Employer branding: why corporate identity is essential for your intranet

[jrineakter]

With an intranet you can bind employees to your company. For example, by presenting yourself as an attractive company to those employees. We also call this employer branding. With a good corporate identity you can get even more out of your intranet. Read on to see how that works and how you can do that as well as possible.


When renewing or developing a new intranet, the corporate identity is usually not “ top-of-mind” . After all, the intranet is often a functional 'thing', a necessary platform for internal use where branding is not a priority.

But is that right? A well-functioning intranet is the place where employees come every day and start their workday. They usually return there several times a day, sometimes even for a long time, for example to do their declarations. With a good corporate identity, you can literally give a face to your employer branding as a company. And if you do that well, the intranet environment for employees is a pleasant, productive place.

Internal marketing
Employer branding is not a new phenomenon. But it is more popular when there is a shortage on the labor market. Making your brand attractive to (your own) employees becomes important. russia telegram number list Because that is how you retain good employees. You can also see employer branding as a tool for internal marketing.

Coca-Cola: house style with a cola flavour
An example of a brand that has employer branding high on its priority list is Coca-Cola. This is reflected in their intranet iConnect. That breathes the brand, you are part of the Coca-Cola family. This is largely in the application of the corporate identity elements in the intranet, but also in the use of visuals and branding blocks. An important precondition is that the intranet is functionally and substantively well-suited to the employees of Coca-Cola.

Coca-Cola intranet
The Coca-Cola intranet iConnect makes you feel like you are part of the Coca-Cola family.

Investing in your brand
Coca-Cola is not the only company that uses its intranet as a means to market its brand internally. But what is the main reason for doing this? It was already mentioned above: the company wants to positively connect its employees to the Coca-Cola brand. This can lead to greater employer engagement and gives them ammunition in the War for Talent .

In other words: with employer branding you ensure that employees feel good about their company and that they are more committed. They will then also communicate this to the outside world. And that is good for the public image of your company. This way of investing in your brand therefore pays off twice.

Branding and intranet
We now know that intranet plays an important role in employer branding. But how do you ensure that your intranet is suitable as a means for this form of marketing? Employer branding usually stems from an (organizational) strategy. The intranet, a work-supporting platform for internal communication, is the ideal place to give the internal branding a face.

Intranet often only partly in house style
In most intranets, the logo is placed in the intranet. To a lesser extent, house style colours and house style fonts are also used in the design of the intranet. Occasionally, you will find a block of branding on an intranet homepage. But a complete intranet in house style is more the exception than the rule. The main reason: the intranet is set up by the IT department, where often only the functional importance is weighed.