How the Power of Your Brand Impacts Employee Engagement

If you’ve been watching the news of late you could be forgiven for thinking that only Tesla drivers have car accidents. For the most part, only really bad car crashes make the news but not for Tesla. You have a bingle and boom you’re in the news. Why is this? Is it because all Tesla drivers are terrible at driving? Is it the car itself and is it prone to accidents? Of course not.  It’s because Tesla is one of the biggest and most recognised brands in the world particularly when it comes to automotive and innovation (and maybe a CEO that seems to draw a headline or two).

This got me thinking about what Tesla employees must think every night when another one of their cars make the news for being in a fender bender yet again.

I was reminded of a time when one of my previous employers made the news and not in a good way. For weeks we were inundated with calls of concern and complaints. For me it was a career-defining moment, my team rallied around each other and worked tirelessly to ensure our customers understood the whole situation (not just what had made headlines). The crisis built a camaraderie that in any other time may have taken months or years to foster. And through it all, I became even more proud of the brand I work for because they cared, they had a good product and I felt like the team and I were the keepers of the brand, there to protect and defend it against slander and conjecture.

A Strong Brand

I believe a strong brand is an important asset not just for a company but also its employees. When a company has a positive brand reputation, it can provide numerous benefits for its employees and if, like what has happened me, it can create career defining moments and have a huge impact on a your employee engagement.

Let’s have a look at another an obvious benefit, a good brand reputation can attract top talent. When a company has a strong brand, it can attract the best and brightest employees who want to work for a company that is well-regarded and respected. This can lead to a more diverse and talented pool of employees, which can create a more dynamic and productive work environment.

However, the pull of a well-known brand can also blind potential employees to the gaps and shortcomings of a company. Recently I had someone I mentor ask me to help him decide between two companies that he had offers from. I listened to what he had to say about the two offers, and he was leaning towards one, but his main reason was the brand and the hype and excitement around the brand in the market right now. However objectively, a side-by-side comparison of the offers the less known brand won out on every line item. Then looking beyond what was in the written offers, such as future growth, opportunities and leadership the less-known brand was a shoo-in. Yet the big brand was blinding him to this. Thankfully wisdom prevailed and he went with the best opportunity and offer, not the bright lights on the big brand name.

Of course, working for a company with a good brand can also provide employees with a sense of pride and fulfilment because when employees are proud of their company, they are more likely to be engaged and motivated in their jobs. This can lead to higher levels of job satisfaction and employee retention, which can benefit both the company and its employees.

Head of a Fox

I've seen arguments that a big brand can also provide employees with more opportunities for growth and advancement. And the truth is that companies with strong brands are often recognised as leaders in their industries and are often able to attract more investment, customers, and business partners. This can lead to increased growth and opportunities for employees to advance in their careers. However, one thing to consider when choosing a big brand is whether you will be a small fish in a big pond. More opportunities may be true, but you will also have more competition. A friend recently said to me that “you can the tail of the lion or the head of the fox”. You need to think about what is important to you when making these decisions. I've seen this firsthand with my brother who runs a family owned paint shop. It's not a huge brand but, it's a locally respected one, he has has lots of opportunity to lead, he has autonomy, he has learnt every aspect of the business, he is passionate about what he does and he is a loyal employee and brand advocate. Would he have the same opportunity at one of the big paint manufacturers? I'm not so sure.

OK, so what about from a commercial side of things? A good brand may increase employee stability and security. Companies with strong brands are often more likely to weather economic downturns and remain profitable, which can provide employees with job security and stability. This can be especially important for employees who are looking for long-term careers and want to work for a company that will be there for them in the future. That said, a number is easier to make redundant than a name. Just flick through Linkedin or the news it will reveal some big brands making big staff cuts.

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To wrap up, a good brand is important to an employee for many reasons, it can bind employees to a purpose, even in adversity. The constant focus on the car wrecks could be just the things that creates the camaraderie you thought was never possible. However, if the brand itself blinds current and future employees from what really matters to them it will be the employee engagement and experience that will be the car crash.

Until next time and as always

Hooroo