The employer trust test: marketing a company that people want to work for

In today's competitive recruitment market, building trust is essential for attracting and retaining top talent. As a global talent solutions provider, we understand why trust is the cornerstone of a strong employer brand. 

Here’s how you can promote your company as a place where people want to work by passing the "employer trust test."

Building trust

Establishing a transparent and open company culture is fundamental to building trust as an employer, both within your organisation and with prospective employees. It’s crucial to remember that trust is cultivated through consistent actions and clear communication, ensuring that employees perceive their leaders as reliable and that the company's values are genuinely upheld. 

Prospective employees can easily get an insight into the leadership and communication style of your business through social media and employer reviews sites like Glassdoor, so it’s important that your external employer brand message matches the genuine experience of your people. 

Strategies for building trust:

• Transparency: Share company goals, successes and challenges openly with your team.

• Consistency: Ensure that company policies and leadership actions align with stated values. 

• Feedback: Encourage regular feedback from employees (such as employee engagement surveys) and act on it.

• Engagement: Initiate conversations with senior management and stakeholders to discuss the importance of transparency and trust, and to develop a shared commitment to these values.

Authenticity in your brand

Authentic branding means showcasing your company’s values and mission in a genuine way. This involves not only marketing efforts but also how these values are lived out daily within the company. In order to showcase authentic branding, you need to demonstrate: 

• Storytelling: Share real stories about your employees and their experiences.

• Consistency: Ensure that your external branding matches the internal culture.

• Visibility: Make your leadership team visible and approachable.

Consider a company that regularly shares stories about its employees' personal and professional achievements. For instance, they might highlight an employee who took time off to volunteer for a conservation project. This story not only showcases the employee's dedication but also aligns with the company's mission of social responsibility. By sharing such authentic stories, the company reinforces its brand values and connects with both employees and customers on a deeper level. 

Employee advocacy

Your employees are your best brand ambassadors, and their positive experiences can significantly enhance your employer brand. By implementing recognition programmes, you can acknowledge and reward those who go above and beyond. Encourage employees to share their work experiences on social media platforms and feature their testimonials in your recruitment marketing materials. This approach not only boosts your brand but also helps to build a positive and engaging workplace culture, showing your team that their contributions are valued and appreciated.

Social responsibility

Demonstrating a commitment to social and environmental causes can boost your company’s reputation. Employees want to work for organisations that make a positive impact on the world. This might involve: 

• Community involvement: Participate in local community projects and encourage employee volunteering.

• Sustainability initiatives: Implement and promote sustainable business practices.

• Ethical practices: Ensure that your business practices are ethical and fair.

Trust metrics 

Measuring and improving trust within your organisation is crucial for developing a positive work environment. Trust metrics provide valuable insights into where you stand and highlight areas needing improvement. 

Regular employee surveys are a great way to gauge trust in leadership, while performance metrics track engagement and satisfaction. Implementing systems for anonymous feedback ensures you receive honest insights, helping you to address concerns and build a more transparent workplace. 

By actively measuring and acting on these metrics, you show your commitment to creating a supportive and open culture where employees feel valued and heard.

The role of leadership 

Leadership plays a critical role in building and maintaining trust, in fact, 52% of professionals feel that the CEO has the biggest impact on a company’s culture. Leaders who are visible, approachable and lead by example can significantly enhance trust within an organisation.

Building trust is not a one-time effort but an ongoing process that involves every level of the organisation. By focusing on transparency, authentic branding, employee advocacy, social responsibility and trust metrics, you can create a company culture that attracts and retains top talent.

If you’re looking to enhance your employer brand and build trust within your organisation ahead of a new role you are hiring for, our team at Robert Walters is here to provide the insights and support you need. Contact us to discuss your requirements and find out how we can help you create a workplace that people want to be a part of.