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5 Ways Employees Can Affect Your Brand and How to Maximize Their Potential

In many ways, your employees are your biggest asset in business. To build long-term success and brand equity in a competitive industry, one of your top priorities should be to build employee loyalty and happiness. Happy employees are the most powerful tool for building brand awareness in a sea of competitors, and you can bet that a satisfied team member will make sure everyone knows just what an amazing company they’re working with. 

This, of course, is not something you can demand from your employees, it’s something you earn through hard work, transparency, and commitment to your team members. To a great job, and your employees will make your brand in the competitive market. Do a poor job, and they will tear it down. For this and many other reasons, you should build brand equity by focusing on the needs of the employee collective.

Today, we’re putting all of this into perspective by taking a look at the five key ways you can maximize the employees’ potential to take your business furtherthan ever before. 

Building a relatable brand

There is only so much a fat paycheck can do in terms of employee happiness and loyalty. Sure, having a decent salary matters, and it matters a lot, but experienced business leaders know that their top employees are always spoiled for choice. A better offer can come along any day, and to boost employee retention, you have to think beyond financial compensation. 

Of course, it’s not just about retention, it’s also about establishing a better brand-employee relationship that will take the company forward. To achieve this, good business leaders will prioritize:

Building a relatable brand

There is only so much a fat paycheck can do in terms of employee happiness and loyalty. Sure, having a decent salary matters, and it matters a lot, but experienced business leaders know that their top employees are always spoiled for choice. A better offer can come along any day, and to boost employee retention, you have to think beyond financial compensation.

Of course, it’s not just about retention, it’s also about establishing a better brand-employee relationship that will take the company forward. To achieve this, good business leaders will prioritize:

Once you have your salary and perks covered, you need to keep building meaningful relationships with your employees with values that resonate with their hearts and minds. Make sure to weave these values into your visual identity and into your brand narrative, so that they are present throughout the workspace, but also your digital tools and platforms. After all, just because some employees are working remotely doesn’t mean that they shouldn’t get the full brand experience.

Boosting productivity and happiness in the workplace

Productivity is not something you can simply demand of your workforce. People will do a decent enough job to meet certain metrics, but if you set the goals higher and higher, you’re going to start seeing diminishing returns. This is where people will start to realize that you’re trying to exploit them, instead of empowering them to achieve better results. This is an important word to remember: empowerment.


Don’t make the mistake of demanding productivity and results, instead, empower people to achieve greater things. You can do this by optimizing the office design for higher productivity, for example, and by giving your remote workforce digital tools to make their jobs easier.

 

Focusing on the automation of menial and repetitive tasks is another great way to alleviate some of the pressure and allow your talented employees to focus on resolving complex issues. When your employees have all the tools to do a great job, rest assured that they will meet and exceed your expectations all on their own.


Conversely, if they don’t have those tools at their disposal, you can expect productivity and zeal to drop. 

Align your brand with the contingent workforce

One of the most disruptive and impactful trends in recent years is the rise of the global contingent workforce. Now that digital technology is erasing the barriers between employers and the international workforce, companies are increasingly hiring gig workers and contractors to fill in the ranks, which can be a double-edged sword. You need a powerful brand to attract the best gig workers around, and this is something that competitive markets like Australia thrive on today.

The Land Down Under is a good example of how contractor solutions in Australia focus on aligning the brand with the needs of the contingent workforce to attract the best talent, but also to ensure compliance and create a welcoming environment for these workers. Wherever you are from, you should use the same approach to build a brand that’s welcoming to contingent workers, especially when you consider the fact that these workers will significantly boost your word-of-mouth if they’re happy. 

Building loyalty by acknowledging the individual

Brand loyalty is not just something you need from your customers, you need it from your employees as well if you are to take your business forward. Loyalty is not only important for talent retention and productivity, but also for making sure your employees spread the word of your brand in the best possible light. 

With that in mind, one of the best ways to build employee-brand loyalty is to acknowledge the individual. Praise is good, but rewards are even better, and you should use both often to create happy employees. Create a reward system that’s fair to everyone, and build a sense of positive competitiveness in the workplace by praising the individual for a job well done. 

Nurturing the right culture

Last but not least, building a positive company culture is more important now than ever before. In the new normal, business leaders are managing a decentralized workforce, and when people start working remotely, the first thing to take a hit is the culture in a team.

 

This can hinder productivity and happiness, which can have many negative effects on your brand as a whole. With that in mind, take a proactive approach and keep nurturing your culture on the values of equality, transparency, trust, and co-dependence in the workplace. 

Over to you

There are many ways in which your employee collective can affect your brand in the long run – you as the leader will decide whether it will have a positive or a negative effect. Make sure to use these tips to maximize the potential of your employees to portray your brand to the rest of the world in the best possible light.

Eleanor Hecks is editor-in-chief at Designerly Magazine. Eleanor was the creative director and occasional blog writer at a prominent digital marketing agency before becoming her own boss in 2018. She lives in Philadelphia with her husband and dog, Bear.

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