When Tribe begins a client relationship, we usually spend time in discovery before developing a strategy. Creating an employer brand requires research with leadership, key stakeholders and a representative sampling of employees throughout the organization. Account people from Tribe go out to various client locations to hold focus groups and interviews. We often test themes that arise in those conversations with an employee survey. (For more on employee surveys, you might like this Forbes piece.) The point of all that is to understand the culture and to build a strategy that’s authentic and meaningful to employees.
But it’s also really important for the creative process. It’s very important in internal communications to get a total understanding of a client before jumping straight into creative work. Design for an internal brand doesn’t ring true if you just skim the surface. It requires depth and understanding, a total immersion, a feeling like you are now a part of that company.
The bottom line is, the better the discovery process, the better the creative. With the understanding that creating an employer brand requires research, you’ll be able to not only get a full grasp on the business. You will also help push the creative process. A thorough discovery process will allow the creative team to understand nuances of the culture that aren’t apparent at first glance. Through that employee research you’ll get a feel for the culture, business process, the tone of the company, and the type of people who you’re communicating to.
All that is essential to develop an employer brand that truly speaks to your employee audience. With good discovery, the designers and writers have a deeper foundation to build on, so they can create work that will feel authentic, original, and fresh.
An employer brand is not just for recruiting. It’s also important for aligning employees and anchoring them in times of major change. For more on that, you might like this blog.
Interested in an employer brand that is authentic to your culture? Tribe can help.