Team Bonding – Getting the Most Out of the Consumer and Employer Brand Connection
An aspirational, highly polished consumer brand can be a powerful tool when it comes to attracting and keeping candidates. A desirable product or service can suggest a desirable workplace too. In other words, a consumer brand can make a big promise to future and current employees alike. Creating an employer brand that keeps this promise can be hard. Here’s how to get it right.
Sing from the Same Sheet
It may sound obvious, but a consumer’s experience of your brand should stack up with your employee’s. They should work hand-in-hand – reflecting and reinforcing each other. If a company’s product smiles, then its employees should too. Take John Lewis for example. Their popularity is defined by more than just Christmas ads. Its trustworthy and honest consumer identity runs smoothly through to its employer brand. They’re also known for being great to work for, with employees treated as partners and ‘always a name, never just a number’. Consistency across brands has given them a lasting identity that people treasure all year round – not just at Christmas.
Be consistent, and be realistic. When it comes to a working culture, don’t make promises you can’t keep. If your consumer brand is outdoors, playful, and flamboyant, don’t try and sell a desk-job under exactly the same label if it’s not. People in, and looking for, jobs want honest and authentic expectations of where they work. They want to feel like they work for the brand they’ve admired for so long. As long as employers’ expectations remain realistic, the connection between both brands will remain strong.
Re-evaluate Your Values
Have a real think about what your values mean in terms of your working experience. How do they shape what your employees do, or how they do it? For example, if your consumer brand promises creativity, can your people work creatively? Explore this through honest conversations with your employees. Finding out about their experiences will help you see how your brand values translate. If your employees can recognise brand values within their workspace, then you’re on the right track.
To sum up: if you’ve got it, flaunt it. Not everyone has the luxury of an obvious consumer brand. If you do, and you can make that brand equity as important to your employees as your customers, then you’re doing something right. The connection between consumer and employer brands can be a powerful thing – if you can make it work for you. And we can help you do just that.