Article: Create a culture where people live the brand

Employee Engagement

Create a culture where people live the brand

Vipul Mathur, Co-founder of Qilo Ventures, says a well-defined EVP & living the brand are key to a passionate workforce
Create a culture where people live the brand
 

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

 

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.

Read full story

Topics: Employee Engagement, #BestPractices, #HRInsights

Did you find this story helpful?

Author

QUICK POLL

What is your top focus area for reinventing work in the hybrid world of work?

2 months free subscription
q_auto,f_auto/v1617612749/mag-april-2021.png

Subscribe to all new People Matters HR Magazine

.

Subscribe
And Save 59% plus Two months free

Subscribe now

What are your key focus areas as you continue to reinvent your business amid the ongoing uncertainty? READ the April 2021 issue of our magazine to find out the reinvention story of global leaders.

Read Now