In the recruitment world, we’re often so externally focused that we overlook an equally important component of company identity: internal branding. Smart organizations realize that a company brand is only as strong as its alignment with internal branding. Building and maintaining a strong internal brand will resonate with outside audiences – your potential future hires – only when it mirrors external messaging and lives up to the promises being made to the public. So, how do you build an authentic internal brand?
Internal branding is a continuous process in place by which you ensure your employees understand the ‘who’ and ‘why’ behind your business proposition. Bloomberg
Your business doesn’t have “values;” the people within it do.
Like its namesake, internal branding cannot exist without employee advocacy, but don’t expect buy-in if corporate behavior and policy indicate otherwise. Are your company values merely a list of hollow buzzwords or phrases that no one believes in or cares about? If you want to create true values that define your business, the first place to start is with the very people you expect to promote and uphold them – your employees.