Bob Kelleher emphasizes the importance of Branding for companies. Most organizations focus on branding from their customer’s perspectives, but in order to drive employee engagement and profitability, companies should understand the following:
- Why do people stay with your company?
- Why do people want to work for your company?
- Who are your stars; what are the common behaviors and traits that your stars possess?
Companies such as Apple, Southwest Airlines, and BMW have successfully linked employment and product brand. Their employees possess the same qualities their organizations are built on. Creative people work at Apple, car enthusiasts work for BMW and “fun” people work at Southwest Airlines.
Kelleher has termed this, “tri-branding“.
