What is your company if not the people that work for it? Without them, it’s just some software and empty cubicles. If you’re planning a branding campaign and aren’t keeping your people in mind, you’re missing out! SuccessFactors is here to help you bring your brand to the next level by harnessing the most powerful resources you have: humans.
When you think of branding, you probably don’t think of HR as highly involved. You may look to the most successful brands, like Nike, Google, Apple, and Coca-Cola, and wonder how they did it. Images of beautiful advertisements, effective marketing and social media campaigns probably float in your mind – and it’s no wonder, as they are all stunning in these three categories.
However, there’s a variable you probably aren’t considering that they also all have in common, and that is that they are all consistently rated as the best places to work by a variety of judges and publications. They all focus heavily on a strong company culture that fosters high levels of engagement and loyalty among their staff. While it’s true that leading brands attract the best talent their industry has to offer, how exactly do you think they got to the level they’re at? That’s right, by focusing internally first, and bringing on the best.
Science supports this hypothesis. In a recent Gallup study, disengaged workers had 37% higher absenteeism, 49% more accidents, and 60% more errors and defects. For companies that scored poorly for employee engagement, they experienced 18% lower productivity, 16% lower profitability, 37% lower job growth, and 65% lower share price over time. Unsurprisingly, businesses with highly engaged employees received 100% more job applications.
By using SuccessFactors to create happier employees, your branding will improve – both internally and externally. Here’s how:
Just as you want to make a great first impression with your audience, you’ll want to invest equally in your new employees. Use SuccessFactors Onboarding software to help your new recruits hit the ground running, and be well on their way to being engaged, productive and loyal employees right off the bat.
SuccessFactors Onboarding will enable you to guide and align the HR department with the hiring manager and the new hire’s own manager, so that they can work in unison as the support structure they were meant to be for the new hire.
Reward Great Work
Did you ever think about how many free deliverers of word-of-mouth marketing you already employ? That’s right, every single one of your employees could drive your branding efforts by speaking highly of your brand to their own friends and family, and at networking events – if you motivate them properly. How do you do that? By making sure they’re actually proud of not only the company they work for, but what they do, how they do it, and who they work with.
A great way to get your employees more engaged with your brand, and thus more proud of it, is to reward great work, positive behavior, and milestones. By doing this, you’ll show that your company cares about them as people, and is invested not only in their productivity but also their happiness and life fulfillment. You can manage your incentive programs and track how they affect your overall productivity, turnover rate and any other metric with SuccessFactors Compensation. You can also do research to learn about the costs of the important moments in their life, such as getting married, and adjust bonuses accordingly.
Lastly, now that you have a glowing workforce that feels confident and assured that they’re doing a great job, don’t forget that, in almost every company, most of your employees are not marketers or writers. You need to give them the material to share – and you can do this painlessly by creating strong internal messaging, core values, mantras and goals.
For example, Apple employees all know that their products are the most beautiful in the industry, as well as the easiest to use. Amazon employees know that they’re the marketplace for literally everything, and that their company values leadership and taking risks. Take a note from their page and develop strong core values and consistent messaging internally, and your employees will spread the word with little coaxing needed.
SuccessFactors Performance & Goals helps you develop those very messages and values that will drive your brand to the top of your industry. Give your employees an identity to be proud of, and they’ll shout it from the rooftops.