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Creating a brand that resonates with employees

Posted on Categories BrandonomicsTags

Your brand can only be authentic if it's supported by your employees. Brian Anderson, vice president of strategy and marketing at FlexSteel Pipeline Technologies; and Monica Silva, team lead of internal communications at Phillips 66 talk about building cultures and brands around what resonates with their employees.

Robin: Hello and welcome to this edition of Brandonomics, an inside look at top brands and their marketing strategies. I’m Robin Tooms, Vice President of Strategy at Savage. For this edition of Brandonomics, we’re looking at the role of branding in recruiting and retention.

We had spoken to Brian Anderson, Vice President of Strategy and Marketing at FlexSteel Pipeline Technologies, about how their branding effort not only helped them grow sales, but it has also helped with recruiting too.

Brian: Customers understanding the value of FlexSteel has translated into additional sales. On top of that, I think it’s played a big part in our ability to attract and retain high value employees as they see and really understand what the company’s all about and really feel that they work for something that’s special and fun.

In this next spot, Monica Silva, team lead of internal communications at Phillips 66, talks about how they constantly check their employee engagement and measure their retention rates. After all, recruiting is only part of the work – we need to know if employees are having a good experience and feeling highly engaged with the company.

Monica: So we know how important that feedback is to make sure we’re on the right track. So we have a group of employees who have opted-in into a process that we’re calling our employee panel. We send them surveys intermittently, ask them to be parts of focus groups so that we can test our messages, test retention and make sure that we’re still doing the right things to make sure that our messages are getting out there and that employees are retaining them.

Robin: I hope that these insights from our Brandonomics’ guests helps you think differently about your recruiting and retention for the next year, and how you can use branding and feedback loops to make sure your brand is connecting with your employees. Tune in next week for another edition of Brandonomics, an inside look at top brands and their marketing strategies.


FlexSteel Pipeline Technologies offers the pipeline solution that couples the durability of steel with the installation, performance and cost benefits of spoolable pipe products. Highly corrosion resistant and more durable than flexible pipe, FlexSteel combines the best features of currently available pipe options to deliver superior life-cycle performance and value.


Phillips 66, created through the repositioning of ConocoPhillips, is one of the world’s largest independent downstream companies. The company operates three segment-leading businesses: refining & marketing, midstream and chemicals. The team of more than 13,500 employees are providing energy and improving lives daily.

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If you’re interested in knowing more about how purposeful companies attract the best employees, build loyal relationships with customers, and differentiate themselves from the competition, then let’s start a conversation.