Why Should I Care About Working For You?
When it is difficult to find talent, this is what people will ask themselves. The key is to differentiate your organization from others by developing a strong internal brand. This is what makes you unique as an employer. Your values, culture, and environment can be manifested in graphic design and key messaging. Your internal branding drives how everything should look and read when you speak to your employees.
Emotional Commitment vs. Rational Commitment
Internal branding drives your employees to be emotional committed to your company. From various engagement studies, emotional commitment to one’s organization is 20X more powerful from rational commitment (things like better pay, benefits, etc…) Wrapping your head around emotional commitment is difficult, that’s why most organizations don’t do it. You’re answering questions like “why does our company exist” and “how do we make a difference in our customer’s lives.”
Make a Statement
The strongest internal brands stand for something. It’s often something that hasen’t been attained, but that your organization is striving for. Ask yourself whether or not it says something significant about your organization. What you are working towards and why it is important? And is it something you truly rally around as a unit?
Developing an Internal Brand in Three Stages
Listen and Investigate The only way to it right. Develop an internal brand by involving your staff. Spend time asking questions and listening. Your employees will provide the inputs of your purpose and what unifies them. It’s all the important reasons they work for you today and continue to work for you.
Summarize and Suggest The great thing about working with a third-party is that you get the benefit of us recommending an approach that takes into account what works in other organizations. We’re nerdy about internal communication and are pretty creative about how we go about it. We’ll give you a plan so that you know exactly what to do, when you should do it and how.
Involve and Do Want to know how we get “buy-in”? All major internal communication pieces involve your staff at the kick-off stage and at various checkpoints. We build with your employees so that it’s their program, not our corporate agenda.
Jason Bekdashe
Latest posts by Jason Bekdashe (see all)
- Common Purpose Required - October 18, 2012
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