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Brand Your Employees, Not Your Organization


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Employer branding is dead. Focus on employee (internal) branding. Understand trends, opportunities and challenges shaping the workforce and workplace and how you can be relevant as a communicator in the future. Learn more on why employee branding will serve us best.Invest in building the brand from within. Look up these slides from my keynote address at the 2015 Strategic Internal Communications Summit on February 10 at Melbourne, Australia

Published in: Leadership & Management
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Brand Your Employees, Not Your Organization

  1. 1. Brand Your Employees, Not Your Organization Keynote address ARK Group’s Strategic Internal Communication 2015 Melbourne, Australia Aniisu K Verghese February 10, 2015 @aniisu
  2. 2. 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
  3. 3. Employer Branding Is Dead “brandful workforce” – employees can be the most important component of your brand success Julia Gometz, The Brandful Workforce @aniisu
  4. 4. 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
  5. 5. @aniisu The future of work – A journey to 2022, PwC; World of work shifting to individualism
  6. 6. A central London college is offering its students the chance to become fully qualified selfie-takers. The art of self portraiture @aniisu college-offers-course-in-selfies.html
  7. 7. @aniisu Apps get personalized: Lift adds ‘personal coaching’
  8. 8. @aniisu
  9. 9. Evolution of the Employee, Jacob Morgan Forbes, 14/09/02/the-evolution-of-the-employee/
  10. 10. @aniisu Credibility matters
  11. 11. Your employees create more than ever 11 Game Changers, Waly Ollins, Spring 2013
  12. 12. Transforming Employees into Advocates 8 Steps to Launching a Successful employee advocate program Power, Social Chorus Your employees’ actions are more powerful @aniisu
  13. 13. Employees are posting about you without any encouragement Employees Rising: Seizing the Opportunity in Employee Activism, Weber Shandwick & KRC Research @aniisu
  14. 14. 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
  15. 15. 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
  16. 16. “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
  17. 17. 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 questions-workers-companies-and @aniisu
  18. 18. Hunger for Autonomy • “People are more likely to see themselves as members of a particular skill or professional network than as an employee of a
particular 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
  19. 19. Globoforce Workforce Mood Tracker™, The September 2011 Report The Impact of Recognition on Employee Retention Case for Personalization @aniisu
  20. 20. “Employees are your next new product” -Source: 2011: Trends in Internal Communications (Edelman Change & Employee Engagement) @aniisu
  21. 21. 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
  22. 22. 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
  23. 23. 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
  24. 24. Source: Empowering employees: new rules of engagement. Engage and youGov study, October 2008 Involvement and empowerment: shift in engagement trends @aniisu
  25. 25. 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
  26. 26. Eras and roles
  27. 27. 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
  28. 28. The Future of Business Citizenship, MSL Group (2014) CSR is a driver of employee activism @aniisu
  29. 29. @aniisu Zappos is holacratic: no job titles, no managers, no hierarchy of either-the-future-of-management-or-a-social- experiment-gone-awry/
  30. 30. 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. managers
  31. 31. 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.” happy-company/article6394788.ece# @aniisu
  32. 32. 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 future-workplace-a-crucial-skill-for-employees-and-recruiters-alike/
  33. 33. @aniisu on-social-media Certifying employees as social media champions
  34. 34. 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
  35. 35. • Linkedin: • Twitter: • Visit the Internal Communications Book FB page : • E-mail: • Visit my blog: Stay Connected @aniisu