A genuine employer brand comes alive through the active participation of its employees, not just crafted messages from marketing or HR. Successful employer brands tell their culture story from the inside out. And the best storytellers are your people.
When you can tell the story of your company culture through the genuine experiences of your employees, your employer branding is “inside-out.” If employees have great experience, you don’t need to search further than your people to establish an authentic and sustainable employer brand.
Here are four ways to communicate your employer brand from the inside out:
1. Embrace authentic career progression stories
Showcasing real employee experiences can be a powerful strategy for shaping an employer brand that truly resonates from the inside out. This approach attracts potential hires and reinforces the company’s commitment to its values and people.
For example, Synchrony Global Services Philippines Inc has two employees sharing their journey of working at this company.
Edward Bravo, Manager, Customer Experience relates how Synchrony has grown to be his second home. “I remember how my life turned for the better 10 years ago when I joined this organization. Synchrony gave me multiple opportunities and provided exciting and competitive benefits for everyone. The company supported my studies back in late 2015, and with Synchrony’s help, I was able to complete my graduate studies in 2018. I was also able to save enough money to acquire my own place in 2019. Synchrony has literally changed my life for good and I am beyond grateful.”
Colleague Nikel Marl Balongag, Senior Representative, Customer Solutions, also shared how the company encourages them to bring their “joyful and comfortable selves” to work every day. Employees are supported as people with lives outside of work, especially in times of need.
This strategy of sharing true success stories makes Synchrony an employer brand that is compelling and attractive from the inside out and it is no wonder that they are a top Best Workplace list maker in the Philippines Best WorkplacesTM 2024.
2. Be consistent in your company values
Great workplaces walk the talk. Their values infuse all elements of the company culture — not just their marketing.
Ensure that any internal messaging about your company’s mission, vision, and values is consistent with your external branding. Consistently articulating your values helps employees internalize the brand and convey its message more naturally.
Australian company Luminary is intentional about spelling out the expected behaviours of every team member in social contracts, collaboratively developed and periodically reviewed by the entire team. For example, respect looks like ‘We treat people’s time as though it is precious and consider everyone’s time zones’.
These statements are contributed and voted on by employees in a democratic process – making it easier to hold each other accountable in their interactions. In fact, 99% of their employees believe that the management at Luminary are honest and ethical in their practices.
Through various practices in Luminary, the message sent across is ‘we support you as an employee no matter what you’re going through’. Luminary’s main motivation is ultimately to improve the working experience for their people, and it shows in the remarkably low turnover intentions of their employees.
3. Connect with your community
Incorporating community service into your company’s culture goes beyond enhancing your public image—it genuinely embeds your core values within your organization and the broader community.
PT. Ericsson Indonesia’s Connect to Learn Program is part of the company’s Technology for Good initiative that advocates for inclusivity and equity in technology for education and aims to provide internet access. The goal is to empower teachers and students and equip schools to deliver quality education that is accessible to all.
Employees gain a sense of ownership and purpose in their work, which, in turn, propels the business forward and creates a positive impact on the communities they serve. It is the thoughtful and proactive leadership that understands the importance of empowering employees and fostering innovation that paves the way for a more fulfilling and purpose-driven workplace.
By integrating community engagement deeply into your employer branding, you do more than build a positive image — you foster a culture that attracts and retains people who are looking for not just a job, but a purpose.
This approach benefits the communities it serves and fundamentally enhances your internal culture, positioning community service as a cornerstone of a dynamic, inside-out employer brand.
4. Celebrate what – and who – define your culture
Our research shows that employees who are proud of their workplace are four times more likely to recommend it and are committed to staying longer.
How do you spark this workplace pride? The Trust Index can help by capturing the pulse of your workplace, guiding you towards Great Place To Work Certification™, which serves as a testament to your people-first philosophy.
Use occasions like Certification Nation Day to spotlight your culture and the individuals who embody it, celebrating in the office or online with the global Great Place To Work Certified community.
Yet, recognition shouldn’t just be reserved for these events. Regularly acknowledging employees who exemplify your company values or excel in their roles reinforces a sense of community and aligns with shared goals.
At Hilton in Vietnam, caring for team members (TMs) is not just about company perks. It is viewed as an investment in its culture, in the TMs, and in the communities it serves. Its Care for All platform aims to support TMs beyond their own self-care and enables them to better care for others – especially those closest to them, including sick, disabled, elderly family members, children, and even pets.
Singapore hospitality company The Lo & Behold Group took its Certification announcement on social media to thank their employees, recognizing the demands of the hospitality industry and why “people are always at the heart of all that they do”.
It has consistently inculcated the symbolism of ‘Open Arms’ in its workplace culture, distilling it into work practices that embody principles such as ‘Be Kind, Be Firm’, ‘Own it, Fix it’ and ‘Bolder, Better.’ It has a dedicated IG @tlbg.openarms that shares and celebrates employee milestones and its workplace culture.
Such celebrations reinforce your company’s dedication to its values and people, making your organization a magnet for top talent who are looking for more than just a job—they are looking for a place to thrive.
Turn your employer brand inside out
When your company culture genuinely enhances your employees’ work life, this positive energy naturally spills over to external audiences like customers, partners, and prospective hires. For organizations that have earned Great Place To Work Certification, the opportunity to amplify this great culture goes beyond just displaying a badge.
The key lies in empowering your employees. When employees feel valued and are equipped with the right tools, they become enthusiastic advocates for your brand, effortlessly drawing more talent and creating a stronger public image of your workplace.
Get recognized for your culture
Gain accolades for your workplace environment and attract top talent who share your values.
https://greatplacetowork.co.id/recognition/
