Marty Neumeier, author of The Brand Gap, famously said a brand isn’t what you say it is; it’s what they say it is. This is true for consumer brands, and perhaps even more so for employer brands. Case in point: if someone wants to learn what it’s really like to work at your company, the first place they go will not be your careers page. They’ll go to Glassdoor to browse reviews or message any contacts they have at your company on LinkedIn.
That’s why authentic stories about your culture – told and shared by your employees – are so crucial. How do you find these stories in a large, global company? What happens to your brand during a major transition like an acquisition?
In this episode of WorkHuman Radio (link above), Brett Lutz, head of corporate communications at Whirlpool Corporation, shares some strategies Whirlpool has in place to unearth and amplify employee stories – even as the company doubled in size through acquisition. Learn how Whirlpool is engaging employee advocates (“winfluencers”) and how the company is using employee recognition to reward employees for sharing company updates on their social networks.
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