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  • Writer's pictureInsightworks

How Your Company's Brand Improves Employee Retention

A new hire’s first day at a new job is usually filled with meetings and presentations that provide an overview of all rules, regulations and requirements. What if this information could be presented in a way that proves all the necessary information but also provides insights about your company and brand – making the first day on the job an exciting one?

The Canadian Marketing Association has defined internal branding as:  

Internal branding is the set of strategic processes that align and empower employees to deliver the appropriate customer experience in a consistent fashion. These processes include, but are not limited to, internal communications, training support, leadership practices, reward & recognition programs, recruitment practices and sustainability factors. (2007) 

Using a tool for employee induction or onboarding allows your organization to customize the message being delivered to each and every new employee while also ensuring that all necessary information is being provided to them. However, enhancing the onboarding experience with internal branding allows you to:  

1. Deliver consistent message to all new employees

Each time a new employee joins your team you would like to provide them with the same warm welcome, training and information. Unfortunately, real-life does not always allow for the same amount of time to be spent with each new hire, or for the new hires to arrive on the same type of “ideal workday”. Providing new employees with an onboarding tool allows the organization to provide the same message and information to all new employees. This will not replace face-to-face contact with the employee but ensures that all areas have been covered, this also provides them with a chance to re-visit information. The first day or week of a new job is often filled with excitement and an abundance of new information for the new employee – it is very helpful to have all this information at their fingertips.  

2. Highlight products/services and other members of your company

Use the onboarding period as an opportunity to provide information about your services and products to employees. An employee’s onboarding may be the first time they are exposed to all the offerings of your organization. Maximize this time of learning by providing examples of how others in the company (the leadership team or other members of their department) apply the organization’s values to their jobs each day.  

3. Become an employer of choice

Who better to hear about a company’s reputation regarding new hires than from a recent hire/current employee?  Employees who feel connected to their organization will help spread the word about their employer.  Using an onboarding tool that highlights the company’s internal brand and values allows you to create brand ambassadors. Employees who are loyal and committed to living your organization’s values will create interest and attract like-minded talent.  

4. Provide ongoing communication to all employees

Why stop using your onboarding tool with employees past their first 6 months? Investing in a tool that allows for editing and updating of content can allow you to consistently communicate to ALL employees, deliver announcements, notifications, training refresher courses and/or re-certification. When selecting the right onboarding tool for your organization it is important to consider the life expectancy the tool and the ability to make changes to the information being provided.   A new employee’s onboarding experience is the best time to capture their attention and provide them with the information needed to be engaged in the company. Not only can you provide information about their position, department and overall role in the company; you can provide meaningful information about your brand and how to apply the values and principles of the organization starting on Day One. Engaging employees with an onboarding experience will allow them to become productive quicker and helps to create buy-in and loyalty to their new organization.


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