Employee branding
"Employee branding" refers to the practice of using employees as brand ambassadors and key players in the communication and positioning of the employer brand.
In contrast to traditional "employer branding", which focuses on the external presentation of a company as an attractive employer, employee branding focuses on actively involving employees in the process of brand building and communication.
Employee branding involves strengthening employee loyalty, motivation and identification with the corporate brand in order to turn them into authentic ambassadors for the company.
This is done by fostering a positive employee experience, developing a strong corporate culture, recognizing and rewarding outstanding performance, and providing training and resources to support employees in their role as brand ambassadors.
By making employees active participants in branding and authentically sharing their positive experiences and values of the company, employee branding helps to strengthen the company's image and reputation as an attractive employer, increase employee engagement and attract potential candidates.
