Employer Branding: Name your people

Matt Davies
Apr 30
3 min read

Want to scale your company, attract top talent, and build a culture people brag about joining? Heres a small but mighty tip to help improve part of your Employer Branding that you might want to consider.

Then stop calling your team “employees.” Or "staff".

Seriously (!).

An yep, this sounds small, but it’s not. What you, as a leader in your organisation, call your people shapes how they see themselves - and how the outside world sees your brand. A strong internal identity isn’t just culture fluff. It’s part of strategy. And if you’re trying to grow fast, compete for top talent and keep your best people, it might be the smartest move you’re not making.

What’s in a Name?

In a word. Everything.

Language defines reality. And smart brands give their people names that mean something. Here's some examples:

Disney: Cast Members
Starbucks: Partners
Google: Googlers
Amazon: Associates
IBM: IBMers
Atlassian: Atlassians
Virgin Group: Rockstars
HubSpot: Hubsters
Airbnb: Airbnbers
Adobe: Adobians
Red Bull: Red Bulls
Meta: Metans
Spotify: Spoti-folk
Nike: Athletes

Where did these names come from? Most started informally - and were so good they stuck. Then the brand made them official. That’s the move.

If your team already uses a nickname, great. Codify it.

If not, create one that reflects who you are and where you’re going. Use it.

Drive a sense of belonging around a culture that matters.

Why It Works (and Why You Should Care)

When you give your people a branded identity, six things happen:

Belonging Deepens - You’re not just showing up to do tasks. You’re joining a tribe.
Pride Goes Up - People wear the name like a badge. Energy rises. So does initiative.
Your Message Aligns - Everyone speaks in the same voice - internally and externally.
Your Brand Grows Organically - People talk about where they work. Make sure what they say sounds awesome.
You Stand Out - In a sea of companies with “staff,” be the one with style and soul.
Your Culture Sticks - Scaling fast? A shared identity helps new hires get the vibe instantly.

But here’s the kicker: this isn’t just about feels. It drives business performance.

The Employer Branding ROI

A strong internal identity is a secret weapon for business leaders trying to scale. Nail this, and you unlock:

Better People – The best talent wants to be part of something meaningful.
Lower Acquisition Costs – Strong brands attract, so you don’t have to chase.
Lower Salary Pressure – People will trade $$ for culture and purpose.
Higher Performance – Pride fuels discretionary effort.
Longer Retention – Identity makes people stick.

In a hiring market where everyone offers remote work and your birthday off, a distinct internal brand is what actually sets you apart.

How to Create an Internal Name That Works

Start with Your Culture - What do you actually stand for? Innovation? Grit? Team spirit?
Involve Your People - Your team will tell you what feels authentic. Listen to them.
Steal Like a Strategist - Look at the brands above. What vibe fits your culture?
Test It - Say it out loud. Does it land? Does it spark pride or eye rolls?
Launch It Loud - Celebrate the rollout. Make it a moment. People remember moments.
Use It Everywhere - Onboarding, job ads, swag, Slack - you name it. Repetition builds reality.
Evolve if Needed - Nothing is sacred. If your culture shifts, the name can too.

Final Thought

This isn’t branding fluff. It’s cultural infrastructure. It's language which drives belonging. It’s employer branding in action - managing what your brand means inside the walls, not just outside.

So here’s your move: name your people. And do it with meaning.

Because when your people know who they are, the world finds out who you are, too.

So. What do you call your people?