Staples Canada

Daniella van Weringh

“What is your culture like?” is probably the one question that every candidate asks during an interview. For an outsider, it’s often hard to get a real feel for a company’s culture through a few interviews; however, a great culture can make any job into your next dream job. At Staples Canada, like a lot of other organizations, we have put a lot of research into articulating our unique Employee Value Proposition (EVP) by conducting focus groups, leadership interviews, and associate surveys. Having an EVP, along with a strong purpose and values, allows companies to positively impact their employer brand.

A strong employer brand not only enhances recruitment efforts but also contributes to overall organizational success. Here are five reasons why investing in your employer brand should be part of every strategic attraction and retention plan.

1. Be a Talent Magnet

 Having a strong and consistent employer brand acts as a talent magnet. It draws in candidates who see that your purpose and values are not just words on a wall or poster but are being lived every day. It also gives candidates the opportunity to get a sense of your culture through your online presence – not only through your corporate posts but also through employees sharing experiences and moments that matter on their own social platforms.

1. Differentiation in a Crowded Market

The job market is competitive and flooded with opportunities, making it challenging for companies to stand out. A strong employer brand sets you apart from competitors. When candidates perceive your organization as an attractive employer, they are more likely to choose you over other options.

1. Company Review Sites

We live in a 5-star rating world. From picking a restaurant or hotel to checking out a new product, you most likely check the ratings and reviews first before you decide – this is no different when people are looking for a new job. Company review sites like Indeed, Glassdoor and Comparably allow candidates to not only see what it’s like to work for your organization but also use filters to search for jobs based on star ratings. A compelling employer brand ensures more positive reviews and testimonials, enhancing your online reputation.

"Having a strong and consistent employer brand acts as a talent magnet"

1. Employee Referrals

Happy employees become brand ambassadors. They share positive experiences with their networks, amplifying your recruitment efforts. An authentic employer brand encourages your employees to refer potential candidates, creating a self-sustaining cycle of talent attraction.

1. Retention and Engagement

A strong employer brand extends beyond recruitment; it impacts employee satisfaction and retention. When employees feel proud of where they work, they stay longer, contribute more, and become advocates for the brand.

While a strong employer brand allows you to answer the age-old interview question, “What’s your culture like?” it’s also a strategic necessity. Organizations that have a strong employer brand will thrive by securing the best minds to drive innovation and growth in a competitive landscape. Remember, every organization, including yours, already has an employer brand; it’s what people say about your reputation as an employer. However, when you invest in clearly articulating your EVP, you can influence and level up your employer brand by sharing what to expect when people come to work for your organization through storytelling.