A company’s employees are also an audience for the brand; and, at a certain level, they require the same two elements of connection and progress. From an employee perspective, however, these elements are similar in principle but different in application. They’re focused internally rather than externally.
The love that employees have for their organization. Employees feel connected to an employer that inspires and appreciates them, offers products and services that they believe in, recognizes them for their work and cares for them as individuals.
The ability to achieve things you otherwise couldn’t because you work at your organization. Companies create progress for employees by giving them a sense that they’re part of something bigger than themselves. Progress also entails giving employees the flexibility and encouragement to thrive and perform at work, so employees have the support needed to bring out their best.
Both connection and progress are crucial in today’s war for talent, especially given shifts in individual priorities that accelerated during the pandemic.
Sure, that means providing employees with more flexibility for working in new ways and places. Still, more fundamentally, it means inspiring and appreciating employees (creating connection) and helping them thrive (supporting progress). It means treating them as critical stakeholders of the brand.
But employees aren’t just an audience for the brand—they are also the brand’s most important deliverer. And for employees to deliver a brand externally to customers, there’s an important third element.
Feeling empowered to act in support of your organization’s mission and values. Enablement means treating employees not just as any other stakeholder of the brand but, rather, equipping them to act in support of the brand. Enablement is only possible alongside connection and progress: when employees feel supported and appreciated; when they take pride in the company’s mission and what’s in it for them; and when they have the tools, processes and incentives to deliver on the brand.
Connection and progress create a positive relationship and foundation for enablement—the real “unlock” in creating Go-to Brands. Enablement is a means of harnessing the energy and passion of every employee and aligning that in support of the brand in everything they do, every day. Without this kind of alignment, which is especially hard to achieve in today’s hybrid/remote working environment, employees work at cross-purposes—and the organization becomes unmovable. When companies provide connection, progress and enablement to their employees, though, the brand becomes unstoppable.