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Employer Branding, Corporate Branding, and Customer Experience

By Jan Beery, - September 12, 2017

Brand-Awareness-Success.pngThere’s been a lot of talk about Employer Brand, Corporate Brand and the Customer Experience. What are the differences and why does it matter?

Wikipedia defines it as:

Employer branding is the term commonly used to describe an organization's reputation as an employer, and its value proposition to its employees, as opposed to its more general corporate brand reputation and value proposition to customers.

Corporate branding refers to the practice of promoting the brand name of a corporate entity, as opposed to specific products or services. The activities and thinking that go into corporate branding are different from product and service branding because the scope of a corporate brand is typically much broader.

Customer experience (CX) is the product of an interaction between an organization and a customer over the duration of their relationship.[1] This interaction is made up of three parts: the customer journey, the brand touchpoints the customer interacts with, and the environments the customer experiences (including digital environment) during their experience. A good customer experience means that the individual's experience during all points of contact matches the individual's expectations.

When we implement a digital marketing assessment of an organization, we utilize the assessment as a first step in getting to know an organization. What are the strengths, weaknesses, opportunities, culture, etc. We’re able to identify where we can best support growth and sustainability.

The assessment will quickly show us if the culture is robust and healthy, if the employees feel valued and are engaged. The employer branding, and the engagement of the employees shows how they’re recruiting and retaining good talent and how a potential digital sales and marketing strategy will be received and implemented.

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When we begin to peel the onion, we ask questions related to how the engagement with employer branding and corporate branding are being managed. What’s working, what isn’t and why? What would they like to see done differently if they had a magic wand? What would they like an ideal customer to do once they land on their website? If they say, “place an order,” we’ll ask them what would entice this potential customer to do that?

What we’ve found is that the employer brand, corporate brand, and customer experience may be functioning in isolation. The reality is, all three components are necessary to attract and retain a strong team, corporate reputation, customer growth and retention. When you have that foundation in place and everyone moving in the same direction, it’s a slam dunk to adding a strong digital strategy and gaining brand advocates to both your internal team and your customers.

I love great examples of a corporate brand working hand in hand with employer branding and customer experience! Midmark happens to be one of my favorite examples. One of the great things about this organization is that it’s always evolving and open to new and innovative ways to support their employees and customer’s experience.

Midmark is known for well-made products and service. I’ve known this company, and a great deal of their team, for many years. Their tagline, “Because We Care” is a big commitment to their employees and their products, and they take it very seriously. They have long time employees committed to their goals who experience that motto first hand. I’ve seen Midmark products quite a bit over the years, and have asked the staff in clinics, veterinary, dental and acute care settings how and why they like the products and service. I can honestly say the responses are always, “we can count on them,” “customer service is awesome,” “never a problem.”  It begins with leadership and trickles down to the customer.

The result,  Happy management techniques = happy agents = happy interactions = happy experiences = happy stock price.  

Are you operating as an organization with synergy between your employer brand, corporate brand, and customer experience?

If you’d like some assistance evaluating and improving your online performance, the experienced healthcare marketing team at KBK Communications is ready to help you attract more visitors and convert more leads into satisfied customers. Contact us online or by phone at 815-464-8565.

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