Internal communicators have been rolling their eyes for a while now. Our organizations have finally awakened to the idea that employees make great external brand advocates.
Who better to promote your brand than the people that live it, day in, day out?
But sometimes that’s where the problems begin. Employee experience doesn’t always tally with the image organizations project. That’s why firms ask internal communicators to create an employee brand.
What exactly is an employee brand and how does it differ from an employer brand?
An employer brand is how potential hires perceive an organization. An employee brand is the experience of a person already in the organization.
Until recently many people thought of a brand as a color palette and an image library. It takes a lot of work to make people understand what an employee brand is, and how they can influence it and advocate it.
Before you get to that point, there are other considerations, such as: Should we treat it separately from an employer brand? Are we the right people to lead it? How do you identify what your employee brand is? And how do you measure the engagement of your workers with it?
It’s easy to be daunted by such a huge topic, so we put together some tips to get you thinking.