Readers of JD Salinger’s ‘Catcher in the Rye’ may remember Holden Caulfield’s description of the American school he went to – "it was one of those schools that advertised in the back of the National Geographic showing some hot shot guy on a horse. I never saw anything like that at Pencey Prep."
I had an exchange scholarship year at a school a bit like that 30 miles east of Philadelphia. I had done my A levels in the UK and started at the Hill School, Pottstown, PA when I was still 17. I was lucky to go there, it broke the mould of England for me and focussed the direction my life was going to take thereafter.
Reading about the apparent reversal in UK social mobility, now apparently decreasing when it was increasing, made me think of that time and wonder what steps UK employers are taking to increase social mobility within their own organisations. Universities have to worry about social mobility, should not employers also demonstrate that they care about it and sharpen their descriptions of diversity in their Employer Brand management? Employers are pressed to reveal gender and ethnic figures but how about the percentage of people they take on by type of secondary school which is a broader challenge? Universities have to answer that question, why not employers? Employers of course are meritocracies and are blind to background in their search for talent but this conceals educational facts which will add important themes to any discussion on what UK education needs.
In America, private prep schools (that is secondary schools aiming to get students into US Colleges of their choice) are just a pin prick in US cultural life. Secondary education carries little of the baggage which all forms of UK secondary education has to cope with. Few Americans are remotely interested - in contrast to the furious debate it prompts in Britain where some leading Universities contain over 40% from fee paying schools, a category which only produces 8% of the nation’s school leavers yet 54% of FTSE 100 CEOs, 51% of top medics and 70% of High Court Judges (Source HM Government). Many of these universities want to change this yet they face two obstacles:
a) They must to keep their high standards competing as they do on in a global market, particularly for academic faculty members, and they cannot act primarily as social engineers. I can hear employers making the same point.
b) Some feel, Oxford and Cambridge for example, that they cannot attract the very brightest of the state sector given their elitist reputation. The Vice Chancellor of Oxford has stated that this is one of his top two issues (the other is attracting world class academics)
This is a double whammy and the British press regularly runs stories showing that alumni from fee paying schools continue to make up large percentages of top jobs given that there are fewer Grammar schools. Small wonder so many UK parents feel they have to take on the crippling burden of fee paid education which most parents in the rest of Europe are happy to escape. I wonder what the comparable figures for fee paid alumni percentages by job category are in the US and in other European countries? I do not think that Brits do fee paid education for social reasons, it is about getting qualifications and skills which will provide better chances of a high earnings and career advancement.
This situation is made worse in the UK by the influence of London as a place to work since many of the career options above are centred there. Geography can be an important merit and demerit in EB management. The daughter of neighbour is a trainee accountant in a global FMCG company’s London office. In September the employer is moving her to Preston as part of her development. Her first reaction was to leave and get herself into a City accountant practice but to her credit she is going to make the move. It may transform her.
What do I think UK employers should do to demonstrate their contribution to increasing social mobility? I have these suggestions:
1. Redefine ‘Diversity’. Britain has treated diversity as an American import where the topic has been informed by the various US ‘rights’ movements and so the focus has been on Gender, Minority Ethnics, Sexual orientation and the Disabled. This is why it ignores social class which is the biggest cause of exclusion in UK as numerous studies have concluded.
2. Recognise social mobility within their corporate and HR communications. It is not enough just to make the usual equal opportunity commitments none of which capture social mobility
3. Make sure everybody applies on line even for intern jobs. Be seen to make it a really level playing field
4. When an executive is asked to help potential candidates referred by clients, suppliers, friends or relations, ensure that all know the organisation’s stance. Nick Clegg benefitted from personal contact in getting an intern’s job and, while he should have said so, was right to highlight the inequalities of the system. A good message ruined by perceived hypocrisy.
5. Record the school categories for their graduates in the same way that Universities do. Indeed, why don’t University Careers services record graduate employer destinations by secondary school? They have the data and it would save employers the extra bureaucracy
6. Publicise the results. I think we will find that some employers have a very limited balance in secondary school profile and others will be very broad. There is an interesting subject for analysis here – does that balance correlate with corporate performance?
7. Ask recruiters to track secondary education profile on their short lists aspects.
8. Encourage relevant Government departments eg Fast Stream Recruitment to do the same.
9. Persuade the state education establishment to change its aspirations, standards and opportunities it offers all families including those buying private education. Where is the pitch to the latter group?
10. The big one, make private education unfashionable (in many countries the decision to go private is often for non academic reasons and can imply family challenges rather than ambition) and do so by changing state standards. Will David Cameron’s children, who have started in a state primary, continue in the state system? If so, will his government encourage more of his peer group to do the same? Consider the impact on the UK state system if the parental pressure of every FTSE 100 director, journalist, judge, and doctor was focused on it? How would existing school management react? It would redefine the definition of the ‘pushy mum’! A university class mate of mine headed a comprehensive school in North London for some years. He told me how much the school would have gained if he had been able to attract a broader profile from the fee paid day school competitors he faced.
Finally, it is tempting to consider employers who have already built a reputation for both outstanding performance and improving social mobility. Top of my list would be Tesco whose culture has long targeted bright and energetic people with nothing resembling a silver spoon in their mouths. It is an unstated but powerful aspect of their EB
Simon Barrow
Wednesday, May 18, 2011
Wednesday, February 16, 2011
Employer Brand Management must work beyond an HR and Communications framework it needs senior management involvement -
Recently, I ran an Employer Brand Management morning workshop in Amsterdam prior to speaking to an EB conference there in the afternoon. The morning session attendees – about 25 in total – were a knowledgeable group of HR, Resourcing and Talent Management professionals with extensive EB experience working in major European and multinational companies.
It became clear from a discussion on achieving brand activation that some EB road blocks existed for this group and I list below the major concerns they had. Here were the top five issues:
1. Lack of strategic intent and common purpose at a corporate level which should drive overall EB thinking and action.
2. Insufficient measurement by management of the key dimensions of the working experience. As one delegate put it 'we are not showing enough evidence of pain in order to achieve the change we need'
3. Continuing disconnect between HR, Marketing and Operations when it comes to the delivery of necessary improvements to ensure that brand activation is implemented
4. Lack of HR leadership and influence on senior colleagues. One verbatim 'who is ultimately responsible for the Employer Brand of our organisation? The HR Director or the CEO?' The CEO is clearly seen to be responsible for the corporate brand (with investors, the media and a major advisers/suppliers etc) and the EB is surely a vital ingredient of that.
5. The widespread perception that senior management usually faces bigger issues than the EB and EB Management at any one time and is driven by short term priorities.
As I said above, this group knew the theory of the EB in that, however important it is to create the messaging and positioning resulting in a stance which is distinctive, compelling and true (easy to say but hard to do), EB branding is only one element of Employer Brand Management. The effectiveness of the latter depends on the ability and influence of the Brand Manager to bring measurement, planning, innovation, change and coherence to the management of the overall employment experience.
To achieve that needs trust, respect and involvement outside any one department. It requires confidence and influence to argue the case for changes which will improve the working experience and which will demand alteration to attitudes, behaviours and processes over which HR has no direct control. That influence needs the direction and support of the whole management group and in particular the CEO. It is this top group who need to ensure that HR actions are integral to the strategy and plans of the whole business. HR is not a race apart.
I learnt this lesson very early in my career when I was a Colgate brand manager. I may have worked hard on the plans for my brand (Colgate Fluoride Toothpaste) but European and later New York management had to approve them having tested the financial, marketing, production, R&D and distribution thinking in demanding and inquisitorial meetings which I have never experienced since. However, all that resulted in an approved budget plan which the whole company had to get behind. The chances of a 27 year old brand manager successfully influencing change are vastly improved when his or her plan has become the approved company plan.
What I believe lies behind the frustrations I listed at the start of this blog is the feeling that Employer Brand Management ought to be like this too but HR ( the obvious place for this approach) is restricted to creating and delivering on projects which can be managed within HR itself. Recruitment marketing and communication is an important part of that remit and the development of an Employer Value Proposition is an important output. However, that is not Employer Brand Management and, while the EVP will result in a more focussed, joined up and improved communications, it will not bring the best of real brand management into a place where it can really make the difference. While some organisations we know are truly demonstrating this way forward, too many are concentrating on what to say rather than what needs doing.
Simon Barrow
Chairman
People in Business Ltd, London
It became clear from a discussion on achieving brand activation that some EB road blocks existed for this group and I list below the major concerns they had. Here were the top five issues:
1. Lack of strategic intent and common purpose at a corporate level which should drive overall EB thinking and action.
2. Insufficient measurement by management of the key dimensions of the working experience. As one delegate put it 'we are not showing enough evidence of pain in order to achieve the change we need'
3. Continuing disconnect between HR, Marketing and Operations when it comes to the delivery of necessary improvements to ensure that brand activation is implemented
4. Lack of HR leadership and influence on senior colleagues. One verbatim 'who is ultimately responsible for the Employer Brand of our organisation? The HR Director or the CEO?' The CEO is clearly seen to be responsible for the corporate brand (with investors, the media and a major advisers/suppliers etc) and the EB is surely a vital ingredient of that.
5. The widespread perception that senior management usually faces bigger issues than the EB and EB Management at any one time and is driven by short term priorities.
As I said above, this group knew the theory of the EB in that, however important it is to create the messaging and positioning resulting in a stance which is distinctive, compelling and true (easy to say but hard to do), EB branding is only one element of Employer Brand Management. The effectiveness of the latter depends on the ability and influence of the Brand Manager to bring measurement, planning, innovation, change and coherence to the management of the overall employment experience.
To achieve that needs trust, respect and involvement outside any one department. It requires confidence and influence to argue the case for changes which will improve the working experience and which will demand alteration to attitudes, behaviours and processes over which HR has no direct control. That influence needs the direction and support of the whole management group and in particular the CEO. It is this top group who need to ensure that HR actions are integral to the strategy and plans of the whole business. HR is not a race apart.
I learnt this lesson very early in my career when I was a Colgate brand manager. I may have worked hard on the plans for my brand (Colgate Fluoride Toothpaste) but European and later New York management had to approve them having tested the financial, marketing, production, R&D and distribution thinking in demanding and inquisitorial meetings which I have never experienced since. However, all that resulted in an approved budget plan which the whole company had to get behind. The chances of a 27 year old brand manager successfully influencing change are vastly improved when his or her plan has become the approved company plan.
What I believe lies behind the frustrations I listed at the start of this blog is the feeling that Employer Brand Management ought to be like this too but HR ( the obvious place for this approach) is restricted to creating and delivering on projects which can be managed within HR itself. Recruitment marketing and communication is an important part of that remit and the development of an Employer Value Proposition is an important output. However, that is not Employer Brand Management and, while the EVP will result in a more focussed, joined up and improved communications, it will not bring the best of real brand management into a place where it can really make the difference. While some organisations we know are truly demonstrating this way forward, too many are concentrating on what to say rather than what needs doing.
Simon Barrow
Chairman
People in Business Ltd, London
Tuesday, January 25, 2011
Why are bankers not defending their bonuses better? -an Employer Brand viewpoint
I have not yet been asked to work with an investment bank to assess the impact of the bonus debate on existing employees, potential recruits, investors and other stakeholders. Why are they not using every argument to demonstrate why substantial bonuses are vital and show that successful bankers are heroes rather than greedy ogres?
To date most bankers seem to use just one response to their critics namely that unless restraint is global they will lose their talent to other financial centres. I don’t buy this – successful bankers who have set down roots in London have a full and varied life living in the finest urban property in the world and enjoying the social and artistic life of this great city. Any confidential research amongst bankers and their families would indicate that London is a very hard place to leave.
Why don’t they use much more powerful arguments? All I can conclude is that they do not exist and Sir Philip Hampton’s TV message last week was correct ie yes there are some brilliant people but the rest are journeymen. If so then small wonder that obvious rebuttal points do not get made. Yet, if this is a trade worth defending then they should form a key role in the defence.
Here are a few I have simply made up which if true would make quite a hard hitting defence eg
1. The colossal margins eg such as those which enabled Morgan Stanley to afford $16bn in salaries, bonuses and benefits in 2010 are only achieved by a few outstanding firms. The majority of bankers do not deliver results like these and the corporate and personal career risks are great. As with sportsmen and musicians there are only a few outstanding performers amongst the thousands who take part.
2. The competition for customers is intense. If all bankers earned these margins then the self correcting principles of capitalism would ensure that new competitors would rapidly enter the market and bring margins down.
3. To be a successful banker requires quite extraordinary and rare qualities eg professional skills like accountancy, an MBA, a first degree First and outstanding commercial and interpersonal qualities. This evidence only gets you an interview – the rejection rate is over 90%
4. This is not a long term career and top talent must make money when it can. There is a long time in education and training and then perhaps only 15 years of really productive work. ’50 on Wall Street is old’ really is true.
5. The burn out/drop out rate for Bankers is crippling. The employee turnover rate for qualified bankers is over 35% pa.
If the above were true Bankers rewards would be understandable but presumably none of it is otherwise the average rewards for a large investment bank would be nowhere near the £269,000 per head which Goldman Sachs paid out in 2010. I have just read a glowing report on the level of engagement and commitment in Goldman’s UK business. With such a level of average earnings that is not surprising yet don’t these talented employees sometimes wish that their leaders could defend what they are paid rather better? In the meantime I’d be interested to know what they say to friends and family.
If there are powerful arguments based on the realities of this market then let us hear them - otherwise observers will fill the vacuum with the thought that they really are just overpaid journeymen in a category ripe for change.
Simon Barrow
To date most bankers seem to use just one response to their critics namely that unless restraint is global they will lose their talent to other financial centres. I don’t buy this – successful bankers who have set down roots in London have a full and varied life living in the finest urban property in the world and enjoying the social and artistic life of this great city. Any confidential research amongst bankers and their families would indicate that London is a very hard place to leave.
Why don’t they use much more powerful arguments? All I can conclude is that they do not exist and Sir Philip Hampton’s TV message last week was correct ie yes there are some brilliant people but the rest are journeymen. If so then small wonder that obvious rebuttal points do not get made. Yet, if this is a trade worth defending then they should form a key role in the defence.
Here are a few I have simply made up which if true would make quite a hard hitting defence eg
1. The colossal margins eg such as those which enabled Morgan Stanley to afford $16bn in salaries, bonuses and benefits in 2010 are only achieved by a few outstanding firms. The majority of bankers do not deliver results like these and the corporate and personal career risks are great. As with sportsmen and musicians there are only a few outstanding performers amongst the thousands who take part.
2. The competition for customers is intense. If all bankers earned these margins then the self correcting principles of capitalism would ensure that new competitors would rapidly enter the market and bring margins down.
3. To be a successful banker requires quite extraordinary and rare qualities eg professional skills like accountancy, an MBA, a first degree First and outstanding commercial and interpersonal qualities. This evidence only gets you an interview – the rejection rate is over 90%
4. This is not a long term career and top talent must make money when it can. There is a long time in education and training and then perhaps only 15 years of really productive work. ’50 on Wall Street is old’ really is true.
5. The burn out/drop out rate for Bankers is crippling. The employee turnover rate for qualified bankers is over 35% pa.
If the above were true Bankers rewards would be understandable but presumably none of it is otherwise the average rewards for a large investment bank would be nowhere near the £269,000 per head which Goldman Sachs paid out in 2010. I have just read a glowing report on the level of engagement and commitment in Goldman’s UK business. With such a level of average earnings that is not surprising yet don’t these talented employees sometimes wish that their leaders could defend what they are paid rather better? In the meantime I’d be interested to know what they say to friends and family.
If there are powerful arguments based on the realities of this market then let us hear them - otherwise observers will fill the vacuum with the thought that they really are just overpaid journeymen in a category ripe for change.
Simon Barrow
Wednesday, January 5, 2011
Why can't Waitrose run our public services?
Now here is a blog about a real Employer Brand
On Christmas Eve, I succeeded in getting a rubbish skip removed; the driver, noticing a Waitrose wine case, said ‘Ah, you’re a Waitrose man’. I mentioned free delivery and competitive prices. `Fair enough’ he said, adding that three members of his family worked for them at Saxmundham; ‘they’re all happy – Waitrose is a good employer.’ When I said I was going there that afternoon, he said `say hello’ to his son Ben in the wine dept.
That visit gave me five positive experiences stemming from helpful advice given in a warm, spontaneous, natural spirit by people who really seemed to be enjoying their jobs. True, it was Christmas Eve, but that’s no guarantee of a benign, constructive response. I remember once doing a student job delivering drink, working with a driver who described the season as ‘nothing more than a f….g booze up ’.
So: why were they all so positive?
- they were working for a successful business – well, so are lots of big retailers but there was something else about working there;
- perhaps because, they are part owners of the business, Waitrose being part of the John Lewis Partnership?
- perhaps because there’s a greater sense of fairness with everyone getting the same percentage bonus on their basic salary? Plus rewards at the top, though handsome, are not at the stratospheric levels in other organisations;
- perhaps, being decently managed, they pass on that sense of decency and work as team players? With Waitrose employees bringing out the best in their customers and vice versa;
- With people like this most of us would think twice before raising a bad tempered voice – you don’t easily lose it with people doing their best. In any case the management's careful planning and implementation probably means there is little to cause rows. This is a disciplined place.
If I had to select the key Waitrose attributes they would be a) the basic human qualities of the people they recruit b) the sense I get that how Waitrose management behave is how they the partners want to behave c) the clarity and expectations of the actual employment experience and the confidence in the strategy on which it is based
As I drove home I wondered why more organisations don’t prompt me to feel this way. If Waitrose ran the railways, local government, education and health would not their employees and their customers be a lot happier? In addition I can think of several commercial businesses where the bedrock of the actual experience does not stand out for all it touches in the way it does here. If you need to spin your way to an Employer Brand you’ll never make it.
Simon Barrow 5th Jan 2011
On Christmas Eve, I succeeded in getting a rubbish skip removed; the driver, noticing a Waitrose wine case, said ‘Ah, you’re a Waitrose man’. I mentioned free delivery and competitive prices. `Fair enough’ he said, adding that three members of his family worked for them at Saxmundham; ‘they’re all happy – Waitrose is a good employer.’ When I said I was going there that afternoon, he said `say hello’ to his son Ben in the wine dept.
That visit gave me five positive experiences stemming from helpful advice given in a warm, spontaneous, natural spirit by people who really seemed to be enjoying their jobs. True, it was Christmas Eve, but that’s no guarantee of a benign, constructive response. I remember once doing a student job delivering drink, working with a driver who described the season as ‘nothing more than a f….g booze up ’.
So: why were they all so positive?
- they were working for a successful business – well, so are lots of big retailers but there was something else about working there;
- perhaps because, they are part owners of the business, Waitrose being part of the John Lewis Partnership?
- perhaps because there’s a greater sense of fairness with everyone getting the same percentage bonus on their basic salary? Plus rewards at the top, though handsome, are not at the stratospheric levels in other organisations;
- perhaps, being decently managed, they pass on that sense of decency and work as team players? With Waitrose employees bringing out the best in their customers and vice versa;
- With people like this most of us would think twice before raising a bad tempered voice – you don’t easily lose it with people doing their best. In any case the management's careful planning and implementation probably means there is little to cause rows. This is a disciplined place.
If I had to select the key Waitrose attributes they would be a) the basic human qualities of the people they recruit b) the sense I get that how Waitrose management behave is how they the partners want to behave c) the clarity and expectations of the actual employment experience and the confidence in the strategy on which it is based
As I drove home I wondered why more organisations don’t prompt me to feel this way. If Waitrose ran the railways, local government, education and health would not their employees and their customers be a lot happier? In addition I can think of several commercial businesses where the bedrock of the actual experience does not stand out for all it touches in the way it does here. If you need to spin your way to an Employer Brand you’ll never make it.
Simon Barrow 5th Jan 2011
Thursday, November 18, 2010
I mentioned that ’Passion’ had joined the list of much used FTSE company values along side integrity, trust and teamwork.
I am not alone, just have a look at this You Tube clip
I am not alone, just have a look at this You Tube clip
Tuesday, November 16, 2010
'A principle is not a principle until it costs you money’ – the role of ‘values’ in an Employer Brand
This quote came from the great Bill Bernbach, founder of the celebrated ad agency Doyle Dane Bernbach, made famous by their distinctive work for Volkswagen and others which broke the predictable mould of advertising towards the end of the ‘Mad Men’ era in the 1960s.
I think of that line when I see the value statements of most large companies. A statement of values and the behaviours and processes they drive should be a fundamental building block of any employer brand – vividly demonstrated in the way the place works. People in Business recently studied the Financial Times Stock Exchange 100 top UK businesses (The FTSE) and established that 65 of them have stated values which are on their websites. The 35 who do not may believe that a formal statement is superfluous since the culture, style and positioning are clearly in the DNA and do not need added promotion in that form.
Frankly, looking at the 65 value statements there maybe another reason for not going public which is that non participants may be aghast at the samey obvious values which dozens of large organisations trot out. Maybe they just don’t want to join that club. You can see why from the PiB analysis ie 31 mentioned ‘Integrity’ and if you add similar words like ‘Trust’ and ‘Honesty’ that rises to 55. ‘Respect’ is claimed by 22 of the 65, ‘Responsible’ 20 and ‘Teamwork’ 19. Another 15 companies, trying perhaps to push the boundaries, state that‘Passion’ is a value of theirs.
Of course, there is nothing wrong with any of these as words which should underpin the basic stance of any organisation but value statements like these cannot form the basis for an employer brand which is distinctive and compelling. After all, unless you are Bernie Madoff or in organised crime, then are not such noble sentiments fundamental to all of us? They just do not add anything other than tick the box that ‘we have a set of values’
I think a great value statement should stop you in your tracks and make you think. It should give you an indication of what is expected of you and tell you what is really important to the organisation and what it stands for. Consider these for starters:
Liberté, Egalité, Fraternité for post revolutionary France in the late 18th Century
The Declaration of Independence for the United States of America. A brilliant example of where succinct prose works better than a few stated beliefs. In 1776 it was also a global first.
Down the street from PiB's office is the Lutyens memorial to the nurse Edith Cavell shot at dawn in Brussels, October 1915. There are four words in the stone ’Fortitude, Humanity, Sacrifice, Devotion’. Eighty five years on it strikes me as timely right now for the 20 health care volunteers killed at one time by the Taliban in Afghanistan earlier this year and all those who continue do that brave and vital work under such circumstances.
We have a new partner in Turkey and the basis of that country’s continuing stance is based on the stated beliefs of its leader Mustafa Kemal Ataturk post the Treaty of Lausanne in 1923 - ‘Westernization, Modernisation, Solidarity, Secularization and Equality for All Turks’. Turkey today is still driven by these values and the behaviours that represent them. Ataturk also knew the power of one simple edict to demonstrate a new order – in 1925 he made the Fez (the traditional hat of the ruling class) illegal stating that ‘civilised men wear civilised hats!’. He wore a fine Panama hat from then on.
Values should be at the heart of any worthwhile Employer Brand if the leadership can sign off on statements which are compelling and distinctive and which they themselves can demonstrate. It can be very hard to establish statements which match the power of the examples I have used above but using words which are just worthy and commonplace will not do it for you. If you can’t do it right, wait until you can.
Simon Barrow
16 November 2010
I think of that line when I see the value statements of most large companies. A statement of values and the behaviours and processes they drive should be a fundamental building block of any employer brand – vividly demonstrated in the way the place works. People in Business recently studied the Financial Times Stock Exchange 100 top UK businesses (The FTSE) and established that 65 of them have stated values which are on their websites. The 35 who do not may believe that a formal statement is superfluous since the culture, style and positioning are clearly in the DNA and do not need added promotion in that form.
Frankly, looking at the 65 value statements there maybe another reason for not going public which is that non participants may be aghast at the samey obvious values which dozens of large organisations trot out. Maybe they just don’t want to join that club. You can see why from the PiB analysis ie 31 mentioned ‘Integrity’ and if you add similar words like ‘Trust’ and ‘Honesty’ that rises to 55. ‘Respect’ is claimed by 22 of the 65, ‘Responsible’ 20 and ‘Teamwork’ 19. Another 15 companies, trying perhaps to push the boundaries, state that‘Passion’ is a value of theirs.
Of course, there is nothing wrong with any of these as words which should underpin the basic stance of any organisation but value statements like these cannot form the basis for an employer brand which is distinctive and compelling. After all, unless you are Bernie Madoff or in organised crime, then are not such noble sentiments fundamental to all of us? They just do not add anything other than tick the box that ‘we have a set of values’
I think a great value statement should stop you in your tracks and make you think. It should give you an indication of what is expected of you and tell you what is really important to the organisation and what it stands for. Consider these for starters:
Liberté, Egalité, Fraternité for post revolutionary France in the late 18th Century
The Declaration of Independence for the United States of America. A brilliant example of where succinct prose works better than a few stated beliefs. In 1776 it was also a global first.
Down the street from PiB's office is the Lutyens memorial to the nurse Edith Cavell shot at dawn in Brussels, October 1915. There are four words in the stone ’Fortitude, Humanity, Sacrifice, Devotion’. Eighty five years on it strikes me as timely right now for the 20 health care volunteers killed at one time by the Taliban in Afghanistan earlier this year and all those who continue do that brave and vital work under such circumstances.
We have a new partner in Turkey and the basis of that country’s continuing stance is based on the stated beliefs of its leader Mustafa Kemal Ataturk post the Treaty of Lausanne in 1923 - ‘Westernization, Modernisation, Solidarity, Secularization and Equality for All Turks’. Turkey today is still driven by these values and the behaviours that represent them. Ataturk also knew the power of one simple edict to demonstrate a new order – in 1925 he made the Fez (the traditional hat of the ruling class) illegal stating that ‘civilised men wear civilised hats!’. He wore a fine Panama hat from then on.
Values should be at the heart of any worthwhile Employer Brand if the leadership can sign off on statements which are compelling and distinctive and which they themselves can demonstrate. It can be very hard to establish statements which match the power of the examples I have used above but using words which are just worthy and commonplace will not do it for you. If you can’t do it right, wait until you can.
Simon Barrow
16 November 2010
Wednesday, October 20, 2010
Small businessess need an Employer Brand too
- a new frontier for the Employer Brand?
Most Employer Brand conferences are attended by delegates from large businesses, so it was a special event to be asked to talk about how the employer brand might be considered by 130 lawyers gathered at a recent NetLaw Media conference in London. While there were a few ‘magic’ or ‘silver’ circle firms present the majority were small businesses with not more than 10 partners . All the delegates were lawyers themselves, mostly senior partners facing with all the usual challenges of running a small business eg:
- cash management,
- client relationships,
- the pressure to bill (write offs can come in separate time period!),
- whether to concentrate services and build a reputation for particular expertise (in which case what to drop?)
- How and when to outsource (given the low prices for Asian work)
- Poor leadership –as one said law firms have rarely been led just managed
- How good are lawyers at being seen to deliver?
- The relationship between actual time recorded and that billed.
- Debtor management –why are lawyers last in the line to get paid?,
In addition to all that they had the impact of the Legal Services Act (coming into place in October 2011) to consider.
HR, Marketing and Communications people are naturally interested in the Employer Brand – it forms part of what is expected of them - but small businesses rarely employ such specialists. They have to live with the immediate issues and I would doubt that many of these firms have a strategic plan. Thinking ahead will be limited to a budget.
Yet small businesses do of course have an individual reputation for the working experience they offer. They will have to cope with managing that experience and they will have to recruit, engage and motivate their teams. They will also have to worry about how their business stands out versus their competitors. While they may not realise it in the mass of daily pressures they will need the insights, the planning and the implementation which an EB process can provide. We must make the case in a way which is relevant, ‘grabbable’and affordable in senior time and out of pocket cost – showing what EB management has done for a FTSE company is no substitute for that.
There is an opportunity to bring the best of EB to small businesses and we need to create the process for doing so. I suspect that there is a human as well as a commercial need – any analysis of where unfairness, prejudice and evasion or avoidance of employment law is most prevalent is likely to be found among small employers.
Simon Barrow
Most Employer Brand conferences are attended by delegates from large businesses, so it was a special event to be asked to talk about how the employer brand might be considered by 130 lawyers gathered at a recent NetLaw Media conference in London. While there were a few ‘magic’ or ‘silver’ circle firms present the majority were small businesses with not more than 10 partners . All the delegates were lawyers themselves, mostly senior partners facing with all the usual challenges of running a small business eg:
- cash management,
- client relationships,
- the pressure to bill (write offs can come in separate time period!),
- whether to concentrate services and build a reputation for particular expertise (in which case what to drop?)
- How and when to outsource (given the low prices for Asian work)
- Poor leadership –as one said law firms have rarely been led just managed
- How good are lawyers at being seen to deliver?
- The relationship between actual time recorded and that billed.
- Debtor management –why are lawyers last in the line to get paid?,
In addition to all that they had the impact of the Legal Services Act (coming into place in October 2011) to consider.
HR, Marketing and Communications people are naturally interested in the Employer Brand – it forms part of what is expected of them - but small businesses rarely employ such specialists. They have to live with the immediate issues and I would doubt that many of these firms have a strategic plan. Thinking ahead will be limited to a budget.
Yet small businesses do of course have an individual reputation for the working experience they offer. They will have to cope with managing that experience and they will have to recruit, engage and motivate their teams. They will also have to worry about how their business stands out versus their competitors. While they may not realise it in the mass of daily pressures they will need the insights, the planning and the implementation which an EB process can provide. We must make the case in a way which is relevant, ‘grabbable’and affordable in senior time and out of pocket cost – showing what EB management has done for a FTSE company is no substitute for that.
There is an opportunity to bring the best of EB to small businesses and we need to create the process for doing so. I suspect that there is a human as well as a commercial need – any analysis of where unfairness, prejudice and evasion or avoidance of employment law is most prevalent is likely to be found among small employers.
Simon Barrow
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