What it Means to Work Here

In this article about branding an organization, written for senior staff, the authors discuss the necessity for every company to identify and communicate its ‘signature experiences’ that set it apart. Signature experiences are distinctive practices that convey what it’s like to work in the organization and what makes the organization unique. The authors propose a process – identifying target employees, creating signature experiences, sharing stories, and ensuring consistency of messages, which leads to attracting people who are most likely to be productive and engaged over the long term.

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