If Companies Actually Want to Develop an Authentic Employer Brand, They'd Ask These 6 Questions
Part of building an effective employer brand is understanding your existing workforce—what’s working and what’s not in their world—so we recommend that companies regularly survey their workforce to get a picture of what’s going on.
We’ve seen a lot of surveys intended to understand company culture, but often the questions are veiled attempts at getting positive feedback or diluted answers.
What if, instead of asking questions bloated with corporate jargon like culture of learning and empowerment, employers really went for the jugular, as it were, about what it’s really like to work there?
If we were to write a survey to evaluate our employer brand, we’d definitely include these 6 questions.
How do you feel when people ask you where you work?
What does it mean to work here? Ex. To be tired all the time? Proud? Confused?
What sold you on working here? If it was the money, say so. If it was the fact that you couldn’t find a different job, say so. Do you feel like what we pitched you is what you got?
Who works here? Ex: A bunch of cutthroat animals who want to win at any expense? A tender-hearted bunch of softies who bond over a shared interest?
How do you feel when you finish work at the end of the day? How do you feel on Sunday evening, knowing Monday morning is on its way?
Do you feel supported here as a human, both personally and professionally?
A note on internal surveys
If we were to write an employer branding survey, we’d also make sure it was anonymous.
To solicit honest answers from employees, survey answers must be blinded, and you have to go out of your way to show employees this is the case. One of the best ways to do this is to engage a third-party to conduct your surveys.
Emily McCrary-Ruiz-Esparza writes about workplace culture, DEI, and hiring. Her work has appeared in Fast Company, From Day One, and InHerSight, among others.
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