Jonathan Dampier over at From The Marketing Trenches recently posted, “Your Brand = Your Employees. Redux.” Jonathan features two companies that got it right when it comes to branding – SAS Airlines and Zappos.
These companies get that every customer touch-point has an effect upon their brand.
Zappos, an online shoe retailer, believes in this customer effect on their brand so much that they send EVERY employee to what is essentially a customer service boot camp. According to Jonathan, SAS had 10 million customers last year that came into contact with at least 5 SAS employees for an average of 15 seconds. The CEO called these touch-points: “50 million moments of truth.”
I thought that this line of thinking is right-on and is a lesson not just for building the overall company brand but for Employer Branding as well.
Since we like formulas here at EXCELER8ion, I’ve got one for you:
(job candidates + your current and past employees) x every touch-point = your employer brand
Now you’ve got it!!
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