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For any enterprise to taste success, there needs to be an emphasis on creating diverse avenues of orientation that will aid the ever-shifting needs in a competitive market. This is the essential ingredient to make your company’s brand a success. Neglect it and you could pay the price with consumers, partners, and employees alike.
Let us start with the basics.
What Is a Brand?
Branding paints a clear picture of a company’s philosophy, it’s core values, and organizational culture. It puts a face to the name of the company, or better put it, defines an action, product, or service and connects it to your company’s ideologies.
Purpose of A Brand
Technically, a brand tells your story to the world and draws them into a circle that subscribes to what you have to offer. Most entrepreneurs set up brands with the customers in mind, but it spreads beyond this stereotype. Your brand must make a deeper impact on your employees, investors, business partners, and even your rival competitors. The right brand spreads a message that acts as a key to unlocking a massive portal of opportunities.
Branding is generally streamlined to activate sales in a bid to reach target customers and target revenues, pay off investors, etc. It doesn’t stop there, it also improves the standard of workers that seek employment in your company. If your brand makes you appear like a large corporation, you’d attract highly qualified employees who can offer top quality skills to revolutionize your services, thereby, raising your company’s productivity and stocks. Such is the importance of employer branding on the quality of staff recruitment.
Poor Branding Syndrome
If your brand doesn’t say enough about your company or rubs off wrongly on clients, workers, and investors – it can be referred to as poor branding. That is bad for business. You will experience poor sales, low productivity, disorganized labor, and investors will pull out due to the unconvincing state of your organization’s brand. The reputation of the company will be ultimately negative and will prevent you from attracting the right crop of employees. How job seekers view your company matters as it reflects just how good an image your company has. Likewise, how enjoyable your work environment is for your employee matters. If your employees are always resigning, then you must be doing something wrong.
Employee Perception of Your Brand Matters
According to a survey conducted by Wall Street, the q6th, 17th, and 18th companies to work with are CDK Global, Belk, and Kraft Heinz. They were ranked thus based on reports issued by past and present employees. Your brand must be employee-friendly. Take the profiles of these companies as a warning: How you look to potential employees matters.
Brand Positioning Should Be a Priority
Your position – not necessarily a term to define rank – says a lot about the standard of your company’s services. It may reflect the approach to which you are targeting, whether it is towards securing funding, luring talent, or retaining current employees. This representation will either attract or chase people away from you. It will also help you to keep your employees. Great salaries and bonus packages might just not be enough; your employees will always want more. Improving your employer brand will encourage a good relationship with your current employees, and it also becomes attractive to a prospective employee.
Employee Branding for Small-Sized Businesses
A relatively new and small business is not exempt from the problems that established rather large corporations face. Its main problem lies in a probable lack of funds to remediate the conditions. Every company should have HR personnel to attend to the company’s branding related functions. While bigger corporations may have more than ten HR personnel for employees numbering up to 500, a small business with way less than 50 workers may need just one HR.
This is important because as the CEO, it may be up to you to secure funding, develop products, and sign big deals with clients– improving your brand may just not be a priority. The HR personnel will solely focus on working on the brand’s initiatives while you focus on other aspects of your business.
Your Brand Requires the Right Content
The kind of content or the way you market your content will provide a good basis for communication with your target consumers. Therefore, you should take advantage of this and secure the interests of both your current and prospective employees.
It doesn’t necessarily have to be promotional; communicate more of your ideas than your operations. If the employees identify with your ideas, operations will generally be improved, and you’d set an enviable reputation for your direct and indirect competition.
Employ dynamic use of social media and produce engaging content on all platforms and encourage customers and employees to share it with their friends and on their active social media handles. Post relevant information about your company’s prospects, thereby improving your company’s social outlook.
People will see more of you behind the brand. They will not trust the brand, but they will trust you, and that might require that you attach a personality to the brand.
By sourcing content from your managers on company culture, management style, and career opportunities, you’ll make sure that new employees will know what to expect from day one – and your teams will get a far better idea of what their managers truly value.
Leave No Stone Unturned in Employee Branding
Below are three tips that will help you attain proper employer branding.
1. Boost employee confidence: Develop a means of engaging your employees and be in constant communication with them. If they feel like their voice is heard and their welfare needs are met, it wouldn’t be a struggle to get them to publicize the brand.
2. Engage both customers and employees: Maintain a reasonable balance between consumers and employees. Your relationship with your employees tells on how consumers perceive your business. It is always reflected in your customer service reviews. Treat your employees kindly, and keep your consumers happy.
3. Don’t stop building your brand: Branding is not a one-time thing. You can’t do it once and hope it lasts. You must constantly evaluate and keep doing what you do to keep your customers, employees, and investors engaged. You can adopt a viable content calendar that you must adhere to, thereby staying in the line of sight of customers and prospective workers. To avoid burdening yourself with the generation of ideas, you can get employee suggestions or even assistance in creating content. This shows that you value the opinion and expert skills of your employees.
Remember, your brand is the lifeblood that keeps your business moving forward. So take to heart that a successful brand is not a “one size fits all”, rather an adaptable ideology that speaks differently to consumers, partners, and workers.