THE CARROT AND STICK APPROACH AT WORK HAS REACHED A HIGHER LEVEL! Employer Branding as important as the Company Branding in marketing strategy

Every business aims at “being the ONE”. Companies have fought for clients, searched for ways how to bring and keep them. Nowadays, the HR is fighting, “employer branding” became the goal.

“Failure is instructive. The person who really thinks learns quite as much from his failures as from his successes.” John Dewey

This quotation suits the article in People Management entitled“Are you the next Ryanair?”, where you can read:

In  mid-September, the company cancelled up to 50 flights per  day, and then dropped a further 18,000 at the end of the month.”

Shocked? What happened?  Simple as that – there were not enough pilots to fly. As the studies exposed, an excellent workforce planning works perfectly for the both parties of a work agreement. (One can find there, an interesting “argument” on various meanings and factors of the workforce planning).

So again, employers shall take into account their staff and to hear them, build a relationship!

Employer branding equals the company branding (challenge me if you don’t agree) in a race called “Choose me, I’m the best”.

Some of the companies constituting examples of encouragement for their employees rely on feelings towards clients, charity, nature of work itself. It’s ethical issue for me, and I don’t assume myself to judge it, but I think of purity of such intention. That would be a human kindness, willingness to help and pride of doing something useful. These are the factors, that would specify a company as the right one for the right people.

At present, HR’s do observe people, and especially the millennials who dictate the new Millennium, and they do learn more and more, as the aforementioned articles verify 🙂

The subject was also presented on 16 November 2017 in London, at the Directors’ Briefing:  Carter Lemon Camerons LLP: “How to manage brand reputation when faced with employees’ claims”. Dorota Iwankiewicz, FCIM, strategic and creative director DM2 Agency pointed out that employees = internal clients, and employers should meet their needs and base it on THE SAME language/ THE SAME value/ THE SAME goal. Staff requires to be informed, inspired, instructed, involved and incent. It’s also important to check with the job satisfaction factors, and keep on searching for new ones.

Once again, I would like share with you our own case study. As a member of the group appointed to facilitate and promote effective change management in Cadbury Wedel, our main goal was tough: to reduce employment of a quite significant, throughout 3 years author’s programme. A Talent Management Programme, Internal PR and many other channels have been implemented in order to increase satisfaction during a period of dissatisfaction. Dorota’s wise reflection states:

“Elimination of factors, which are responsible for dissatisfaction is not a solution for bringing satisfaction, unfortunately.” 

We would recommend: recognise both and eliminate the right ones!

A marketing – focused approach became essential as highlighted by Dorota Iwankiewicz, in her presentation:

“95% of companies agree that marketing needs to have a much stronger influence throughout an organisation to shape ethical policies (and HR) and protect brand reputation.” (Sources: CIM report 2017)

Marketing builds up the brand, reputation and this includes employees who search for a well recognised employer. It’s highly recommended to become familiar with the subject, and marketers could help you to become THE ONE fantastic employer.

2017-11-30T10:58:27+00:00

About the Author:

DOROTA IWANKIEWICZ, FCIM | Senior Strategic/Marketing Professional | External&Internal Branding Specialist | CIPD & CILEx member Dorota combines 20 years of experience and constant development in the range of influencing people as a senior marketing/strategic professional and a managing director conducting manufacturer's projects. As a senior marketing professional: she accompanies DM2 Agency’s clients to achieve their defined goals, using knowledge and rich resources from neuromarketing, behaviourism, psycholinguistics. Dorota is the author of an educational programme about the art of persuasion, protected by the intellectual property law and implemented by the best Polish universities, and she is a co-leader of business workshops cooperating with the top law’s firm from City London. Her portfolio, gathered for many years, represents examples of effective marketing&PR campaigns eg. VISA, Mastercard, GSK, British America Tobacco, Geberit. She was a leader in European transitional programme (cooperation: Poland and UK) focused on training systems in order to develop employability, improving the labour market according to EU programme Europe 2020 growth and jobs strategy. Dorota is future-focused, inquisitive and open-minded; seeks out evolving and innovative ways to add an irresistible value to the clients/organisations. She consistently leads by example, acts with integrity, impartiality and independence, balancing individual, organisation and legal parameters. EXPERTISE: Leadership and Management | Communications strategy | Negotiations | Neuromarketing | Public Relations | Employer Branding | Employment Law | Psycholinguistics

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