Employees are more than brand ambassadors; they're promise keepers.
Why should a customer do business with a company when even its own employees can’t explain what makes it different? And if the experience that customers have when interacting with your employees doesn’t match up with the stories you are telling, it won’t matter how much you invest in external marketing efforts to project a positive brand image.
Creating alignment is hard work, and it’s time consuming. But it’s critical that we get employees excited about our story. They have to believe it because, ultimately, they’re the ones who will be sharing it.
Read the full article to learn why we need to alter our recruiting processes to enable our internal teams to help tell our brand stories.