Employee branding: a key towards sustainable competitive advantages in business

A great deal of organizational success with this approach proves that the best practices to build good public relations by marketing professionals always starts with building a brand is from inside an organization. Internal communication leads to greater levels of people engagement, productivity and prepare an organization to live up to its brand promise to customers and stake holders. In this context, employee branding is a game changer strategy to win over competitors. Employee branding helps an organization to better project a brand identity of their products and services by shaping their employees behaviour during a day to day work life. That is why Internal branding in behavior is on the top of minds for many businesses.

According to Rajendra Srivastava, a marketing professor at Emory's Goizueta Business School “Internal branding involves insuring all employees of a company understand their role in delivering with customer happiness”. Delighted customers are better to deal with, and satisfied employees can only delight a customer by delivering a better service. Hence, customers appreciate for a better quality product or service which helps in building brand loyal customers as well as employees and associate them for a long term.

As the field of employee branding has begun to open up, more executives have become interested to know employee branding process can help them achieve a competitive advantage for their organizations. This paper provides a bird's eye view on how employee branding works and how it can be utilized to position the organization in the minds of customers, employees, and stakeholders. Satisfied people add satisfied customers which results in more profitable business.