Was That a Sucker Punch?

Part One of Brand From The Inside (called “Get Smart!”) lures us into the discussion of employment branding with Essential #1: Discover.  Here we take whimsical walk down memory lane with images of Tony the Tiger, the Kool-Aid pitcher thing (whatever that was), Keds, Barbie Dolls, and the man in the Texaco star checking our oil (note to gen x & y: checking the oil is something that you do on your car and used to be performed by the same guy that pumped your gas for you – that’s right, we boomers DID have it pretty good).

The 15 things we learn about branding in chapter 1 are concepts that inspire us and trigger a reverence of those who have built exceptional brands – this is stuff of legends.  After reading chapter 1 we might actually believe we can pull this off – this employment branding.

Then, like sneaky left hook, we read…

Every day your employees make choices.  They get up, get moving, and choose to go to work or stay home.  If they go to work, they choose to connect or not.  Commit or not.  Contribute or not.  Engage or not.  Serve your customers or not.  And through all these choices they ask the same questions your customers ask: “Am I getting what the brand promises?”  “What’s in it for me to choose to work here?”  “Why should I choose to engage?”  Any employer brand must answer these questions, to simplify the choices employees make – so they in turn serve customers.  The only way your business can successfully connect with your customers is if, first of all, you connect with your employees.  On the inside.  From the inside.  That’s what employer brand is all about.

As we continue to read 15 Things to Learn About Employer Brand the tone changes.  No longer is it someone else’s brand, employment brand is something we ALL own.  No longer is it an academic discussion of brand theory – we’ve crossed over into what-are-you-going-to-do-about-it territory.  If you don’t feel like you just got socked in the gut, you’re not getting it. 

If you (or perhaps your executives) view your employees as followers in the organization’s mission, simply needing to do what they are told, your employer brand is already crippled.  See, the relationship has changed (note the word relationship) between employees and the business.  What used to be primarily a functional relationship (exchange of work for pay) has evolved into today’s employees demanding something more from their employer: an emotional connection.

As you read Essential #2: Commit, keep score of how many of the 15 things you learn about employer brand you’re doing well.   Our guess is you’ll need a standing eight count after tallying up your score.

Don’t be shy – give us your take by using the comment link below.