We have all encountered poor customer service experiences and wondered what went wrong in those moments. Most times it is overlooked until there is yet another occurrence and it becomes glaring that its prevalence has created a customer service dilemma. Eventually, customers become disenchanted and seek other available options to meet their requirements. Poor external customer relations directly relates to poor internal customer relations. This is a reflection of negative employment brand awareness, which impacts the corporate brand.
A key point of reference to build a vibrant Corporate Brand is to identify what the Employment Brand looks like. The Employment Brand is the employer’s reputation based on the viewpoints of employees. The employee experience directly impacts the customer experience. This could be in either negative or positive ways. When employees demonstrate advocacy and commitment this is noteworthy positive Employment Brand awareness. To inculcate positive Employment Brand awareness the following should be considered:
- Strategic Intent:
The vision, mission and corporate values form the organization’s personality. When the strategic intent is posted and published it must be ascertained whether or not it is activated in the day-to-day operations. When there is alignment with what is stated and what is actually done, it builds trust and authenticity. It should be deciphered if the organization lives what is posted and published. Also, leadership should know what kind of employee experience is required to support the goals and objectives of the organization.
- HR Functions:
The HR functions are interdependent and should be linked to the strategic intent of the organization. One weak link compromises the efficacy of the other functions. These functions include: identifying performance requirements, recruitment and selection, performance management, training and development, talent management and employee relations. The employees’ various interactions with the organization set the tone for what they think and their interpretation of the organization as an Employer of Choice.
3. Voice of the Employee:
Employees are the representatives who execute tasks based on the objectives to achieve certain end results. There is a process to attain the desired end results. At times, this process could be deemed as complicated and uninspiring from the employee’s perspective. It is imperative to have a viable communication system to monitor the pulse of the organization. The voice of the employee is essential to build trust, loyalty, commitment, manage expectations, take corrective action, build confidence and improve performance in the process of achieving desired end results.
When employees share their interesting and fulfilling “work-life” it is a great signal that the Employment Brand is vibrant and this benefits the Corporate Brand. This is enduring in comparison to the employer advertising that the respective organization is a great place to work.
What does your Employment Brand look like? Caption Consulting Limited could collaborate with your team to assess what is present, what is desired and how could the organization attain its desired Employment Brand position.
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