How To Create An Employee Branding Processes
So now you can see why employee branding is gaining traction and becoming the modern brand approach, how do you go about creating an employee branding process?
Step 1: Align Employer Branding and Employee Branding
Employee branding works on the idea that the employees within the brand feel connected to it and they communicate what they themselves experience internally.
You can’t expect your employees to communicate the world that your brand believes in “Wellbeing” or “Kindness” is they’re regularly expected to put in overtime or deal with inconsiderate management.
Whatever the brand says it is externally must align with how the brand operates internally.
A strong reputation as a great place to work is the starting point for a strong employee brand.
Step 2: Develop Hiring And Recruitment Program
As the reputation of the brand grows as a great place to work, desire to work there also increases.
As these hopeful prospects come looking for an opportunity, a hiring and recruitment program with an eye on their engagements with the outside world makes al the difference.
Provide exercises and ask questions to better understand who they are and what they believe to identify the right fit for your brand.
Step 3: Educate Your Employees On The Brand
As successful applicants come through your doors, you don’t simply throw them to the front lines.
Before they can represent the brand, they need to understand who the brand is, what it stands for, what it’s values are and how to communicate all of this through front lines engagement.
A strategic brand is built with many elements from Purpose to vision, mission, values, position, personality, tone of voice, language, messaging and story.
Remember Zappos. Their training program is a full 4 weeks of indoctrination into “The Way Of The Brand”.
Identify the key categories of the brand your employees need to adopt and communicate and build a program to make it happen.
Step 4: Incentivise Alignment Initiatives
Many businesses and brands reward their staff for performance related metrics that are often directly related to a sale.
Employee branding works differently. Although “Branding” and “Sales” share similar goals (i.e. to grow the business through customer acquisition), they both go about it in very different ways.
A brand with aligned employees who communicate the brand values and message through their day-to-day engagements won’t produce a tangible ROI you can point to though the impact is unquestionable.
Incentivise your employees with brand alignment and communication goals and grow your brand culture as you do it.
Step 5: Analyse The Effectiveness Through Customer Surveys
Putting in place an employer and employee branding process is great but it’s not enough to just set and forget.
You need to have your finger on the pulse as to what is working and what’s not.
Regular surveys from small segments of your audience will provide you with the feedback you need to understand the effectiveness of your processes.
Structure your questions in a way that the answers will illustrate how they’ve experienced the brand and whether or not that experience is in line with the strategy.