In the I-HR newsletter, moderator Beth N. Carvin asked if the idea of branding could be used effectively to improve productivity and retention. This is an expanded version of my response to her question: yes, I think you can use the idea of branding as a tool for improving employee productivity and retention.
Let’s approach it from the perspective of a manager communicating with his or her subordinates. If the manager sets out to build a positive reputation over time and over a series of messages, then we might say he or she is embarking on a branding exercise. It’s an attempt to create the trust and goodwill necessary to have messages both accepted and acted upon.
