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A Strong Small Business Brand Helps with Employee Retention

Is your business struggling to find employees or have you been impacted by what many refer to as the "great resignation"?

Microsoft recently shared that as the world opens up, more employees are evaluating their next move. Their research shows that 41 percent of the global workforce is likely to consider leaving their current employer within the next year, with 46 percent planning to make a major pivot or career transition.

A strong brand not only helps you gain new customers, it also helps you retain your employees. When you prioritize building your brand, you ideally foster a reputation that people want to be associated with.

A great example of a company that has a strong integrated brand is Mission BBQ. In addition to offering a fabulous menu filled with smokehouse delights, Mission BBQ leverages a consistent content marketing strategy to exemplify its patriotic brand that many customers and employees embrace. Components of their brand strategy include:

  • Outlining a Clear Vision. In addition to a tasty menu, filled with smokehouse delights, Mission BBQ is focused on celebrating everyday American heroes. In their words, "We do what we do for the love of our soldiers, firefighters, police officers, first responders—all our loved ones in service."

  • Stories, stories and more stories! If you go to their website, you'll see countless stories celebrating those who have served our country and local teammates who have demonstrated a servant heart.

  • Living out their values. They claim to live out their values by giving back to the community and supporting first responder departments, military foundations, fallen fighter funds, funds for injured first responders and more!

  • They Hire "Heroes". Mission BBQ welcomes veterans and those who have served their country to join their team.

Mission BBQ delivers not just quality food, but on the promised brand that keeps customers coming back and a place many employees want to work.

As you think about how you can make your company's brand "resignation" proof, here are some questions to consider:

  1. What makes your company unique?

  2. How do you showcase your company's vision and overall brand?

  3. Is your content marketing strategy consistent with your mission?

  4. Why should someone consider joining your team?

  5. Does your employee experience reflect your values?

  6. Are you able to offer flexible work options, important to so many potential employees as we come out of the pandemic?

  7. Are you focused on employee engagement and retention?

Many people are interested in working for a small business, especially one that aligns with their values. Investing time in building awareness for your brand and delivering a consistent experience for your customers and employees will help you retain and attract valuable employees.


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At It's All About the How Marketing Consulting we offer expert marketing support and practical tools to help improve your brand awareness and results. We can help with all aspects of your small business or non-profit marketing needs from developing strategic marketing plans to weekly blog content. You can reach us at or check out our website at

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