As staffers, we’re in the business of people. We’ve got the knowledge and tools to find top talent for our clients, but would you ever think about using a staffing agency for your branding needs? Before you answer, let’s get down to what branding is and, more importantly, why it matters.
Culture: The Why of Branding
Branding is both the projection and perpetuation of a company’s culture, which is the most important component of any business. Culture is the why for the brand and business alike. It isn’t just what sets a company apart—it’s the glue that holds a business together, providing a sense of fulfillment and belonging through shared values and a mission.
Every component of your business should embody the culture you’ve established, especially your employees. An employee who doesn’t fit the organizational principles may be less productive, affect collective morale, and waste your money. Not to say diversity is a bad thing, but having definitive values is the best way to ensure your employees are fundamentally aligned with you and your business.
That being said, your branding stems from those values. It all goes back to culture, as that is what gives your branding substance. A company without culture is like a life without purpose. It can never inspire, and it can certainly never lead. Bottomline: Without culture, there is no brand.
It’s What’s on the Inside That Counts
Every company has a two-fold brand: The first component addresses a business’s mission to provide quality products and/or services to consumers, and the second deals with the objective to build a positive, productive culture that attracts and keeps the best employees.
If you didn’t know how important culture is, the first part might seem more important than the latter. Culture impacts your business, inside and out. For instance, a company culture that isn’t conducive to employee happiness will make each individual employee approximately 10% less productive than the baseline, whereas happy employees are 12% more productive than the baseline. That means your employees are only about three fourths as productive as they could be if they were happy.
Internal performance isn’t the only thing that suffers. How employees feel about their workplace has a huge impact on customer satisfaction. Employee engagement is a core determinant for the success of your business, and the best way to inspire and maintain engagement is through culture.
Which Side Do Your Employees Stand?
Back to the original question, why use a staffing agency for your branding? The answer is simple: We know what people want in a workplace and how to help you build a culture around it. Our work revolves around guiding professionals in the pursuit of their dream careers.
In turn, we’ve learned a valuable lesson: What people do is never as important as why they do it. A sense of purpose is what separates those who take pride in their work and always strive to do their best from those who spend their days idling from 9 a.m. to 5 p.m. with nothing more than the promise of a paycheck to wake them up in the morning. Whichever side your employees stand depends on your culture.
Hope is far from lost, however. When you make positive changes in your culture, the rest will follow. Your business will experience profound improvements, such as: higher customer satisfaction, reduced turnover rates, and increases in employee happiness and productivity.
The hardest part is getting started. Lucky for you, ICON Creative has a step-by-step guide in cultural branding development. We have everything you need to affect positive change for your business, inside and out.