August 2019

How Workplace Branding Can Help Boost Company Growth

4 minute read

Company branding shouldn't stop at the customer experience. Here's how extending one's brand to company culture can impact a business' success.

While businesses make branding an integral part of their marketing strategy to attract and engage customers, what about using it for its employees? Research conducted by the consultancy Blu Ivy Group reveals 58% of leaders are looking toward their employer brand strategy to boost the employee experience and deepen employee engagement.1

Here are three reasons why workplace branding can help a company thrive with examples from the hospitality industry that all businesses can learn from:

1. It recruits employees who are the best fit.

Investing the resources to ensure you find the best person for the job pays off in the end. Case in point: The company mission of The Fairmont, a Toronto-based luxury hospitality brand, is to turn “moments into memories." It focuses on creating an emotional connection among its employees, which results in a ripple effect that extends to a connection with hotel guests.

As part of its recruitment process, the company spends a significant amount of time and resources to carefully place employees who are the best culture fit—and in turn, would thrive. According to a brand study,2 only job candidates who exhibit a true passion for delivering excellent service and who exude a warmth and friendliness are hired.

Pinpointing these ace candidates is the result of a significant investment in determining the characteristics that comprise an ideal hospitality employee. According to that same study, The Fairmont brand has created what they call an online "Talent Meter,"which is an assessment test for would-be hires. It's a highly structured and selective process. The benefit is that those who are placed are a better fit, and ultimately a low turnover.

2. It retains talent, promoting a positive company culture.

Especially in the services sector, showcasing a service-oriented, caring and empathetic culture that starts with your employees can attract top talent.

The Four Seasons Hotels and Resorts, for instance, cultivates a company culture that abides by the proverbial golden rule: "Treat others as you would have them treat you." It's a simple, yet effective principle. Employees of the Toronto-based hospitality chain not only show they care to hotel guests, they also display kindness and empathy toward their co-workers.

The effectiveness of the company' workplace branding is evident. For the 22nd year in a row, the Four Seasons Hotels and Resorts was recognized by its employees as one of the 2019 Fortune Top 100 Companies to Work For. 3 Based on an annual survey, its employees reported having trust in managers, satisfaction in compensation, camaraderie and workplace traits that are linked to innovation.

Being a highly regarded company to work for helps attract top-line talent who are passionate and qualified to fill available roles.

3. It translates to deeper employer engagement

Fostering employee engagement can lead to better customer experiences. That can translate to higher revenue and customer loyalty, both drivers of business growth.

The Ritz-Carlton Hotel Company engages its employees through the branding of empowerment. All workers are granted the freedom to spend up to $2,000 per guest per each incident should the need arise.4 They're granted the autonomy to make decisions on the spot, either to resolve an issue or to make a guest's stay more memorable or treasured—no questions asked, no approvals required. This enables employees at all levels to be in control of how they would like to enhance the customer experience, or to solve a matter that may come to their attention.

These are just a few examples of how focusing on company culture can keep employees motivated and passionate about their work roles, and ultimately, help drive the success of your company. The possibilities are endless. How can you engage your employees to grow your business?

1 https://www.globenewswire.com/news-release/2018/05/23/1510714/0/en/Branding-the-Employee-Experience-is-Now-A-Top-Priority-Amongst-Canadian-Executives-as-Crisis-Management-Reaches-All-Time-High.html

2 https://www.randstad.com/workforce-insights/employer-branding/case-study-employer-branding-at-fairmont-hotels-resorts/

3 https://press.fourseasons.com/news-releases/2019/fortune-best-companies-to-work-for/

4 http://ritzcarltonleadershipcenter.com/2018/05/the-power-of-empowerment/