You won a workplace award. Congratulations! You’ve celebrated with employees, shared the news on LinkedIn, added the logo to your website and maybe even issued a press release.
Now what?
For 25 years, BestCompaniesAZ has encouraged employers to go beyond winning workplace awards and use that recognition to promote the company as a whole all year long.
The idea goes back to my corporate HR days, when I saw firsthand that a great workplace culture could do much more than attract and retain employees. It could strengthen the corporate brand, build employee pride, elevate leaders, influence customers and ultimately contribute to business performance.
Back then, PR for HR was the buzzword — breaking down the silos and bringing HR, Recruiting, PR and Marketing together to tell one stronger company story.
And today, the philosophy is more relevant than ever.
Great Place To Work reports that companies on the Fortune 100 Best Companies to Work For list have delivered roughly three times the investment return of the broader U.S. market over the past 28 years.
Great cultures aren’t just good for employees. They’re good for business.
Your workplace reputation is part of your company reputation.
That’s why we’re revisiting PR for HR with one of our own award-winning clients, LAVIDGE. For more than 44 years, LAVIDGE has helped companies build and promote great brands while building an award-winning, employee-owned workplace of its own.
LAVIDGE has earned recognition from three of Arizona’s leading workplace programs — Best Places to Work, Top Workplaces and Arizona’s Most Admired Companies. They know what it takes to build an award-winning culture and, as branding, marketing and PR experts, how to package and promote one.
Here are six ways companies can put workplace recognition to work across the entire brand.
1. Think About Your AI Reputation.
Here’s something we definitely weren’t talking about 25 years ago:
What does AI know about your company?
Candidates, customers and business leaders are increasingly using AI to research companies, leaders and workplaces. Your website is no longer the only voice telling your story. Media coverage, employee reviews, awards and other third-party content can all contribute to what people — and AI — discover about your company.
You’ve earned valuable third-party credibility. Make sure you’re putting it online where people and technology can find it.
2. Package the Story Behind the Award.
An award logo is valuable, but it’s only the beginning. Ask yourself: Why did we win?
Was it your people, leadership, culture, innovation, employee experience or community involvement? Turn those stories into photography, video, employee stories, executive content, social media, recruiting materials and marketing campaigns.
And if you don’t have the internal resources, a branding and creative partner can help turn what makes your culture special into content that works across the organization.
Don’t just tell people you’re an award-winning company. Show them why.
3. Break Down the Silos Between HR and Marketing.
This is the heart of PR for HR and something companies are still struggling with today.
A Forbes Communications Council article, Why Employer Branding Often Takes a Back Seat to Corporate Branding, points to the same challenge: employer branding typically sits within HR while corporate branding is driven by Marketing and Communications. When those functions operate separately, companies can miss the opportunity to create one cohesive brand.
HR knows the culture, employees and talent story. Marketing and PR know how to package stories, build brands and reach audiences.
Bring those strengths together.
An employee story can attract talent and show customers the people behind your brand. Executive thought leadership can support recruiting and build credibility with customers and the media. Photography and video can support careers, corporate marketing, social media and PR.
Instead of creating separate content for separate audiences, ask:
How can we tell one authentic company story and use it in more places?
That’s PR for HR.
4. Promote the People Who Made You Award-Winning.
Your company gets the trophy, but your people earned it.
Showcase employees, subject-matter experts and leaders. Tell their stories. Elevate executives through thought leadership, LinkedIn, speaking opportunities and media.
And remember, not every executive naturally knows how to build a public presence. PR and branding teams can help identify the right leaders, develop their point of view and find the right opportunities to make them more visible.
Your people aren’t just part of your employer brand. They’re some of your best brand ambassadors.
5. Keep Your Award Working All Year.
One of the biggest missed opportunities we see is companies announcing an award once and moving on.
In fact, it’s one of the reasons BestCompaniesAZ was created 25 years ago to help Arizona’s best employers promote their recognition and stories all year long.
Use your award throughout the year in recruiting, executive bios, sales presentations, proposals, media pitches, speaking submissions, social media and your website.
Keep telling the stories that helped you earn it.
Your award can become an ongoing source of credibility for candidates, customers, the media and increasingly, AI.
6. Amplify Your Win.
Organic visibility is incredibly valuable and it’s a big part of what BestCompaniesAZ provides our clients. But sometimes a great story deserves an extra push.
Paid media, digital advertising, sponsored content, social campaigns and video can extend your reach to new audiences.
And don’t think only about candidates.
A great workplace reputation can strengthen your overall company reputation.
The Award Is Just the Beginning.
A workplace award gives you valuable third-party credibility. What you do with it is where the real opportunity begins.
LAVIDGE helps companies build and package the story. BestCompaniesAZ helps amplify it.
Together, it’s the same PR for HR philosophy we’ve believed in for 25 years: break down the silos, bring HR, Recruiting, PR and Marketing together, and use your award-winning culture to build a stronger company brand.
Ready to put your award to work?
Need help building and packaging your story?
→ Visit LAVIDGE’s BestCompaniesAZ profile
Ready to amplify your award-winning brand?
→ Explore BestCompaniesAZ Employer Branding & Promotional Services to Amplify your brand
The Story Behind BestCompaniesAZ – 25 Years → Link
