Hva betyr medarbeiderne i strategisk omdømmebygging? Peggy

1. Hva betyr medarbeiderne i
strategisk omdømmebygging?
Peggy Simcic Brønn,
Professor BI
Leder, Senter for
Virksomhetskommunikasjon

2. And I particularly like the whole thing of being
boss. Boss and employee... It's the slave
quality that I find very alluring.
Hugh Grant

3. Perceptions of Work Environment
Top 10 Bottom 10
Vinmonopolet Tele2
NRK Jysk
Stormberg Norske Skog
Statoil Rimi
Aker Ruter
TV2 REC
Hydro Unibuss
Toyota McDonalds
Flytoget Adecco
Gjensidige Ryanair
Source: RepTrak Norge 2012

4. Would like to work for:
Reputation Ranking
1. Aker 20
2. Statoil 9
3. Hydro 18
4. Apple 4
5. Stormberg 1
6. Orkla 26
7. BMW 14
8. Vinmonopolet 2
9. NRK 12
10. TV2 15
Source: RepTrak Norge 2012

5. Do not want to work for:
Reputation Ranking
1. Ryanair 49
2. McDonalds 46
3. Adecco 50
4. Nille 31
5. Unibuss 48
6. Jysk 42
7. Ruter 45
8. Rimi 41
9. Terra 47
10. Elkjøp 29
Source: RepTrak Norge 2012

6. Perceptions of Leadership
Top 10 Bottom 10
Apple McDonalds
Norwegian Get
Stormberg REC
Aker NextGenTel
Kiwi NSB
IKEA Ryanair
NRK Terra
Rema 1000 Ruter
Vinmonopolet Adecco
Skandiabanken Unibuss
Source: RepTrak Norge 2012

7. • There is a positive correlation between
wanting to work for a firm and its reputation,
and
• A positive correlation between perceptions of
leadership and workplace environment

8. In other words:
• A good workplace attracts
• Poor leadership detracts

9. Questions for me today:
• Hva vet vi fra forskning om medarbeidernes
rolle i strategisk omdømmebygging?
• Har norske selskaper forstått sammenhengen
mellom god ledelse og godt omdømme?
• Hvordan bør selskaper arbeide for å gjøre
medarbeiderne til ambassadører?

10. • People, not fish, products or things, have
reputations
• Organizations have reputations because
they are made up of individuals with a
common purpose

11. • Human capital and employee knowledge give
firms competitive advantage
• Together, reputation and human capital
provide unique combination for sustainable
competitive advantage
Cravens and Oliver (2006)
• People are more likely to ‘create, process or
distribute information than they are to be
directly involved in the production of goods’.
Shockley-Zalabek (2012)

12. Employees are the conduit/channel through
which reputation is built.
Source: 2012 Edelman Trust Barometer

13. Big gap between leaders’ perceptions and others’
perceptions of what is important for building trust
Trust-building Factors
Executives and employees disagree on how important a company’s treatment of employees is
in creating trust
Source: 2012 Edelman Trust Barometer

14. 14
Leaders rate themselves as most important for reputation,
working environment the lowest
Source: Nordisk Barometer

15. 15
30.0
25.0
20.0
15.0
10.0
5.0
0.0
2010
2011
2012
Changes in importance of dimensions in Norway from
2010-2012 (RepTrak)
Source: RepTrak Norge 2012

16. Source: 2012 Edelman Trust Barometer

17. • Tidligere NHO president og rektor ved BI, Leif
Frode Onarheim refser i en kommentar til
undersøkelsen norske styrer, og sier det er alt
for lite opptatt av hvilken profil og omdømme
bedriften har i markedet.
Henning Karlsen, Brand
Advice AS

18. Hvordan bør selskaper arbeide for å gjøre
medarbeiderne til ambassadører?
Is there some reasonable
middle ground for a leader
type?

19. Recently, I was asked if I was going to fire an
employee who made a mistake that cost the
company $600,000. No, I replied, I just spent
$600,000 training him. Why would I want
somebody to hire his experience?
Thomas John Watson, Sr

20. The worst thing you can say about a leader is that they do not tolerate disagreement.

21. • Employees need to be viewed as organizational
‘brand ambassadors’
• Feedback crucial to whether or not employees thrive
• Key to commitment is communication through
‘employee voice’
• Organizations that use different types of dialog-based
communications are ranked higher by
stakeholders
• Face-to-face communication essential

22. Clarity, Confidence, Community
“ Don’t think of communications as reporting
on the organization. Think of it as driving
the organization. After all, communications
and leading a company are really the
same thing.”
(Howard, & Mathews, 2000, p. 316)

23. Hva betyr medarbeiderne i strategisk
omdømmebygging?

24. • Congratulations and ’takk for meg’