How can you design a brand that reflects your employee experience?

1 Define your employer value proposition

Your employer value proposition (EVP) is the unique set of benefits and opportunities that you offer to your employees. It should answer the question: why should someone work for you? Your EVP should be based on your organizational goals, culture, and identity, and communicate what makes you different from other employers. To define your EVP, you can conduct surveys, interviews, and focus groups with your current and potential employees, and analyze the feedback to identify the key themes and messages.

3 Involve your employees in the process

Your employees are your best ambassadors, so you should involve them in the process of designing your brand. You can solicit their input, feedback, and ideas, and encourage them to co-create and share your brand stories. You can also recognize and reward their contributions, and celebrate their achievements and milestones. By involving your employees in the process, you can increase their ownership, loyalty, and advocacy for your brand.

4 Align your brand with your culture

Your brand and your culture should be aligned and mutually reinforcing. Your brand should reflect your core values, beliefs, and behaviors, and your culture should support your brand promise and strategy. You can align your brand with your culture by embedding your EVP and visual identity into your policies, processes, and practices, such as your recruitment, onboarding, training, performance, and recognition. You can also measure and monitor your brand and culture alignment, and address any gaps or inconsistencies.

5 Communicate your brand internally and externally

Your brand should not be a secret or a one-time project. You should communicate your brand internally and externally, and keep it fresh and relevant. You can communicate your brand internally by using your visual identity in your internal communications, creating a brand portal or intranet, and organizing brand workshops and events. You can communicate your brand externally by using your visual identity in your external communications, creating a brand website or blog, and engaging with your stakeholders and communities.

6 Evaluate and improve your brand

Your brand is not static, but dynamic and evolving. You should evaluate and improve your brand regularly, and adapt to the changing needs and expectations of your employees and customers. You can evaluate and improve your brand by collecting and analyzing data, such as employee engagement, retention, satisfaction, and referrals, and customer awareness, perception, loyalty, and advocacy. You can also solicit and act on feedback, suggestions, and complaints, and implement changes and improvements.

7 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?