The importance of customer brand loyalty

We are constantly being told that with the advent of a millennial workforce loyalty has slipped down the list of priorities.

However, research conducted by BPS World and OnePoll suggests the opposite. Culture, aspiration and flexibility are key to loyalty and all tend to be linked directly to the employer brand.

These key ideals are fundamentally shaped by the type of company you want to be. If you want an open, honest and engaged workforce you must seek to provide the tools and mechanisms in your business that support that. If you want to attract a person from another business, you have to understand what their key drivers are and appeal to them. In a modern and increasingly agile working landscape, flexibility is key.

The research expanded on the notion that when employees feel connected to the brand they work for, their intention to stay in post increases – way over what was considered typical in today’s professional world.

This reinforces the need to practice what you preach. Employees will feel incredibly let down in an organisation where the promises do not match the reality. Following through on the promise and ensuring a clear and defined path is provided for all is key to retention and engagement, with the largest percentage polled stating ‘being treated well’ as their main driver for staying with an employer.

So consider;

1. Understand what your brand stands for
2. Does this align to the types of people you want and need in your business
3. Be clear with what this is in your attraction strategy
4. Ensure that this is embedded throughout your organisation, from induction through to exit
5. Always check in routinely to measure the pulse of your organisation, loyalty is earned

If you would like to discuss any of the topics mentioned in this blog please contact Natalie Spearing: natalie.spearing@bps-world.com