Improve your organization’s external brand

Instructions

Track the relevant metrics.
You can’t manage what you don’t measure, so start with tracking your organization’s mentions in the media, its social media engagement, the inclusion of employer brand in your marketing collateral, and the ability of your employees to communicate the brand to others.
Focus on employee experience.
Work on improving all aspects of the entire life cycle of your employees, including their pre-hire experience, onboarding, learning and development opportunities, compensation and total rewards, the job itself, career opportunities and mobility, the social aspects of the workplace, and, finally, the experience at the end of employment. There’s no question that the employee experience influences the employer and consumer brand.
Conduct sentiment analysis.
Make it safe for all employees to call out behavior that’s counter to the desired culture change. Use “always-on-feedback” platforms such as daily pulse surveys, hotlines, kiosks, mobile apps, or an online platform for sharing their sentiments.
Share the results.
Share results from the analysis with leaders and teams to offer ongoing visibility and tracking toward deeper understanding and to determine if the culture renovation has taken hold.
Implement changes when needed.
Regularly monitoring sentiment is important to ensure the culture hasn’t slipped back to how it was. Once you notice a slip, address the root cause immediately!