At Brandemix, it’s our vision. If you think it’s simple, think again.
Organizations, from healthcare non-profits to global financial firms, acutally convey different messages to different audiences. These companies have one mission statement and set of values for employees, another for customers, yet another for shareholders, and possiby a fourth for talent they’re trying to attract. But some customers become applicants; some applicants become employees. Employees are also investors.
Put this in the new marketing landscape, where brands communicate globally to audiences 24 hours a day. It soon becomes obvious that a single, focused brand improves marketing, retention, recruiting, and return to shareholder.
Most people in your audience are customers first. We all know the reasons why branding is important in the general marketplace: it creates awareness, distinguishes you from competitors, and makes an emotional connection with buyers. Advertising has gone beyond answering questions like “What does the product do?” and now addresses “How does this product me feel?” and “What does this product say about me?” Good branding creates loyalty and evangelism, as followers sing the brand’s praises to their friends through social networks. Look at the passion for Apple products, Ford Mustangs, or even Oreo cookies.
That love leads some customers to want to work for the brand.
Check your home page, then your careers page.
Is there a value proposition? Are the branding and messaging still the same? If not, that potential employee might wonder which identity is the “real” one – and suddenly the idea of working for your brand doesn’t soundso desirable. It’s crucial that the marketing and HR departments share the same vision and values; otherwise, job-seekers may feel like they’re applying for a position with Jekyll & Hyde.
You passed the first test, now what?
Let’s say that your careers site is branded perfectly and the employer value proposition is consistent with your corporate brand. The customer, who became an applicant, got the job and is now an employee. What happens now? Are they exposed to and trained with the same branding that made them love the company in the first place?
This is an important question; a recent study by Aon Hewitt showed that the companies with the most engaged employees outperformed the stock market in 2010, and the Harvard Service Profit Chain states that engaged employees result in a 22% increase in revenue. So the internal communications office must also be aligned with the HR and marketing departments.
Did your brand go the distance—360 messaging consistent across internal, external, candidate, employee, investor, alumni, and vendor?
If your branding isn’t a singular, consistent message shared by your entire company, maybe it’s time to consider a re-branding effort. Brandemix can help.