Singapore professionals mostly say their employers don’t practise what they preach – here’s why they should fix it

If your employer publicly says it cultivates and lives by a certain culture or practice in line with its brand, but you feel otherwise, fret not because you’re not alone –  and there are now numbers to back that up.

Only 3% of employees in Singapore perceive a strong alignment between what their employer says about itself and their experience working there – well below the already low global average of 19%.

And this has highlighted a credibility gap that exposes employers to “reputation risk”, according to a Weber Shandwick’s latest report, The Employer Brand Credibility Gap: Bridging the Divide.

The report surveyed 1,902 employed adults aged between 20 and 65, who work at least 30 hours per week for a large organisation.

In case you were wondering, employers in India lead the pack in Asia Pacific, with 33% of employees reporting a strong sense of alignment, according to the report.

Despite the globally dismal rates of strong employer brand credibility, research found that only a minority of employees (7%) are classified as “unaligned” while the majority of employees are categorised as “marginally aligned”.

The Employer Brand Credibility Gap: Bridging the Divide Report

This simply means that employers have an opportunity to narrow the perception-and-experience gap by “creating an employer brand that employees recognise, believe and promote”.

But why should companies bother to bridge the gap?

Well, those that don’t simply miss out on several bottom-line advantages.

Better recruitment

Employees in aligned organisations (76%) are more likely than average (54%) to recommend their employer as a place to work.

And “employer branding has become an imperative in an era where talent is hard to recruit, change is rampant, engagement is weak, and Millennials have their sights on the next job,” says Ms Kate Bullinger, Weber Shandwick’s Executive Vice President and Global Lead, Employee Engagement & Change Management.

Stronger advocacy

Employees in aligned organisations (59%) are more likely than average (49%) to encourage others to buy their company’s products or services.

They are also more prone to share or post praise online about their employer (41% vs. 23%).

Greater retention and productivity

In a society where job-hopping has become common, employee retention is a luxury.

With employees in aligned companies (77%) being “very likely to continue to work for their employer for the next year” as compared to the average of 64%, it may just prove to be a worthy investment.

Not forgetting that employees in aligned organisations 54%) are more likely than organisations on average (40%) to put more effort into their job than is required.

The Employer Brand Credibility Gap: Bridging the Divide Report

“A credible employer brand revolves around a compelling narrative that is authentic, recognisable and brings to life the actual experience employees have working at an organisation, whether it is the culture, leadership, training, opportunities or communications,” says Ms Bullinger.