Principals launches new solution to help employers understand how staff perceive their brand

Weeks after announcing the appointment of its general manager for its Aotearoa New Zealand office, branding design agency Principals has launched a solution designed to bolster one’s employer brand.

The ‘Employer Brand Health Check’ allows businesses to uncover discrepancies between current and prospective employees’ perceptions of the brand and how those in leadership positions view it.

The check is divided into three sections: “understanding the brand promise, identifying the brand reality and closing the gap”.

In practice, the three phases manifest as interviews and feedback sessions with respective talent and organisational leaders, concluding as a team workshop driven by relevant data, developed to strengthen the company brand.

For Principals’ employer brand director, Claire Gallagher, organisations that do not have a firm grasp on their employer brand are setting themselves back – severely.

“Do you know how well your employer brand is performing; how your employees feel, what they say and how likely they are to recommend you?” Gallagher asks.

“Ignorance is not bliss,” she stresses, before continuing, “if you don’t know the answer to these questions, you are mismanaging your customer experience, productivity, employee effectiveness and, ultimately, business performance.”

“A brand is what a brand does. If you are not actively managing your employee experience, setting clear priorities and building advocacy, you could be damaging your brand and business.

“By reviewing your employer brand, you can create a culture that is safe, equitable and inclusive while boosting employee confidence, unlocking creativity and innovation. This is a must for organisations looking to build a genuine sense of pride in the brand.”


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