How to Inspire Your Employees Through Branding

by Aya Nimer November 06, 2017

How to Inspire Your Employees Through Branding

In today’s environment, having a distinguished brand is imperative. Although we are often told how our customer relations impact the perspective and reputation of our brands, we forget the impact of employee relations. By incorporating employee experience management with brand management, companies can have a stronger, more consistent message.

 

For example, Reebok encourages employees to reach their personal fitness goals by providing an on-site gym with Crossfit classes.[1] The consistency of their efforts around fitness drives home the idea that they are a health-focused company. As Human Resources becomes more central to corporate strategy, companies need their employee relations to reflect their overall brand. 

 

“Building great brands means ensuring that every experience is both brilliantly designed and beautifully connected,” MacLean Fisher, a senior manager at Brand Union, notes.  “Today’s hyper-connected employee base dictates that a brand’s success increasingly depends on the equity built around its ‘employer brand.’ Employee satisfaction is now a prerequisite for consumer satisfaction.”[2]

 

Potential employees are turning toward companies where they feel a sense of trust; where they like their colleagues are treated well (empowered, enabled to grow, appreciated); and where they are excited to work every day. Whether companies organize a volunteer day, a fitness class, or an improv session, these efforts build a sense of community, and yield a feeling of purpose.

 

Below are a few ways to engage employees in brand and strategy creation to help them feel empowered and connected to the company:

 

  • Involve different members of your leadership group with efforts to frame a brand statement that gives an overarching goal toward which everyone collectively works.[3]
  • Model feedback and mentorship systems around goals, roles, processes, and relationships to improve performance.
  • Run a few exercises to understand your team better. For example, outline and discuss each employee’s top three priorities to increase the visibility of each individual's goals and how they align with the overall goals of the organization such that people can collectively solve for problems.[4]

 

When you bring employees together in a well-structured and meaningful way, they feel that their contribution is valued. Addressing the brand question and the critical goals that people need to work together on is crucial to the success of a business.

 

 

[1] (2017, February). Top 20 Employee Benefits & Perks for 2017. Retrieved from https://www.glassdoor.com/

[2] Fisher, M. (2015, November). The employee experience is the brand experience. Retrieved from http://www.brandunion.com/

[3] (2017, July). Your team is your brand: Executive transitions. Retrieved from  https://dupress.deloitte.com/

[4] Bersin et al. (2017, February). The employee experience: Culture, engagement, and beyond: 2017 Global Human Capital Trends. https://dupress.deloitte.com/






Aya Nimer
Aya Nimer

Author

Aya is a University of Chicago Booth School of Business research assistant, and a student in the Trott Business Program. She can be reached at: Hi@buoynow.com



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