1. Corporate Spirit CS Ltd | HR Intelligence to support business success. | 1/2013
Corporate Spirit sets its sights on Sweden
Corporate Spirit, an HR Intelligence house specialising in international employee surveys and “I cherish this opportunity to be part of an international
research company that is about to establish a competitive
leadership assessments, is expanding its operations in the Swedish market by opening a subsidiary
position in Sweden.” Helena explains her motives to join
in Stockholm. Having already carried out employee survey projects for Swedish companies over Corporate Spirit: “There are obviously larger domestic
several years, setting up a new company is a clear sign of Corporate Spirit’s increasing commitment and international players out there, but having seen the
to the highly competitive Swedish research market. Helena Fernström, an experienced quality of our research tools and the exceptional attitude
of our people, I am certain that Corporate Spirit has what
specialist within the fields of human resources research and organisational development,
it takes to succeed”.
has been appointed as Country Manager from April 1st, 2013. Having executed hundreds of
international employee surveys incorporating value-adding insights and interpretation, Juha Ala-Lipasti, Managing Director of the Swedish
Helena thinks Corporate Spirit has what it takes to get a firm foothold in her native country. subsidiary, agrees. Corporate Spirit aims to make an
impact, counting on its abilities to create added value
for client investments in organisational and leadership
development projects.
“Our objective is to provide employee engagement surveys,
360° leadership assessments and utilisation services of the
highest quality, tailored to fit the individual needs of our
Swedish customers. Following our company values of
customer values, an inspiring atmosphere, high quality
and constant development in everything we do, I am sure
that we can make a difference.”
There is plenty of work at hand, but with a clear
roadmap and positive atmosphere, Helena and Juha
are determined to succeed. Being the challenger with
new ideas and an advanced, practical service package
is something that has already raised interest: it all comes
down to emphasising the benefits and presenting them
in an attractive way that is relevant to the customer.
“Combining a new kind of approach with thorough
knowledge about the Swedish market gives us an excellent
platform for positioning ourselves in a way that makes
sense to the customers,” Helena explains. “In times of
constant change, human resources have become an
essential success factor. The development of HR should
not be treated as a one-off effort: it needs to be included
in all strategic thinking. In Sweden, organisations have
realised that – and it is also an area in which Corporate
Spirit can really help them.”
Country Manager Helena Fernström and Managing
Director Juha Ala-Lipasti are ready to take the next step
to help Corporate Spirit establish a firm foothold in the
Swedish employee survey market.

2. EDITORIAL Talent Management
EMPLOYEE ENGAGEMENT
Possibilities
of growth
During recent years, Corporate Spirit has made
systematical investments in new survey concepts
and systems. At the same time, we have had the
pleasure of attracting several new, significant
clients. While our development efforts have
proven to be important and prominent, they
have also taken us closer to the limits of domestic
growth.
Consequently, new strategic leaps require new
dimensions. Strengthening our position in
neighbouring markets and increasing our market
share, there is a natural growth direction. The
surveys that we have carried out show that
both the time and the place are right for our
next significant move.
Corporate Spirit grows and internationalises in a
profitable way. Possessing long-term experience
and a clear view about how we want to develop
international employee surveys, we aim to lead
the way in Sweden, too. Nowadays, traditional
How to create a
satisfaction surveys are not able to meet evolving
demands of successful companies; neither can
they support business strategies sufficiently.
An engagement-focused employee survey,
however, provides substantial support for workplace where
people can flourish
business strategies. An experienced partner can
help a company to focus its operations on the
right issues and reach its objectives effectively,
and be able to show
so that success can be achieved even under
changing market conditions. Corporate Spirit
provides professional help in these matters;
their best
along with Sweden, we plan to establish
ourselves in other Nordic countries, as well as in
selected markets in Central Europe.
I would like to wish our readers a sunny spring
and hope to meet you on 16th April at our An enabling workplace engages Turning engagement into action
traditional Back-to-Basics seminar! people to really boost the company
Commitment, Leadership and Performance
In 2011, Corporate Spirit conducted one of Culture are the most essential drivers of
Kind regards,
the most extensive employee engagement engagement. While these drivers interact
Jukka Pohjola
Managing Director base surveys in 21 countries (N=ca. 40,000). with and affect one another, creating a
Based on the results, we were able to foundation for actual performance, potential
define the most important factors driving does not turn into results automatically. The
employee engagement globally. The eventual platform for actual performance must be
outcome of the survey was the design of built in a professional manner, considering
a completely new employee engagement engagement drivers and individual company
survey concept. It is common knowledge features, such as its organisational culture,
nowadays, backed by a large amount of values, working methods and atmosphere.
scientific evidence, that engagement strongly
drives the Actual Performance of almost any Sometimes, organisations that have substan-
organisation. For example, John Macleod’s tially improved the quality of their leadership
report to the UK Government (2009) states: and have paid plenty of attention to increas-
“Employee engagement is the most important ing their employees’ commitment succeed in
factor in creating outstanding organizational improving their actual performance only mar-
performance.” ginally. This is where paying attention to daily

3. Talent Management
Engagement and its main drivers
Commitment Actual,
observable
performance
Leadership Engagement Customer satisfaction,
sick leaves,
personnel turnover,
Performance culture Enabling workplace EBITDA etc.
management comes in. Being able to dis- their daily tasks efficiently while having the which, in addition to engagement, also measure
cover and remedy small details that prevent independence to re-think and innovate new the highly necessary issues of enablement.
employees from unleashing their full potential ways to flourish. Our concept also features open-ended
may lead to a wide variety of substantial benefits. questions, answered in the participant’s native
Usually it does not take that much to turn language. After all, the particular issues around
The quality of actual performance engagement into action. The walls may seem enablement are, for the most part, best dealt
is in the details high at first, but all it may take to send them with locally.
tumbling down is a couple of observations
Even employees who in principle are ex- and ideas. So, to build a successful workplace where people
tremely enthusiastic and engaged may find can flourish and can and will show their best
the prerequisites to do their job nonexistent, PeoplePower® – from engagement requires both an enabling workplace – “can”–
or seemingly irrelevant issues hindering them to enablement and a high level of engagement – “will”.
from performing as they would really like to.
To fully utilise a high engagement level, the It is often said: “What you measure is what you The ability to see this big picture is one of the
company must offer an enabling workplace. get”. But it also goes the other way round: most essential success factors for any organisation.
Employees must feel that they have sufficient “What you don’t measure is what you won’t get”. With Corporate Spirit’s comprehensive set of
information, relevant materials and proper advanced tools and our expertise in utilising
equipment to do their job in an effective way. Knowing this, we have built questions into them in an effective manner, we can help you to
An encouraging atmosphere needs to be es- our PeoplePower® employee engagement turn your employees’ potential into uncontested
tablished in order to enable them to carry out survey (mainly under Performance Culture) competitive advantage.

4. Faces & Places Corporate Spirit has appointed the following specialists:
Johanna Keränen Leena Antikainen Helena Fernström
Researcher Project Assisstant Country Manager
Espoo Espoo Stockholm
Meet us in MEET US AT
Stockholm! 16.4.2013 Back-to-Basics 2013 seminar, Espoo, Finland
You are welcome to visit the brand new
21.5.2013 600Min HR, Oslo, Norway
Corporate Spirit office in the heart of
the Swedish capital and to discuss new 29.5.2013 600Min HR, Copenhagen, Denmark
opportunities to measure and improve
your employee engagement. 5.6.2013 600Min HR, Holland, Bussum
Corporate Spirit in Sweden, Birger Jarlsgatan 2, 6.6.2013 600Min HR, Switzerland, Zurich
5th floor, 11434 Stockholm.
Feel free to drop by! 16.10.2013 600Min HR, Sweden, Stockholm
Tuesday 16th April at Innopoli 1, Espoo, Finland
Specialist views and case studies on how to support future leadership
by measuring and utilising employee engagement.
For further information and registration, please get in touch with your
Corporate Spirit contact person or your nearest office.
Editor-in-chief: Jukka Pohjola | Editor: Piia Aalto | Layout: Mainostoimisto Dynastia | Printed by: TEMA-TEAM 12554-13 | Circulation: 12 000
Corporate Valkjärventie 7 A, 02130 Espoo, Finland, ☎ +358 9 452 0730
Läntinen Pitkäkatu 33, 20100 Turku, Finland, ☎ +358 2 274 3100
Employee surveys
360° leadership assessments
Spirit Birger Jarlsgatan 2, 5 tr, 114 34 Stockholm, Sweden, ☎ + 46 8 505 65 171 Internal co-operation surveys
Dronning Eufemias Gate 16, 0191 Oslo, Norway, ☎ +47 2 389 8880
CS Ltd
Management team assessments
20 Broadwick Street, Soho, W1F 8HT, London, UK, ☎ +44 870 366 93 35 Solutions for utilising the surveys
www.corporatespirit.eu