Communications, Employee Engagement & Human Resources– Who Owns it?Executive Certificate Program onInternal Branding and C...
Communicating inwards…    “Branding of companies can be a lot more subtle than just the product or service brand’    - Dav...
Communicating inwards…    • Internal Brand Experience answers the questions for them, on 3 counts:         — Functional – ...
External vs Internal Branding4                                   © SLP Corporate Psychologists (India) Pvt Ltd
External vs Internal Branding5                                   © SLP Corporate Psychologists (India) Pvt Ltd
Successful Organizations are marketing their Brands on two    fronts…6                                           © SLP Cor...
Internal Communication Influencers…7                                         © SLP Corporate Psychologists (India) Pvt Ltd
What employees want from their employers…    Over 150 employee engagements surveys taken      together suggest:    • What ...
How to get it right? – A Southwest Airlines initiative    Internal Brand Communication Framework at Southwest Airlines    ...
Southwest Airlines – Initiative Outcomes External awards and recognitions:                  Apparently, the only consisten...
Few recent trends towards deeper employee engagement… Mass career customization: The war for talent will require a restruc...
Challenges / Dilemmas… • When and where to start... • HR vs CorpComm vs Strategy... • “Who done it” vs “who gets recognize...
The Idea Is… • When employees see alignment between internal and     external messages, they are able to “live the vision”...
Thanks!     Dr. Mohit Kumar,     Managing Director, SLP India     Mobile: +91 991 060 9196 / +91 961 990 9196     Email - ...
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Ib&cc mohit

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Ib&cc mohit

  1. 1. Communications, Employee Engagement & Human Resources– Who Owns it?Executive Certificate Program onInternal Branding and Corporate Communications @ IIT Delhi.June 23 – 24, 2012Dr Mohit Kumar, Managing DirectorDr Sourisseaux, Lüdemann & Partner, IndiaPsychology for the Success of your Company © SLP Corporate Psychologists (India) Pvt Ltd
  2. 2. Communicating inwards… “Branding of companies can be a lot more subtle than just the product or service brand’ - David Mason-Jones ( Journalist and Author of “Should meat be on the Menu”) What’s intended: • As companies seek to attract the best talent and to win the retention battle, they are coming to the conclusion that it pays big dividends to influence the candidate’s psyche long before the job ad is ever placed. • Drawing upon the principles of external branding, strategic communications, and talent management, Internal communication makes employees more passionate, innovative, and productive. Employees who can “live” their employer’s brand — provide improved customer experiences, and — enable their organization to better meet talent, customer, and business objectives.2 © SLP Corporate Psychologists (India) Pvt Ltd
  3. 3. Communicating inwards… • Internal Brand Experience answers the questions for them, on 3 counts: — Functional – What is the job like? Will I enjoy the experience? How does it help me grow? — Economic – How will I be rewarded? What’s return for my efforts? (Most importantly) How sustained it is? — Psychological – What will I belong to? What is that greater mission I am connected to and how my efforts contribute towards it? Brand Promise Internal Branding3 © SLP Corporate Psychologists (India) Pvt Ltd
  4. 4. External vs Internal Branding4 © SLP Corporate Psychologists (India) Pvt Ltd
  5. 5. External vs Internal Branding5 © SLP Corporate Psychologists (India) Pvt Ltd
  6. 6. Successful Organizations are marketing their Brands on two fronts…6 © SLP Corporate Psychologists (India) Pvt Ltd
  7. 7. Internal Communication Influencers…7 © SLP Corporate Psychologists (India) Pvt Ltd
  8. 8. What employees want from their employers… Over 150 employee engagements surveys taken together suggest: • What employee wants is: – Exciting work – Meaningful opportunity – Career & personal development – Work – life balance – Wealth and rewards – Belief that one works for a great company8 © SLP Corporate Psychologists (India) Pvt Ltd
  9. 9. How to get it right? – A Southwest Airlines initiative Internal Brand Communication Framework at Southwest Airlines Sources/Modes of Messages Outcomes Internal •Positioning of Formal organization •HRMS Employee’s and Offerings •PR Systems Psyche in Customers’ Mind Informal •Culture / •Turnover coworker Organizations Desired Knowledge of experience Employee Mission & Brand Desired Brand •Employee •Leaders / Brand Image Vision Image Image Satisfaction Managers •Customer External Satisfaction Psychological Formal Contract •Customer •Advertising & loyalty PR •Favorable Informal reputation •Customer feedback Feedback9 © SLP Corporate Psychologists (India) Pvt Ltd
  10. 10. Southwest Airlines – Initiative Outcomes External awards and recognitions: Apparently, the only consistently profitable • Top Performing Company airlines in the world - with 1st quarter 2012 operating revenue @ USD 4 billion • Performing through people and net operating income @ USD 10 • America’s top ten admired companies million. • Airline of the year • Corporate Conscience award for community positive impact • Brand keys customer loyalty award • Most pleasant airlines • Best domestic airlines of the year • Worlds most socially responsible companies • Employer of choice among college students And on-and-on…10 © SLP Corporate Psychologists (India) Pvt Ltd
  11. 11. Few recent trends towards deeper employee engagement… Mass career customization: The war for talent will require a restructuring of both the expectations and the mechanics of how careers are built. MCC is based on a view that the career journey of knowledge workers increasingly look like sine waves of sorts, with climbing and falling levels of engagement with work over time. Employee Value Proposition: As a set of associations and offerings provided by an organization in return for the skills, capabilities and experiences an employee brings to the organization.11 © SLP Corporate Psychologists (India) Pvt Ltd
  12. 12. Challenges / Dilemmas… • When and where to start... • HR vs CorpComm vs Strategy... • “Who done it” vs “who gets recognized”... • Small or Big – Who needs it more???... • Internally vs external help... Innovation is no-ones business but everyones obligation…12 © SLP Corporate Psychologists (India) Pvt Ltd
  13. 13. The Idea Is… • When employees see alignment between internal and external messages, they are able to “live the vision” and deliver desired outcomes and behaviors. • Brand behavior becomes instinctive when the brand messages are integrated into employee’s every day experience. • Allows the employees to make a powerful emotional and intellectual connect to the products and services they sell, and more importantly to the customers/clients.13 © SLP Corporate Psychologists (India) Pvt Ltd
  14. 14. Thanks! Dr. Mohit Kumar, Managing Director, SLP India Mobile: +91 991 060 9196 / +91 961 990 9196 Email - mohit@slp-india.com14 © SLP Corporate Psychologists (India) Pvt Ltd

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