What is Employee Branding – and Why Your Company Needs It

May 11, 2021

You’ve probably heard of employer branding. You may have even read about it on our blog, and followed the steps to building a strong employer brand

If you think of “employee branding” as how your company is perceived by current and potential employees — well, that’s a pretty good starting point.

But What is Employee Branding?

Like employer branding, employee branding also involves presenting the company in the best possible light in front of employees, job candidates, internal and external stakeholders, and customers.

Let’s turn to Sandra Miles and W. Glynn Mangold’s Kelley School of Business research paper to arrive at a definition of employee branding: it is “the process by which employees internalize the desired brand image and are motivated to project the image to customers and other organizational constituents.”

“It’s about getting your employees on board with who you are and what you do,” wrote business writer Ted Bauer. “Then, through social sharing and word of mouth, they convey that externally.”

How can employee branding help your company?

Like employer branding, employee branding efforts feed back into how your company is seen by people who might apply to work for you, as well as those who are your existing and potential customers.

Organizations with strong employee branding have the ability to turn their employees into powerful brand ambassadors. Moreover, they are more likely to improve employee loyalty, build a positive brand reputation, increase employee motivation levels, and attract and secure the right talent.

Encouraging employees to become brand ambassadors

An MIT Sloan Management Review article details how some of today’s most successful brands are implementing “employee branding” programs to accompany employees — including members of the C-suite and leadership team — on their digital journeys and help them communicate on social media.

On the whole, however, employees display very low brand engagement on social media, in many situations not following or “liking” the company’s pages on social media sites like Facebook, Twitter, LinkedIn, and Instagram.

This is where employee branding comes in.

The objective is to be able to guide or shape employee behavior so that the people who work for the company can effectively and creatively project the brand identity of the organization through their work behavior as well as their public and social media

By: Migs Bassig
Title: What is Employee Branding – and Why Your Company Needs It
Sourced From: www.reviewtrackers.com/blog/employee-branding/
Published Date: Tue, 11 May 2021 05:01:37 +0000


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