what's up brand builder stephen harahan
here at brownmasteracademy.com and in
this video you're going to learn what
employee branding is
with top brand examples so you can
understand how to build
trust through cohesion and align
communication
at every touch point
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the description now if you've ever had
an experience with a brand
where you felt very connected to the
person that you were talking to as if
they felt connected to the brand that
they were representing or
that they might have personified the
brand that they were representing well
that is employee branding in action and
in this video i'm going to show you
why it's becoming so popular and how you
can use it
to grow your brand reputation and trust
so what is
employee branding well modern brands
today have many many touch points they
have upwards of 100 touch points in some
cases and
many of those touch points are face to
face many are digital
some are over the phone some are through
an interactive experience there are many
different ways that you can engage
with a brand but a cohesive and aligned
brand
is one that you feel a trust awards you
feel safety because
that cohesion and that consistency is a
sign of predictability and when you can
predict
what somebody is going to do you feel
safe and you're
drawn towards them and that is an innate
nature that we have we
want to feel safe with the people that
were around with the brands that we do
business with and that consistency
is appeals to that human nature of
predictability and that helps us to
develop this sense of trust
towards them so employee branding is all
about that consistency it's all about
employees representing the brands on the
front lines understanding what the brand
is about and how to deliver that brand's
communication
so that the communication of the brand
is consistent from top
to bottom from inside to out so what's
the difference between
employee branding and employer branding
well we're probably a little
more used to the term employer running
it's been around
a bit longer and it's all about the
brand developing a reputation
amongst employees or the workforce that
it is a great place to go and work
employee branding on the other hand is
not appealing to
the employees it's appealing to the
wider audience
through the employees so a brand with a
strong
employer brand brings in the best talent
from around they
educate those people on how to go and
represent the brand and through employee
branding
those employees go out and represent the
brand to the wider audience
so what are the advantages of strong
employee branding
well strong employee branding first and
foremost leans
on a strong brand culture if you don't
have a strong brand culture then chances
are
you're not going to be able to have
strong employee branding because it is
those employees that are representing
the brand they go out into the
marketplace or they speak to the wider
audience or
they engage with the audience online and
they represent the brand they
communicate the brand
and deliver the brand message and if
those employees aren't satisfied within
their work
if they don't enjoy what they do if they
don't enjoy coming to work
then they're not going to be able to
communicate that brand message and
they're not going to be able
to deliver the values and the essence of
the brand because
they're unhappy in their role or they're
not being fulfilled in their role so
employee branding really does lean on
that strong brand culture
the employees need to feel connected to
the brand that they're representing but
once they do that
then how they feel if they feel
connected to the brand the sense
of connection to that purpose the sense
of connection to those values
permeates through the communication that
they have with the wider audience and
that communicates
a healthy and aligned brand so let's
have a look at
an employee branding example now zappos
is a brand that i've referred to
before because it's a brand that i
really like because zappos at the end of
the day is just a shoe company they just
sell shoes and you wouldn't expect a
company like that to have
such a strong brand and such a
connection with their audience but they
do
because of the brand communication that
they have because of the essence of the
brand and what they believe
now when zappos takes on new staff they
have a process in place that makes sure
that the staff that they take on
are aligned with who the brand is and
that's a really really important factor
for zappos they want to know that the
people coming in
to their business and are going to
represent their brand are aligned in
terms of their values
and what they believe now once those
employees come on board they have a
four-week
training program that they put them
through to educate them on their brand
about the vision that they have for the
brand about the values
and of course how to behave and how to
represent the brand
in the marketplace so zappos is a great
example of employee branding
because those employees then go to
market with a clearly defined
image of what the brand is about clearly
aligned values
to who the brand is and they go out and
communicate that brand to the audience
and the audience feels that now when you
hear the term employee branding
or brand culture you get images of big
corporate brands with hundreds
or thousands of employees and you might
think that it's only applicable to those
kinds of big businesses but
introducing employee branding is
actually much more difficult
to introduce to a much bigger
organization
and small businesses can really take
advantage of this if
small business are able to put in place
the processes
to introduce employee branding into
their business into their operations
then over time that becomes part of the
fabric of the business every new
employee coming on board
has a process to follow and they know
how to represent the brand
and then over time that just becomes
part of the fabric of the brand so it's
not just for big business if you're
able to introduce processes into your
brand in the early stages
then that can set the tone for how the
brand is adopted in the marketplace
now if you want to learn how to create
an employee branding process
for your business or for your clients
business then this video will give you a
step-by-step
guide on how to do just that until next
time brian like a master
and i'll see you in the next video
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you