How to Elevate Employee Engagement Using Brand Strategy

In the ever-evolving landscape of brand strategy, insights professionals know that brand success isn't just about consumer perception—it's also about how a company engages its employees. The growing intersection of employer and consumer brands reveals that the techniques used to engage consumers externally can also be highly effective with employees. 

Here’s how:

• Listen Up: Just as consumer insights drive effective marketing strategies, understanding what drives and motivates your employees is crucial for effective engagement. The same research techniques that uncover consumer desires can be applied to your workforce. Go beyond an annual survey; consider holding employee focus groups to dig deeper into their ideas.

• Make a Connection: Brands that connect emotionally with consumers tend to enjoy stronger loyalty and advocacy. The same is true for employees. When employees feel an emotional connection to the brand they work for, they are more likely to be engaged and invested in their work. This could involve sharing stories that highlight the impact of the company’s work, recognizing individual contributions, or creating a sense of community within the workplace. 

• Find Influencers: External brand strategies often involve leveraging influencers or passionate customers to spread the word. Internally, go-to employees can play a similar role. Engaged employees who are enthusiastic about their work can be your most effective brand ambassadors. Empower passionate employees to share their stories. 

Never forget that your employees are people – just like your customers. By taking the time to listen and connect with them, you will strengthen your company culture, which, in turn, strengthens your brand. 

Not sure where to start with engaging your employees? Let’s talk.