The true potential of branding can only be realised when a business embraces the idea that a brand is more than a logo. Your brand runs through every aspect of your business, so strategic brand management is as fundamental to your success as your business strategy.

 

The five business benefits of effective branding are the ability to influence customer choice; being able to attract, retain and motivate high quality talent; to build customer loyalty; to provide cost efficiencies and to command a price premium.

 

The McDonald’s Australia “Macca’s appetite needs opportunity” recruitment advert demonstrates the important role that branding plays in attracting, retaining and motivating talent. Macca’s clearly understand that the delivery of their brand promise and experience is dependent on their staff; so time, resources and budget is invested in this in the same way it is invested in their product advertising. They understand the value that great staff can bring to their business and invest in it accordingly, and it is a lesson that we should take on board here in Northern Australia.

 

One of the biggest challenges in remote and regional areas is that we simply don’t have enough people, and the depth of the talent pool is limited. In the Northern Territory we also have the youngest population in Australia (the NT average age is 31, compared to the national average of 37), and a highly transient population that has an average tenure of five years.

 

Workplace cultures are changing - Millennials seek jobs that provide them with purpose, Gen Y are moving into leadership roles, and Gen Z are leaving school and entering the workforce. Future trends show that Gen Z will have 17 jobs and 5 careers in their lifetime. So how do you attract the best talent into your business in this competitive environment? By creating a strong, successful employer brand image.

 

Weak brand image and reputation result in poor candidates, disengaged and resentful employees, a high turnover of staff and reduced organisational performance. Your reputation is the value proposition for potential new talent, and your business culture is your internal brand. Strong internal branding engages your employees into not only what you do, but why you do it, which keeps the best people in your business, reducing training and recruitment costs, and maintaining consistency across your brand delivery. To create a strong employer brand, you need to understand your value proposition to your potential employees – what’s yours?