by Joni Thomas Doolin

When it debuted in the 1970s, "Saturday Night Live" boasted that it gave people "a reason to stay home on Saturday night." It was with this line that the SNL brand was born. Likewise, when it comes to your company, you should strive to provide your employees with a reason to go to work every day - and a reason to shout it from the rooftops!

It's no mystery why the most innovative companies have seen their sales increase exponentially over the past couple of years while others have stagnated. When you attract and retain employees who are passionate about their work, success is inevitable. Creating the "it" employee brand goes far deeper than a clever ad campaign or slick marketing materials. Sustainable brands are acutely aware of who their company is and the values it represents - and they use them to their advantage.

Let's face reality: Your employees can get a paycheck just about anywhere. The same likely applies to the benefits package your company is offering. And while competitive compensation and benefits are necessary, the best companies offer more than a good paycheck.

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