Internal Branding: 5 Strategies to Motivate Employees
Companies need to motivate their employees to secure their commitment and support and drive company performance. Internal branding strategies should excite employees through programs, incentives, and transparency about company goals.
Internal branding is a continuous process that helps employees understand the “who” and “why” behind their company’s business proposition and mission.
For companies that want to build meaningful relationships with their employees, a strong internal branding strategy is crucial.
Businesses looking for ways to increase employee engagement and morale should consider the following internal branding strategies.
5 Internal Branding Strategies
- Strengthen internal communication
- Improve training
- Introduce leadership programs
- Offer rewards
- Revamp recruiting tactics
1. Strengthen Internal Communication
Businesses need to be transparent to ensure employee satisfaction. Companies should frequently communicate their mission, values, and vision and make sure these ideas are visible throughout all of their internal communication assets. If employees aren’t aware of these ideas, they will be unable to showcase or reinforce that messaging.
A study from Inc., found that 73% of employees are engaged by their work if their company is “purpose-driven.”
By communicating how company values are seen in everyday work, it allows employees to feel more connected to the messaging, which translates to their commitment to work. It can also help create a sense of ownership and belonging.
It’s best to keep employees informed to keep them engaged with work culture. Without that, employees will feel isolated and less connected to the mission at large.
2. Improve Training Structures
An efficient training program is key to helping employees become leaders within their company.
Seventy percent (70%) of employees are likely to leave a company for another organization that invests in employee development and learning.
These training programs help employees enhance their skills, introduce them to a new task, or advance them within the company.
Adobe offers accelerated training programs for their employees, part of which makes them a coveted place to work for in the tech sector.
For recent college graduates, the organization offers educational programs about entering the workforce for the first time. This program includes regular check-ins, performance reviews, and more before the employees start their full-time positions.
After that, employees at Adobe receive other benefits that will help them continually grow within the company.
Showing this commitment to employees early in their career is an effective strategy for businesses looking to increase and maintain employee loyalty.
3. Promote Leadership Programs
Just like brand insights inform traditional branding strategy, employee insights should inform internal branding. Businesses committed to their employees should find ways to tap natural leaders. A leadership program is a good place to start.
As an internal branding strategy, leadership programs are designed to train employees and set them up for success in well-defined influential roles.
Along with increasing employee morale and engagement, these programs can improve retention, productivity, and decision-making within the organization.
Dunkin Donuts offers a L.E.A.D. (Learn, Explore, Achieve, Develop) Summit each year for their employees to focus on personal and professional development.
After receiving feedback from employees, the company launched the summit to provide ongoing development tools, resources, and opportunities. The event also has panel discussions, guest speakers, and skill-building workshops.
It is important for businesses that organize leadership programs and curate courses that address different leadership styles and roles to ensure everyone feels included.
4. Offer Rewards Programs
Reward programs are an internal branding strategy that allows companies to recognize their employees through bonuses, added perks, or public recognition.
Going beyond “employee of the month,” companies can offer small bonuses, discounts, and other incentives.
Employees at Disney are offered several perks for themselves, friends, and family.
Along with offering wellness programs, career development, and other assistance, employees receive theme park admission and exclusive discounts at restaurants and hotels under the Disney umbrella.
Businesses can motivate employees through rewards programs and recognition. The positive reinforcement can lead to better work performance and increased engagement. Similar to traditional branding, businesses should evolve their strategies to stay aligned with their team’s current motivators.
5. Revamp Recruiting Structures
A successful internal branding strategy starts at the beginning.
As the coronavirus pandemic has impacted the working environment, the recruiting industry has also evolved. Companies have increased their transparency in recruitment, thought critically about virtual onboarding strategies, and become more flexible.
A company’s recruiting practices should support its internal branding strategy to help potential candidates understand the business mission, goals, and objectives from the start — which helps both parties in the recruiting process.
To acquire the right talent for their business, companies must think critically about what they offer, how they present themselves, and other factors that can appeal to their ideal candidates.
Use Internal Branding Strategies to Improve Employee Morale
Customer retention is important for business success, but many may argue that internal employee morale and retention should be top priority.
Businesses looking to motivate employees should start implementing these internal branding strategies:
- Being transparent with goals and objectives through internal communication
- Setting up efficient and effective training programs
- Holding leadership programs that build skills in all types of employees
- Offering rewards programs that fit employee requests
- Tailoring recruitment structures to company values
In order for businesses to be successful, they must have the support of their employees. Promoting a positive work environment through internal branding is the first step.