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How an energized brand attracts and keeps the best employees

How an energized brand attracts and keeps the best employees

An energized brand attracts and keeps the best employees
Reason to Refresh Your Brand Identity – Number 6

Clients are, of course, the lifeblood of our businesses. Without them, we’re done. So, finding and keeping them is Priority 1A. Priority 1B? Having a team of great employees that fit your culture and core values so you can serve said, clients. A successful, thriving brand is as authentic and appealing internally as it is externally.

Business leader’s number one challenge
According to the 2018 survey of Twin Cities business owners conducted by Allied Executives, the number one challenge that businesses face – and by a significant margin – is staffing. The challenge of finding and hanging on to top talent ranked higher on the list of business leaders’ concerns than growing sales, generating leads, and even cash flow! People want to be part of an organization they feel connected to, and part of a brand they are proud of. The problem is, many corporations lack personality. And if your brand doesn’t resonate with people, then they won’t see themselves as part of your team.

What do employees want?
Defined job responsibilities, career path and compensation are vital for employees, but they are not the only considerations. When it comes to one’s profession there are three things people strive for:

1. to love what they do
2. to be paid fairly for their work
3. to love where they work and who they work with

Defining of a dream job
If you’re able to provide all three, then you’re offering them a dream job. Business leaders seek creative and effective ways to draw people to their organizations. Assuming you’ve taken care of #1 and #2, how can you address #3? It may sound surprising to some, but creating or re-energizing your company’s brand can give you a competitive edge here. We’ve had the opportunity to see first hand the impact that several of our customers’ brands have had in attracting and retaining the members of their team.

Why should you care about your company’s culture?
Your culture helps your brand stand out from the crowd of companies competing for attention in a marketplace where unemployment hovers at about 3%. Being thoughtful with your brand shows that you care about your employees. When your brand reflects your core values, it shows you are intentional in how to want to be perceived. When you are able to communicate what is unique and special about your organization, then you get everyone on the same bus and heading in the same direction. How do you leverage your culture?

Once you’ve defined what your brand stands for and have clarified your company’s message, then it’s time to apply that mojo to your recruiting materials, to your website, and especially to your office environment – the walls of your HQ, the warehouse, the lunchroom and the boardroom.

Bringing your refreshed brand to life can result in:
• A sense of company pride and energy
• Employees feeling connected to and engaged with your brand
• A renewed environment that employees are excited to work at.

Attract great people and you’ll keep great people.
When you treat your internal audience with the same reverence and respect as your customers then you will create positive morale. This leads to having a brand that gives your team members a sense of community and continues to build a strong internal culture. The result is having people on your team that are invested in the future of your company – people who stay longer and even promote your brand to others.

Want to attract and retain the best employees?
If you would like to grab a cup of coffee and talk about how your brand can do a better job of helping attract and retain the best employees, contact me at derek@sussner.com

Here’s to you and your team!
Derek Sussner

#SDCo20in19

P.S. For all 8 Reasons Refreshing Your Brand Identity Will Give You the Competitive Edge and examples of outstanding results companies have achieved after re-energizing their brand, download our pdf for free at sussner.com/book.