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Employer Branding For Maximum Cultural Assimilation
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Cultural assimilation is the most critical facet of success in the global organizations. This presentation will demonstrate a process to define internal culture, enhance and operationalize your ...

Cultural assimilation is the most critical facet of success in the global organizations. This presentation will demonstrate a process to define internal culture, enhance and operationalize your employer brand and recruit to its drivers.

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Employer Branding For Maximum Cultural Assimilation Presentation Transcript

  • 1. V1 for Cultural Assimilation Employer Branding
  • 2. 1270 Broadway, Suite 1103 New York, NY 10001 T 212 947 1001 F 800 304 4891 Strategies & Brand Aligned Communications for Awareness, Engagement & Business Results Founder and President of BRANDEMiX Speaker, Strategist, Solutions Provider, Planner & Consultant on Employer Branding, Internal Communications & Recruitment Advertising and Social Networking. 1 Min about Me
  • 3. 1270 Broadway, Suite 1103 New York, NY 10001 T 212 947 1001 F 800 304 4891 Strategies & Brand Aligned Communications for Awareness, Engagement & Business Results 1 Min about Me Consultant with expertise in: Strategic Planning, Employment Branding, Talent Acquisition and Retention, Global Compensation, Cross-cultural Assimilation. Board Member: Director Professional Development at Greater Miami SHRM
  • 4. 1270 Broadway, Suite 1103 New York, NY 10001 T 212 947 1001 F 800 304 4891 Strategies & Brand Aligned Communications for Awareness, Engagement & Business Results Culture Matters Culture Matters
  • 5. 1270 Broadway, Suite 1103 New York, NY 10001 T 212 947 1001 F 800 304 4891 Strategies & Brand Aligned Communications for Awareness, Engagement & Business Results Avianca Flight 052 When We Ignore Culture, Planes Crash
  • 6. 1270 Broadway, Suite 1103 New York, NY 10001 T 212 947 1001 F 800 304 4891 Strategies & Brand Aligned Communications for Awareness, Engagement & Business Results “ We’re Running Out Of Gas” Malcolm Gladwell comments that this might have had something to do with the pilots’ being Colombian – “ a culture with a deep and abiding respect for authority” “ no American pilot would put up with” being held up by Air Traffic Control for more than an hour if he or she were running short of fuel.
  • 7. 1270 Broadway, Suite 1103 New York, NY 10001 T 212 947 1001 F 800 304 4891 Strategies & Brand Aligned Communications for Awareness, Engagement & Business Results 01/29/10 3 Fire Fighter Culture of Accidents
    • Likely
    • Autocratic Leadership
    • Individualism
    • Over reliance on technology
    • Unlikely
    • Democratic leadership
    • Teamwork
    • Healthy skepticism for technology
  • 8.
    • 67% of respondents in a recent survey point to ‘cultural integration’ as the most critical success factor in an M&A transaction .
    • – The Economist
    1270 Broadway, Suite 1103 New York, NY 10001 T 212 947 1001 F 800 304 4891 Strategies & Brand Aligned Communications for Awareness, Engagement & Business Results Business Culture of Success
  • 9. 1270 Broadway, Suite 1103 New York, NY 10001 T 212 947 1001 F 800 304 4891 Strategies & Brand Aligned Communications for Awareness, Engagement & Business Results Deep Dive Lean & Mean All Hands Meeting Shape up or Ship out Behind the Eight Ball Tartle A Scottish verb meaning to hesitate while introducing someone due to having forgotten his/her name.
  • 10. 1270 Broadway, Suite 1103 New York, NY 10001 T 212 947 1001 F 800 304 4891 Strategies & Brand Aligned Communications for Awareness, Engagement & Business Results Geography & Generations
  • 11. 1270 Broadway, Suite 1103 New York, NY 10001 T 212 947 1001 F 800 304 4891 Strategies & Brand Aligned Communications for Awareness, Engagement & Business Results To be a winner in the global game, you need to understand and brand to your culture.
  • 12. 1270 Broadway, Suite 1103 New York, NY 10001 T 212 947 1001 F 800 304 4891 Strategies & Brand Aligned Communications for Awareness, Engagement & Business Results The aggregation of individual behaviors which make up how work gets done. *“The Impact of Culture in M&A”, Mercer HR Consulting Culture: A “Working” definition
  • 13. 1270 Broadway, Suite 1103 New York, NY 10001 T 212 947 1001 F 800 304 4891 Strategies & Brand Aligned Communications for Awareness, Engagement & Business Results
    • R ecognition-more awareness of one’s own cultural perspective
    • R espect-appreciate cultural differences
    • R econciliation-resolve cultural differences
    The Goal Trans Cultural Competence The ability to reconcile “ seemingly opposing values”
  • 14. Build Your Brand 1270 Broadway, Suite 1103 New York, NY 10001 T 212 947 1001 F 800 304 4891 Strategies & Brand Aligned Communications for Awareness, Engagement & Business Results
  • 15. 1270 Broadway, Suite 1103 New York, NY 10001 T 212 947 1001 F 800 304 4891 Strategies & Brand Aligned Communications for Awareness, Engagement & Business Results Value Proposition Vision Differentiators
  • 16. 1270 Broadway, Suite 1103 New York, NY 10001 T 212 947 1001 F 800 304 4891 Strategies & Brand Aligned Communications for Awareness, Engagement & Business Results Poll Your People One Brand Shareholders Volunteers Donors Job-seekers Employees Press Partners Vendors Alumni
  • 17. 1270 Broadway, Suite 1103 New York, NY 10001 T 212 947 1001 F 800 304 4891 Strategies & Brand Aligned Communications for Awareness, Engagement & Business Results
    • What is your philosophy toward employees?
    • What are the desired ‘behaviors’ in your culture?
    • ‘ Unique Selling Proposition’ - what makes your company special?
    • Differentiators: 2-4 things that really resonate with all audiences.
    • Are there differences between geographies?
    • What is your history? Your direction? Your products?
    • Achievement : individual or collective?
    • Environment : process or outcome focus?
    • Perspective : tradition or innovation?
    • Power : shared or retained?
    • Risk : risk taking or risk avoiding?
    Poll Your People
  • 18. 1270 Broadway, Suite 1103 New York, NY 10001 T 212 947 1001 F 800 304 4891 Strategies & Brand Aligned Communications for Awareness, Engagement & Business Results Democracy Safety First, Last and Together Teamwork Talent Safety Passion without Fire
  • 19. 1270 Broadway, Suite 1103 New York, NY 10001 T 212 947 1001 F 800 304 4891 Strategies & Brand Aligned Communications for Awareness, Engagement & Business Results Branding Operationalized
  • 20. 1270 Broadway, Suite 1103 New York, NY 10001 T 212 947 1001 F 800 304 4891 Strategies & Brand Aligned Communications for Awareness, Engagement & Business Results Freedom Point to Point Fun Experience Faster Turnaround
    • Cult of
    • Personality
    • Fun LUVing
    • Servant’s Heart
    • Warrior Spirit
    New Industry Paradigm Case Study BEST IN CLASS
  • 21. 1270 Broadway, Suite 1103 New York, NY 10001 T 212 947 1001 F 800 304 4891 Strategies & Brand Aligned Communications for Awareness, Engagement & Business Results
    • Employees are asked to tell a joke during the interview process.
    • They have a week-long celebration of July 4 th called Freedom Week.
    • Corporate Training Headquarters is called Freedom Hall.
    • They deemed January 24 th Global Belly Laugh Day.
    • Freedom to “dress” – they have no dress code.
    • They have culture ambassadors and culture committee members –
    • sometimes they show up at the gates and go onboard to clean the planes.
    Branding Operationalized 37 Consecutive Years of Profitability
  • 22. 1270 Broadway, Suite 1103 New York, NY 10001 T 212 947 1001 F 800 304 4891 Strategies & Brand Aligned Communications for Awareness, Engagement & Business Results Business Results 37 Consecutive Years of Profitability
    • Southwest is the largest airline in the world by the total number of passengers carried.
    • They receive a minimum of 100,000 job applicants per year.
    • They have the lowest turnover rate of any airline.
    • Post 9/11, Southwest was the only major airline to protect the jobs of all its employees.
    • Employees volunteered to take pay cuts, work for free and donated 1.3 million dollars into a LUV fund.
  • 23. 1270 Broadway, Suite 1103 New York, NY 10001 T 212 947 1001 F 800 304 4891 Strategies & Brand Aligned Communications for Awareness, Engagement & Business Results Case Study GLOBAL LEADERSHIP CULTURE
  • 24. 1270 Broadway, Suite 1103 New York, NY 10001 T 212 947 1001 F 800 304 4891 Strategies & Brand Aligned Communications for Awareness, Engagement & Business Results Kyosei Case Study DEFINED CULTURE
  • 25. 1270 Broadway, Suite 1103 New York, NY 10001 T 212 947 1001 F 800 304 4891 Strategies & Brand Aligned Communications for Awareness, Engagement & Business Results Living and Working Together For the Common Good. Canon’s Clean Earth Campaign Canon Employee’s Clean Earth Crew
    • Beach Clean Up
    • Park Clean Up
    • House Painting
  • 26. Strategies & Brand Aligned Communications for Awareness, Engagement & Business Results Integrating Cultures Through Shared Values Integrity Candor Commitment Innovation Excellence Vision TransCultural Alignment Case Study ACQUISITION
  • 27. 1270 Broadway, Suite 1103 New York, NY 10001 T 212 947 1001 F 800 304 4891 Strategies & Brand Aligned Communications for Awareness, Engagement & Business Results Distinct Brands in One Market Case Study RECRUITING TO CULTURE
  • 28. 1270 Broadway, Suite 1103 New York, NY 10001 T 212 947 1001 F 800 304 4891 Strategies & Brand Aligned Communications for Awareness, Engagement & Business Results Can relocate Friendly Good with children Will work for no tips Experienced with wines Speaks French & Spanish Candidate Culture
  • 29. 1270 Broadway, Suite 1103 New York, NY 10001 T 212 947 1001 F 800 304 4891 Strategies & Brand Aligned Communications for Awareness, Engagement & Business Results A New Set of Standards
    • Commitment
    • Accountability
    • Execution
    • Timelines & Goals
    • Educate & Communicate
    • Zero Tolerance
    Case Study CHANGE MANAGEMENT
  • 30. 1270 Broadway, Suite 1103 New York, NY 10001 T 212 947 1001 F 800 304 4891 Strategies & Brand Aligned Communications for Awareness, Engagement & Business Results Building on Our Brand Everything we do must be based on our guiding values of team, know-how and quality, accompanied by a deep ethical sense of role and a moral assumption of responsibility .” - Alessandro Benetton, Chairman
  • 31. 1270 Broadway, Suite 1103 New York, NY 10001 T 212 947 1001 F 800 304 4891 Strategies & Brand Aligned Communications for Awareness, Engagement & Business Results
    • Selection
    • Communication
    • Education
    • Coaching
    The Culture Change Process
  • 32. Align Our Message Build a Brand Fortress 1270 Broadway, Suite 1103 New York, NY 10001 T 212 947 1001 F 800 304 4891 Strategies & Brand Aligned Communications for Awareness, Engagement & Business Results • Employee Buy In • Greater Market Share • Greater Loyalty • Brand Ambassadors HR
  • 33. 1270 Broadway, Suite 1103 New York, NY 10001 T 212 947 1001 F 800 304 4891 Strategies & Brand Aligned Communications for Awareness, Engagement & Business Results Passion and energy Commitment Product knowledge Hands-on Entrepreneurial Recruit to Our Culture
  • 34. Strategies & Brand Aligned Communications for Awareness, Engagement & Business Results Branded New Tools
  • 35. Culture and the Customer 1270 Broadway, Suite 1103 New York, NY 10001 T 212 947 1001 F 800 304 4891 Strategies & Brand Aligned Communications for Awareness, Engagement & Business Results Energy Colorful Affordable Value Passion Enters store and feels the energy, music Sees the array of clothing Approaches clothing, sees great prices Realizes great value, fashionable items Has an exciting experience trying on clothing Associates greet warmly Perceives the ‘color stories’ Finds out about special sales and discounts Sees associates wearing the clothing Associate assists with try on of clothes Engage in conversation Attracted by the merchandise Realizes can buy an entire outfit and accessories Gets answers to inquiries about fabrics and styles Signs up on list in order to continue the experience
  • 36. 1270 Broadway, Suite 1103 New York, NY 10001 T 212 947 1001 F 800 304 4891 Strategies & Brand Aligned Communications for Awareness, Engagement & Business Results Refine Based on Metrics Friday Saturday Sunday Monday Tuesday Wednesday Thursday Friday
  • 37. 1270 Broadway, Suite 1103 New York, NY 10001 T 212 947 1001 F 800 304 4891 Strategies & Brand Aligned Communications for Awareness, Engagement & Business Results
    • Internally:
    • Retention Increased
    • Employee Referrals Increased
    • Employee Satisfaction Survey Results Improved
    • Sales Increased
    How We Knew it Worked
  • 38. 1270 Broadway, Suite 1103 New York, NY 10001 T 212 947 1001 F 800 304 4891 Strategies & Brand Aligned Communications for Awareness, Engagement & Business Results Remember 1. Employees want to belong to a global team 2. Local cultures need to be considered and respected. 3. Integration into the workforce is key to success. 4. All new hires and employees from outside the company or from acquired companies need to understand the new culture and become a part of it.
  • 39. 1270 Broadway, Suite 1103 New York, NY 10001 T 212 947 1001 F 800 304 4891 Strategies & Brand Aligned Communications for Awareness, Engagement & Business Results Build a Culture of Brand Advocates “ I understand how to impact the brand and the company” “ I am the Brand” “ I am passionate about the brand, and the company” Understand Believe Deliver
  • 40. V1 Bonding Through Brand Strength Advertising Brand Development Benefit Communications Consulting Corporate Identity Corporate Social Responsibility Employer Branding Event Marketing & Support Internal Communications Market Research Media Planning & Placement Public Relations Recruitment Advertising Student Enrollment Viral Marketing Websites and E-Marketing You know you have succeeded when your customers, employees and business partners all share a core belief in your brand.
  • 41. BRANDEMiX ( http://www.brandemix.com ) provides branded communications, strategies and support for employee initiatives. What truly distinguishes us is our knowledge of both Human Resources and Marketing and we work hard to create, deliver and manage end-to-end programs from strategy through launch. Our capabilities span the entire spectrum of Employee Communications: • Research and focus groups • Employer branding • Recruitment marketing • Benefit communications • Website development (intranet/extranet) • Orientation, onboarding and Best Practice Candidate Care • Employee referral programs • Change management communications • Newsletter design, and article submissions (online and print) • Recognition and Reward Programs • Training programs • Promoting HR as a strategic resource to internal partners • Branding engagement and other surveys to encourage participation 1270 Broadway, Suite 1103 New York, NY 10001 T 212 947 1001 F 800 304 4891 Strategies & Brand Aligned Communications for Awareness, Engagement & Business Results