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Winning Brands don’t stop at Customer experience, but do Employee experience too!

Guest post by: Ian Windle

Article Overview: The customer experience and customer journey is now well used in the marketer’s lexicon. But how often do you see Employer Corporate Brands also use the employee experience and employee journey in their lexicons?

Winning Brands don’t stop at Customer experience, but do Employee experience too!

The customer experience and customer journey is now well used in the marketer’s lexicon. But how often do you see Employer Corporate Brands also use the employee experience and employee journey in their lexicons?



Now that employees publish more and more on the blogosphere (how often do you click on the employer web address of a friend on linkedin or Facebook?) a Brands’ integrity and values become more accessible to consumers and stakeholders. Marketing priorities are evolving as Marketers come to see fellow employees almost on a par with their customers; seeing employees as more than Brand Advocates, more as part of the marketing mix, more as part of the of their Brand equity. Internal Branding is a pre-requisite for successful external Branding.

Lack of employee alignment puts sustained Brand profitability at risk. Corporates with high employee engagement levels have 12% higher customer advocacy, 18% higher productivity and 12% higher profitability than bottom quartile business units. (Source: Gallup 2009).

Effective internal Branding gets back to the basics of engaging people – it goes beyond employee benefits solutions or corporate ad campaigns. Employee experiences, carefully designed for employees to draw their own conclusions, innovatively implemented to stir the emotions as well as the intellect, changes behaviours and creates a lasting backbone for Corporate Brands.

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Article Tags: behaviour change, employer brand, engaged workforce, marketing mix



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