Your employer brand and your business brand are strongly related. Even though there are two separate terms to describe each type of branding, you should not think about them separately. At the speed with which information travels nowadays, the environment you create for your employees can be the ace up your sleeve, when it comes to promoting your company.
Your Employer Brand Determines the Quality of Your Products
The most direct way your employer brand affects your business is through the talent it attracts. Highly skilled workers are always in high demand, and short supply. And because of this, they have plenty of options to choose from. The best and brightest of any field have to understand why they should work for you, and not any other employer.
Because simply offering them a well-paid job is not enough. You have to give them a great work environment, the opportunity to grow, and something they can boast about. And a little something extra. That’s where your employer brand comes in. Your employer brand should be that overarching theme that makes people want to say they’re part of your team.
Your employees’ satisfaction determines the quality of your products and services. Employees who are happy at work are more likely to give it their all and invest their valuable time and know-how into making your business surpass the competition because they’ll feel like they have a personal stake in your success.
To attract young talent, you can’t leave anything to chance. Keep your social media pages up to date, and optimize your website to get the best people in your field. Once you’ve consolidated a strong team of young, highly talented professionals, you can use that to enhance both your business and your employer brand. Your future employees will want to be a part of that team, and your clients will trust your brand more, knowing that there are many of highly motivate, energetic experts behind your products and services.
Clients Empathize with Employees
No matter how much you focus on customer satisfaction, if word gets out about bad internal business practice, your public image will suffer.
Just look at fast-food giant McDonalds. Ever since word got out about the way in which they treat their employees, their public image has taken a severe blow. They’ve been working tirelessly to improve their image, of part of that campaign involved not only changes to their menu but changes in how they treat their employees as well.
The accusations brought against McDonald’s menu could have been brought to most fast-food chains. But it was only after it became apparent that they were mistreating their employees that people started taking a stand against their products.
The image they projected, with respect to their employer brand, had proven to be false. And that made their clients feel betrayed as well.
Make sure your employer brand accurately reflects the environment your employees are going to be working in. And make sure to maintain that environment once your talent gets there. Don’t make the mistake of overhyping your employer brand. Displaying professionalism in your job, and a more reserved tone in your job postings, and sticking to the facts, can do more to enhance your image, than making your company sound like an amusement park.
Your Employer Brand Is Part of Your Business Brand
Everything you do that makes your business visible to the public is going to affect your image. Keeping your employer and your business brand separate is not an option. Clients look for coherence and patterns when assessing a business. You may choose to downplay your employer brand. But that’s not a profitable option either. On the one hand, you’ll have a harder time attracting talent to your company, and, on the other, clients are going to become suspicious if they can’t find anything about your internal business affairs.
With social media and review sites, people feel like they’re entitled to all of the information that could sway their decisions one way or another. Taking control of the image you project means you can’t leave anything to chance, including the environment you create for your employees. Clients and customers need to know that they are not in any way supporting business practices they might disagree with.
Your employer brand and your business brand are both part of the overall image you project. Clients are aware of the fact that the products or services you provide don’t appear out of thin air. No matter how much you invest in your business brand, if you don’t have an employer brand to match, customers might lose their trust in you, and this can affect their loyalty towards your company.
Your Employees Are Your Most Effective PR Reps
Via social media, your employees, and your potential clients are now much more connected than they were before. Before these socializing tools became mainstream, apart from the employees who were working in your customer service division, there was very little contact between clients and the people who provided them with goods and services.
If your employees are satisfied with their work experience, and they, feel like they want to promote the brand they are a part of, they can be the best people to promote your business. That’s because customers tend to trust employee reviews of a particular business. Ad campaigns, reaching out through social media, and a well-designed website, all of these can contribute to promoting your business. But positive feedback from your employees can help cement the image you are trying to promote.
A 2015 survey performed by Edelman showed the fact that customers are more likely to trust in-house technical experts than CEOs, and that employees can bolster the credibility of a company’s “Trusted Innovation” story.
While everyone expects advertising campaigns to focus on the positive aspects of your business, and the quality of your products, employees don’t seem to have a reason to do this, as far as clients can tell. They get paid for the job they do, and nothing more. A positive perception coming from an employee has the credibility of an insider’s perspective, coupled with the honesty of a person who is promoting your business of their free will.
Building your employer brand is not only useful to attract the best talent in your field. It gives your employees something to believe, something they can aspire to, and something they will feel personally connected with. Having a strong, well-defined employer brand is going to attract only those people who are in it for the long haul. And a company made up of people who are passionate about what they do is the kind of company anyone can trust.
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