24 September 2020

Connecting the dots from EB to EX: Part Three

Five truths every business needs to know

In this series, we’ve taken a deep dive into the all-important connection between employer brand and employee experience, and demonstrated why your EB is nothing without a consistent EX behind it. To help you shape conversations with your stakeholders, we’ve summarised the five truths every brand needs to know.

How does your business match up? 


Truth #1 

You have an employer brand, whether you’ve put effort behind it or not.

Like it or not, your customers, colleagues and society all have a perception of who you are and what you stand for. That perception is their reality, and if you aren’t part of that conversation, it doesn’t mean it’s not happening – it’s just happening without you.


Truth #2

It’s not the CEO or HR team that own your employer brand. It’s your people.

Your people are the living and breathing centrepiece of your employer brand, so if they’re not happy, your image will suffer. How can you empower them to be true brand advocates – day in, day out?


Truth #3

Your employer brand makes a promise, but it’s your employee experience that delivers on it.

It’s your employee experience that turns your words into action and your employees into brand advocates. If you want to deliver a strong and consistent employee experience, you’ll need to start by uncovering what your people really want.


Truth #4

People are searching for more meaning at work.

Today, 9 out of 10 people are willing to trade a percentage of their lifetime earnings for greater meaning at work. They want to work for businesses that play a meaningful role in people’s lives, so your employer brand needs to connect candidates and employees to the role your organisation plays.


Truth #5

Candidates trust an employee’s voice 3X more than a company’s voice.

They’re the ones your superstar candidates want to hear from – to uncover the real stories, get a glimpse of your culture and to understand what life is really like. So, what are you doing to build advocacy and give your people a platform?


Ready to build a truly joined up employer brand and employee experience?

We’d love to help. Get in touch with via hello@mccannsynergy.com for a chat.



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