We combine our expertise in brand strategy and internal marketing to lead the development of employer brands, how you want employees to feel about your organization in order to accomplish key goals like acquisition, retention or engagement.
The same principles and process used to develop a brand for customers can be utilized for an employer brand.
- We conduct research among employees to understand how they feel about their association with the organization.
- We study the organization’s customer-facing brand, your values and your culture.
- We map employee perceptions of their relationship with the company on a brand essence wheel.
- We capture key promises of organizations that compete for your employees.
- Like a customer-facing brand, we develop a promise in the form of an emotional benefit.
Activating an employer brand requires gaining leadership’s commitment to change, a sustained communications effort and the same behavior reinforcement efforts used for employee alignment. The employer brand is reinforced in the interviewing process, on-boarding new employees, performance appraisals and regular employee communications.