The Impact of Strong Internal Branding on Employee Engagement

Introduction:

• Did you know that companies and organizations with a strong internal branding, have 36% extra levels of employee engagement? Employee satisfaction and commitment is a direct result of internal branding, which can be described as the practice of aligning employees with a company’s values, culture and goals.

• Internal branding fosters a sense of unity and identity amongst employees. Understanding the company’s missions and goals creates a cohesive and disciplined workforce. Efficient internal branding also attracts and retains the top talents at any given department.

• In the following blog post, you will learn about internal branding, and key internal branding strategies which can literally shape the idea and face value of your company/brand, and as a result, you’ll gain popularity and sustained presence in your work arena.

2. Defining Key Concepts

• Internal branding and external branding are two different aspects of brand engagement. The way the two of them mainly differ, is external branding targets customers, audience and the general public. While internal branding targets the employees and companies workforce. Internal branding emphasizes on having a strong company culture. It ensures that the employees understand the brand identity. It involves different communication strategies, training programs. Shared understanding of brand success is often measured via surveys, satisfaction and employee engagement. On the contrary, external branding measures success through feedback from customers and overall presence in a market.

• You can define employee engagement as the emotional commitment and involvement level that an employee has towards a brand or an organization and its goals. Engaged employees are very enthusiastic and content with their work. It can also be defined as a holistic approach that includes their connection to brand values and overall job satisfaction. Employees who are enthusiastic and content, result in an overall positive work culture and also better feedback from clients and customers.

3. The Relationship Between Internal Branding and Employee Engagement

• An effective internal branding strategy takes notice of how internal branding and employee engagement are connected to one another. The relationship can be defined as symbiotic. Internal branding strategy reinforces a company’s goals, mission and values towards its employees. A strong company culture results in a positive work environment, a direct effect of efficient internal branding strategy. It also encourages employees to get feedback to check how well the brand is doing. Brand engagement also ensures that leadership is aligned well. As a result, it builds trust amongst its employees.

• As per current surveys, Aon Hewitt’s employee engagement survey shows a positive correlation between efficient internal branding, and high levels of employee engagement. brands that communicate their goals clearly, have more motivated employees. Research articles on LinkedIn that highlight internal branding shows that a company with a strong internal branding strategy retains its top employees. Such research findings often highlight the importance of a well communicated brand message to nurture a positive work environment that results in better employee commitment.

4. Benefits of Strong Internal Branding

• A strong internal branding campaign ensures that employees are united towards bettering the company. When a company has a strong internal branding strategy, employees who are motivated and inspired by positive cohesion, work more efficiently. Happier employees mean bigger profits.

• A good internal branding strategy instills a sense of identity and belonging by aligning its employees with the organization’s mission and vision. Positive actions like celebrating employee contributions, appreciating efficient work, supporting innovation and creativity, creates satisfaction. An employee brand management that prioritizes employees, leaves the employees feeling more connected to their company and colleagues which results in an inclusive and diverse work environment.

• The positive effect of engaged employees on a company’s performance is supported by numerous research findings. The following is some evidence demonstrating the correlation between employee engagement and an efficient internal branding strategy: 

Gallup’s extensive meta analysis reveals the strong connection between performance indicators and employee engagement. The research spans multiple countries and proves that companies that have high levels of employee brand engagement, experience lesser safety incidents and higher productivity. Research published in the Harvard business review suggests that motivated employees positively influence customer contentment, which ultimately influences the financial performance of the company. Another research conducted by the university of Warwick found that happier employees are much more productive and results in a 12% increase in productivity. Platforms like Glassdoor have various organizations listed as “best places to be employed in” where there are many reviews that point to a positive company culture, which is a direct result of an effective internal branding strategy.

5. Strategies for Strengthening Internal Branding

Some of the effective tips to communicate the company’s core values to its employees to align them with the organization’s mission:

• You should clearly articulate core values in a way that is easily understandable. Avoid jargon and use simple language. Keep repeating the core values via various methods of communication. Share real life incidents and stories, so that the employees relate to those values and apply them in everyday workplace situations. You should see to it that your leaders apply the core values to their decision making as well as combine the core values into performance management and various training and development programs. Expect feedback from your employees on how you can improve the internal branding strategy that’s already in place: use newsletters and social media, also, email to share information and tips of your company’s core values. Consistency is key and your active engagement will successfully embed these values in your company’s culture.

• Involvement of employees in brand related decisions help them perceive the brand better and reach towards better work goals. You can arrange workshops, various training sessions, to educate employees about your brand. You can reward employees who do a phenomenal job regarding brand related decisions and initiatives. This ensures that other employees stay motivated too.

• It is necessary to have a clear guideline when it comes to your organization’s internal branding campaign, on how your brand should be exhibited across various platforms. Having brand ambassador programs is a good start. Collaborating with other brands can raise one’s sales and market your brand well. You should also take notice of the feedback you’re getting from employees. This ensures that negative issues are well addressed. 

Conclusion:

• The idea of having a rock solid internal branding strategy, ensures that your employees have a clear idea of what your brand stands for. Clear communication helps in omitting any possibility of misinterpretation of valuable information, that might damage your brand value by mistake. Happier employees, and better work satisfaction leads to better results.

• Start your own internal branding campaign today. If you own an organization or work in the brand management sector, you can apply the above tips to increase brand engagement, miles ahead of your competitors.