Skip to main content

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.

Popular posts from this blog

Why does Business Communication influence Corporate Image?

The way in which a business is perceived, positively or negatively, constitutes its corporate image. The corporate image is inseparable from all the activities within a business as it generally includes the overall picture that people have of a business. The corporate image of a business is also directly related to communication in the business.

The way in which a manager deals with employees will have an effect on employee morale and motivation. Lack of motivation among employees or little knowledge of products or services will impede good customer service. If employees deal with customers in an unprofessional manner, those customers will perceive the business in a negative way. How customers experience the products or services or their personal contact with the business, can result into either positive or negative viral marketing for the business. Customers have access to numerous social media platforms to post either complaints or compliments about the business. Word of mouth i…

Why Feedback is important in your Business

Employees generally welcome feedback from managers, not only  constructive feedback  about their own work performance, but also about any undertakings in the business which directly relate to their tasks.  Managers tend to forget that well informed employees are more productive and also focused on achieving business objectives.
So what kind of  feedback should a manager give to employees?
Feedback on work performance without discouraging the employee, thus constructive remarks to help the employee grow and prosper to the benefit of business goals.   The annual performance interview is the ideal place, but feedback could also be continuous throughout the year in less formal settings.Feedback about all activities and undertakings in the business.  Large businesses have their own public relations officers dealing with internal communication according to an internal communication strategy.  But employees will also value information directly from the manager(s).  This will put their tasks…

About being a leader, leadership and having communication skills

Leadership and communication skills are essential for the business to function well. There are several points of view about what differentiate a leader from a manager.  Many theorists suggest that a manager is more focused on systems in the business, while a leader is more focused on the workers. The ideal is that a manager should also be a good leader.
There is also a difference between a leader and leadership. A leader in a business usually controls the behaviour of workers keeping in mind the mission and vision of the business.  To effectively control a business, a leader demonstrates encouraging behaviour associated with good communication skills.
Leadership on the other hand implies encouraging behaviour that managers and even workers demonstrate to help workers achieve their goals and objectives. Persuading workers to do their work, giving directions and coordinating messages and actions all require excellent communication skills. Workers in senior positions have to coordinate th…