The Employer Brand Credibility Gap: Bridging the Divide

November 22, 2017 admin 0 Comments

Employees are more than reputation spectators, they are shaping employer brands for better or for worse every day.
Leslie Gaines-Ross, Chief Reputation Strategist, Weber Shandwick

Powell Tate’s parent company Weber Shandwick, in partnership with KRC Research, released The Employer Brand Credibility Gap: Bridging the Divide. The report examined the crossover between employer brands and employee experience. The researchers engaged 1,902 employees across 19 markets globally including Australia.

The research found that there was a strong business case for creating stronger alignment between the employer brand and employees. The research discovered that only 19% of employees perceive a strong match between how an employer represents itself and what the employees personally experience working there.

The report looked at why it is essential for employers to create quality employer brands and informs how to build and activate them. In an era of extreme transparency and with preferred job candidates often making reputational assessments based on what an organisation’s employees say online, alignment between employer and employee is critical.

The Employer Brand Credibility Gap: Bridging the Divide found that 32% of global employees post messages, pictures or videos on social media about their employer or their work at some point. In aligned organisations, this rises to 48%.

The report recommends three key actions to create successful alignment:

    • Lead with purpose and values both internally and externally;
    • Establish values through strong and values based leadership;
    • Ensure employees know the organisation’s values.

A copy of The Employer Brand Credibility Gap: Bridging the Divide can be found here: