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Boosting your Brand using your Employee Experience

We all form expectations of a company based on what we hear or see about them.  Particularly in these days of social media, it’s become so much easier to get a feeling about a company before we even interact with them.  I believe great brands have one thing in common, their people believe in them.  We know a good employer reputation boosts the consumer brand, and we also know that good customer experience boosts an employer brand.  But how about boosting your brand using your employee experience? Let’s look at two different retailers as an example:

Online retailer of (very) fast fashion Boo hoo.  Google description:

Shop boohoo’s range of womens’ and mens’ clothing for the latest fashion trends you can totally do your thing in, with 100s of new styles landing every day!

The first thing you see on their landing page – “biggest ever sale”, “50% off”, “£5 and under”.

My 15 year old daughter wants low cost fashion that changes as the trends change.  Perfect match.  She doesn’t expect high levels of customer service speaking to people – god forbid as a teenager that’s the last thing she wants.

Now consider John Lewis’s description:

A brand of high-end department stores operating throughout Great Britain.  Shop new season trends in homeware, furniture and fashion at John Lewis & Partners. Discover the latest beauty products and browse must-have electricals.

Their landing page currently has pictures of gold jewellery, champagne, cards, hearts – all for Valentine’s day on the 14th February.  Scroll lower and you see pictures of beautiful kitchens, families and electrical gadgets.  Only at the bottom of the page do you see anything with a price on it.

Do you see what I’m saying?  Before I interact as a customer I’ve formed some expectations about how my interactions with this company is going to feel like.  Now it’s the job of the customer facing teams to live up to my expectations in the way they interact with me.

For Boo Hoo, I’m going to expect quick service, low prices and an easy way to purchase or return goods.  Fast fashion, and fast service.

For John Lewis, I also want quick and easy service, an easy way to purchase or return goods.  But look what else they promise me:

I’m expecting a human to chat to me, offer me advice and suggestions and generally help me feel good about myself and my life!  If this is how the brand wants their customer facing teams to “be” with their customers – what’s the best way to achieve this?  How do we make sure people behave in a certain way, time and time again?

Let them experience what you mean.  Give them the same level of experience as an employee that you want them to give to your customers.  This experience also needs to flow into the way they are Managed and Led.  The extrinsic motivators that form part of the employee experience of people working in Boo Hoo and John Lewis could be different, but to spark intrinsic motivation in people – and in the process, create a positive employee experience – that requires similar leadership skills irrespective of your brand!

Relying on extrinsic motivators alone will not deliver engaged employees –  they’ll more than likely need constant prodding in order to deliver and whereas this approach may work for a short time, but it’s unsustainable in the long run. Not every job can be rewarded with cash or perks, particularly if your brand is about low cost fast fashion.

Boosting your brand through your employee experience is easier with quantitative and qualitative evidence of the relationships between leadership skills and employee and customer experiences – and arguably the key to being heard and taken seriously.  We can provide quantitative and qualitative evidence of the impact Leadership has on your employee and customer experience.  Then we show you the leadership skills needed to increase your employee and customer experience.   So go on, push itself forwards into an area where traditionally you might not have contributed before.  The world is your oyster, and your customer’s need you!

Read about why
people love us.

People love us because of our ability to quickly understand your business needs and translate these into pragmatic people solutions.

People come back to us because we’re human, genuinely nice people and love building lasting relationships with fun people who want to do great things!

HR Project Manager
HR Project ManagerFinancial Services
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I had the great fortune of working with Rhiannon on the delivery of a global systems integration project.

Rhiannon was instrumental in ensuring the platforms success spear heading our Group wide upskilling programme. Her personal commitment and willingness to confront the challenge of change was exceptional.

Without her personal drive, consultative mindset and unfailing customer centric approach in both responding to our ever-changing requirements and the broad development needs of our workforce we would not have effected the change we have.
Head of People Development & Training
Head of People Development & TrainingFinancial Services
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Rhiannon very quickly gets to grip with the culture of an organisation and demonstrates the perfect style to build rapport with participants.

Her creativity in the design of workshops is exceptional and the way in which she combines blending learning elements worked incredibly well with the learners at my last organisation.

I recently had the pleasure of supporting Rhiannon with over 20 workshops embedding a new online performance review system and she maintained motivation and energy at all times.
Head of Procurement
Head of ProcurementGovernment Function
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One of the biggest challenges you can undertake in your job is to arrange a team away day. My advice for you is to ensure you know what you want to achieve, pick a suitable venue but most importantly pick a facilitator who can support you to achieve what you want.

Rhiannon managed to understand our problem, the best way to approach this and how to deliver on the day. After three phone calls her understanding of who we were and what we needed to do was amazing. The only negative feedback I have had from the team is why we didn’t get her in sooner.

My thanks for a great day and keeping us focused on some big and difficult topics. Would thoroughly recommend and will certainly ask Rhiannon for more support going forward.
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