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The role of business communication in employee branding


Business communication can also enhance a business’ brand, including its products, through what is known as employee branding.  But what exactly is employee branding?

Employee branding refers to employees’ behaviour that shapes the identity of the brand.  The employee basically projects the brand by acting in specific way when dealing with current or potential customers. This can be through good customer service and other work behaviour that creates a specific perception of the business in the minds of customers.

Effective business communication can play a role in employee branding because employees are empowered through how motivated they feel, how they understand their different roles in the business and if they completely understand the mission and vision of the business. If the business is committed to being a learning organization, employees even take ownership of their roles and tasks in the business. A learning organization generally provides more opportunities to employees to achieve their different goal and thus inspire employees.  Many of my previous posts deal with these issues and you are welcome to refer back for more background information (if you have not read these posts before).

As a business owner, you should understand that a brand also reflects the personality and the culture of the business.  If employees are committed to the business, it will be evident in their daily behaviour  towards customers and how they embrace the values of the business.

How can a business owner enhance employee branding? Employee branding can be enhanced by:
  • first of all having a good communication strategy in place.  A customer service strategy should be part of the communication strategy;
  •  communicating the mission and vision and different values of the business to employees;
  •  informing employees about their roles in the business and also what role they play in the success of the business;
  • recruiting talented employees;
  •  empowering employees through training programmes that will give them more skills;
  • continuously providing employees with opportunities to grow;
  • setting the example to employees and by being involved in the business; and
  • marketing to your employees as internal customers

By investing more in your employees, also in terms of effective communication, they could become valuable brand ambassadors and advocates.

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