No matter what size of business you’re operating, it’s important to keep brand awareness in mind. It is easy to show how important branding is to increased profits, given that the world’s best-known brands tend to be those that also earn the highest yearly profits; however, one aspect of branding that is often ignored, to the disadvantage of a company, is employer branding.
Product Branding
Maintaining strong product branding for the goods and services your company offers is vital to its ability to increase demand. Aspects like consistent logos, design, packaging, names, and descriptions all help to make your products recognizable in the marketplace and help to promote customer loyalty. Investing in product branding yields a tangible ROI, but this isn’t the only kind of branding that a company needs to ensure its continued success.
Building an Employer Brand
Employer branding refers to developing and promoting your company image in a way that attracts talented new employees to want to work for your company. No matter what industry you’re in, the hiring process can be difficult, especially if you’re after the most talented people in your industry. Since hiring skilled people can safeguard your company’s future, this kind of branding can be every bit as important as product branding.
Developing a strong employer brand is about more than offering competitive compensation; it’s about building a corporate image and promoting the features of your company that make it a desirable place to work. It’s also about fostering your company culture. There’s a good reason that some of the most successful tech companies in the world are also well-known as good employers.
Using Word of Mouth to Spread Brand Awareness
While a strong advertising campaign across various forums can help to boost your corporate image, that kind of self-promotion pales in comparison to having your current employees, potential future employees, and any other people in your industry who might have interest in working for you, all talking about your company as an ideal place to work.
The Benefit of Conferences
Any company that’s looking to spread employer brand awareness by word of mouth cannot underestimate the importance of lanyards for branding at conferences – which is where the largest number of experts in any one field gather to discuss industry standards and share trade secrets.
Every conference requires identification cards of some kind, so the majority of professional conferences today use digital security ID cards, which can offer better security while allowing organizers to easily keep track of everyone in attendance. Of course, they also provide attendees with a way to identify each other and access areas and services.
One way to promote product branding, while also encouraging your employees to spread information that will attract new applicants to your company, is to provide free lanyards or other security ID card accessories at conferences focused on your industry.
Lanyards are usually worn by every person in attendance at a conference because they are used to hold security ID cards so that they become easily accessible and difficult to lose. Lanyards can easily be designed to display your company logo or carry company information. They’re also affordable to have custom ordered from a company that sells security ID card printers.
Getting your company name into the conversation is a great way to attract talented new employees to your company, but it won’t do you any good unless you’ve built a clear and positive company culture. Make sure that your current employees find meaning and value in your company, and then find ways to promote your employer branding, such as offering promotional lanyards at conferences.