Home > blog > Customers or culture; leadership or learning? Making sense of the unique balance in an Employer’s brand promise

Post-pandemic employment choices proliferate with a higher acceptance of hybrid work models, especially in the technology sector. Add to it the novelty of Metaverse that brings experiments in employee experience and employer empathy.  Just as digitization and social media offer marketers extraordinary insight into customer decision journeys, for prospective job seekers, the same tools allow them to scrutinize (and hold accountable) employers’ brand promise.

What is the relationship between a company’s brand promise for its products and its employees?

Let’s talk about a few companies that have reinvented themselves over time and know something about creating and sustaining a brand promise.

  • The ultimate driving machine (BMW)
  • To bring inspiration and innovation to every athlete in the world (Nike)
  • Save money, live better (Walmart)
  • Inspire moments of optimism and uplift (Coca-Cola)
  • Think different (Apple)

These promises accentuate attributes the iconic companies offer as part of their products. Now, let’s understand these companies as employers.

  • Share your passion (BMW)
  • Move the world (Nike)
  • People, innovation, and a chance to change the world for good (Walmart)
  • A diverse, global community of people who thirst for more (Coca-Cola)
  • Join us. Be You (Apple)

Like their products, these companies emphasize a core promise it makes for their current and future hires. A secondary set of values is also a part of the EVP (employee value proposition) that actualize the key messages. For instance, Coca-Cola talks about the values of leadership – (the courage to shape a better future), passion (committed in heart and mind), integrity (be real), accountability (if it is to be, it’s up to me), and innovation (seek, imagine, create, delight)

At the heart of it – be it a product or employment – the best enterprises articulate their value precisely and practice it across customer-facing processes.

For employers, balancing a brand promise is essential. After all, making daily progress in meaningful work comes from an optimal mix of emotions and motivation.

For an enterprise with the employee brand promise – Meraki – their ability to provide a conducive environment for practice Meraki becomes essential. (Meraki is a Greek word that means to do something with passion, creativity, or love.)

The obvious question is: what must then be the components for the teams to practice this ‘essence consistently’? Here are three possibilities.

  • Exceptional projects with marquee clients that need ‘possibility thinking’ on an unprecedented scale.
  • Exceptional leadership that promotes meritocracy and role models care and nurture.
  • A environment tuned to consistent learning and adventure that challenges the status quo and prides collective accomplishment over individual excellence.

In Sum,

Today’s digital climate empowers job seekers to know the cultural nuances that differentiate enterprises. Equally, organizations, at least the progressive ones, are bringing in higher wisdom to articulate what they stand for and how their promise unfolds across functions and departments.

Remember, Choose Wise, Continue Wiser.

About Maveric Systems

Since 2000, Maveric Systems has been a niche, domain-led Banking Tech specialist partnering with global banks to solve business challenges through emerging technology. 3000+ tech experts use proven frameworks to empower our customers to navigate a rapidly changing environment, enabling sharper definitions of their goals and measures to achieve them.

For its employees across locations and diverse competencies engaged with marquee clients across the globe, Maveric Systems balances its customer commitments through its employer value proposition; a mix of four principles – focus on meritocracy, unparalleled care and respect, leadership nurture, and transparent communication.

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Maveric Systems