In an economy where everything is constantly changing, internal culture is becoming more and more important.
One important thing to note is how the main motivations for employment have changed over the past few years. Yes, there will always be those whose sole engagement revolves around monetary gain; however, this is now no longer the main incentive for a job. Instead internal culture is and, fundamentally speaking, internal branding revolves around that.
Something that we have found over the past few years is that money is no more than a hygiene factor. Our employees are, like the majority of the UK, not motivated by money but rather they are motivated by the internal culture that a job presents. The old paradigm is true - money does not buy happiness. Instead satisfaction builds happiness and happiness is far easier to achieve with internal culture than it is with straightforward coin.
Internal culture and branding offers opportunities that do not arise organically within the working environment. A workforce works better when united under a central standard or a central set of motives than they do as an eclectic mass of disjointed individuals. Whether a casual work environment or a far more formal one, it is important to create a sense of belonging within the workplace. The reason for this is simple - ensuring that everyone has a united goal ensures that there are no cultural saboteurs. It makes sure that everyone is on the same page, communicating not as one but as a collective.
Not having an internal culture is a dangerous thing. Not having an internal culture can almost guarantee a high attrition rate or employee churn within a business. If companies do not know who they are or what they are becoming, employees will certainly never know. They would stand no chance of knowing. Instead, having no internal brand dilutes the potential of a business.
From another angle, having an internal brand means knowing the kind of person your company or organisation can attract. It means that a person can easily be tried to see if they will blend in with, or oppose, a business value.
In the end it comes down to one question: In a world where there is a market price for a job role then what will you use to attract talent?
The answer is simple. The answer is internal branding. It is what makes a company unique, attract the right types of people, and drive an organisation towards a common goal and ultimately success.