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Employer Branding at its Best

Mary Beth Reidy, The Conference BoardGuest Post by Mary Beth Reidy from The Conference Board

Developing a brand-based culture that spreads ownership and accountability for the brand beyond the executive team is the holy grail for most organizations.  The goal is to leverage talent, tools and social media to differentiate from competitors, increase employee engagement and customer satisfaction, and achieve measurable business results. 

We’re gearing up to hear such industry leaders as Starbucks, Cisco, JetBlue, UnitedHealth Group and many others discuss how they help their employees understand their role in upholding and delivering on the business strategy, brand promise and a great customer experience.  On June 16-17 in New York, The Conference Board Extending Your Brand to Employees Conference will explore best practices for eliciting employee behaviors that will strengthen your brand.  If you’d like to join us, just mention code “DC 1” and you’ll receive a $300 discount.  Details are here.

Here are a few nuggets from the 2009 Extending Your Brand to Employees Conference:

An employee value proposition (EVP) builds on a brand promise to define common values. An EVP ensures a consistent experience of the employment brand through recruitment, engagement, and retention activities. 

  • Relating bottom-line results to employee engagement provides the business case for leaders to invest in the EVP process.
  • Engaging senior leadership; using a cross-functional, collaborative approach; and soliciting feedback from employees provide rich data to help define an EVP.
  • Simple EVP statements that translate well across languages, geographies should be used.

Employees should be leveraged throughout the talent acquisition process as brand advocates.

  • Treat the hiring process as a brand experience, during which candidates encounter the brand through every interaction. 
  • Train employees on how to reinforce the values and behaviors of the employer brand to prospective candidates. 

Brand loyalty is built when an organization defines beliefs, describes behaviors, and captures experiences related to the brand promise. 

  • Define non-negotiable behaviors to drive customer satisfaction and capture success stories to reinforce employer brand messages.

Organizations can combine branding with learning to create a leadership brand plan. With so many companies doing the same thing, a leadership brand plan can help attract leaders and employees who demonstrate desired, differentiated behaviors.

  • Organizations that have a known leadership brand get preference, forgiveness, premium, and employer-of-choice status in the marketplace.
  • Synchronizing the brand of the organization and its leaders attracts talent and creates competitive advantage.

 The Conference Board is a global, independent business membership and research association founded in 1916 and serving as an objective, independent source of economic and business knowledge with one agenda: to help their member companies understand and deal with the most critical issues of our time. More information on The Conference Board can be found on their website.

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