Create a culture where people live the brand

How do you create highly engaged and measurable solutions for brands that help connect the employees?

In today’s business environment, it is imperative for businesses to build a high performance based work culture. To do so, you need a powerful EVP – a free-flowing connector between the brand, the business and people. A powerful EVP enables organizations to attract the right people to deliver the right values in the right way. Everything starts with the brand. Our employer brand engagement solutions work across the talent life cycle and integrate brand and business. The idea is to create a performance based culture that not only asks of but allows people to ‘live the brand’. This is done through attracting the right talent, constantly engaging with them and eventually making them the evangelists for the brand.

Attraction: Signaling the change, creating awareness and drawing attention and interest for the brand. Building on the motivators and differentiators

Engagement: Forming an emotional or rational attachment between talent and brand.

Advocacy: Ensuring an experience, which builds positive cognitive and emotional affirmation that in turn encourages word of mouth advocacy.

Measurement of an engaged talent force has to be on a continuous basis. A robust and scientific culture audit is one of the key tools we use to evaluate employee engagement levels with brand. Employer Brand Perception is also a great way to measure how engaged the current talent is and how potential talent perceives the brand. Fostering an engaged culture in the workplace is not a one-time effort. Companies whose engagement statistics improve after a particular effort aren’t done with the task. Rather, it’s important to measure engagement periodically.

How important will be talent’s contribution for growth/survival of businesses enterprises in the coming times?

It is more important than anything else. People create companies and never the other way around. It’s imperative to have the right talent delivering value in the right way. It’s not only a given but critical to business success. Companies should foster an environment to build a passionate workforce and it will happen only if they are engaged at the brand level. Today companies spend millions on engaging with customers. Yes, that is what makes or breaks businesses. But taking one step back and engaging with those who create companies becomes the most important aspect of success.

How important is the consumer brand in attracting, retaining, and engaging talent?

A strong consumer brand definitely helps is attracting talent. However, retention and engagement can only happen with a strong employer brand. A testimonial to this is talent migration toward start-ups and small enterprises. A strong consumer brand is not necessarily a great employer brand, the motivators and differentiators for talent works very differently than consumers. Aligning and leveraging consumer brand’s strength to build strong employer brand can be done to attract, and engage talent.

What are the key arguments in favour of building a stronger talent brand compared to a consumer brand?

The consumer brand and the employer brand are two sides of the same coin. They have to complement each other. A great consumer brand will help in attracting talent, but the moment of truth happens at the employer brand level and that’s where you need to be the strongest in. A well-defined EVP along with living the brand are the core to building a passionate talent force. An employee who is engaged is one who feels committed to his organization and its goals and delivers business results.

When does a consumer brand overshadow the talent brand?

The investment made in the consumer brand is always far larger and becomes the face of the organization. It’s imperative to leverage its strengths and get the talent aligned to it. Defining a clear EVP and living by it makes an unbeatable combination. Its binds brand, business and people.

Enterprises’ wanting to be start-ups

There has been a panic attack amongst enterprise lately, trying to inculcate a start-up culture in their organizations. Has the dragon actually woken up? Or it’s just for fancy boardroom presentation.

Having spoken to business leaders in enterprise, two most worrying areas are innovation and new competition.

Competition, which they never thought existed or even, belonged to their vertical.

So why are they so unprepared? If you look back in history all evolved civilizations, were crushed by smaller groups like Viking, Mongols and the reason they lost was not because they were not prepared, the reason was they did not have a purpose and they were complacent.

The one big difference between a start-up and an enterprise is “Hunger”.

Hunger for success, for sustenance and for survival.

Changing the dress code and cool work place does not give you start up culture, its igniting passion, defining purpose.

The enterprises’ that are looking to change have to first starve and be hungry and that’s how they’ll build a culture that innovates, performs and strives for success.

Hungry KYA?

Demystifying Culture

An organization is like a tribe, with a clan leader deciding who should be part of his tribe and what values should each tribe member live everyday.

Cultures are all about alignment of each and every member, to the vision of the clan leader and build a robust ecosystem. Where each member contributes, his or her role in the tribe to the best of potential.

Survive and compete with other tribes is one of the biggest challenge for the clan leader, he ensures that he has a team of agile, strong and smart army. So the tribe invests in development !

A good tribe thrives on collaboration; roles and responsibilities are clearly defined and each and every tribe member has to contribute.

Clan leader has to ensure that, each member is happy, motivated and taken care of. Tribes create their own rituals, to bond and celebrate every occasion. Rituals is in fact an inevitable component of culture

Conflict resolution – everything escalates to the clan leader for resolution and the final decision is, accepted by all in the right spirit.

Historically tribes, which have excelled well, have had great clan leaders with clear vision and ensuring alignment of each and every member with the vision, roles and responsibilities.

Well, tribes today have been replaced by organizations, but fundamentals of survival and growth remains the same.