Unlocking the power of an aligned employee brand story

Creating an unforgettable experience for both your customers and employees // By Miriam Feldman, Partner, Retail, fishRecruit

In the competitive world of retail, attracting and retaining top talent is more crucial than ever. Retailers must strive to meet the expectations of prospective employees who are increasingly selective about where they work. One powerful strategy to achieve this is by aligning your employee brand story with your overall brand narrative. By doing so, you not only attract the right talent, but also ensure a cohesive and engaging experience for both employees and customers.

Understanding your employer brand story

Your employer brand story encompasses the unique aspects of your organization that make

it an attractive place to work. This includes the opportunities you offer, the roles available, your company culture, and the rewards and benefits you provide. In essence, it’s the narrative that communicates why someone should want to work for your organization.

Luxury brands, for instance, leverage their brand stories to create a sense of aspiration and exclusivity. They use celebrity endorsements, stunning visuals, and the promise of a glamorous experience to attract customers. Similarly, your employee brand story should reflect the core elements of your brand while highlighting what makes your workplace unique.

Key elements of your employee brand

Elements of your employee brand story should mirror those of your overall brand, including:

Culture: The environment and ethos within your organization. Is it collaborative, innovative, or driven by excellence?

Rewards: What benefits do you offer? This could range from competitive salaries and health benefits to professional development opportunities and work-life balance.

Purpose: What drives your company? Do you have a mission that resonates with your employees and customers alike?

When these elements align, they create a powerful narrative that resonates with prospective employees.

The power of alignment

Aligning your brand story and your employee brand story is essential for creating a cohesive and attractive narrative. When these stories are in sync, it not only attracts the right talent but also ensures that your employees’ experience aligns with their expectations.

Consider these companies that have successfully aligned their brand and employee brand stories:

Hermès Luxury

Known for its exquisite craftsmanship and luxury products, Hermès extends this narrative to its employees by emphasizing the importance of high-quality service and attention to detail.

Walmart

As a retailer focused on delivering value to customers, Walmart’s employee brand story highlights the importance of efficiency, teamwork, and a customer-centric approach among its team of employees.

Costco

Renowned for offering high-quality items in unique sizes, Costco ensures its employees understand the importance of quality and consistency, aligning their roles with the company’s commitment to excellence.

Knix

This company focuses on purpose, ensuring that employees are passionate about the brand’s mission to empower and support their customers.

When a company’s brand story and employee brand story are misaligned, it can lead to confusion and dissatisfaction. Prospective employees may feel misled, resulting in comments like, “this was not what I expected,” or “everyone I spoke with had a different take on what the culture was here.” Such discrepancies can harm your reputation and make it challenging to retain top talent.

Executing an aligned employee brand story

Achieving alignment between your brand story and employee brand story requires intentional effort and strategic execution. Here are key steps to ensure success:

Leadership Advocacy: Leaders must champion the narrative, consistently communicating and embodying the company’s values and mission. They should actively participate in building the story of why the company does what it does and ensure that this message permeates throughout the organization.

Clear Communication: Transparency is vital. Clearly communicate the key elements of your employee brand story through various touchpoints, including job postings, onboarding materials, and internal communications. This helps set accurate expectations and fosters a sense of belonging from the outset.

Consistent Messaging: Ensure that all communication, both internal and external, aligns with

your brand story. This includes marketing materials, social media presence, and employee testimonials. Consistency builds trust and reinforces your company’s narrative.

Aligned Assessments: From the recruitment process to performance evaluations, ensure that your assessments reflect the values and goals of your brand story. This helps in attracting individuals who align with your company’s ethos and are more likely to thrive in your culture.

Engage Your Team: Encourage employees to share their experiences and stories, highlighting how they live the brand values in their roles. This can be through internal communication channels, company events, or social media. Authentic stories from current employees can be a powerful tool in attracting like-minded talent.

Training and Development: Provide ongoing training and development opportunities that align with your brand values. This not only helps in retaining employees but also ensures they are equipped to contribute effectively to the company’s mission.

Feedback Mechanisms: Implement robust feedback mechanisms to gauge employee satisfaction and areas for improvement. Regularly review and adjust your strategies based on this feedback to ensure ongoing alignment.

Driving long-term success

In today’s competitive retail landscape, a well-aligned employee brand story is a powerful tool for attracting and retaining top talent. By ensuring that your employer brand story aligns with your overall brand narrative, you create a cohesive and compelling message that resonates with prospective employees.

Leadership advocacy, clear communication, consistent messaging, aligned assessments, employee engagement, training, and feedback mechanisms are all essential components in executing an

aligned employee brand story. By focusing on these elements, retailers can build a workforce that not only meets, but exceeds the expectations of prospective employees, driving long-term success for the company.

As you embark on this journey, remember that the most powerful tool you have is clear communication from your team. When your employees can consistently share the elements of your brand story, it creates a unified and compelling narrative that attracts and retains the right talent. Embrace the power of alignment, and watch your organization thrive.

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Miriam Feldman has an undergraduate degree in Psychology from York University and an MBA from the Schulich School of Business and is Partner, Retail at fishRecruit. Her passion for retail and delivering superior client experiences drive the work that she does for her retail clients.