Tell your story: HR is your greatest PR asset. Just ask Great Place to Work
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In the Darwinian struggle for corporate survival, one adaptation might make a difference.
No, it’s not ruthlessly ignoring all those whiners on your staff and flogging them to further success.
The secret is becoming a great place to work—and making your employees a channel for your public relations. In other words, HR becomes PR.
Oh, sure, one might expect Erin Liberman Moran of Great Place to Work to argue that. But listen to the evidence she has amassed—and ask yourself if you can afford to keep running an Ebenezer Scrooge-type employer model.
Over the past 15 turbulent years, companies with the highest levels of trust outperformed the market by three to one.
Employees in high-trust environments are more likely to say positive things about their organization on their large social networks. Employees are willing and able to transcend the marketing silo, and express their passion for their company, its customers, and its products in a public forum.
In this video session from Ragan’s conference “The Role of Communications in Creating Best Places to Work,” Liberman Moran explains how to:
- Use HR as PR
- Communicate your organization’s story, internally and externally
- Use employee stories to convey your identity and values
- Give your employees a voice outside the organization
- Foster permanent passion in your employees
- Equip them with the tools and training to be a part of your “marketing team”
She explains that creating a great place to work must be the number one strategic priority for companies to survive in this new era because:
- High trust environments can weather market volatility
- Your ability to compete in the market depends on your ability to attract and retain top talent
- Increased transparency with social media means that your brand is no longer defined by your marketing team, but by what people say about it
Learn why macroeconomics force businesses to operate differently. Find out why millennials exercise an influence out of proportion to their numbers in the world and business. Bite your nails over the bozos you may be forced to employ as you hear how a shortage of top talent—coupled with shrinking tenure—make it challenging to attract and retain talent. And find solutions for this problem.
Social media can be either your greatest asset or your greatest liability to weathering these challenges, Liberman Moran explains.
Leaders have begun to recognize that stronger company cultures reduce the impact of market volatility. Find out how HR, communications and PR folks are uniquely qualified to lead the bosses through this new era.
You want to be able to attract the new generation to work for you. And you will need to be a great workplace that is publicly branded as such. Hear how retaining talent is one of the best cost savings a company can find.
Your living brand will either help or hinder your ability to attract top talent. Do it the right way. Start here.
Erin Liberman Moran is senior vice president of business development for Great Place to Work U.S. and general manager of the New York City office. Erin leads the team to achieve sales and profit targets. An accomplished public speaker and compelling leader and mentor, Erin inspires her team and clients with her passion for getting strong business results by helping organizations improve their culture.