From the course: Brand Leadership: Building Brand and Culture
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Employee brand engagement
From the course: Brand Leadership: Building Brand and Culture
Employee brand engagement
- Employee engagement is a hot topic today, in part because so many employees are disengaged at work. But your organization needs more than general employee engagement, you need employee brand engagement. Employee brand engagement is a more precise and robust way to engage employees. It's the process of immersing all your employees in your brand, what it stands for, why it's important, what it entails and how they are to nurture, reinforce and interpret it. Every touch point between your brand and the outside world matters, so brand building is everyone's responsibility. According to Gallup, only 37% of non-management employees say they know what their company stands for and what makes their brand different. If your employees aren't clear about that, how can you expect your customers to be? You want and need employees who are personally and emotionally engaged with your brand, who understand your brand strategy and who…
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