Companies should aim to create a sense of ‘brand loyalty’ among their employees in the same way that consumer businesses do with their customers, according the findings of a new study by international support services and construction group, Interserve.
The ‘Designing for workplace consumers – learning from excellent customer experience’ report looks at how lessons from the consumer world can help businesses better meet employee needs and expectations in the workplace. It draws on the expertise of major brands such as Jaguar Land Rover and Exclusive Hotels & Venues, looking at how these companies encourage brand loyalty and create an emotional connection with their customers. It then sets out key steps businesses need to take to emulate this approach to create engaging workplaces that attract, retain and motivate the best talent.