Everything you do can be copied. Your processes, duplicated. Your corporate structures, replicated. Your innovative products, mimicked. Your value pricing, your technology infrastructure, your corporate structure, imitated. In a commoditized world, the only unique advantage your organization has is its people. A strong employer brand empowers you to attract, retain, and inspire top employees - talent that then enables you to meet your promises to consumers.
US companies spend nearly $190 billion on advertising and marketing each year; these dollars are designed to reach out and grab consumers' attention, to raise their awareness, to induce people to buy... to build a powerful customer brand. But, as Libby Sartain and Mark Schumann point out, "if your brand doesn't live on the inside, it can't thrive on the outside." You have to start on the inside - with employees - and work your way out.
Sartain and Schumann, authors of Brand From the Inside: Eight Essentials to Emotionally Connect Your Employees to Your Business, explain: "Any business, in any corner of the world, must create an experience to engage its employees before it can expect those employees to deliver the brand to customers."
Sartain and Schumann wrote Brand from the Inside in 2006; the need for a strong employer brand has only grown more pressing. According to Universum's report, "2020 Outlook: The Future of Employer Branding," employer branding has become a strategic imperative. CEOs and executives rely on their internal brand to:
A powerful employer brand - think Zappos, Google, Apple, Amtrak, P&G, L'Oréal, and Adidas - creates "emotional connections with the people who make a difference to your business. Your employees." It also empowers you to attract and recruit the type of people who will drive your business forward. It draws talent in, gaining their buy-in through the potency of your promise to them. In turn, they will help you deliver on your promise to consumers.
How do you brand from the inside?
In their straightforward guide, Sartain and Schumann provide a compelling roadmap for building an employer brand. The first step: understanding what a brand is and the power it can wield.
"Brands make people do things." Brands motivate folks to buy Coke instead of Pepsi or get their java fix from Dunkin' Donuts instead of Starbucks (and instead of brewing their own coffee much cheaper at home). They do so by crystallizing a promise or value in a very simple way: Dunkin' Donuts, for example, is the coffee "America runs on." Starbucks "inspires and nurtures the human spirit," one latte at a time. Every business has a brand, and that brand's purpose is to sell. Some of the ways they accomplish that:
A brand tells consumers what they can expect from their interactions with an organization. Now what about your employees? What can they expect?
After you've learned the power of a brand, the second essential is "Commit." Sartain and Schumann explain: "Employees are asking a variation of the same question asked by customers: 'What's in it for me?' (Everyone's favorite radio station... WIIFM!) Why should they buy into the brand?"
To answer this question, your employer brand must:
Competitors can copy anything but your connection with your employees. Leverage a strong employer brand and start realizing greater returns on your biggest investment - your people.
Now that you understand the importance of an employer brand, how do you begin to build one that helps you achieve key business goals? We'll tackle that next.