New Survey Searches for Brandful Companies

Recently I interviewed some job seekers. Some were just starting out in their careers and some were mid-career. My key question: “Have you ever thought about working at your favorite brand?” Most of the respondents hesitated at first. They gave me the head-tilt, with that look of “Hmm, I’ve never really thought of it that way.” Most folks start out with their skills and interests in a specific job or career, and yes, that’s good. But sometimes it’s advantageous to put on a different pair of glasses and check out a fresh perspective.  You never know what added value you can bring an organization looking to build a workforce of brand ambassadors. Your voice counts more than ever towards the power of the brand.

But, how can you find organizations that really want you to be involved in the brand? We’re trying to provide some solutions and we’re almost there. This summer, we will be publishing our first list of top brandful companies, and no, it’s not a popularity contest. There are real metrics providing scores and rankings, based on advanced social media analytics. We are looking at those brands that have the most powerful and genuine employee and customer advocates. The methodology allows us to score any organization, but here’s where you come in:

You can have a say in who gets a brandful score. Complete the Brandful Consumer Survey and help determine who gets on the list. For our launch, we are limiting companies to a minimum of 1,000 employees, however post-launch we will be expanding to smaller companies and to other entities such as cities, government agencies and more. Please share this link and stay tuned for the results!

While you’re here, please look around the site, read my book (The Brandful Workforce: How Employees Can Make, Not Break Your Brand) and my other posts. Brandful is a win-win for employers and employees. Stay connected and stay brandful.

Should Every Employee Be a Brand Ambassador?

I’ve seen organizations designate certain employees (over others) to be brand ambassadors. They have a set of criteria and if the employee lives up to it, he is chosen. This doesn’t make any sense to me. What message does this send to the employees who are not brand ambassadors and doesn’t every employee represent the brand anyway?

Don’t worry about the potential bottom 5-10% of your staff who are underperformers or “problem employees.” These folks already suck way too much time and attention from your managers and should be held accountable.  It’s like the problem child that gets all the attention when the good kids are left alone because they are doing what they’re told to do. Keep the focus on the ones who deserve it. Having a brandful workforce simply means that you have employees who genuinely love your products and/or services. If this is true, they are more likely to behave in a way that promotes your brand. The level to which they actually do this may vary according to each employee’s personality and lifestyle, and it should be genuine.  I believe this simple concept has been left out of most organizational strategies and I do believe that employees are the biggest missed opportunity in branding today. Don’t miss the boat on this one.