As an agency that builds brands, we see this as pressing branding need for companies around the world. When employees understand and are aligned with their company brand, it’s a direct correlation of the organization having articulated brand identity through its leaders to create a strong, positive connection with their employees. The goal is to make sure employees know what the brand stands for and are committed to supporting it with their actions. This can be done in waves and phases, through small roll-outs like a branded employee handbook, and brand toolkit, or go so far as to have a brand roll-out event, etc.
But, don’t just take our word for it. Even today’s prestigious list of Best Places to Work (2019) in the advertising world scores today’s top agencies by only six criteria: employee benefits, company culture, employee development, company environment, employee perks and employee engagement.
But, even when the C-Suite is committed to employee engagement, what’s the next step in getting staff on board?
Participation is everything. It’s crucial that employees understand how they fit into this equation, and know that while it’s essential to have an individual or a team managing a business’ brand, marketing efforts will find much more success if most, if not all, employees are involved as well.