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Employer brands should manage the employee experience and customer experience as one unified experience. A brand's value proposition forms the basis of relationships with both customers and employees. Just as customers have choices for where to spend their money, valued employees have choices for where to work. Managing these experiences separately ignores how employees help deliver the customer experience and drive business success, especially given competition for top talent.
Article eb
- 1. Shouldorganisations manage the employee experience andcustomerexperience separatelyoras one? A brands value proposition and its relevance to customers can form the basis of a relationship between customers and the brand (Aaker, 1996). For the employer brands, customers are existingand prospective employees,forwhom,a discrete value proposition applies. This school of thought is supported in the broader literature. According Moroko and Uncles (2008, p.1689) successful employer brands have a value proposition that is relevant to, and that resonates with, their prospective and current employees. Employees, especially valued/talented ones, have a choice to join, engage, commit or stay with organisations just like valued customers have a choice (Minchington 2013, p.29). It should therefore not only be trendy to manage the employee experience and customer experience as one, but very critical for business success, given the war for talent.