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employee touchpoints Usually the focus is on customer touchpoints. To ensure your employee brand is aligned with your external brand and your focus on customers look at how you treat your internal customers too. Employee touchpoints can be looked at under several lenses. The first we recommend is the employee lifecycle (left) and also the major milestones in your employee calendar (Enabled and Engaged). With regard to these Lifecycles: Do you The brand experience chart below deliver an experience or a process? identifies some of the major touchpoints that impact on employee engagement. We suggest culture surveys are better at highlighting touchpoints for your employee focus than satisfaction surveys as they relate to behaviours. It is important to look at different audience populations to identify their main points of leverage and then use this to communicate with them. 44 CUSTOMER EXPERIENCE EMPLOYEE TOUCHPOINTS Your employee brand is how you bring these experiences together and align them with your purpose and values to give them meaning for employees.