What is branding? Most people would think of it as being a company’s logo, or even their strapline or colour palette.
But it’s actually far more than just a series of words and logos.
It’s about every single experience and interaction someone has with your company, be it in your shop, over the phone, on your website, through your newsletter, using your product or service and so on.
It’s no different for your employees. After all, they are the biggest – and potentially the best – advocates for your brand.
Getting your employee branding right will not only help you to build a positive image, internally and externally, but it will also help you to attract and retain the very best talent, which is key to a company’s potential to grow.
To attract and retain the right people, brands today need to work harder than ever before on creating a positive experience for their employees.
If employees are treated in a way that makes them feel valued, trusted, proud and able to make a difference, your company will reap the rewards.
It’s my opinion that the best way to make people feel valued is by recognising and rewarding high-performing employees. Who doesn’t want to be able to feel like they’ve made such an important difference to their company that their work deserves to be recognised?
An employee who feels valued is likely to spread the word about their experience, what makes their workplace unique and why it’s a great place to work. This will make your company a far more attractive proposition to potential talent.
Social media means that brands have had no choice but to adapt, and honesty and transparency are now high on the agenda.
Potential candidates look to the experiences of other employees to make decisions as to whether they trust a company and want to work for it. They certainly don’t base their decisions on recruitment campaigns.
And that’s why getting your branding right internally is equally important to – if not more important than – how you want people to perceive your company internally.