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Branding Communication is critical in building commitment and loyalty. Some companies do a much better job than others of communicating their message not only to customers, but also to employees. Today, while driving to work, I was listening to the radio and heard a commercial for Starbuck's coffee. This commercial wasn't suggesting a latte or even a cup of breakfast blend at your local Starbuck's Coffee Shop but it was for their packaged coffee now available in grocery stores. What I found very interesting was they were not promoting the coffee in the package, they were promoting a social experience. A Starbuck's employee talked directly to the radio listener about "sharing a cup of Starbuck's with someone important and the communication that occurs while consuming it." During this commercial, the employee referred to the "Starbuck's experience." In other words, Starbuck's has managed to create the image of a social experience and connect feelings of belonging and happiness to the purchase of a cup of coffee even if you have to perk it yourself. It is no secret that this innovative marketing is probably one of the key reasons they have grown so fast and are so successful. While not everyone may like the taste of Starbuck's coffee, it is still the brand to be reckoned with. Even to those who don't like it, they feel it is great coffee. When you see an innovative organization communicating its message, whether it is a marketing message positioning a product or an internal message clarifying their values, we should examine not only how they do it, but also why they do it. It is no secret that Starbuck's coffee is probably not the cheapest coffee available by the cup or by the pound, but its positioning is a key factor in its success. They have also done a great job of positioning themselves as an employee, even having parties where part-time employees graduate from school and move to a different area or career. This sends a valuable message. Not all messages are sent by what is said in newsletters or by executives. The most important messages are delivered by what is done. Organizations can learn a lot from innovative marketers that market to customers and also those who use the same techniques to market to their own employees. Many times we forget that creating an experience or communicating a vision can be a powerful strategy or tool to help the organization retain top people. Even though the employee may feel the work is valuable and the results of it very gratifying, it is not enough to create employee loyalty. Organizations can package or label the value received from working at the company to help win the talent battle. A term that has recently become popular is "employee branding." The CONFERENCE BOARD, a non-profit New York based business and research network and a sponsor of the February eNews, conducted the study that identified "employee branding" as a key motivator and retention tool for corporations. In the study, "employee branding" was identified as "the identity of a firm as an employer". "Branding encompasses the firm's values, systems, policies, and behaviors in relationship to its employees." It makes it easier for the employee to see why they should remain. The most frequent methods that people use to communicate their "employee brand" were internal publications, Internet campaigns, and recognition and reward programs. It is interesting that organizations are using recognition and reward programs to not only build loyalty, but to also build the corporate brand or identity for the employee. What
is your employee branding? What do employees say about working at
your company? Do they know all the reasons it is valuable to be
an employee? Are they aware of their benefits, career opportunities
and reason for working there? It is a good bet that a recruiter
for another company will very clearly communicate this to them while
trying to attract them. Shouldn't you do it beforehand?
For more information on how to book Wayne for your next event contact us - Click Here Outlaw Group, Inc. 900 Johnnie Dodds Blvd. Suite 115 •Charleston, SC 29464 • 800.347.9361 • fax 843.881.1758 • info@outlawgroup.com www.outlawgroup.com ~ www.wayneoutlaw.com ~ www.smartstaffing.net |
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