Your Employees Don't ''Get'' Your Brand
This Gallup survey draws attention to the gap between the companies' brand promise and how employees perceive it.
Author(s): John H. Fleming, Dan Witters
Publisher: Gallup Business Journal
Date of publication: 2012
Summary
The Gallup firm interviewed salaried personnel in the United States to evaluate if their enterprise brand promise was clear in their mind. The results are edifying. Only 41% agree with the statement “I know what my company stands for and what makes our brand(s) different from our competitors”… A finding of some concern when we know that corporate identity is an important factor of differentiation in the market and of attraction for talent recruitment. The authors detail the variations observed across sectors of activity and hierarchical levels. Food for thought on the importance of the topic.
Synopsis
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