The study refers to “consumers,” which is a broad term for buyers. But employers can apply the results to the way they market benefits and incentives to employees.
As in the study, employers are looking at the importance of brand loyalty with workers. A brand can be an organization’s biggest asset when employees view it as positive and in line with how the organization treats them. A negative brand can drive employees onto social media with damaging comments about an organization, not to mention significantly reduce retention. Experts told HR Dive that a focus on brand, generally, will be a key sticking point for HR leaders going into 2018, especially as employee, employer and company brand all begin to merge into one.
