The link between brand, culture and customer experience
Making the link between brand, culture and customer experience is not a new concept. However, effectively managing the link between these three concepts continues to challenge organisations. In the recent article Customer experience, organisational culture and the employer brand, the authors explore employer brand management and how you can use your employer brand to ensure your culture is aligned with your desired customer experience.
While many organisations still relate their employer brand to their recruitment marketing, this article presents a more integrated view of employer branding and promotes that the employer brand needs to play a dual purpose:
- Clarifying what prospective and current employees can expect from the organisation in terms of rational and emotional benefits.
- Clarify what will be expected of employees in return.
This approach aligns the employer brand promise with the customer brand promise, critical for successful implementation.