By 2025, millennials will dominate the US workforce. Currently, 80% of this generation cites company culture and fit as the number-one selling point for a potential job position. In her new book Fusion: How Integrating Brand and Culture Powers the World’s Greatest Companies, Denise Lee Yohn highlights this idea, discussing the importance of company culture and how, when building a brand image, you must also promote the same level of authenticity from within. Essentially, a brand should practice what it preaches, or face the wrath of employees and consumers alike.
Retail Dive asked experts in the field about the link between culture and brand. Read their thoughts, below:
- Most strongly supported Yohn’s sentiment, believing that a brand’s mission should be reflected in their employee culture.
- According to Max Goldberg, failure to create a healthy company culture will have a direct result on the company’s profit. “A company’s brand should be reflected in its culture; otherwise there is a disconnect that will impact morale, which will impact sales. Companies need a story behind their brands that encompass what the company does and why it’s important. That same brand identity should be part of the company’s internal culture.”
- Cathy Hotka notes that consumers can sniff out inauthentic brands. “Consumers are savvier than ever and want meaningful and predictable interactions with brands they trust. Companies that slip—a Starbucks employee throwing out two patrons who were waiting for a third—suffer mightily.”
- Lastly, in order to foster loyal relationships with employees, they should believe in your mission. “Employees who connect with a company’s culture are also more likely to stick around at a company. Some companies have even employed staff from their biggest fans because if they love the company as a consumer they’re probably a good fit for the culture,” Cate Trotter, Head of Trends at Insider Trends, says.
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