“Out of every goal human beings want to attain, happiness is usually the greatest.”

One of the recent approaches, as recommended by brand experts, is to assign a purpose to your business, a purpose that can easily be communicated internally and works as a compass for external strategic tactics and communications. A well-defined purpose will be cost-efficient and ensures overall effectiveness. One way it will ensure effectiveness is by giving you a clear guide on whom you should hire in your company and what value they may add. The previous will directly reflect on your brand.


Companies are usually caught up with building a strategic approach to reach their target audience externally as the most reliable methodology of brand awareness. On the other hand, external target audiences have limitless brand options to choose from. Indicating that organizations tend to neglect an essential target audience – their employees.

Defining an internal target audience?

Individuals who are exposed to your brand every day as their single and own chosen option. To ensure a happy-land company, you ought to choose the right audience that is willing to create an impact.

Companies need to look for the following qualities before choosing these essential target audiences:

  • Purpose-driven: Make sure the chosen employees believe in your purpose and are willing to assist you to achieve it.
  • Positivity over experience: Acquire a positive personality in which they are willing to learn, enhance their skills, and boost the company’s culture rather than having 20+ years of experience with an attitude problem.

The positive impact of using the previous as a strategic approach in choosing our employees is tremendous. 


Employees are the front line of your brand.

Depending on your company’s purpose, employees with a positive attitude and who are thrilled to work every day will be happy to learn something new, eager to prove themselves in the work environment, and open to new ideas and suggestions.

They will genuinely offer the right assistance to your clients, partners, vendors, and other stakeholders that you may have, which will enhance the stakeholders’ experience. Therefore, they will increase your brand equity.

WOM/eWOM (word of mouth/electronic word of mouth) is one of the most effective ways to promote your company and market your brand. Internal audiences have external audience members (families, friends, and partners ) – they can increase your brand awareness positively or unfortunately negatively.

When an employee is excited to talk about working at your company and believing in your purpose, that will generate positive word of mouth that will enhance your brand perception among unexpected external target audiences.


The lighter shade of strategy here is to be genuine with your employees. Yes, it all works out for increasing overall productivity and innovation.

When hiring:
During the interviewing process, ask prospects to share stories and events during their experience rather than listing their experiences. Listening more to others will shed light on their personalities, ask them to tell you a story about a day at their work, a project that they have conducted, and how they were able to meet the KPIs and deadlines. Finally, ask them how their work-life balance is. This will give you a hint of KPI’s indications and what their reaction would be if something in their personal life comes up, and heads up on how to offer support accordingly.

The pandemic has drawn attention to mental health problems. Therefore, providing support to giving the option of working remotely, hybrid, or full time will ensure the employees increase in productivity levels. 

Facts that matter:

Steps to do:
When they are hired, to ensure a sustainable happy land culture environment.

What are the essentials to have at work for your employees?

  • Enjoy doing the tasks assigned to them;
  • Feel right about the people they are working with;
  • Are happy with the financial benefits they get from the job;
  • The scope of improving the existing skills;
  • Feel respected and acknowledged at work.

Look at their answers:
The key to having an enjoyable and productive work environment is to hire employees who enjoy coming to work. It’s also important to make sure your employees feel like they have the opportunity to grow and develop their skills. This will ensure they are happy, which in turn will lead to increased satisfaction. Finally, it’s important to make sure your employees have the financial benefits they deserve.

Today, more than ever, it’s crucial to have a strong brand awareness among your employees. Let’s face it, when it comes to the economy, employees are the backbone of your business. Therefore, it’s critical to have a strong brand awareness among your internal audience. When you inspire your employees to care about your brand, they will go above and beyond to make sure they are doing everything they can to make your brand a success.

Cover image source: Javier Miranda