CHAPTER EIGHTEEN
INTERNAL BRANDING, EMPLOYER BRANDING
Any savvy business leader knows that employees are their first market and are central to the success of their companies. The concept of internal branding represents a cultural shift within an organization, in which employees become more customer focused and more business focused. Internal branding contends that employees transition from being informed, to understanding the information, to becoming committed, so that they change their behavior in support of the company goals. This improves company performance overall, from customer relations to sales to shareholder value.
It starts with employee recruitment, orientation, and communications strategies throughout the tenure of the ...
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