This may sound tactical but the strategic intent is to peer into the everyday experiences of your people. That’s where you will find the real story of why people join, stay and give their all to you as an employer. Getting to the “street-level” of your employees’ experiences and then using that perspective to shape your employer brand and employee communications adds authenticity.

One way to get your employees’ perspectives related to their everyday experiences is to look at the employee engagement data that you may be collecting. (As intuitive as this may sound, we’ve found that many organizations don’t do this simple step when working on their employer brand.)

Typically, employee engagement data will look at the very questions we ask in employer branding. These might include  questions found in engagement dimensions like:

  • Intent to stay
  • Intent to leave
  • Overall satisfaction
  • Manager/supervisor satisfaction
  • Confidence in leadership
  • Recommend as an employer

Weaved within the results of your engagement survey data you’ll find the narrative of your authentic employer brand story. In addition to having statistical proof-points, many engagement surveys also collect employee commentary. This commentary is honest and raw content that could be applied to employer brand and employee communications.

Remember, authenticity is the new paradigm. Infusing employee engagement data—and having the mindset to do so—ensures that your messages will connect with talent.

The Additional Benefit of Infusing Employee Engagement Data: Visible Action

AonHewitt found that companies who transform employee engagement data into visible action will increase employee engagement scores by up to 31%. Conventional wisdom is that up to a third of your workforce is actively disengaged. What would be the impact if you moved 31% of your actively disengaged employees to being more engaged?  Infusing employee engagement data into your employer brand communication is visible action.

[This is the first of three employer brand imperatives for 2014. Can’t wait? Download the full report here.]



About the Author

Bob Johnson is the practice leader for The David Group's Workforce Communications Practice. Please feel free to reach Bob at or by calling 216.685.4486.

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