Last week, I had an opportunity to speak on a panel at the annual Work/Life & Flexibility Expo in Minneapolis, Minnesota.  The Expo recognizes businesses who have successfully implemented workplace flexibility initiatives.  The breakout session that I participated in centered around how businesses can achieve workplace flexibility without compromising effectiveness and productivity.  Several representatives of various businesses spoke on the panel about the programs they have initiated and how those programs have become a key component of the success of their businesses.  Many of them attributed employee satisfaction and retention to these initiatives. This got me thinking about the importance of employment branding.

While businesses generally recognize the importance of product branding as a key aspect of increasing their client and customer bases and also establishing themselves in their respective markets, it is important for businesses to build their employment brands as well.  Businesses should reflect on their strategies for managing awareness and perceptions of employees, prospective/potential employees, and other relevant stakeholders of the company.  Whether it involves implementing flexibility initiatives or other programs, businesses should consider their long-term goals and strategize about how best to achieve those goals.  For example, businesses should highlight their best practices and also highlight their public recognition (i.e. being on a “best places to work” list, etc.).  Businesses should also be thinking about using social media platforms as a means of achieving their employment branding goals.  Thinking about and implementing a strategy for employment branding can be a powerful tool for attracting and retaining top talent, which can only benefit a business in the long run.