INTERVIEW
Ásdís Eir Símonardóttir, Head of People and Culture, Lyfja
Employees as brand ambassadors. Personal brands playing a role when it comes to getting a job. How HR and brand managers can work together to strengthen company culture and attract the right talent.
We spoke to Ásdís to learn how she sees the entire employee journey, from hiring to exit, as a key influence on a company’s brand identity.
We spoke to Ásdís to learn how she sees the entire employee journey, from hiring to exit, as a key influence on a company’s brand identity.
Ásdís Eir Símonardóttir, Head of People and Culture, Lyfja
Do you think a company's internal language affects how it's seen externally?
The way you communicate inside the company should reflect what you’re saying outside. The branding and messaging that go to customers should be consistent with the experience employees are having. If there’s a disconnect, it creates a sense of frustration and disengagement.
Employees notice when there’s a difference between the brand they see and the culture they experience. It’s crucial that HR and marketing teams are aligned in their messaging. If not, you risk losing that authenticity.
So, it’s not just about bringing in talent, but also making sure the company’s culture matches its brand messaging, right?
Employees are your best brand ambassadors, and if they don’t feel aligned with what the company is saying externally, it creates a huge gap. You need to empower your employees to embody the brand and to speak about it authentically. This is why HR and marketing need to collaborate more. There’s a huge opportunity there, but it’s often overlooked.
The way you communicate inside the company should reflect what you’re saying outside. The branding and messaging that go to customers should be consistent with the experience employees are having. If there’s a disconnect, it creates a sense of frustration and disengagement.
Employees notice when there’s a difference between the brand they see and the culture they experience. It’s crucial that HR and marketing teams are aligned in their messaging. If not, you risk losing that authenticity.
So, it’s not just about bringing in talent, but also making sure the company’s culture matches its brand messaging, right?
Employees are your best brand ambassadors, and if they don’t feel aligned with what the company is saying externally, it creates a huge gap. You need to empower your employees to embody the brand and to speak about it authentically. This is why HR and marketing need to collaborate more. There’s a huge opportunity there, but it’s often overlooked.
Quote
The branding and messaging that go to customers should be consistent with the experience employees are having.
Where do you even start in making this connection between HR and marketing?
It really starts with buy-in from both sides. And I’d say marketing teams are probably easier to convince because they already understand the value of aligning brand messaging. But HR professionals need to take that first step.
Start by mapping out the entire employee journey, from attraction and hiring to onboarding, performance, development, and even the exit process.
What’s the purpose of mapping out the employee journey?
The idea is to understand the entire experience and identify where you can improve it. Every stage offers opportunities to wow your employees or identify pain points. You want to make sure you’re attracting the right people.
A solid employee journey is about creating a connection with the right talent who can contribute to your company’s mission and elevate your brand.
When it comes to the employee experience, how important is the onboarding process and what makes it exceptional?
Onboarding is huge. It’s often the first real experience employees have with the company, and it sets the tone for everything that follows. A great onboarding experience can create immediate engagement, making employees feel excited and valued. It can save you so much in terms of retention and morale.
Personalised touches that make employees feel like they’re truly welcomed. A simple gesture, like setting up their desk, giving them a welcome kit, or just ensuring they’re fully supported during those first few days, can make all the difference.
It’s about creating a moment that employees will remember and share with their families and friends. You want them to feel like they’re joining a company that truly values them and is setting them up for success!
It really starts with buy-in from both sides. And I’d say marketing teams are probably easier to convince because they already understand the value of aligning brand messaging. But HR professionals need to take that first step.
Start by mapping out the entire employee journey, from attraction and hiring to onboarding, performance, development, and even the exit process.
What’s the purpose of mapping out the employee journey?
The idea is to understand the entire experience and identify where you can improve it. Every stage offers opportunities to wow your employees or identify pain points. You want to make sure you’re attracting the right people.
A solid employee journey is about creating a connection with the right talent who can contribute to your company’s mission and elevate your brand.
When it comes to the employee experience, how important is the onboarding process and what makes it exceptional?
Onboarding is huge. It’s often the first real experience employees have with the company, and it sets the tone for everything that follows. A great onboarding experience can create immediate engagement, making employees feel excited and valued. It can save you so much in terms of retention and morale.
Personalised touches that make employees feel like they’re truly welcomed. A simple gesture, like setting up their desk, giving them a welcome kit, or just ensuring they’re fully supported during those first few days, can make all the difference.
It’s about creating a moment that employees will remember and share with their families and friends. You want them to feel like they’re joining a company that truly values them and is setting them up for success!
Quote
It’s about creating a moment that employees will remember and share with their families and friends.
What about when people leave the company? How can you ensure that the exit process is handled well?
Exits are tricky, especially when it’s the company’s decision. Of course, when someone leaves voluntarily, it’s usually easier to manage, and it’s more amicable. But when it’s a termination, that’s when it’s crucial to handle things carefully. If you approach it with respect, staying true to your company’s values, you can limit the damage.
Nobody wants to be in the firing squad. How do you prepare managers to handle these kinds of difficult situations?
It all comes down to embedding your core values into everything: into the way you train managers, into how they handle difficult situations, like exits. You need to make sure that management understands the importance of acting with integrity and staying on-brand, no matter what.
When you empower managers to make decisions that reflect the company’s values, it creates a more consistent and positive experience for everyone involved.
Exits are tricky, especially when it’s the company’s decision. Of course, when someone leaves voluntarily, it’s usually easier to manage, and it’s more amicable. But when it’s a termination, that’s when it’s crucial to handle things carefully. If you approach it with respect, staying true to your company’s values, you can limit the damage.
Nobody wants to be in the firing squad. How do you prepare managers to handle these kinds of difficult situations?
It all comes down to embedding your core values into everything: into the way you train managers, into how they handle difficult situations, like exits. You need to make sure that management understands the importance of acting with integrity and staying on-brand, no matter what.
When you empower managers to make decisions that reflect the company’s values, it creates a more consistent and positive experience for everyone involved.
Quote
When you empower managers to make decisions that reflect the company’s values, it creates a more consistent and positive experience for everyone involved.
Do HRs care about a candidate’s personal brand?
When I’m hiring, I want to look at things that help predict whether a candidate will perform well in the role. A strong personal brand can put you on my radar and get you noticed, but I’m ultimately looking for things that show you can deliver.
If your personal brand is authentic and highlights your real experience, that’s what will catch my eye.
So personal branding should be genuine, like company branding?
You can’t fluff it up or make it seem like you’re something you’re not. If you do, it will eventually come back to haunt you. The best personal brands are the ones that are honest and reflect real passion and experience.
With so much change around us, do you think the role of HR has evolved?
HR has traditionally been very admin-heavy. It was focused on processes like hiring, payroll, and compliance. But the role is definitely shifting to become more strategic.
HR now needs to think about the business as a whole and align with the company’s objectives. That’s where the collaboration with marketing and branding comes in. If you’re thinking strategically about both employees and customers, you’ll create a more cohesive, impactful organisation.
When I’m hiring, I want to look at things that help predict whether a candidate will perform well in the role. A strong personal brand can put you on my radar and get you noticed, but I’m ultimately looking for things that show you can deliver.
If your personal brand is authentic and highlights your real experience, that’s what will catch my eye.
So personal branding should be genuine, like company branding?
You can’t fluff it up or make it seem like you’re something you’re not. If you do, it will eventually come back to haunt you. The best personal brands are the ones that are honest and reflect real passion and experience.
With so much change around us, do you think the role of HR has evolved?
HR has traditionally been very admin-heavy. It was focused on processes like hiring, payroll, and compliance. But the role is definitely shifting to become more strategic.
HR now needs to think about the business as a whole and align with the company’s objectives. That’s where the collaboration with marketing and branding comes in. If you’re thinking strategically about both employees and customers, you’ll create a more cohesive, impactful organisation.
How Does She Do It? Ásdís's Top Tips
- The branding and messaging that go to customers should align with the employee experience.
- Great onboarding boosts engagement, making employees feel valued and improving retention and morale.
- The best personal brands are the ones that are honest and reflect real passion and experience.
- Integrate company values into every decision, from hiring to firing.
- Invest in empowering your employees to embody the brand and to speak about it authentically.
Ásdís writes lots of great stuff on her LinkedIn. Give her a follow!
Want to be interviewed about all things branding? Want to hire me?
Email: s.graudt@gmail.com
Want to be interviewed about all things branding? Want to hire me?
Email: s.graudt@gmail.com
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