Our research, consisting of more than 200 Human Resource Executives, found that the majority (66%) of organizations have neither an internal brand nor internal marketing initiative. This lack of an Internal Branding initiative can undercut otherwise successful hiring strategies. Conference Board research found that 40 percent of companies are using brand-building strategies to lure and retain employees. Take the time to start an initiative inside your organization. It will pay huge rewards.
Research conducted by Harvard University reports that 70 percent of a customer’s brand perception is determined by experiences with employees. If your employees don’t understand and support the brand message, it is doubtful that anyone else will either. According to a Corporate Watch survey of United States companies, 80 percent of Senior Executives say their employees have the strongest influence on their organization’s reputation. Make sure your employees know what your organization stands for and promises, so they can help deliver that promise to the customer.
Internal branding and marketing can increase organizational loyalty, reduce turnover, enable employees to better serve the customer and improve the bottom line. Research found that employees, who believe in the brand, actually work harder.
Our research with top Human Resource executives found that almost three-quarters (71%) of participants believe that 75 percent of their employees are aware of the organization’s products and services. Yet, less than one quarter (21%) of those participants state that their employees are actually champions of the organization’s products and services. One study reported that 70 percent of employees who are loyal in purchasing the company’s products or services are also active company champions. These champions create an organization that keeps its promises to customers in the New Year.