Building your brand through workforce engagement

Guest post by Steve Friedman, chief strategist and principal at CPG Agency, and Fred Bendaña, vice president of sales at Express Scripts.

The employer generally gets the employee he deserves.

—J. Paul Getty

Getty’s quote cuts right to the heart of why employee engagement is so important. Unless you purposely align your internal and external brand strategies with and through your people, you cannot expect to generate the success that other well-respected, people-centered brands are experiencing.

We view engagement as the critical intersection where passion meets action and where the “employee first” values, beliefs, and attitudes a company intentionally focuses on drives the day-to-day practices of their organization. Engagement occurs when you establish a lasting emotional connection with employees. You accomplish that when employees feel these five basic needs are being met:

• You genuinely care about me.
• You appreciate me (and tell me so).
• You listen to me.
• We have open communication and mutual trust.
• We share a meaningful purpose.

Brands that lean into their culture, such as Southwest Airlines, Panera Bread, Ulta Beauty, and Express Scripts, are leveraging creative, experiential strategies to engage their people. This critical step is what transforms employees into brand ambassadors. And that’s how you sustainably grow business.

We understand how impactful “belief through experience” can be. We’ve worked together with each of these aforementioned brands to drive success through live events and internal communications.

On February 9, from 8:00 a.m. to 4:00 p.m., we will join Olin Business School for an all-day seminar to share how to integrate engagement, collaboration, and formal recognition within an organization.

During this interactive workshop, we’ll share how brands such as Southwest Airlines activate high-performing teams and bring their own mission and values to life. When it comes to driving stakeholder engagement, we’ll help identify the different tools and innovative methods that connect a workforce and builds powerful brands.

Limited seats remain, so register for Building a Brand Through Workforce Engagement and discover how to engage and retain the employees your brand deserves.

PLEASE NOTE: This seminar qualifies for one day out of four in the Talent Management & Organizational Development Concentration. Earn a concentration by taking four seminar days in this area within two years, or complete 16 seminar days across four defined concentration areas to earn your Advanced Management Certificate.