Branding allows organizations to meet their goals and be attractive in an increasingly demanding, changing, and complex labor market.
For a long time, we have understood branding as the way to present and position a brand to an external audience in a coherent, organized, differential, and transversal way. However, increasingly, different companies have realized the importance of looking inward, towards their most important brand assets: their employees and collaborators.
Companies realize that branding is no longer just about showing outwardly what they represent but can also be a tool to ensure habits, rituals, and behaviors of the organizational culture allow employees to understand the vision of the company.
We are living in times where the talk about brand purpose and how companies should align themselves with the expectations of society. The new generation of employees wants to work for more than just a paycheck, ping pong tables, or snack bars. They look forward to working for companies that share their values and their personal life purpose. Organizations that succeed in linking purpose to their employer brand strategy will attract and retain the best talent, which nowaday is the best asset.
Increasingly, the employees are also becoming brand assets, as they are the ones who truly represent the brand to the world and live it. The main difference from the competition is the human resources, their talents, and contributions to the company.
A company's employees and workforce end up being the true brand experience and they want a place where they feel they can belong, have their voice heard, and where they can express their personal essence through their work. Increasingly, culture is what companies sell and culture is based entirely on the workforce. Companies need to invest in how employees work and how they feel in order to be successful in such rapidly changing times.
One example is the actions companies can take for their employees or even, as Airbnb demonstrated in 2020, with their former employees. With the COVID-19 pandemic, Airbnb was forced to lay off about 25% of its staff. To help them Airbnb launched a talent directory and its internal recruitment department became a recruitment team for