Click to read Ceridian's article on how to humanize your corporate brand.Your corporate brand is far more than your logo. Your brand reflects your company’s philosophy, mission and values. Discover five tips for humanizing your brand to attract talent and gain the competitive edge.  

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Who Are You? 5 Tips to Humanize Your Brand

 

Your corporate brand is far more than your logo. Your brand reflects your company’s philosophy, mission and values. It tells the world who you are.

Discover 5 tips for humanizing your corporate brand.

 

  

A strong brand positions even the most business-focused companies as human and relatable – which, in addition to attracting customers, helps you attract and retain the best talent. Despite this, a survey of organizations around the globe found that only 17 percent of companies have developed a clear strategy to strengthen their employer brand.[i]

“Your brand is equivalent to your company’s personality. Whether your organization’s temperament is calm and professional or zany and outgoing is not important. Showcasing the more personal side of your company you will not only attract employees but also gain a competitive edge with customers,” said Deb LaMere, Ceridian vice president of employee engagement.

Read on for tips on how to position your company as not only best in class but also one that understands the personal side of doing business.

  1. Assess your brand
    To humanize your brand, you must first evaluate it from the perspective of your people. What does your corporate culture communicate to your internal and external audiences? Are they drawn in or do your processes and policies push people away? Use this “people lens” to determine the strengths of your current culture, along with the top areas where you need improvement.

    As you evaluate your brand, you may find it necessary to refine your mission statement, core values or brand voice. Focus on using authentic, everyday language to communicate what your organization stands for and what it will and will not do to succeed.  This transparent approach will clearly communicate the type of people you want in your office and on your client list.

  2. Embrace the uniqueness of your people
    Your people are your organization’s biggest differentiator, so build your brand around their uniqueness. How you portray your brand should not only resonate with employees but also reflect why they love working for your organization.

    In order to build your brand around your employees, you must first have a clear view of your workforce. Human capital management technologies can give you a bird’s eye view of employees’ personal information, including their demographics, place of residence and even career history with the company. Additionally, employee engagement surveys can help you determine people’s values, and focus groups provide an opportunity to hear employee thoughts on the company and its priorities.

  3. Develop stronger teams

    Only 12 percent of executives understand the way their people work together in networks.

    - Ceridian Pulse of Talent study

    Humanizing your brand requires an investment in your employees and their ability to be effective at work. One of the ways you can do this is by fostering stronger teams.

    Too often managers are required to build teams with minimal insight into employees’ communication styles and core convictions. This lack of visibility limits the team’s and individual’s productivity and can even have an impact on engagement levels. Using team-focused HCM technology can help you overcome these challenges by providing insight into how individuals interact and what motivates them. This information can then be used to guide team collaboration and the way managers provide feedback, offer support and resolve team conflict.

  4. Use your brand to recruit employees and customers
    Brand reputation is important to both job seekers and customers alike. Among job seekers, 84 percent of employees would consider leaving their current job if offered another role with a company that had an excellent reputation.[ii] To attract top talent, showcase what it’s like to work for your company. Use employee testimonials and behind-the-scenes “sneak peaks” to highlight the community you’ve created.

    Similarly, consumers want to buy from companies they respect and trust. People put a lot more stock in what employees say about a company than whatever is touted in marketing and advertising.[iii] The strength of your brand as an employer significantly affects the engagement levels of employees who deal directly with your customers. A strong brand creates happy employees, and that in turn makes for happy customers.

  5. Embrace the power of your brand
    Your corporate brand is incredibly powerful and influences how the world sees you. According to LinkedIn, employers with strong brands see a 43 percent decrease in cost per hire. From this, it’s evident that an investment in your brand today will lead to amazing results tomorrow.

[i] Employer Brand International Global Survey Findings
[ii] Glassdoor
[iii] Forbes, Three Steps for Transforming Employees into Brand Ambassdors

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