(This article was first published on Sendible.com)
Brands that have survived time such as Rolls Royce, Queen Elizabeth, Harrow, Eaton have proven to be valuable stamps of approval for employees or students whilst Bill Gates & Richard Branson have lent their Brands to the companies they have created. Both entities offer similar power, and this is the two way street that can occur via combing Employee Branding and Company Branding thrive and create long-term marketing Equity.
Take a look at what Sendible are doing, each employee now has his or her own Employee Personally Branded Twitter account allowing for further marketing reach and H2H (Human to Human) communication. This is great, it means you can strike up a conversation with one of their brilliant people and form a relationship, so important, trust is formed and this person becomes a part of your circle, this person is one of your people that you talk about and are proud to know.
Anyone who has ever worked with, or for, great Companies or People has felt privileged and carried this stamp of their employment/engagement almost like a qualification into their future.
Private schools and top rate universities, provide a situation where the students are both clients and semi- employees and this is exactly the same as in business. When a student leaves the institution in many cases it has been an honour to have attended and the stamp of the institution remains with the student throughout their careers. Perhaps not all institutions can boast this but certainly the best i.e. Oxford University, Cambridge, Stanford & Harvard to name a few.
The relationship between student and institution is interchangeable and reversible and this should occur within the working world too.
A student is proud to carry the stamp of Harvard attached to his/her resume and Harvard is indeed very proud of many of their students. It is a two way street. At this stage both student and institution have changed and been shaped and each of the individual brands have changed. A similar set of circumstances should happen within commerce.
Statistics tells us that most people will switch companies every three years and experience 15 different companies within their working lives.
Employee Personal Branding
The role of a personal Brand encompasses this phenomenon and insures it and may well enhance the process, the trick here is to ensure that each working experience both for the employer and employee is positive. Therefore individually both will be happy to showcase the fact that the individual played a part in the achievements of the company and the employee will boast that he/she was involved in the growth/change of the company. This marketing continues along with each of the brands as both grow in the directions chosen.
It is as if another graduation has taken place and both have come away from the experience of knowing each other with another badge, a qualification of having passed through time on a journey that served each, almost like a role of honour.
I am sure you have read resumes and been impressed by candidates illustrating previous work experience naming companies such as ‘Google’ ‘Apple’ ‘Zappos’ ‘Microsoft’. This should be a two Way Street where the companies are proud to say their employee changed or improved a certain area of their company. This illustrates that the business is prepared to grow and learn, to experiment and listen and values the input of talented individuals.
Approaching Personal Branding in this way there are tremendous benefits for all concerned and further reason to incorporate Employee Personal Branding into the marketing and communication mix of the company.
For those of you that are nervous about Branding Yourselves – don’t be. You are already branded as a brand is simply a description of you. Comprising of your history, your experiences, your beliefs, your circles, your energy. Your brand originates with your ‘Fischer Price toys’ Lego’ meccano or play dough, to boy scouts, horse-riding, camping, painting, ballet dancing, Nintendo, rock/rave concerts, Facebook page, graduation etc.
Personally Branded Employees together with Company Branding provides the magic behind H2H(human to human) communication the fuel for Big Company success and the future of Evergreen Marketing Equity.