To gain a competitive advantage, a company must look beyond salary and benefits packages to offer other distinguishable values — such as company culture, mission and ethics — all of which can be summarized and communicated by an employer brand.

A companys first customers are its own employees. If the staff understand and wholeheartedly endorse the companys marketing goals, they will take care of the external customers and ultimately the end users. Research suggests a close link between the happiness of customers and that of employees. For this reason your company needs to be interested in creating success in the external marketplace by first doing so internally. To some extent, the concepts of employee and customer are interchangeable. A well-ordered firm wants its external customers to consider themselves part of the family and its staff to feel that they are respected and their needs are met. Brand equity is the same but carried around in different heads.

Internal marketing is not more important that external but the differences arise more from the separation of the human resources (HR) and marketing silos than from what needs to be measured. The similarities and market driving potential of employee-based brand equity should encourage HR and marketing to swap notes, but such synergy is rare.
At ImagePatrol, we believe the process of employer branding is by nature holistic. It is not about tinkering with terms and conditions or corporate colours in the workplace, but about the total employment experience. Brand equity is synergistic, greater than the sum of its parts, and based on core values. If an organisation increases its employer brand equity it increases its high performing employees’ barriers to exit.

Monster has conducted a survey of more than 500 Human Resources managers and 1,000 workers to assess the use and effectiveness of employer branding as a part of a retention and recruitment strategy. By gaining a better understanding of how HR is using employer brands and how employees are responding to such communication, conclusions can be drawn regarding how HR managers can more effectively manage their own employer brands.

Monsters webinar provided key insights into finding the elements that define a successful brand and learned how to instill these characteristics in your recruitment strategy by:

• Communicating your company’s mission, values and the employee value proposition in an employer brand

• Differentiating your company from its competitors in the eyes of current and potential employees

• Attracting and retaining employees that best fit within your company culture

You must terminate those individuals who violate your values. The old adage one rotten apple spoils the barrel is absolutely true when it comes to the non-performance of your employees. Those employees not consistently demonstrating those non-negotiable behaviors are literally infecting all of your other internal customers not to mention the impact that they are having on your external customers. Stop the spread of that virus right now.