by Cheryl Ader-Dunne
Every year, organizations spend billions of dollars to create and sustain positive brand perceptions. That includes consumer advertising, public relations, social media and influencer marketing not to mention substantial initiatives to build better customer experiences through digital channels. In the United States, advertising alone reached $315 billion in 2022—a number that continues to increase year over year.1 But for all the money being spent on those channels, many companies are missing out on a significant opportunity to win the brand preference game if they aren’t thinking about their employees as key contributors.
Whether you recognize it or not, your employees represent your brand in many important ways. They interact with customers, whether directly or indirectly. They share their opinions about the workplace with their professional networks. They play a key role in championing internal business strategies with their peers. Their influence can be powerful. It affects how customers see you, how future talent sees you and the level of trust teams have in your initiatives. In other words, their opinions can sway others in a way that your brand messages may not.
So, what impact does employee experience have on your brand? Download and read our new report to see what we’ve learned by watching organizations succeed—and fail—at creating an effective employee experience.
Cheryl Ader-Dunne is the Executive Director of Strategy for Ogilvy’s Employee Experience practice.
