Comments on: Employer branding: the employee is always right

By: Bridgett

Bridgett — Thu, 15 Oct 2009 13:46:44 +0000

You’re right Jonathan Scott. Every product brand goes through a cycle. A smart marketing team will think about creating experiences to anticipate the product cycle. First is the customer buying/enticing experience and then is the customer using experience (to gain loyalty). Same for employer branding. First is the onboarding experience (the first couple of months for a new hire) and then is the employee retaining experience (to gain loyalty). A good brand always asks what experience it wants its customers and employers to have.

By: Jonathon Scott

Jonathon Scott — Mon, 12 Oct 2009 10:06:45 +0000

An interesting read but it fails to touch on the one key fundamental for employee engagement. Great brands deliver an ‘experience’ - whether is it is the beautifully designed mac that is enjoyable to use, or the understated quality of a Merc - and it is the promise of that experience that people buy. It’s no different with an employer brand - it’s all about the experience and that is defined by leaders and managers. They create the culture, the ability to grow and develop and the context for individuals doing meaningful and rewarding work. I’ve seen many examples of well thought out engagement and branding programmes come to no avail. At em(ic)* we advise our clients not to embark on these programmes without first having the conversations with employees (through things like World Cafe) that discover what it is really like to work in an organisation.

By: lottery blog

lottery blog — Mon, 12 Oct 2009 09:17:08 +0000

Good article. Anyone who is seeking to grow or change their brand would benefit greatly from taking this to heart. If you don’t have a goal and/or know where you stand in the first place, it’s hard to get anywhere.