Hello SOTGC community,
A Brand – What is This Exactly?! While quite a few companies have come to realize the importance and the impact of a brand, others still think of a brand as something dispensable. Yet a brand is neither a trend nor something that you choose once in a while. A brand sums up your corporate identity and demonstrates the values you stand for. Brands affect employee recruitment to a big extent. Here are some thoughts on why it is worthwhile to invest in a business brand:
Essentially, this explains why a distinct business identity, which is expressed in a brand, is also necessary for employee recruitment. Applicants who are interested in a business would like to know what a business stands for and what values it represents. They would like to identify with their new employer and experience their work as meaningful. Thus, in choosing their future employer, they differentiate and choose very clearly. Businesses concerned with their business identity and, ultimately, with a business brand, perform significantly better in the applicant decision process. In comparison, the applicants can easily recognize to which value culture—and thereby also which ethics—the corporation adheres. And this substantially affects the decision process.
Employee Branding: Is It THE Label?
Today the term “Employee Branding” is popular and means nothing more than the process of creating a brand as an employer. It is self-explanatory that, in this, a completely new market segment for service providers has been opened. Yet this frequently falls short. Defining an employer brand within Employer Brandings may be the beginning, but one business brand is not fair. On the contrary, a brand works holistically on any processes and procedures and is aimed at additional target audiences along with potential new employees. It creates an identity and likewise serves as a guide in the decision process of the daily work routine.
Is It Sensible to Invest in a Label?
Yes – it is! Nothing is more lasting than a brand that is defined according to ACT. In this, ACT stands for authentic because a brand should be an outgrowth of the existing values of a business. Nothing is more senseless than having a well-intentioned brand image “designed” by external service providers. Neither employees nor clients would be able to connect the brand with the business – it lacks identification. Furthermore, a brand should be comprehensible. The brand must be formulated so that great explanation is not necessary in order to understand the values. Neither corporate management nor executives have the option to control and make the brand comprehensible with all the touch points of their target audience. And, lastly, a brand must be tangible. The target audience must recognize a confirmation of every contact point with the business in the brand. If this is not the case, you as a business will not experience any loyalty to the brand from the target audience because the experience projected by the brand does not correspond with reality.
Conclusion: ACT now!
Business identity affects employee recruitment and is worthwhile in the long run. Employer branding is the first step in this; yet successfully establishing a brand for businesses requires true conviction and great persistence.