6 employer branding lessons from Canada's most attractive employers
As a talent and brand champion, Randstad Canada thinks it’s important for employers to understand the benefits of a strong employer brand strategy. To this end, we consulted several of the most attractive employers in Canada honoured with a 2014 Randstad Award for their advice. Here are some of their insights into what makes a strong employer brand:
1. Create opportunities for development.
Bree Ranieri, Vice President, Human Resources, Molson Coors
“What we’ve really been focused on to keep our employees engaged and motivated is helping employees understand the opportunity for development in front of them. We’re a unique sized company in that we are large enough to offer a wealth of opportunities to build capabilities and grow new skills, but not too large where there is a lot of bureaucracy. So I think that people feel quite comfortable that they have some positive development experiences.”
2. Keep your finger on the pulse of your employees.
Amanda Holmes, Director, Talent Management, Fairmont Hotels & Resorts
“We are always looking for new and exciting ways to engage our colleagues in addition to the standard employee engagement survey that we administer every year. We also do pulse surveys midway through the year to touch base and see how people are doing on their action plans and make sure they are moving forward. But we’ve also recently launched a new internal social media platform that allows our colleagues to share photos, videos and fun updates with their colleagues at our hotels around the world.”
3. Live your brand.
Cathy Sprague, Executive Vice President, Human Resources, Bruce Power
“The one piece of advice I give every employer who wants to build a strong employer brand is make sure that you live your brand. It has to be something that is really believable. If your employees don’t believe your brand, it’s not worth the paper that it’s written on, so you have to live it every day.”
4. Reinforce your core values.
Ted Moraz, President, Beer Store
“Our strategies, every year, regarding retention always include looking after our core values. I think that good companies are guided by their core values. Nothing is more important to me than the health and safety, and well-being of our employees and as far as I’m concerned, if we are looking after our employees, then they are going to look after the business.”
5. Walk the talk.
Liza, Votiky, CIR Director, Talent Acquisition Canada, Coca Cola Refreshments Canada
“I think you have to walk the talk, you can’t just talk the talk. SO if you are out there in the marketplace and you are talking about what the company will deliver, whether it’s from a sustainability perspective, from an employee perspective, an engagement piece, you need to deliver on those things. A culture of accountability, so that the leadership within your organization is delivering every single day, on the employment brand.”
6. Build your foundation.
Rose Marie Forlini, Manager, Talent Acquisition Services and Operations, Air Canada
“Start with your foundation. Look at what your employees bring to you. Look at what the values are and how they shape your organization today and communicate that outwards and have that same voice.”