{"id":640,"date":"2023-05-27T19:36:48","date_gmt":"2023-05-27T19:36:48","guid":{"rendered":"https:\/\/ceoww.com\/?p=640"},"modified":"2023-06-02T09:06:57","modified_gmt":"2023-06-02T09:06:57","slug":"brand-perception-employee-engagement","status":"publish","type":"post","link":"https:\/\/ceoww.com\/brand-perception-employee-engagement","title":{"rendered":"Internal brand perception and employee attrition"},"content":{"rendered":"\n<p>When there are no bonuses paid out but the CEO arrives in a new <a href=\"https:\/\/ceoww.com\/tag\/mercedes\">Mercedes<\/a> \u2013 whether it was purchased via new money or old, that&#8217;s a disconnect. <\/p>\n\n\n\n<p>When there are <a href=\"https:\/\/hbuk.co.uk\/job-hunting\" data-type=\"URL\" data-id=\"https:\/\/hbuk.co.uk\/job-hunting\" target=\"_blank\" rel=\"noreferrer noopener\">layoffs<\/a> that are sudden and not communicated transparently but the SLT still takes their options, that&#8217;s a failure.&nbsp;When promotions are promised and requirements met but no movement occurs, that stresses the employee experience.<\/p>\n\n\n\n<p>A wise person once told me while walking through a busy production environment that you see with two eyes here and when you do, remember that 50, 100, more, are seeing you.<\/p>\n\n\n\n<div id=\"ez-toc-container\" class=\"ez-toc-v2_0_65 counter-hierarchy ez-toc-counter ez-toc-grey ez-toc-container-direction\">\n<div class=\"ez-toc-title-container\">\n<p class=\"ez-toc-title \" >Table of Contents<\/p>\n<span class=\"ez-toc-title-toggle\"><a href=\"#\" class=\"ez-toc-pull-right ez-toc-btn ez-toc-btn-xs ez-toc-btn-default ez-toc-toggle\" aria-label=\"Toggle Table of Content\"><span class=\"ez-toc-js-icon-con\"><span class=\"\"><span class=\"eztoc-hide\" style=\"display:none;\">Toggle<\/span><span class=\"ez-toc-icon-toggle-span\"><svg style=\"fill: #999;color:#999\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" class=\"list-377408\" width=\"20px\" height=\"20px\" viewBox=\"0 0 24 24\" fill=\"none\"><path d=\"M6 6H4v2h2V6zm14 0H8v2h12V6zM4 11h2v2H4v-2zm16 0H8v2h12v-2zM4 16h2v2H4v-2zm16 0H8v2h12v-2z\" fill=\"currentColor\"><\/path><\/svg><svg style=\"fill: #999;color:#999\" class=\"arrow-unsorted-368013\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"10px\" height=\"10px\" viewBox=\"0 0 24 24\" version=\"1.2\" baseProfile=\"tiny\"><path d=\"M18.2 9.3l-6.2-6.3-6.2 6.3c-.2.2-.3.4-.3.7s.1.5.3.7c.2.2.4.3.7.3h11c.3 0 .5-.1.7-.3.2-.2.3-.5.3-.7s-.1-.5-.3-.7zM5.8 14.7l6.2 6.3 6.2-6.3c.2-.2.3-.5.3-.7s-.1-.5-.3-.7c-.2-.2-.4-.3-.7-.3h-11c-.3 0-.5.1-.7.3-.2.2-.3.5-.3.7s.1.5.3.7z\"\/><\/svg><\/span><\/span><\/span><\/a><\/span><\/div>\n<nav><ul class='ez-toc-list ez-toc-list-level-1 eztoc-toggle-hide-by-default' ><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-1\" href=\"https:\/\/ceoww.com\/brand-perception-employee-engagement\/#Brand_perception\" title=\"Brand perception\">Brand perception<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-2\" href=\"https:\/\/ceoww.com\/brand-perception-employee-engagement\/#Brand_failure\" title=\"Brand failure\">Brand failure<\/a><\/li><\/ul><\/nav><\/div>\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Brand_perception\"><\/span>Brand perception<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p>Today, brand dominates \u2013 it is of utmost importance that companies and their stakeholders are seen and seen positively. It\u2019s a multi-billion-dollar industry, the maintenance of image. Increasingly true is the requirement of maintaining that brand internally as well lest it be abandoned.<\/p>\n\n\n\n<p>This abandonment is seen in resignations, a spike in sudden and not-so-sudden exits, the quiet and the deafening. And too often it comes down to a failure of Senior Leadership to be cognizant of the internal brand, of image, of communication and currency. So what can be done?<\/p>\n\n\n\n<p>If we consider a company having a user experience (UX) and user interface (UI) for its employees the same way it does for clients and customers, the experience and interface become critical \u2013 so critical they should feature highly on any corporate risk register. <\/p>\n\n\n\n<p>At this time let us set UI aside and focus on the criticality of Experience.<\/p>\n\n\n\n<p>What defines the UX for an employee? Liken it to an app on your phone &#8211; if something you were previously comfortable with now required additional&nbsp;hoops leapt through, critical information entered, and changed the character&nbsp;of its delivery, you would delete it. This is especially true if you paid into it and it promised you a 20% discount on movie tickets but then didn&#8217;t deliver. <\/p>\n\n\n\n<p>You would abandon it for an alternative or download <a href=\"https:\/\/ceoww.com\/tag\/netflix\">Netflix<\/a>. The same is true in the corporate world.&nbsp;Employees experience the company they work for by receiving information, by working in and into a system, and by engaging with the business from mission and vision down through the tasks of their day.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Brand_failure\"><\/span>Brand failure<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p>What does this failure look like as far as internal brand? It looks like a lack of transparency, a lack of honesty. It looks like not doing what is promised, and it looks like change without warning.<\/p>\n\n\n\n<p>Avoiding this phenomenon requires transparency, it requires knowledge, and it requires recognition of the whole \u2013 that internal brand consists of everyone internally. If those tenets are pursued faithfully and honestly, and the human psychological need for belonging and recognition is satisfied, there will be a significant&nbsp;decrease in the resignations prompted by this disconnect.&nbsp;<\/p>\n\n\n\n<p>If a fraction of the external marketing budget is pivoted to internal brand awareness, if senior leadership takes the time to engage \u2013 and better yet, engage by shadowing or positioning themselves in the UX &#8211; there is feedback that will provide the building blocks for strengthening and growing the health of any business and reducing the attrition caused by this common failure.&nbsp;<\/p>\n","protected":false},"excerpt":{"rendered":"<p>From promise to practice, how executives can align banding to employee expectations. <\/p>\n","protected":false},"author":14,"featured_media":645,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[24],"tags":[7,124],"_links":{"self":[{"href":"https:\/\/ceoww.com\/wp-json\/wp\/v2\/posts\/640"}],"collection":[{"href":"https:\/\/ceoww.com\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/ceoww.com\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/ceoww.com\/wp-json\/wp\/v2\/users\/14"}],"replies":[{"embeddable":true,"href":"https:\/\/ceoww.com\/wp-json\/wp\/v2\/comments?post=640"}],"version-history":[{"count":0,"href":"https:\/\/ceoww.com\/wp-json\/wp\/v2\/posts\/640\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/ceoww.com\/wp-json\/wp\/v2\/media\/645"}],"wp:attachment":[{"href":"https:\/\/ceoww.com\/wp-json\/wp\/v2\/media?parent=640"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/ceoww.com\/wp-json\/wp\/v2\/categories?post=640"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/ceoww.com\/wp-json\/wp\/v2\/tags?post=640"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}