By Libby Sartain
In Brand from the Inside, Libby Sartain and Mark Schumann, branding specialists who helped to construct agency manufacturers at Southwest airways and Yahoo!, describe this mystery weapon for a company. The booklet offers leaders throughout a company step by step guide on easy methods to inspire staff to constantly convey the adventure the client model can provide. through construction the service provider model from inside the business—ensuring constant authenticity, substance, and voice throughout the business—any association can unharness a robust device to emotionally interact staff and recruit and maintain the easiest humans.
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Extra resources for Brand From the Inside: Eight Essentials to Emotionally Connect Your Employees to Your Business
The key to BenefitsPlus was putting benefits into a retail context for employees to choose, just as they made choices as consumers. Perhaps all those brand lessons paid off after all. —Libby and Mark Some 79 percent of human resources professionals say an employer brand can help the organization be recognized as an employer of choice, according to the Hodes Global Employer Brand study. At the same time, 38 percent believe it can increase the number of unsolicited responses from prospective employees.
You sense. You want. You remember. Then, your customers hear. To a customer, this may be the sound of a friendly voice. On a manufacturing floor, it’s the sound of an efficient machine. The initial sound of a positive brand experience is the sound of efficiency, reliability, and, in the case of customer-facing employees, comfort and interest and a sense of friendliness. The first sounds can make or break the brand. The tone of a customer service representative. The operator at a hotel. Or the receptionist at an office.
Considering or pursuing new strategies? Your employer brand is essential to any change strategy simply because it provides a focal point for your employees. Your employer brand is a touchstone for your employees, as their willingness to emotionally connect may be tested with each action each day. The essence of effective change management is effective stability management, giving people things to protect as they adjust to things that change. Your employer brand can give people that emotional anchor as they may emotionally react to how they are expected to change.