au·then·tic

/ôˈTHen(t)ik/
of undisputed origin; genuine.

We live in a digital-first world. It’s a place where artificial intelligence and deep fakes blur the lines between reality and fabrication. Authenticity isn't just a buzzword or a trend. It’s a strategic necessity and the strongest path for organizations to maintain a genuine employer brand. Trust, loyalty, commitment, and confidence all stem from an organization’s ability to match the reality of the employment experience with the promises made. Candidate and employee experiences are the undisputed origin of your employer brand—it is their experiences that drive authenticity in your employer brand.

The Heartbeat of Employer Branding is Authenticity‍

A genuine employer brand has to resonate deeply with potential and current employees to foster a sense of trust and loyalty. To do this, you must reflect not only who you are but also where you are headed as an organization. This involves being transparent about your current state, including your shortcomings in addition to your strengths. Balancing aspiration and authenticity in your employer brand isn’t easy, especially for an organization that is actively evolving. But you shouldn’t shy away from acknowledging the journey your organization is on and the role current and prospective employees play in achieving the organization’s goals. It may not be the career path for everyone, and that’s okay, the point is to attract those who feel connected to your organization, its journey, and the authentic experience you portray with your branding and marketing efforts. 

Fostering Individuality Within a Consistent Brand Framework 

While authenticity is key, so is consistency. Your employer brand should have a unified message that aligns with your organization's values and goals. However, this doesn't mean stifling individuality. In fact, celebrating the unique experiences and perspectives of your employees can enhance your brand's authenticity. 

Create a framework that allows for flexibility. Encourage employees to share their personal stories and experiences within the broader narrative of your company’s mission. This approach not only humanizes your brand but also enriches it with real, diverse voices. By featuring genuine employee testimonials and stories, you reinforce your brand’s credibility and create a more compelling and relatable image. 

Navigating Leadership Challenges

One of the significant hurdles in building an authentic employer brand is resistance from senior leadership. Long-tenured executives may be accustomed to a more controlled narrative and might hesitate to embrace a more transparent approach. It’s essential to remind them that people value authenticity and transparency. People will always believe people over branded messages. If your people can be the voice of your employer brand, the more authentic and trustworthy it will become.

Authentic employer brands are not built in a boardroom or at the leadership level. You need the voice of employees and a deep understanding of their real, relatable experiences. Engage directly with employees at all levels to uncover the authentic employment experience. Talk with your new hires, long-tenured employees, and even those candidates who declined job offers with your organization. Seeking to understand their perspectives can provide invaluable insights into the real work environment, which can be leveraged to enhance the brand's authenticity.

Measuring Authenticity: Key Indicators

So, how do you measure whether your employer brand is truly authentic? Start by defining your objectives. Are you focusing on increasing brand awareness, improving retention, or something else? Different goals require different metrics. For instance, if you're looking to boost brand visibility, track careers site traffic and applicant flow. If retention is a concern, focus on employee satisfaction and referral rates.

Another crucial metric is the alignment between internal perceptions and external messaging. Conduct regular brand perception surveys to gauge how well your actual employee experience matches your employer brand promises. This can help identify any discrepancies and areas for improvement.

The Future is Authentic

In a world where authenticity is the ultimate differentiator, your employer brand must be a true reflection of who you are and where you're going. Balancing individuality with consistency isn't just about creating a cohesive image—it's about building a trustworthy and relatable brand that stands out in a crowded talent marketplace.

Embrace the challenge of being genuinely authentic. Encourage your employees to share their stories, engage openly with leadership, and continuously measure the impact of your employer branding efforts. By doing so, you’ll not only attract top talent but also foster a loyal, engaged workforce that believes in your organization.

In the end, authenticity is not just a strategy; it's your best chance at standing out amidst the noise. In a world where everyone is striving to be seen and heard, being real is the ultimate competitive advantage. 

Interested in hearing more about authentic employer brands? Listen to this podcast!