When it comes to sending out a business message, a lot of companies have gone with the “central command” role. This is with pre-approved key messages and prearranged spokespeople. However what these companies always seem to miss is the fact that your staff aren’t robots,. There’s only so much control you can have.

People talk to each other. When someone says, “I work for X Company”, the immediate response will be, “How do you like it there?” The answer to that question, whatever it is, may not contain your business messaging.

Why is this important?

There is nothing worse than the frustration of hiring a person who was great on paper but wasn’t a great fit. The process of choosing the perfect employees should always depend on your brand. Whoever fits perfectly into the business. These will be the people who are at the front and centre, potential applicants will get an excellent picture of your values and your vibe as a company. Some candidates will either be drawn in or turned off. If they’re drawn in, they’re the kind of people who will work well with your team, who will appreciate your values, and who will stick around for the long-haul.

Employees’ voices are authenticity

If a potential future employee wants to know what it’s like to work for your company, are they going to contact the head of HR or the CEO? Of course not. They’re probably going to go online and search the internet for any info that the current and former employees have written about what it’s like to work there.

The average job seeker spends up to 2 hours researching a company before hitting “send” on an application.

Great companies know this. This is why they’re throwing their resources and support behind authentic and employee-voiced employer branding. In turn, this will make it easy for prospects to learn who’s who in your company, what their day is like, who they work with, and what their joys and challenges are. This way you are increasing the odds of attracting the kind of people who will fit your business perfectly. Candidates are profiling their future employees’ stories on their careers page, their homepage, their social media and more. Big companies know that authentic voices carry weight and those happy employees are the key to attracting applicants who will be a perfect fit.