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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
© SLP Corporate Psychologists (India) Pvt Ltd
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.
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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?
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Brand Promise
Internal Branding
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External vs Internal Branding
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External vs Internal Branding
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Successful Organizations are marketing their Brands on two fronts…
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Internal Communication Influencers…
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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
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How to get it right? – A Southwest Airlines initiative
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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
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Southwest Airlines – Initiative Outcomes
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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.
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Few recent trends towards deeper employee engagement…
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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.
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Challenges / Dilemmas…
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• 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…
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The Idea Is…
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• 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.
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Thanks!
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Dr. Mohit Kumar,
Managing Director, SLP India
Mobile: +91 991 060 9196 / +91 961 990 9196
Email - [email protected]