-to-office communication plan that includes all the information employees need about the transition and how this will be communicated.
Critical elements of an effective back-to-office communication plan include:
- Employer expectations
- Deadlines
- Employee transition resources
- Information delivery confirmation
Employees should receive a document containing the above information and provide confirmation of receipt.
Flexibility and Accommodation
When employees can choose between remote, onsite or hybrid work, they are three times more likely to stay with an organization. By giving a team more flexibility around where they do their jobs, a company can increase employee retention and manage its employer brand. However, all organizations have different needs.
A company should take the time to consider how necessary it is for its entire team to be in the office every day. Would happier employees cancel out a potential drop in productivity? Perhaps certain roles could work from home, while others would need to come into the office. Or a hybrid system could be set up, allowing employees show up on certain days, perhaps for in-person meetings, and work from home on the others. If an organization can accommodate its employees' preferences to work from home and show some flexibility, this can go a long way toward making the business a desirable workplace.
Employee Feedback and Involvement
Finally, involving employees in constructing RTO policies can help create a more effective transition. By gathering feedback from employees, a company can learn what they are looking for in terms of remote work capabilities or what resources they need to help them return to the office. At the same time, involving employees in the decision-making process demonstrates that the company trusts them, and employees who feel trusted report twice the productivity levels.
Some possible steps for involving employees in RTO policy creation include:
- Sending out a survey to learn employees' opinions on remote work vs. on-site work.
- Assembling a small team of employees to help craft initial RTO policies.
- Releasing proposed RTO policies and asking for feedback.
- Implementing the gathered feedback and creating the final version of the RTO policies.
Showcasing an Employer Brand During the Transition
While an employer brand may take a small hit by requiring on-site work, a company can balance this out by improving the work environment. Employees won't mind coming into the office as much if the company can provide a welcoming and productive workplace. One way to do this is to make some physical improvements to the office before everyone returns. More comfortable office chairs, better lighting, ambient music and better office equipment are all great options to start with.
Upgrading some of the technology around the office to make employees' jobs easier will be welcomed. For example, installing better collaboration software or even a smart coffee machine in the break room that allows an employee to brew a cup from their desk. Office upgrades are another area where employee feedback is vital. Asking them what sort of changes they would like to see or what would make working on-site more enjoyable will help them to feel valued.
Balancing Policies and Brand Image
Balancing return-to-office policies with employer brand image is crucial for attracting and retaining talent. Companies must communicate their rationale transparently, emphasizing flexibility and employee well-being. A positive brand image thrives on adaptability; organizations that prioritize work-life balance and employee feedback can foster loyalty and enhance their reputation in a competitive market.
Key Takeaways:
- Too many U.S. companies lack an employer branding strategy, missing out on benefits such as reduced turnover and increased numbers of qualified candidates.
- Organizations that offer flexible work arrangements — remote, onsite or hybrid — are more likely to retain employees.
- Involving employees in the creation of return-to-office policies fosters trust and boosts productivity.
