Opinion Articles
Employee’s Perspective on Successful Internal Branding
Companies whose employees possess a strong knowledge of their brand have a competitive advantage. However, many organisations are still failing to provide the right information and support their people to deliver their organisation’s brand experience to customer.
In a recent article, Internal Branding: Exploring the Employee’s Perspective, the authors discuss internal branding from an employee perspective. The focus of the paper is on factors that were considered to be necessary for employees to successfully deliver their organisation’s brand promise.
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.
Characteristics of successful Employer brands
There has been a great deal of discussion on employer branding in the last decade. Organisations from a diverse range of industry sectors have formally defined, and are strategically managing their employer brand (eg Siemens, Honeywell, Accenture, Deloitte, Coca-Cola, Roche, Yahoo, Johnson and Johnson, Starbucks). Cultivating a unique employer brand experience is one method these organisations have chosen to attract and retain the most sought after talented employees; those who will enable them to generate success and secure ongoing profitability. In a recent article, Characteristics of Successful Employer Brands, the authors explore the perceived characteristics of successful and unsuccessful employer brands and construct a typology that organisations can use to assess their employer brands.
Top 100 Best Companies to Work for 2009
Even in uncertain times, some organisations are going out of their way to please employees. Why? Well, as the 2009 No. 1 ranked top employer from Fortunes 100 Best Companies to Work for 2009, NetApp believes “Happy people are more productive”. NetApp, have proven that it can continue to grow revenues while boosting employee morale. Read more about NetApp’s success and how they toppled Google from the No. 1 spot in 2009.
Why your Employer Brand Still Matters in Uncertain Times
Marketing and branding always seem to be the first casualties of a downturn. The focus is on bottom line results and the activities that do not directly show a clear return on investment simply get cut. It seems a short sighted view, as history has shown that the economy will recover, business will again pick up and organisations will need the capability to respond.
So why have so many organisations put a stop to their employer branding initiatives and how many are in fact damaging their employer brand through inactivity?