Potential candidates are interested not only in what they may bring to a future employer, but in what that future employer may bring to them. With the majority of millennials believing its management’s responsibility to offer development opportunities, this demographic is looking for employers that will invest in their future. But they’re not alone; training is a top priority for all workers, particularly those who will need to enhance their skills in light of digital disruption. While many companies have training or Learning and Development programs, not enough have specific training that is meant to drive on- brand behavior.
Programs that address this topic are a win-win. Effectively communicating a brand requires multiple touchpoints and Learning & Development programs are the perfect opportunity to drive this behavior. Learning and development is the clear internal expression of an organization’s external employer brand. These programs should be representative of and demonstrate the company’s value system.
According to Paul Hagen, senior principal at West Monroe Partners San Francisco, customer facing employees represent the company brand with every interaction they have. Yet, most receive little or no training or development to help them understand the actions and mindset that will have the most positive impact on customers’ perceptions of the brand. Good companies understand the drivers of customer and employee experiences and ensure L&D initiatives include guidance on how employees can help deliver on the promises made by an employer’s branding, he explained; “Great companies take it a step further. They understand that happy employees make happy customers.”
Ultimately, it is about connecting your internal culture to your external brand in a way that is meaningful to both your employees and your customers alike. It should be the natural progression of doing what is right for your employees and having them understand and do what it right for your customers.