How to use internal branding to improve employee retention


Employee retention is a key goal for any company, and one strategy to achieve this is through effective internal branding. Internal branding uses communication and marketing techniques to create a consistent image and message about a company internally. A well-executed internal branding campaign can improve employee engagement and loyalty, leading to lower turnover rates. In this article, we’ll explore the benefits of internal branding and provide internal branding examples from some of the world’s leading brands.

What is internal branding and why is it important for employee retention

Employee retention is vital to the success of any organization. It costs more to find and train new employees than it does to keep existing employees. In addition, happy and engaged employees are more productive, which leads to increased profitability. So, how can internal branding help with employee retention? 

There are a few reasons. First, when employees feel like they’re part of a larger community, they’re more likely to stick around. They feel invested in the company’s success and are less likely to look for opportunities elsewhere. Second, internal branding helps create a positive work environment. Employees who feel valued and appreciated are more likely to be engaged and motivated. Finally, internal branding can help attract top talent. Prospective employees are more likely to want to work for a company that has a strong internal brand—one that stands for something more than just making money. 

How to create a strong internal brand that employees want to be associated with

Your internal brand is what your employees think and feel about your company. It’s how they connect with your company’s purpose, values, and culture. Creating a strong internal brand isn’t easy, but it’s worth the effort. Here are some tips on how to do it.

1. Define your company’s purpose, values, and culture

The first step to creating a strong internal brand is to define your company’s purpose, values, and culture. What does your company stand for? What are your core values? What is your company culture like? Employees need to be able to answer these questions before they can start promoting your brand internally. If you’re unsure how to define your company’s purpose, values, and culture, consider conducting a survey or holding focus groups with employees.

2. Develop employee communications and training programs that reinforce your internal brand

Once you’ve defined your company’s purpose, values, and culture, you need to develop employee communications and training programs that reinforce those things. Every employee should know what the company stands for and why it exists. They should also know the core values and how they contribute to the company culture. Employee communications can take many forms, such as newsletters, intranet postings, memos, or face-to-face meetings. Employee training programs should also be developed to teach employees how to live the brand daily.

3. Encourage employees to be brand ambassadors

The best way to create a strong internal brand is to encourage employees to be brand ambassadors. Brand ambassadors are employees who champion the company’s purpose, values, and culture within their departments and throughout the organization. They help create a positive work environment and foster a sense of pride in the company among their fellow employees. To encourage employees to be brand ambassadors, you can give them opportunities to represent the company at events or other public settings. You can also create incentives or recognition programs that reward employees for promoting the internal brand. 

Examples of companies that have successfully used internal branding to improve employee retention

1. Google

In 2006, Google implemented an internal branding strategy called “Project Oxygen.” The goal of the project was to improve communication and collaboration among employees. To do this, Google conducted over 10,000 hours of research (via interviews and surveys) with its employees. Based on what they learned, Google changed its policies and procedures, including instituting regular performance reviews and creating more mentorship and career development opportunities. The results have been impressive; since Project Oxygen was implemented, voluntary turnover at Google has decreased by 50%.

2. Patagonia

This outdoor clothing company is widely respected for their commitment to environmentalism and sustainability. Their internal branding reflects these values by ensuring employees feel good about working for the company. For example, instead of traditional performance reviews, they focus on “360-degree feedback”, allowing employees to give honest feedback to their managers without fear of reprisal. They also allow their employees to take “sabbaticals” of up to two months every four years to pursue personal interests or volunteer for causes they care about. These policies help create a positive working environment and encourage employee loyalty. 

3. HubSpot

HubSpot is a software company that has also seen success with internal branding. They have a very clear and concise mission statement that is communicated to all employees: “To help millions of organizations grow better.” Their mission statement is reinforced through all aspects of their business, from the content they produce to the way they treat their customers. As a result of their strong internal branding, HubSpot has been named one of the best places to work by Glassdoor for four years in a row! 

4. Zappos

Zappos is another company with great internal branding. They focus on creating a strong sense of community within the company. New hires go through an intense 4-week training program where they learn about the company’s history, culture, and values. Zappos also has regular events and outings for employees to get to know each other better and build relationships. As a result of their strong internal branding, Zappos has an extremely low turnover rate; only 8% of employees leave each year! 


Internal branding is a powerful tool that can be used to improve employee retention. You can increase job satisfaction and reduce turnover by creating a strong internal brand that employees can identify with. There are many benefits to using internal branding, including improved employee morale, higher levels of productivity, and greater loyalty to the company. If you’re looking for ways to improve employee retention in your company, consider implementing an internal branding strategy. Thanks for reading!