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Employees often forget the meaning behind their jobs. Employers should create a defined purpose for the organization that will help them realize why they come to work, connect them to something bigger, and increase their understanding of the brand on a personal level. To reinforce their message about what brand-specific behavior looks like, companies should explore the use of storytelling, videos, webinars, lunch-and-learns, social networking communities, and online trivia contests. They should also search for methods to measure brand allegiance.