Bonding with the branding

The Promotions & Incentives supplement article “Inside Out” overlooks an important aspect of branding. It is vital for companies to recognise the role played by external marketing and public brand persona in attracting and keeping the right em

The Promotions & Incentives supplement article “Inside Out” overlooks an important aspect of branding. It is vital for companies to recognise the role played by external marketing and public brand persona in attracting and keeping the right employees.

In a consumer market that is now dominated by “intangible” service brands, employees are becoming the manifestation of the brand. The best way to get employees behind the brand is to recruit and retain those people who instinctively buy into the brand’s values because they are aligned with their own. These bonds can be formed through consumer marketing – which then addresses both customer recruitment and employee recruitment.

First Direct’s customer service driven business is heavily dependent on its telephone operators, who First Direct have exalted as the heroes of above-the-line marketing. They also receive extensive training and are empowered to make decisions. And yes, they love their jobs – I’ve asked a few.

Another example is Richard Branson’s Virgin. The tradition-bucking, opportunity-seeking, customer-orientation of the Virgin brand is exactly what the company should look for in its employees.

So the next time you’re thinking about placing an ad in the appointments section, why not say “the ideal candidate will be (insert brand values here)”. Of course, it doesn’t hurt to be rewarded with stock options either.

Beth Flynn

Senior consultant

The Value Engineers

Beaconsfield

Buckinghamshire

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