Page 23 - Warwickers Communication Counts v2015
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employee
HOT 23 EMPLOYEE BRAND
brandTOPIC
The internal brand strategy is how the business
consciously differentiates and consistently
communicates its reputation and culture to current
and potential colleagues as a desirable place to work.
For starters consider:
1) How do you live your values?
2) How does your environment reflect your brand?
3) Review your recruitment process, induction,
orientation, appraisals, intranet, events,
discussion forums and surveys – how do they
build on your brand?
The importance of touch points and points of leverage
You probably already identify your major touch points for employees with customers for your external
brand. You need to undertake the same process internally. Identify your major touch points for all
employee audiences as part of your segmentation process with customer facing and support teams.
Initially you could look at specific points of interaction in the workplace linked to customer
experiences/ or performance and through the employee lifecycle above. Where are your touch points
and points of leverage (moments of truth) that impact on employee retention, satisfaction and
business performance? If you do not know do some research.
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.
Your employee brand is how you bring these experiences together and align them with your purpose
and values to give them meaning for employees.
HOT 23 EMPLOYEE BRAND
brandTOPIC
The internal brand strategy is how the business
consciously differentiates and consistently
communicates its reputation and culture to current
and potential colleagues as a desirable place to work.
For starters consider:
1) How do you live your values?
2) How does your environment reflect your brand?
3) Review your recruitment process, induction,
orientation, appraisals, intranet, events,
discussion forums and surveys – how do they
build on your brand?
The importance of touch points and points of leverage
You probably already identify your major touch points for employees with customers for your external
brand. You need to undertake the same process internally. Identify your major touch points for all
employee audiences as part of your segmentation process with customer facing and support teams.
Initially you could look at specific points of interaction in the workplace linked to customer
experiences/ or performance and through the employee lifecycle above. Where are your touch points
and points of leverage (moments of truth) that impact on employee retention, satisfaction and
business performance? If you do not know do some research.
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.
Your employee brand is how you bring these experiences together and align them with your purpose
and values to give them meaning for employees.
