Post on 14-Jul-2015
Brand Your Employees, Not
Your Organization
Keynote address
ARK Group’s Strategic Internal Communication 2015
Melbourne, Australia
Aniisu K Verghese
February 10, 2015 @aniisu
Disclaimer
Due care has been taken while preparing this
presentation but the authors cannot be held
responsible for any misuse or misrepresentation of
information. The views expressed in this
presentation are those of the authors. Data for this
presentation has been drawn from various sources
and is gratefully acknowledged
Employer Branding Is Dead
“brandful workforce” – employees can
be the most important component of
your brand success
Julia Gometz, The Brandful Workforce
@aniisu
http://brandfulworkforce.com/#axzz3RQyTZyCc
Nearly half a trillion U.S. dollars are spent
on branding annually
The money spent by companies around the world on branding is more
than what they invest in research and development, according to the
World Intellectual Property Organization (WIPO).
Brands: Reputation and Image in the Global Marketplace (2013).
@aniisu
@aniisu
The future of work – A journey to 2022, PwC; www.pwc.com/humancapital
World of work shifting to individualism
A central London college is offering its students
the chance to become fully qualified selfie -takers.
The art of self portraiture
@aniisu
http://www.telegraph.co.uk/technology/social-media/11323218/Selfie-students-London-college-offers-course-in-selfies.html
Evolution of the Employee, Jacob Morgan Forbes, http://www.forbes.com/sites/jacobmorgan/2014/09/02/the-evolution-of-the-employee/
@aniisu
Credibility matters
http://www.edelman.com/insights/intellectual-property/2015-edelman-trust-barometer/trust-around-world/
Transforming Employees into Advocates 8 Steps to Launching a Successful employee
advocate program Power, Social Chorus
Your employees’ actions are more powerful
@aniisu
Employees are posting about you without any
encouragement
Employees Rising: Seizing the Opportunity in Employee Activism, Weber Shandwick & KRC Research @aniisu
21% of employees are positive activists
Employees Rising: Seizing the Opportunity in Employee Activism, Weber Shandwick & KRC Research
• They make
engagement visible
• Defend their
employers
• Actively advocate –
online and offline
@aniisu
2011: Trends in Organizational (Internal) Communications/Employee Engagement, Edelman Change & Employee
Engagement
“Managers are no longer the center of an employee’s universe”
Employees find information on their own, both inside and outside the company, and construct their own information networks and dialogues. Managers can help influence the dialogue and be a part of the conversation. And they can continue to interpret and shape opinion and behavior. But, they can no longer strictly dictate the terms of the dialogue, or when or how it takes place. They can no longer determine the rules of engagement. The company and the employee now have a more direct relationship.
@aniisu
http://www.vikalpa.com/pdf/articles/2007/oct_dec_13_to_27.pdf
“Employee commitment may be shifting from the
organisation to one’s occupation.”
An individual with higher occupational commitment
would strongly identify with his occupation and have
positive feelings towards it
Probably why Engineers Day gets a lot more attention
these days?
@aniisu
Managing You Inc.
“People will have to master multiple skills if they are to survive in such a
world—and keep those skills up to date. Professional sorts in big service firms
will have to take more responsibility for educating themselves. People
will also have to learn how to sell themselves, through
personal networking and social media or, if they are
really ambitious, turning themselves into brands. In a
more fluid world, everybody will need to learn how to
manage You Inc.”
Workers on tap, The Economist: January 3rd, 2015
http://www.economist.com/news/leaders/21637393-rise-demand-economy-poses-difficult-questions-workers-companies-and
@aniisu
http://simply-communicate.com/news/book-reviews/future-work-journey-2022#.VBQWyjbPBjI.twitter
Hunger for Autonomy
• “People are more likely to see themselves as members of a particular
skill or professional network than as an employee of aparticular
company.”
• According to the findings, 2 out of 5 respondents think that the traditional
employment will disappear. Instead, individuals “will have their own
‘brands’ and sell their skills to those who need them.”
• This will be part of a generational shift, with younger people hunger for
autonomy and entrepreneurialism.
@aniisu
Globoforce Workforce Mood Tracker™, The September 2011 Report
The Impact of Recognition on Employee Retention
Case for Personalization
@aniisu
“Employees are your next
new product”
-Source: 2011: Trends in Internal Communications (Edelman Change & Employee Engagement)
@aniisu
Employees want more ownership
The Future of Employee (Re)Engagement, MSL Group, 2013
“Beyond a stream of income, people expect more from their
jobs today – ownership, meaningful
work, social contribution – their personal
motivations differ.”
@aniisu
2011: Trends in Organizational (Internal) Communications/Employee Engagement, Edelman Change & Employee
Engagement
“People are more inclined to self-identify as individuals
rather than part of a discrete organization or brand. This is
enhanced and encouraged by one’s ability to connect and
link to one’s peers and to find self-defined communities.”
@aniisu
People are Inclined to Self-Identity
Employees with socially-encouraging employers perform
significantly better than employees whose employers aren’t
socially encouraging
Employees Rising: Seizing the Opportunity in Employee Activism,
Weber Shandwick & KRC Research @aniisu
Source: Empowering employees: new rules of engagement. Engage and youGov study, October 2008
http://www.ioic.org.uk/content/training/knowledge-bank/1457-engagement-yougov-survey-results.html
Involvement and empowerment: shift in engagement trends
@aniisu
Breaking Them in Or Eliciting Their Best? Reframing Socialization Around Newcomers’ Authentic Self-Expression,
Cable, Daniel M.; Gino, Francesca and Staats, Bradley R. Administrative Science Quarterly 2013
When initial socialization focused
on personal identify (emphasizing newcomers’
authentic best selves) led to
greater customer
satisfaction and
employee retention after
6 months than socialization that
focused on organizational
identity (emphasizing the
pride to be gained from
organizational affiliation) or the
traditional approach focused on
skills training.
Focus on Personal Identity
@aniisu
The Multifaceted Communicator
Integrator Master data
analyst
Systems designer
Publisher and
developer
Student of behavioral
science
Curator of corporate character
ARTHUR W. PAGE SOCIETY BUILDING BELIEF, 2012
The Future of Business Citizenship, MSL Group (2014)
http://mslgroup.com/insights/2014/the-future-of-business-citizenship.aspx
CSR is a driver of employee activism
@aniisu
@aniisu
Zappos is holacratic: no job titles, no
managers, no hierarchy
of
http://qz.com/317918/holacracy-at-zappos-its-either-the-future-of-management-or-a-social-experiment-gone-awry/
Self-management at Morning Star
30
• No one at the company has a boss.
• Employees negotiate and set individual responsibilities with their fellow workers.
• Everyone can spend the privately held company’s money without budgetary constraints.
• Nobody carries a title, and there are no promotions.
• Compensation at the largest tomato processor on the planet is peer-based. https://hbr.org/2011/12/first-lets-fire-all-the-
managers
Individual Social Responsibility
“The shift from looking at
one’s staff as just
employees to
recognizing them as
individuals in their
own right, is gaining
popularity for ensuring
mutual respect and loyalty
and creating new employer-
employee dynamics.”
http://www.thehindubusinessline.com/features/newmanager/joyous-employees-happy-company/article6394788.ece#
@aniisu
Personal Branding Improves Engagement
• Weeklong series of training
exercises to help train
prospective new hires on
building their personal brand
and increasing their
marketability.
• The exercises include
videos, articles, checklists
and even a contest for the
“Best Elevator Pitch.”
@aniisu
http://www.forbes.com/sites/jeannemeister/2012/12/04/personal-branding-in-the-future-workplace-a-crucial-skill-for-employees-and-recruiters-alike/
@aniisu
http://www.slideshare.net/dellsocialmedia/activating-employees-as-company-advocates-on-social-media
Certifying employees as social media champions
http://www.theglobeandmail.com/report-on-business/careers/careers-leadership/goldsmith-engagement-comes-from-
within/article558146/?page=all
In tweets!
1. Stay relevant as communicators. The workforce and workplace
of the future will be geared to building personal brands. The organization will become an amalgamation of brands @aniisu #intcomms
2. Be at the forefront of change by branding your employees.
Communicators need newer skills for the future, ability to leverage talent, learning to let go, taking charge @aniisu #intcomms
3. Lead the future of communication. Tap the power of your employees to build the organization’s brand from within @aniisu #intcomms
Summary
@aniisu
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