Guest blog: Employer branding

The what, why and how of employer branding

While companies are starting to get their heads around what employer branding is, why it’s important and how it differs from (and yet complements) corporate branding, few are getting it right. And some organizations are struggling to know where to start. But I get it.

There is so much being written about candidate experience, personas, journey mapping, ATSs, employee advocacy etc. Often employer branding ends up confusing the hell out of Talent Acquisition and Recruitment, HR, and Communications or Marketing teams. They don’t know where to begin, and/or narrowly focus on their own perceived part of the pie. As a result, employer branding ends up being confined to either the ‘too hard’ or ‘another meeting needed’ pile. Lots of conversation, little action.

As employer branding professionals we need to be leading the charge on addressing the three biggest issues affecting its success. These are:

1.     Mindset of senior leadership

2.     Silo’d thinking

3.     Industry cohesion

So what can we start doing, right now? All the below require little or no budget…

Mindset of senior leadership

a. Strategic thinking – Link the employer brand strategy and associated activities to the delivery of the business strategy. If senior leadership see this, they will sit up and take notice.

b. Go armed with data – Show execs the numbers, educate them on the trends and emerging themes, and provide insights that drive action.

c. Clearly outline the why, what and how for senior leadership engagement and role modelling – Too many of them don’t understand any one or all of these.

Silo’d thinking

a. Communication – Talk to your people. Talk to your Talent Acquisition and Recruitment, HR, Communications and Marketing colleagues. They will tell you what your EVP really is. Ask questions, seek opinions and listen intentionally. Keep doing this.

b. Cooperation – Accept you won’t have all the answers and neither will your agency. Go and find internal experts who can help you and involve them from the start.

c. Collaboration – When you’ve found these experts, get them involved in creating the solutions – not just the design of your EVP, but the activation and ongoing embedding.

An EVP needs to be a combined, holistic and integrated effort between the Recruitment, HR and Communications teams. Find out why from Simon’s recent presentation.

Industry cohesion

a. Sharing is caring – This is an incredible industry with fiercely passionate people doing amazing work. Let’s share as many of our successes, and fails, with each other as we can.

b. Reach out for help – Don’t be afraid to ask for help. We’re all learning. Chances are someone, somewhere will have a similar challenge to you. Crowdsource. Co-create the solution. No one does it on their own.

c. Stand proud – We are all ambassadors for employer branding. Be unashamed when you talk about it with your colleagues, family and friends.

So there you have it, 9 quick tips you can start doing today for a little less conversation and a little more action on employer branding.

Simon Rutter leads the development and implementation of Takeda’s employer brand in the UK and around the world.

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Many thanks to Simon, Global Strategic Employer Brand and Communications Director, at Takeda for his insight into employer branding. At ClearVoice™, we are experts in delivering employee communications and engagement solutions. We inspire, motivate and transform your workforce to increase your company’s productivity and profits. For more information on successfully developing your employer brand, call or email us today and let us show you how an employee value proposition can boost your organisation.

Guest Blog: Positive Onboarding Experience

A Thousand Onboarding Firsts

When was the last time you started a new job at a new company and had a positive onboarding experience? What were you thinking in the days leading up to the new job and what was your first day like? In case your ‘Dear Diary’ entries are bit vague from that time, here’s a quick refresher on some of the things that probably went through your head…

When you accepted the offer to join, you were saying yes to one of the most wonderful experiences humans have; to become a part of a group. More than just being invited to join this organisation, you were excited about the new position; the new responsibilities, the new culture and, especially, the first day. A new chapter in your life, new adventures, new challenges, people and a new place for you to prove yourself to the world. This organisation invited you to join them and it felt great.

You were also a bit nervous that you were the newbie. The outsider. You were nervous about asking questions so you didn’t appear petty, irrelevant or downright stupid. You were concerned about what you were going to wear. And you might have made a dry run to practice your commute or written down questions for your first meeting with your new boss. You might even have tried to memorise some of the names of your new teammates.  Or you might have been concerned about learning all the relevant skills needed to do your job. In summary, you were embarking on the early stages of your onboarding journey.

Four Keys to Successful Onboarding (EAST)

Regardless of the role, experience and age, everyone experiences similar challenges to some degree. The message to employers: The first day of onboarding a new hire is your opportunity to get everything right. There are four keys to make the first day one that is memorable for all the right reasons.

Make Onboarding Easy

The first day starts with getting to work. Sure, Google Maps can give directions. But as the new boss, you can lower stress for the new employee by offering insider tips. “Once you get off the train, head out of the station onto 4th Street and walk toward downtown. Enter the door under the sign that says The 421 Building and tell reception to ring me. It’s about a 7-minute walk from the train. And if you pass the bakery, you’ve gone too far!”

And make sure cultural quirks are shared to warn them. “Because of the big game, everyone will be wearing team jerseys on Monday.” Be sensitive to the fact that whatever you take for granted because you’ve been there for some time is completely unknown to your new hire. Make their welcome and first day of their onboarding experience an easy one.

Make Onboarding Attractive

Just because the new hire has decided to take the job, don’t stop selling them on how much you want them. Continue to make the onboarding experience attractive to them. Start by warming them up with a phone call the week before they start. Let them know you’re excited to have them on your team and offer up time for the new hire to ask questions.

Because we are attracted to things that are relevant to us, make sure the things that get personalised in your office are properly personalised for your newbie. Print their name on the folder of welcome documents when they walk in the door. Name tags, security credentials and any legal documents should have their name correctly filled in. Legal name on legal documents and nickname, if they prefer, on name tags and name plates. Everyone likes it when other people get their name right – don’t miss this small step to make the new job attractive to them.

As silly as it may seem, start with praise and recognition on the first day. “I know the paperwork can be a pain, but I appreciate the effort and focus you’re putting on it. You’re doing great. ”There’s no reason to be disingenuous, but don’t pass up opportunities to remind them of how you’re aware of the effort they’re putting into their first day. That will go a long way in establishing vivid memories that contribute to greater retention and enhanced referrals, when you need them.

Make Onboarding Social

Work is possibly the most significant community that we belong to because of the time we put into it over the span of our working career. That community has an impact on the new hire’s life and the newbie wants that community to accept them in return. We all want to be accepted.

Let the newbie know that he or she is accepted, welcome and that you are full of hope for their success. Thomas Jefferson’s mother supposedly said to her young son when his school expelled him for poor performance that she was proud of him; and that the teacher believed he was such an exceptional student that he needed a different class to challenge him!

Foster a support network that the newbie can rely on.  As you introduce coworkers, connect a reason for the new hire to know them. “This is Sasha, he’s great with office paperwork. And this is Gina, she’s terrific with technology issues.” The newbie is unlikely to remember all the specifics but knowing there is a supportive social network is key to getting off to a good start.

Part of the social onboarding process should include one-to-one meetings with relevant team members and associates from the organisation. Get the newbie to commit to setting up meetings with a list you provide and as they achieve those mini-milestones, be sure to recognise the effort and achievement. Small as it may be, we want the social side of our lives to work without trouble.

Make Onboarding Timely

There are certain times when we are more ready to change than others. We are more apt to reignite our gym membership when we start looking at swimsuits in the Spring. We are more apt to buy life insurance after the birth of a child. Timing matters and authors Daniel Pink in When and best-selling researcher Robert Cialdini, PhD in Pre-Suasion both emphasise the timing and sequence of events and how they impact behaviour change.

Asking your newbie on their first day for a commitment to meet with each member of the team will gain compliance. And it can be more nuanced than that. Don’t ask the newbie to commit to work objectives until they’ve got an understanding of the job. The first commitments they should make is to be learning the necessary job skills and demonstrating them in a timely fashion.

Also, how time is spent is equally important. Having big gaps in the calendar before the newbie knows how to do the job will lead to listlessness. Make sure you pack their days with relevant learning opportunities until they have a feel for the work. Then, you can more easily fill downtime with tasks from the backlog.

Easy, Attractive, Social, Timely

Onboarding, onboarding experience, easy, attractive, social, timely, Robert Cialdini, Pre-Suasion

Since our brains are not digital cameras recording every single moment humans pay attention to, and remember, the vivid extremes in life. That means that a single, small experience at the wrong time can over-influence our memories.

A study was conducted with the ostensive purpose of asking classical music critics to rate the performance of a conductor (when listening on a vinyl record). All the people in the study listened to the same recording. Some listened to perfectly clean recordings. Some listened to records that had a scratchy sound in the middle and some had a scratch at the end of the recording. At the conclusion of the listening session, the critics rated the conductor’s ability with the particular piece of music. Critics who heard the scratch at the end of the performance rated the conductor’s performance lower than the critics who heard no scratch in the recording.

Key Onboarding Tips In Summary

Be careful how you create all of the ‘firsts’ for your new hire.  Each first impression contributes to their opinion of the company and that links to their happiness on the job. It affects their emotional engagement with the company and their satisfaction with their manager.

Make their introduction to the company Easy; make their first day Attractive; leverage the Social side of their new workplace and make your communication with them Timely.

Plan ahead and help your newbies feel wanted; just like you wanted to feel when you first joined.

Tim Houlihan applies the behavioral sciences to workplace engagement and consumer behavior to corporations around the world.

Have your say and tweet us @ClearVoiceComms

Many thanks to Tim, Chief Behavioral Strategist, at BehaviorAlchemy for his time and insight into engaging audiences. At ClearVoice™, we are experts in delivering employee communications and engagement solutions. We inspire and motivate your workforce to increase your company’s productivity and profits. For more information on successfully onboarding your new hires with, call or email us today and let us show you how engagement can boost your organisation.

Guest blog: Culture and values – what’s it worth?

The true cost of culture and values

The vast majority of people turn up for work wanting to do a great job. But, unfortunately, many organisations manage to rapidly prevent them achieving that goal. Not intentionally of course; but unless you have a well planned on-boarding process accompanied by a welcoming culture, you are likely to fall at the first hurdle as the glow of the new job becomes tarnished by the reality of bureaucracy, process, and daily tedium. This is when a good culture supported by meaningful values can make all the difference.

It will have cost your organisation around £30,000 to find and replace that employee and in turn he or she has spent a great deal in time, energy, and probably anxiety, changing jobs or starting their first one. High expectations on both sides. So it’s not hard to see that if that family style supportive culture promised at the interviews along with the welcome talks from those important people under-deliver, there will fast be disappointment. And that can cost you dearly.

Time for a few Stats

According to the Deloitte 2017 Global Human Capital Trends Survey:

  • Organisational culture, engagement, and employee brand proposition remain top priorities in 2017; employee experience ranks as a major trend again this year.
  • Nearly 80 percent of executives rated employee experience very important (42 percent) or important (38 percent), but only 22 percent reported that their compa­nies were excellent at building a differentiated employee experience.
  • Fifty-nine percent of survey respondents reported they were not ready or only somewhat ready to address the employee experience challenge.

simply irresistible organisation model, deloitte university press

 

It’s not all that surprising that the majority of employers are poor at creating a great employee experience. Only the most enlightened business leaders can see the ROI on great culture supported by genuine values.  Most are wrapped up in issues where the payback is more tangible, easier to see and measure.

It’s time to wake up and smell the coffee

Trends show that this issue is not going away but rather becoming more important. For example, new graduates entering the workplace are no longer obsessed with just the salary and benefits package. They want to work somewhere they can share in values they believe in and a culture that supports them. And of course, if your employer’s culture is not something special, irreplaceable and distinctive, there is much less to stop you going to work somewhere else.

Worst of all is having a set of values on the website and on the walls in your meeting rooms which are largely unknown by the employees (can you recite your Company Values?), and not put into practice by management. Better to have none than to openly demonstrate ignorance or hypocrisy.

And it’s easier than ever today to find out what it’s really like working somewhere. Tools such as Glassdoor and Facebook make it very easy to see reality as opposed to what they want you to see on the website!

Every organisation should strive to be unique, even if the products and services are scarcely differentiated from competitors. In fact in this case it’s even more important. Don’t forget that your culture will shine through to customers, prospective customers, prospective employees, suppliers and everyone you deal with. It’s what makes you different. Culture often emanates from the original founder, even if they are no longer around. It’s that hard-to-describe essence that makes your place the place it is. By creating a timeless set of Values, you can capture that essence and use it make your organisation special, different and great.

Expensive if you get it wrong, valuable if you get it right

Even if you find it hard to see the tangible benefits, the costs associated with getting it wrong (poor culture, no values or redundant values) are likely to be immense:

  • Higher staff turnover @ £30,000 per head
  • Less motivated employees, less likely to go the extra mile
  • Unsustainable customer satisfaction – if your employees are not engaged, your customers will feel this in their interactions and will be less loyal to you. Your business could die.

Try putting a price on each of these for your organisation.

Every organisation has a culture whether you like it or not. Might as well use it positively, supported by a tangible set of values, to help engage employees and customers in a sustainable way.

At amp Performance Limited, we help both public and private organisations by developing performance improvement solutions through Motivation and Incentives. We help answer people and business questions. We do this by providing services across Communication, Education, Measurement and Reward. Visit us at www.ampperformance.co.uk

Have your say and tweet us @ClearVoiceComms

Many thanks to Adam Sidbury, Director, at ampPerformance for his time and insight into the true cost of organisational culture and values. At ClearVoice™, we are experts in delivering employee communications and engagement solutions. We inspire, motivate and transform your workforce to increase your company’s productivity and profits. For more information on developing a well-planned on-boarding process and welcoming culture, call or email us today and let us show you how engagement can boost your organisation.

Guest blog: Engage and stop chasing demographic unicorns

Engage with diverse workforces

Are you stressed about trying to engage your diverse workforce? Going crazy trying to engage millennials in your office?

You’re probably overwhelmed by articles and blog posts telling you how to communicate with your workforce by age, ethnicity and gender. Frankly, it’s unworkable.

The fact is people are complex and the psychological underpinnings that lead employees to engage with a firm morph with both time and situations. Engagement is daunting. That’s why you need a different model – a new way of thinking about engaging your diverse workforce.

Stop chasing demographic unicorns.

The 4 Drive Model

The 4 Drive Model (originally created by Lawrence & Nohria) is a comprehensive framework for understanding employee motivation at its root. The 4-Drive Model satisfies a wide variety of engagement issues with a single approach. This way, you can engage your 26-year-old white female as easily as the 45-year-old Asian male.

engage, 4-Drive Model, ClearVoice, engagement, audience, demographics, diversity, diverse audiences, employee

#1: Acquire & Achieve. The first set reflects our drives to acquire things, status, experiences, rewards, etc. and is a common foundation for all engagement plans. Intuitively, you can peg millennials with their drive to acquire and achieve, but hold your horses. They’re not the only ones. We live in a consumer-driven world. Your millennials and your 50-something coworkers received Apple watches for holiday gifts (maybe even from themselves).

Kurt Nelson, PhD, President of The Lantern Group, applies a version of the 4 Drive Model to engagement strategies. He noted recently that “The standard ‘pay them more and get more performance’ mantra doesn’t work anymore. A written letter of appreciation can generate more engagement than a big check.”

#2: Bond & Belong. We have a drive to create positive relationships and engage with others to fit in as social beings. In this way, we are satisfying our desire to bond and belong. This drive transcends age, gender and ethnicity and has more to do with what’s happening in the careers of your employees and changes in their environment. In every new setting, the subconscious mind demands satisfaction to bond and belong, to fit in and for the tribe to recognise achievements.

The modern workforce exists not so much as individual contributors but as dynamic participants in a web of teams. As Nelson noted, “Successful leaders look for opportunities for their people to interact and form social connections.”

#3: Create & Challenge. These drives are about our need to create, improve, master, learn and overcome challenges. People commonly overlook this when considering what engages employees. An assignment with tremendous challenges can contain more motivational power than an average assignment with a big bonus. As historian Jacob Bronowski said, ‘We delight in our own creativity,’ so give an employee something to create and watch them run.

That said, it’s more than just having a challenge in a job. It’s also about expanding the cognitive abilities that allow us to succeed. “To maximize performance,” said Nelson, “make sure that there are regular opportunities or even requirements to engage employees in learning.”

#4: Define & Defend. Defining our purpose and defending our status, ideas and relationships. How we identify ourselves has immense motivational power. While saving-face is one such reactive aspect, the proactive side is staking a claim and enabling employees to raise a flag on their own battlements. These drives serve those who have clear visions of their purpose and goals in the organization.

“Employees will fight long and hard for a company that they believe in and one that has their back,” says Nelson.  This is truly the ultimate gift an employee can give a company when their environment supports it “but the moment they sense deceit or feel belittled, those same employees can turn into your biggest liability.”

Applying The 4 Drive Model

Dr. Nelson recently leveraged the 4 Drive Model with a global pharmaceutical firm in revamping their sales incentive trips. Historically, the firm offered lavish trips for top performing employees to exotic destinations as recognition of their successes. However, the company wanted to dial down the public perception of the trips and at the same time maintain high levels of motivation among the sales reps. The result, after private interviews, team brainstorms and input from senior leaders, a menu of trips was created to allow teams to choose (bond & belong) among learning-centric trips (create & challenge) with senior leaders (acquire & achieve) that were relevant to their team’s success (define & defend).

One Isn’t Enough

Nelson noted that “an improvement in each of these drives impacts organizational performance independently” which is important for any firm. Satisfying all 4 drives simultaneously initiates “an exponential increase in performance”. By comparison, firms see a 3%-6% performance increase for satisfying any individual drive versus a 36% performance increase when all four drives are satisfied.

Chasing demographics is akin to chasing unicorns in a magical forest.  By focusing on the 4 Drives, it allows you to develop programs that address your entire audience looking at where they are at.

Tim Houlihan applies the behavioral sciences to workplace engagement and consumer behavior to corporations around the world.

Have your say and tweet us @ClearVoiceComms

Many thanks to Tim, Chief Behavioral Strategist, at BehaviorAlchemy for his time and insight into engaging audiences. At ClearVoice™, we are experts in delivering employee communications and engagement solutions. We inspire and motivate your workforce to increase your company’s productivity and profits. For more information on engaging with diverse workforces, call or email us today and let us show you how engagement can boost your organisation.

Guest blog: Emotional intelligence – the organisation is like a brain, not a structure

Emotional intelligence

Does your internal communications department struggle for resources, influence and internal clout? Recent findings in cognitive psychology and employee engagement have indicated that better engagement and positive emotional intelligence is key to a successful organisation.

Avoiding viewing companies as ‘structures’ with people as ‘resources’ is essential in the same way as communicating with employees is central to improving business performance. In essence, results depend on getting the right alignment of strategy, skills and emotional commitment; none of which is possible without clear and effective communication.

People are emotional: defining emotional intelligence

The Righteous Mind | Jonathan Haidt | Engage for Success | correlation between higher engagement and higher performance | ClearVoice

Over the past fifty years, cognitive psychology research has connected human behaviour and decision-making with the emotional state of mind. Equally, this has been identified through highly educated professionals such as data analysts and research scientists.

Consequently, all people are emotional!  Confirmation bias, is a common tendency to filter out evidence that clashes with emotionally preferred narratives. Some people are better than others at recognising and challenging their own biases, but are all prone to creating them. In an interview, leading academic Jonathan Haidt, author of The Righteous Mind, says: ‘…emotional reactions tend to drive the reasoning reactions, and I think most of the neuroscience literature is consistent with that.’

Research indicated a positive correlation between an employee’s personal drive and an increase in performance levels; creating a strong emotional dimension within the workplace. As the UK’s Engage for Success concludes: ‘We now have a substantial body of evidence showing the correlation between higher engagement and higher performance.’

Communication is vital

Organisations who enhance and encourage emotional intelligence promote a more engaged and collaborative workforce. By identifying company structures as organic representations of a brain, business leaders can better understand how to treat their workforces.

‘If we rethink our understanding of the dynamic, organic reality of the organisation, we realise it’s more like a brain than a structure, in which case it becomes obvious that the connecting neural networks need to be active and healthy.’

Philip Whiteley is an author and journalist specialising in workplace culture and the link to organisation performance.

Have your say and tweet us @ClearVoiceComms

Many thanks to Philip, Author & Journalist, for his time and insight into emotional intelligence. At ClearVoice™, we are experts in delivering employee communications and engagement solutions. We inspire and motivate your workforce to increase your company’s productivity and profits. For more information on how to drive emotional engagement as part of your employee communications strategy, call or email us today and let us show you how engagement can boost your organisation.

Guest blog: Speak with one voice

Internal and external communication as one

In a healthy organisation, the internal and external communications functions are close; it is a matter of basic coherence and integrity that strategic narratives to both audiences are broadly the same. The challenge is that in some organisations the internal communications function can lack status; whereas that of the external communications can prompt cynicism. For an organisation’s success it is vital that both speak with one voice.

There are matters of commercial confidentiality, but the organisation should express the same values. There should be clarity about who the company is, what it stands for, and what it’s doing, in the broader narratives. If different stories start to emerge externally, compared with practices and messages internally, this is a warning sign; an indicator of a disconnect between strategic planning and operational reality. Bringing internal and external communications together as part of strategy-setting, scenario planning and operations ensures that plans fulfil their potential.

The importance of honest and open communication

In an organisation with integrity, the marketing, personnel, research, production and senior executive departments are speaking consistently. They communicate with each other, around a shared objective of understanding the customer journey, and how well the company serves its customers when interacting with them.

ClearVoice, employee engagement, employee experience, Silke Brittain, employee communications, internal communications, strategy, people, employee voice, integrity, communications strategy, innovation, strategic narrative, performance improvement, employee journey, customer journey, employee value proposition

Honest and open communication is encouraged, and in both directions; such organisations treat an honest and reasonable complaint, from a customer or an employee, as a learning opportunity; as a chance to improve that customer journey and the employee’s experience.

You can test the honesty of your communications with surveys and with data. Your perception may be that you put the customer first, but have satisfaction ratings dipped in the past six months? If so, do you know why? What do your employees say about your organisation? Have your employee engagement levels dropped? And how has this affected your organisation’s performance?

How is feedback providing an opportunity?

Senior leaders, marketing, internal communications and HR should be inviting and actively seeking feedback from customers and employees at regular intervals. Annual surveys provide a broad insight into engagement and overall satisfaction; augment this with regular pulse surveys, focus groups, morning tea breaks or huddles.

Listening to feedback is the first step, acting upon it the second and arguably the more important step. Each feedback providing an opportunity to encourage interaction, engage in honest conversation and bring internal and external communication closer together by sharing success stories, acknowledging ideas for improvement, and celebrating progress.

The challenges of improving performance, boosting employee engagement, and bringing the internal and external communications together, are all closely linked activities. They are not separate departments, but distinct disciplines that form part of a collective endeavour to improve the experience for the customer and the employee with your organisation now and into the future.

Philip Whiteley is an author and journalist specialising in workplace culture and the link to organisation performance.

Have your say and tweet us @ClearVoiceComms

At ClearVoice™, we are experts in delivering employee communications and engagement solutions. We inspire and motivate your workforce to increase your company’s productivity and profits. For more information on how to use feedback from customer satisfaction and employee engagement surveys to improve your organisation’s performance, call or email us today and let us show you how communication can boost your organisation.