4 examples of good employer branding.
Employer branding is more than just outdoing the competition with attractive benefits. The basis of employer branding is the definition of EVP (Employee Value Proposition) – this set of features and values is the answer to the question: “Why should I work here and give my all?”. A study conducted by BetterUp Labs in cooperation with “Harvard Business Review” in the USA in 2018 showed that nine out of 10 employees would be willing to sacrifice a percentage of their salary to do work that matters [to the world, community – author’s note]. This is echoed by Patrick Lencioni, who in his book The Truth About Employee Engagement reduces happiness at work to the feeling that who you are matters; what you do has impact and value; and the work you do allows you and the organization to grow . Employers can no longer avoid taking a position on key social and environmental issues – only on a solid foundation of identity can an essential, lasting and authentic employer brand be built that people will follow. What does this look like in practice?
#1.Netflix
HQ: Los Gatos, California, United States
Offices: 26 (United States and Canada, Latin America, Europe, Asia)
Netflix is a leading brand in the VOD industry – on the employer market, synonymous with working with the latest technologies and the best specialists in the industry, but also with rapid and intensive development.
What makes Netflix unique?
Trust, or freedom and responsibility
“Generally speaking, freedom and rapid recovery are better than trying to prevent mistakes.”
Source: Netflix Jobs Page
Freedom is the most important element of Netflix’s work ethic, which is reflected in many areas. First, instead of micro- and nano-management how much does it cost importance of business planning to not plan? the emphasis is on creating conditions for employees to make smart decisions on their own – with the support of leaders, in the form of providing employees with the full context and appropriate information needed to make the best decisions. Netflix declares a “people over processes” approach – according to the company, processes usually appear in a company in place of freedom when the organization begins to grow, stifling creativity and passion. That is why one of the five characteristics of the company’s culture is “avoiding rules” – in order to avoid chaos, effort is put into the systematic, wide and effective distribution of information within the company, especially regarding its financial situation, strategy and common goals.
“You’d think that this level of freedom would lead to chaos. But we also don’t have a dress code, and yet no one has come to work nak. The lesson here is that you don’t need rules for everything. Most people understand the benefits of wearing clothes to work.”
Source: Netflix Jobs Page
The dream workplace is Dream Team
According to Netflix, a great workplace isn’t gyms, parties guatemala lists or fancy offices , but rather the “Dream Team”—a group of highly skilprofessionals who come together every day to achieve ambitious goals. “Team,” not “family” —the distinction is important because family is characterized by unconditional love, unlike Netflix’s team. The company is also open about the fact that in its pursuit of excellence, no one stays on the team by “sitting down”—employees’ performance is regularly review and only “A Performers” remain on the team. “People like loyalty, and it’s a great stabilizer. If employees have a temporary dip in performance, they get time to recover. Similarly, we ask employees to stay with Netflix when the company has a temporary dip in performance. But unconditional solidarity with a stagnant company or a barely-performing employee is not what we’re about,” the careers page reads .
Salary at the top of the industry
Working at Netflix is rewar with the highest salary available on the market for any position . Additionally, employees can choose how much of their salary they receive in cash and in the form of shares each year. This further strengthens the focus on a common goal – the development of the company and the increase in its value translates into real financial benefits for the employee. The policy regarding travel, entertainment and gifts, or other company expenses, is another manifestation of freedom – the only guidelines are “act in the best interest of Netflix”. Employees also receive an unlimited number of days off, and the vacation policy is “take a vacation” – promot by leaders through the use of vacations.
#2.IKEA
HQ: Delft, Netherlands
Offices: 23 (Europe, Unit States, Asia)
IKEA is one of the most popular home furnishings companies in the world. And a renowned employer – as evidenced by a recent study conductamong 40,000 employees worldwide.
What distinguishes the IKEA brand?
Employee-friendly work
“In research conduct among employees around the world, we found similar results regarding the values associatwith IKEA as an employer brand. Among the top 20 were those relat to sustainable development and a culture of diversity and inclusion. These are some of our main priorities, on which we also base our employer branding communication”
– says Michał Pióro, Human Resources Management Director at IKEA Retail in Poland.
Development, but sustainable
IKEA began its efforts to minimize its negative impact on the environment in 2012. A publishing the People & Planet Positive plan. In addition to a series of commitments on plastics, water, chemicals, cotton sourcing. A greenhouse gas emissions and energy consumption. In connection with this. A circular economy initiatives are being implement, such as a program to return furniture and accessories to the store. A where they are refurbish or repaired and sold again.