Why and how marketers should help build employee brand engagement

Employee brand engagement correlates with far more than increased productivity.

Engaged employees are less likely to leave their companies, more likely to deliver great customer experiences, and more efficient than their disengaged counterparts.

For example, one grocery chain champions a health-conscious lifestyle and a charitable spirit (consistent with the essence of its brand), which helps employees feel connected to more than their paychecks.

Employee brand engagement in practice

Employee brand engagement refers to how companies shape their work environments to keep even the smallest actions consistent with their brand identity. This is distinct from employer branding, which focuses more on shaping how external job candidates view the company as a potential employer.

For employee brand engagement, marketers must focus internally to influence how their organizations train, communicate with and motivate employees to align their daily work with the organization’s purpose. After all, how can an organization establish positive impressions for external audiences if internal audiences don’t embody positive, accurate perceptions of that brand?