What strategy has Google adopted to achieve worldwide recognition for its enviable work culture? We tell you why internal branding is important.
Everyone wants to work at Google – and for obvious reasons! Google staff from all over the globe have enticed the rest of the world with previews of their snazzy offices and the many privileges and perks they enjoy, as well as the warm and welcoming environment in which they work. With the heavy emphasis it places on balancing business and pleasure, Google has been voted one of the best companies in the world to work for and that is no surprise.
What Google has done with its corporate image is no fluke. It is a textbook example of placing an emphasis on internal branding and having successfully propagated it. The formula to great internal branding is simple – happy employees spread good news and have positive influence on customers. Unhappy employees deliver poor performance and would probably also scare off potential hires by communicating their dire unhappiness. In short, employees can make or break an organisation’s reputation. Here are some ways to brand your company positively.
Collaboration Is Key
Don’t just leave communication efforts to the HR department – get employees from the PR and Marketing departments involved too! These are people who are masters at executing communication strategies and, when they combine forces with HR personnel who possess meaningful employee knowledge and technical know-how, are essential people at the forefront of communication strategies and your company’s branding.
Know How Employees Feel About the Company
It is good to conduct internal opinion surveys and focus group sessions regularly. Aim to find out your employees’ perspective of work life in your organisation – you may be surprised to find out that the results you derive would differ much from what you are expecting. If these are too time-consuming, get in touch with your employees through channels such as a shared notice board on which employees are free to leave their opinions, or through weekly casual lunch meetings.
Don’t forget to take all feedback into consideration and strive to improve work life for your employees. Through your efforts, you may also gain some valuable insight into your employees’ strengths and weaknesses.
Your Employee Is Your Customer
Ask yourself regularly what your employees want. Take effort to uncover their performance relative to the other professionals of their rank and calibre in the office, and if they are receiving adequate remuneration in return for their work.
You Are the Role Model
Think of yourself as a parent – if you are abusive to your children, chances are that they will emulate your behaviour. Out of the home environment and into the office, the same thing applies – your employees will model themselves after you if they look up to you. It is thus important to maintain a positive outlook and strive for improvement and progression.
Win Some Awards!
Think you’ve got a great company environment going? Don’t be shy – let the whole world know by nominating your organisation for a ‘Best Company’ award organised by various boards and publications. An example of such an award is the annual HR Asia Awards.
Making – and keeping – your employers happy are just small cogs in the large wheel of the internal branding process. Successful employer branding cannot be achieved overnight – it requires ongoing effort that will definitely pay off when talents come knocking at your door.
