Smart Benefits: Brand Ambassadors Can Yield Big Results

Rob Calise, GoLocalProv Business/Health Expert

Smart Benefits: Brand Ambassadors Can Yield Big Results

Branding is more than just a logo. It’s the essence of a company and what it promises to deliver. Employees can be a company’s biggest brand ambassadors. But to get them on board, an organization needs to have a clear, well-developed brand workers care about and want to get behind.

So how do you win them over? Communicate. Everyone needs to understand the brand so they can deliver on it so don’t leave branding in the marketing department. Share it across all communications programs. And don’t just tell employees what the brand is; be sure to explain the values it embodies so they feel connected. And keep the messaging simple and fun to energize and inspire employees to live and breathe the brand. When they do, lots of good things will follow:

  • Improved retention. Believing in the same thing and working towards the same goal brings people together. And when workers have a sense of belonging, they’ll be happier and more likely to stay put.
  • Better customer relationships. Employees who live the brand provide more positive experiences for customers, engendering loyalty.
  • Increased productivity. Workers who are loyal to their company brand are more motivated to perform better on the job.
  • Enhanced recruitment. When employees talk positively about a brand in the community, job seekers will view the company as an employer of choice. And, because applicants are attracted to what the brand stands for, they’ll likely have shared values.

 

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Rob Calise is the Managing Director, Employee Benefits. of Cornerstone|Gencorp, where he helps clients control the costs of employee benefits by focusing on consumer driven strategies and on how to best utilize the tax savings tools the government provides. Rob serves as Chairman of the Board of United Benefit Advisors, and is a board member of the Blue Cross & Blue Shield of RI Broker Advisory Board, United HealthCare of New England Broker Advisory Board and Rhode Island Business Healthcare Advisors Council. He is also a member of the National Association of Health Underwriters (NAHU), American Health Insurance Association (AHIA) and the Employers Council on Flexible Compensation (ECFC), as well as various human resource associations. Rob is a graduate of Bryant University with a BS in Finance.  

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