In the I-HR newsletter, moderator Beth N. Carvin asked if the idea of branding could be used effectively to improve productivity and retention. This is an expanded version of my response to her question:
Yes, I think you can use the idea of branding as a tool for improving employee productivity and retention.
Let’s approach it from the perspective of a manager communicating with his or her subordinates. If the manager sets out to build a positive reputation over time and over a series of messages, then we might say he or she is embarking on a branding exercise. It’s an attempt to create the trust and goodwill necessary to have messages both accepted and acted upon.
Marketers branding products do essentially the same thing: send out a series of messages designed to build a positive reputation over time.
And, when messages to employees generate trust and goodwill, then communication sent after that can be used communication to increase productivity and retention.
For example, in publishing employee newsletters for my corporate clients, I’ve always emphasized the need to provide articles and information of value to readers (the...
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