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Employee Branding

Turning employees into powerful brand ambassadors using Internal Communications

In today’s fast-paced business world, your brand is so much more than just the products or services you offer. One powerful, yet often overlooked aspect of branding is employee and employer branding.

When done right, it can transform your business. And the secret ingredient? Robust internal communications.

Let’s explore what the difference between employee and employer branding is all about, why internal communications are vital, and how TOTEM can help you master this game-changing strategy.

In today’s fast-paced business world, your brand is so much more than just the products or services you offer. One powerful, yet often overlooked aspect of branding is employee and employer branding.

When done right, it can transform your business. And the secret ingredient? Robust internal communications.

Let’s explore what the difference between employee and employer branding is all about, why internal communications are vital, and how TOTEM can help you master this game-changing strategy.

What Is Employee Branding?

Employee branding can be understood as aligning the values, goals, and behaviours of employees with the brand identity of the organisation. It is the process of turning employees into enthusiastic brand ambassadors who will live and breathe the brand—both inside and outside of work.

That is making sure that your frontline employees are cohesively projecting your brand in a positive way. In this manner, they become brand ambassadors and assist in uplifting the image of the company in the eyes of the customers and the public. It’s almost like you make every word your employees are saying or writing in person or online reflect the essence and personality that your brand elicits—to make sure that what is being seen on the outside really is what the company stands for on the inside.

It not only helps to build your overall brand image but also creates a motivated and integrated team.

The Role of Internal Communications

Successful employee branding relies on seamless and positive internal communications. It ranges from top-down announcements and team meetings to casual chats and digital communication channels. In case internal communications are managed well, it can supercharge employer branding in several ways:

Creating a Unified Vision

Clear and consistent internal communications can be quite instrumental in having all employees understand the company’s vision, mission, and values. This shared vision empowers individuals with belonging and loyalty, making them into true brand advocates.

Improve Engagement and Morale

Thus, a healthy workplace culture is characterised by positive internal communications in which individuals feel valued and heard. Other than reducing turnover rates, high morale and engagement levels actually encourage the natural promotion of a brand through the infectious nature of employees.

Employee Empowerment

Informed and activated employees are empowered to own their job. Activated employees deliver exceptional customer service and innovative solutions that reinforce the brand’s reputation. 

As Richard Branson famously said: 

“Clients do not come first. Employees come first. If you take care of your employees, they will take care of the clients.” 

Delivering on Message Consistency

Internal communications ensure that all employees are relaying the same message regarding the brand. This consistency in messaging, therefore, builds a clean brand image in every different consumer touchpoint, from social media to customer service.

Integrating Employer Branding Strategies

Employee vs’ Employer Branding

Employer branding is related but different from employee branding. While employee branding deals with the expression of your company by your employees to the outer world, employer branding is concerned with influencing the perception of your organisation by current employees and prospective job applicants as a place to work. It simply means giving your organisation the image of an employer of choice; therefore, it attracts the best talent into your fold and keeps existing employees engaged and happy. Through positive work environment promotion, a strong company culture, and growth opportunities, it will make your organisation stand out as a top employer of choice in this competitive job market.

Key Aspects of Employer Branding Addressed

Employer branding HR marketing is very critical in the quest for the best talent. It allows organisations to make their value proposition for employees different from that of other employers within the industry. As a human resource management strategy, employer branding emphasises that brands should be injected into every sphere of human resource practices.

Eurofins success story

How TOTEM Can Elevate Employee & Employer Branding

TOTEM dives right into the heart of your employee brand strategy and offers refreshingly new insights and views on how to align people’s behaviours and attitudes with your brand. Here’s how TOTEM can help you:

Developing a Strategic Communication Plan

Develop a strategic communication plan. It brings forward the message with consistency through carefully chosen channels such as email, newsletters, intranet, social media, and meetings. This shall entail the development of content for employer branding campaigns and templates for setting things rolling.

Creating Engaging Content

We engage in the development of compelling storytelling, visual, and multimedia content to engage employees, drive your brand values, and support employee engagement. Resources include a certification program in employer branding that further tautologies professional development with the brand.

Graphic Design

Our design team will align all visual materials with your brand identity. So, when it comes to employee experience, this actually enriches newsletters, posters, presentations, and digital content. After all, these materials can help to express complex ideas—like the employer branding concept—in an accessible, engaging form.

Digital Communication Specialist

We ensure that your brand message gets effectively conveyed to your workforce through social media, intranet, and other digital means of engagement in order to foster a sense of community. This includes strategies on how to improve employer branding through consistent digital presence.

Ready to Transform Your Internal Communications?

Building an engaging internal brand that generates employee satisfaction and leads to business success is a process TOTEM will guide you through. Long-term success requires investment in robust internal communications and employer branding with TOTEM—not just a nice-to-have but an essential component.

Ready to revolutionise your internal communications and raise your employer branding? Get in touch with TOTEM today to help you build a stronger, more connected workforce that will drive your business forward.

TOTEM: Guide to positioning

This simple guide is designed to equip you with tools and strategies to navigate positioning effectively. Whether you’re new to the concept or seeking to refine your existing strategy, this will serve as your compass in the journey toward a strong positioning and a powerful brand identity.

TOTEM guide to positioning. Tools and Strategies to navigate brand positioning effectively.
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