In the Future of Work, Reputation Begins at Home

Recently, I had the privilege of attending Forbes’ Future of Work Summit. As someone whose client mix keeps me deeply immersed in the world of workplace media conversations, I found the event to be both insightful and inspirational. The topics were well-curated, and the speakers were engaging.  Leaders discussed the rise of generative AI and the shift towards a skills-based economy—and importantly, how to intertwine skills training to meet ever-evolving workforce demands in the future of work.

As a comms professional, I found myself thinking about how leaders communicate these efforts to internal talent pools as well as external audiences. How a company is perceived both internally by its employees and externally by the broader public, including potential employees, customers, and stakeholders, shapes its corporate reputation. That concept can be elusive, but the basic formula for a great corporate reputation is trust plus relevancy – trust is why stakeholders believe in you, and relevancy is why they care.

At MikeWorldWide, we define ‘employer brand’ as how employees, prospective talent, and key stakeholders view the company as a place to work. Companies who regularly and positively communicate who they are as employers report recruiting advantages and more satisfied employees.

On the flip side, a lack of attention to employer brand in an overarching comms program could result in a deficit of trust and relevancy, not only among your employees (who ideally should be your biggest pool of ambassadors), but to external audiences (investors, consumers, applicants, etc.,) in their consideration of your company.

With the advancement of AI, persistent RTO debates, new generations’ expectations, perennial questions on how to keep employees engaged and motivated, and all of the other workplace topics I dive into each morning, it’s clear that as the workforce continues to change, so too must your employer brand communications strategies. Some important things to note:

• Workplace is the new lifestyle beat. It’s important to take advantage: Companies should lean into storytelling around workplace differentiators, leadership strategies, and stories from their own people on the frontlines to signal to the world what a great employer looks like. With smaller news staffs come fewer designated beats.  Reporters covering a multitude of industries are seeking commonalities in their subject matters as they seek to build expertise. Top tier beats will still exist for mega industries like healthcare, tech, and finance, but increasing emphasis on the workplace for both business and lifestyle stories as life at work remain center stage. This means you have an opportunity to tell your employer stories across a variety of beats and potentially reach audiences you might not have otherwise.
• Designating Chief Storytellers: Recent MWW research found that78% of the Gen Pop would rather work for a company that takes good care of employees vs. does good in the world (22%). Furthermore, 96% agree that alignment of personal values with a company’s culture is a key factor in their satisfaction working there. Consistent internal communications efforts—from social channels to newsletters to on-site digital billboards—keep employees informed, engaged, and connected to a company’s overall mission and values. And if you can storymine employees for feel-good, tangible examples of how your company champions its own people—from the frontlines to the CEO, you create an army of ambassadors and influencers to shout your merits from the rooftops.
• Outside- in matters a lot: Clear, effective internal communication is important, of course. But when we think about what generates pride among staff, awareness among their own spheres of influence has a real impact. Your earned media successes also reinforce your internal comms efforts. In fact, 52% of candidates first seek out the company’s website and social media to learn more about an employer. Having a consistent presence in business media with stories about a positive and purposeful work environment compounds your internal comms efforts.

As the Future of Work continues to take shape, elevating employer brand efforts in your comms program will prove essential to shaping and cementing your company’s reputation. Find out how MWW can help you in these endeavors.