BRAND FORCETurning Workforce into

BRANDingEmployers talk about

signalsSignal #1 : RelevantSignal #2 : CommunicationSignal #3 : TeamworkSignal #4 : Interested Signal #5 : Interesting

looking for

InterviewsQuestion #1 : Tell us about yourself?Question #2 : What do you value?Question #3 : What are you passionate about?Question #4 : What motivates you?Question #5 : What makes you remarkable?

in your

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“Influence is central competence that all soft skills have in common”

Personal Brands

Aggregate toCORPORATE BRANDS

EMPLOYEESare the new face(s) of corporate culture

How to turn our workforce into a

brand force?

Understand Branding: How your workforce

can aggregate to brand force

Recognize Employees: Identify the right

ambassadors from within

Activate & Measure: Listening and

measuring brand impact

1. 2.

3.

1. Employee Branding

Employer Employee

Personality encourages Engagement

Engagement leads to Contribution

Contribution adds Business Value

“One of many” yields in no unique contribution and a lack of creative output. Corporate cultures that fall in this category value standardization, control and a well defined structure.

Nobody is excited about the commodity. Undifferentiated Output, having no competitive advantage. Works well with intra-company products and infrastructural activities. Managers are valued heavily in this system to keep the cycle running.

Conformity CommodityConformity: Arch nemesis of

innovation

Conformity CommodityConformity: Arch nemesis of

innovation

The flexibility in approach gives room for creativity. It highlights the unique attributes of an individual in the delivery of company objectives. A flat system of hierarchy is preferred. Each individual manages their own brand with their actions.

Individual contributions matter. Each individual works harder for their own credibility. Outcome improves as innovation is not just placed in the initial idea but in the whole process of contribution.

Individualism InnovationGlobalization: Diversity breeds

learning

Case Study

Did You Know?

In 1983 Harley-Davidson faced extinction. Twenty-five years later,

the company boasted a top-50 global brand value of $7.8 billion.

Central to the company turnaround, and to its subsequent success, was Harley’s

commitment to building a brand community: After the 1985 leveraged buy-back that

saved the company, management completely reformulated their competitive

strategy and business model around a brand community philosophy.

Harley re-tooled every aspect of organization – from culture to its operating

procedures and governance structure - to derive its community strategy.

Full Story

Did You Know?

Harley staffed all community outreach events with employees rather than hired

hands. For employees this regular close contact with people they served added

such meaning to their work that the weekend out-reach assignment routinely

attracted more volunteers than were needed.

Many employees became riders and many riders joined the company. Executives

were required to spend time in field with customers and their operating

philosophy was re-enforced during new employee orientation.

Decisions at all levels were grounded in the community perspective, and the

company acknowledged the community as the rightful owner of the brand.

Full Story

RESULT

Harley-Davidson sustains a large brand community which keeps active through

clubs, events, and a museum. Licensing of the Harley-Davidson brand and logo

accounted for $40 million (0.8%) of the company's net revenue in 2010. Full Story

2. Recognizing Employees

Identify&

Encourage

STEPS

IdentifyPersonality

Traits&

BehavioralAttitudes

ANALYSIS

d iS C

Step #1 : Broadly Identify Personality Traits

Link to: Assessment | Analysis

Step #2 : Check for Brand Archetypes

Link to: Arbunize| YouLab

Step #3 : Check for Brand Footprint

Link to: Arbunize| FullContactAPI key: Generate an API

DevelopCulture

&Create an

Environment

Encourage

Step #4 : Develop a culture / Craft an Identity

Step #5 : Develop a (Brand) Plan

BrandingToolkit

Reference

CV

Portfolio

Step #6 : Encourage to build inventory

Step #7 : Choose the Right Tools & Channels

Online Profiles PR channels

3. Activate & Measure

Step #8 : Listen to social media and Benchmark

Link to: Google Alerts Google Trends SocialMention RepuIndex

Step #9 : Setup to Monitor

Link to: Radian6 Google Analytics

Step #10 : Measure & Repeat

RECAPStage 1: Understand Branding: How your workforce can aggregate to brand force

• Changing corporate landscape by impact of Social Media

• Why employers need it

• Why employees need it

Stage 2: How to identify the right ambassadors from within• Personality assessments

• DISC analysis; Spot Exercise• Understanding Brand Archetypes; Spot Exercise

• Incentivize internallyStage 3: Measurements – Measuring brand impact

• Individuals (Tools like , Google alerts, Brand yourself, Arbunize)• Corporates (Tools like, Radian6, Google Analytics, etc)

BRAND FORCELET’S GET BETTER…

…@ CONNECTIONS

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