Build a Strong Employee Branding
You have probably already heard of the term 'employer branding', the reputation and popularity of a company from the perspective of a potential employer. It describes the values that the company gives to its employees... But what about employee branding - does it sound familiar? Learn about all the benefits you can achieve by building a strong employee branding.
What is Employee Branding?
Employee Branding is one of the new trends emerging in the business world. It consists of influencing your employees to become brand ambassadors (voluntarily, of course). It is a process in which employees internalise the brand philosophy and are motivated to project it to other customers and stakeholders. Both HR and Marketing will have to work together to build a strong employee brand.
Companies have always cared about their image - this is nothing new. But in an increasingly digital and interconnected world, brands are aware of the power of word of mouth and how employee social media can boost a company's reputation.
A company's online reputation is a highly valued intangible asset. Communication is key to promoting all the good things a company has to offer. But just any type of communication is no longer enough. With the rise of social media, there is a new factor to take into account: what we communicate must be credible.
An organisation's communication gains more credibility if it comes from its own customers and employees than if it comes from the organisation itself. Interestingly, company employees gain twice as much trust on social media compared to CEOs and other senior managers. That is why good companies make efforts to put their employees at ease in their work. That translates into a better working environment, higher productivity and, moreover, employees becoming the best ambassadors for their brand.
It's not about asking them to share content or say nice things on demand, it goes much further than that. It's about satisfaction in their daily lives, it's about them being happy with who and where they work, knowing their values, their purpose and finding meaning in what they do.
How to build a strong Employee Branding:
Like any process, generating genuine and real change in employees takes time. But with these 3 best practices, you'll be well on your way to turning your employees into valuable brand ambassadors:
- Genuinely care about your employees:
Show concern for employees and ensure their well-being. It is important to boost their potential and support their personal and professional growth. In this way, they will enjoy their work experience and feel cared for.
Be sure to celebrate their achievements and show your appreciation.
Having reward and recognition programmes can help improve employee loyalty and engagement with your brand.
Do things that set you apart. Being creative with corporate gifts can go a long way. It doesn’t have to be a luxury corporate gift; it just has to show that you’ve thought about making your employees’ personal or professional lives a little better.
- Lead by example:
CEOs and managers must educate the whole team on the mission and values, leading by example. Senior managers must show inspiration, commitment and communicate a sense of vision. Companies with the highest employee engagement rates tend to have a charismatic CEO who can inspire staff with a compelling vision.
It is also good to consider employee branding during recruitment. If we bring in talent that already has attributes aligned with our brand, we save a big step.
Listening to new ideas, accepting criticism and being transparent is also paramount. Your employees can also be your consumers and, as they say, the customer is always right.
- Build Brand Awareness:
By applying many of the principles of consumer advertising to internal communications, leaders can guide employees towards a better understanding of the brand vision. By getting employees to "live" the vision in their day-to-day activities, consumers are much more likely to experience the company in a way that is consistent with what you promised.
Help employees establish a powerful emotional connection to the products and services you sell. When people care and believe in the brand, they are motivated to work harder, and their loyalty to the company increases.
Executives, the marketing team, the sales team and human resources positions are the first to be focused within an Employee Branding strategy.
What are the advantages of having internal brand ambassadors?
Better positioning and digital reputation.
The more followers you gain, the more engagement you get from them.
Improves the bond between company and worker.
Employees will develop their sense of belonging and identification with your messages, so that they are more credible and do not give the impression of being "consciously prepared", as if it were an advertisement.
Increases work motivation.
A motivated employee will commit more deeply to you, both in the quality of their work and in their proactivity in the Employee Branding initiative.
Credibility and brand equity
Through a brand ambassador programme, you will give your company an innovative image, while bringing your professional stamp to many people. You will humanise the brand, gaining trust at the same time.
Creating brand ambassadors is not the only benefit of strong employee branding. Your Employer Branding will also be positively affected. Your brand story makes much more sense to potential employees when it comes from current employees. You will also have a great advantage in terms of lead generation. Your employees will generate more and higher quality leads through your network and community.
Some examples that show you have a strong employee branding are:
- Employees spread corporate content with their community.
- Staff participates in brand events, both online and offline.
- They feel proud to be part of the company.
- They make positive comments about the brand and they recommend it.
Employees are a fundamental part of any business. And, quite simply, without them, businesses could not function. Business is as important to employees as it is to employers, so it is fair that they play a role and get involved.
A growing number of well-known brands are implementing this strategy and using their employees as the face of the brand, rather than just working their magic behind the scenes.
What employees think of the brand or company they work for speaks volumes. And employees help drive brand awareness, so empowering them through a plan to build a strong employee brand is a key way to achieve great results.
So, next time you're looking to increase productivity and results, consider the power of your employees and unite to drive your own culture.
Lead by example, work as a team and invest in your employees.
Learn more about our corporate gifting solutions at We Wander.
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