How to help staff embrace the company brand

Employee disengagement can drag down any company, regardless of size.

Not only will this be damaging internally, but externally too. The employer brand is reflected within the workforce, and needs to be implemented and enacted from the C-suite down.

Speaking to Executive Grapevine, Steve Woolley, Head of External Affairs at the Chartered Institute of Marketing (CIM), gives his advice for HR professionals looking to help staff embrace their companies’ brands and see the benefits. 

“Evidence shows that a strong brand, where customers see its promise being delivered, helps drive business growth. Brands need to exist with the customer in mind, and every customer needs to receive the brand experience as originally intended. So, a brand needs to be an identity, internally and externally, that shapes an organisation and its services. For the brand to thrive internally, our HR teams need to understand, sign up to and effectively communicate the brand.