Branding from the inside out pdf

Numerical rating scales are simpler to create and analyze as they are based on a numerical range rather than interpretable words. These surveys are often scored on a scale of , which means there will be a larger variance in responses, and ideally more granularity, than the Likert scale. Numerical surveys are also beneficial for cross-cultural surveying because there is little to no language barrier involved.

Questions for these surveys, tend to start with "On a scale of If you use this approach, be sure to identify which end of the range represents a positive response and which one represents a negative response. Open-ended survey questions provide respondents with the opportunity to express their opinions without the filter of a rated scale or pre-set terms. This type of question should be directed around a specific topic and it should encourage respondents to provide thoughtful specific answers.

If they can answer with a "Yes" or "No" or just a few words, consider beefing up the question to promote more dynamic answers or include a follow-up question that asks why they wrote their answer. Designing an effective survey can be a difficult task to say nothing of analyzing the results , but there are a few pro tips that can be applied to any employer branding survey.

While there is no limit to the questions you can ask, we've narrowed things down into a few targeted options that will help you get started and gain insight into your reputation as an employer. Be sure to modify the format and subject matter of these questions to align with your needs and situation. Employer branding surveys tend to be created on a case-by-case basis as company culture and employer brand are specific to individual employers, but there are a few publicly available employer branding survey tools out there.

Bailey Reiners. February 8, Updated: January 12, External image via shutterstock Employer branding is a major topic among recruiters — but who are they building a brand for? Internal Employer Branding Your internal employer brand is the reputation your company holds as an employer with its current employees.

External Employer Branding On the flip side, your external employer brand is the reputation your company holds as an employer among job seekers and key stakeholders. Their buy-in can make or break your brand because they are on the front lines. They are your brand ambassadors. They are the voice and tone of your business. They are your best advocates and your most loyal evangelists. Your job is to make sure your staff is engaged, bought-in, involved, and communicated to continuously in the branding process.

Your new brand should drive behaviors, expectations, and performance. But the biggest dividends will be paid with a brand promise that resonates outside the walls of your business and shouts loudly and clearly to your customers and prospects. Best practices supporting branding from the inside out.

In most cases, an inside-out approach only offers short-term fixes for a company. This can be tempting for those who want a quick win. For example, when Toyota shifted their focus away from the outside-in strategy of giving customers what they wanted to the inside-out strategy of trying to maximize growth and beat GM, their quality went down, and they lost sight of what kept their customers buying.

There are several advantages to using an outside-in strategy. Nowadays, most companies are having more success with the outside-in approach compared to the inside-out approach.

An outside-in strategy is unique because it uses customer trends to guide what products and services are offered. Those who apply this approach strive to keep their finger on the pulse of the market. Their thinking is often either ahead of or right in line with their customers. Therefore, they always provide high value.

Because of all the data we now have at our fingertips. New types of marketing have opened up as a result, allowing us to get more in touch with our customers so we can provide more value. For example, we have omnichannel marketing, personalization, and social CRMs, to name a few. And all of these resources put us in a better position to learn about and connect with our customers so we can market accordingly.

From an outside-in perspective, the customers are at the center, and the company works to integrate as much as it can and deliver the best customer experience possible. This way of thinking is what customers of today have come to expect. Of course, no strategy is completely without a downside. Even with all the advantages it offers, the outside-in marketing approach still has some drawbacks.

Even experts who consult their clients on outside-in strategy, such as Chris Lema , fall into inside-out ways of thinking. Ultimately, it takes a lot of effort and a complete shift in mindset to adopt this approach. To browse Academia. Log in with Facebook Log in with Google. Remember me on this computer. Enter the email address you signed up with and we'll email you a reset link. Need an account? Click here to sign up. Download Free PDF. Branding from the inside out Business Strategy Review, Nader Tavassoli.

A short summary of this paper. Branding from the inside out.