Your brand and employer brand need to be two sides of the same coin
While you may need to field different campaigns or tactics when targeting the internal audience, the employer brand should have the same DNA as the customer brand. Think of the efforts as two sides of one coin. Different, but with shared values.
Greenfield/Belser helps professional service firms, associations and broader B2B organizations clarify and communicate their employer brands in compelling ways that align and build on the look, feel, voice and promises of the client- or member-facing brand. Our attention earning employer brand work for law, accounting, consulting, engineering and major associations includes everything from brand books, on-boarding programs/kits and intranet design to videos, conversational branding workshops, major internal event packaging, and full-throttle internal campaigns.
Through the years we’ve seen a lot of good and bad employee-focused initiatives and campaigns. A significant learning is that there’s a fundamental difference between engaging an employee and communicating with them—or failing to do so. This principle may seem rudimentary, but it’s a mistake we all make at one time or another.
All too often, internal communications are seen as a one-way street: management is perceived to be simply passing down information. Too little concern is given to how these messages are received and what effects they have. Moreover, your audience is a very busy lot whose time and attention are literally money. So you need to earn their attention.