Creating a Powerful Customized Workplace Reward Brand

Abstract

Customer brands like Coke, Intel, Pepsi and General Mills provide differential advantage to great companies. Workplace brands can create a unique place to work that attracts and keeps the people you want. Branding the workplace is not new—lists of “best places to work” have been used for some time. But now we need to emphasize the business as we brand our workplace. This means creating a brand that works in good times and bad. This article argues that companies must go beyond providing liberal benefits and perquisites to be a best place to work. Companies need to emphasize workforce results, performance metrics, expectations communications, active career tracks and a win-win reward solution so both the company and workforce benefit. The article advocates a business approach to workforce branding that goes far beyond the standards outlined by Fortune’s and Working Mother’s best places to work lists.