Ib&cc mohit

© SLP Corporate Psychologists (India) Pvt Ltd

Dr Mohit Kumar, Managing Director Dr Sourisseaux, Lüdemann & Partner, India Psychology for the Success of your Company

Communications, Employee Engagement & Human Resources – Who Owns it?

Executive Certificate Program on Internal Branding and Corporate Communications @ IIT Delhi. June 23 – 24, 2012

http://www.iitd.ac.in/


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


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?

3

Brand Promise

Internal Branding


External vs Internal Branding

4


External vs Internal Branding

5


Successful Organizations are marketing their Brands on two fronts…

6


Internal Communication Influencers…

7


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 company

8


How to get it right? – A Southwest Airlines initiative

9

Organization's Mission &

Vision

Desired Brand Image

Sources/Modes of Messages

Internal Formal •HRMS •PR Systems Informal •Culture / coworker experience •Leaders / Managers

External Formal •Advertising & PR Informal •Customer feedback

Employee’s Psyche

Knowledge of Desired Brand

Image

Psychological Contract

Employee Brand Image

Outcomes

•Positioning of organization and Offerings in Customers’ Mind •Turnover •Employee Satisfaction •Customer Satisfaction •Customer loyalty •Favorable reputation

Feedback

Internal Brand Communication Framework at Southwest Airlines


Southwest Airlines – Initiative Outcomes

10

External awards and recognitions:

• Top Performing Company

• Performing through people

• America’s top ten admired companies

• 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…

Apparently, the only consistently profitable

airlines in the world - with 1st quarter

2012 operating revenue @ USD 4 billion

and net operating income @ USD 10

million.


Few recent trends towards deeper employee engagement…

11

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.


Challenges / Dilemmas…

12

• 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 everyone's

obligation…


The Idea Is…

13

• 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.


Thanks!

14

Dr. Mohit Kumar,

Managing Director, SLP India

Mobile: +91 991 060 9196 / +91 961 990 9196

Email - [email protected]

Ib&cc mohit

Business

Transcript of Ib&cc mohit