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Your employee's strong personal brand can be a huge boon to your company .[/caption]
Don't be afraid to help when it comes to your employees personal brand. Here are some benefits and ways to help them build a stronger reputation both off- and online.
Just a few years ago, the concept of branding was limited mostly to businesses, and how companies cultivated their image. The concept has expanded to encompass individuals. Now it’s not a question of
whether you have a brand at all. It's what your personal brand says about you.
For most companies, the concept of personal branding is one that has been left primarily to employees themselves. The prevailing notion has been that it’s an individual’s responsibility to find ways to differentiate themselves from others and cultivate a particular perception. Never mind that employers consider a personal brand when making hiring decisions and may actively encourage candidates to demonstrate their personal brand when applying for a job to set them apart from others. Most companies still want to focus solely on the company brand.
The tide is shifting and many organizations are beginning to see the value in supporting employee efforts at personal branding. Strong personal brands help grow the business. Supporting personal development and growth among employees can lead to a happier, more productive workforce. [pullquote]Helping your employees establish and strengthen their own personal brand should be an extension of your business marketing strategy.[/pullquote]
The Benefits of Personal Branding
You may be asking yourself, “How can supporting an employee’s efforts to become a marketing thought leader actually help my business? It’s really only going to benefit them - and eventually spur them to leave.” [Tweet "When your employee has a strong personal brand it reflects positively on your company."] Consider these specific benefits of helping your employee build their personal brand:
- Supporting branding efforts can increase exposure for your business. When employees are allowed to represent your company at events, engage in learning opportunities, or attend conferences and networking meetings they are developing skills that can support their own personal growth. They are also getting your business’s name out there and giving you more exposure.
The
Bangor Region Leadership Institute (BRLI) in Bangor, Maine is a great example of how this works. Sponsored by the local chamber of commerce, this year-long course brings together individuals from 25 to 30 different companies in the region. Participants develop their leadership skills in monthly, day-long seminars led by executive and other leaders in the area. Not only do the attendees gain new perspectives and skills they also have the opportunity to network with others in the community. This also helps provide exposure to their employers, both during the program and after graduation. Touted as one of the best programs of its kind, completing the BRLI program helps support personal brands.
- Supporting a personal brand contributes to employee satisfaction. When employees feel supported by their employers, they tend to be happier. Happy h employees are productive employees, making them less likely to leave. According to one study of about 1,200 managers about 95 percent of the employees considered “high achievers” leave their jobs every 28 months. These folks are constantly on the lookout for new opportunities. The majority of these employees noted that a lack of support for personal development was the key driver of their dissatisfaction and desire to move on.
- Supporting personal branding can improve customer outreach. When your employees are respected thought leaders, visible in the community, or simply viewed as knowledgeable and trustworthy experts in your industry, that positive perception can extend to your company. It can bring in new business and help keep existing business loyal. Not only that, when your employees have a strong online presence that you support and encourage, with social media profiles, blogs, and other content associated with your business it extends your marketing reach.
- Supporting personal branding strengthens your team. Giving your employees the opportunity to grow not only helps support their brand. it also expands their knowledge and skillsets. Obviously this can only benefit you as a company.
How to Build Personal Brands
