Never mind calculating your company’s brand value, let’s skip straight to your individual employees. Sure, they are hired to do a job, and getting that job done is first and foremost. However in this age of customer and employee engagement where success is built on authentic and on-going relationships, every employee can be doing more than getting their work done. That’s what a brandful employee is all about – being a part of the growing brand and adding value to it.
But how significant can one employee be to the brand? When you think about the thousands or millions of individual interactions that make up a company’s product or service offering, you can begin to understand and appreciate the value at the individual level. One employee can make or break the brand for any given customer. And this is where the focus should be.
Here are some questions to consider:
• Are your employees set up on social networks to best advocate for your brand? (either helping with recruitment or customer engagement)
• Do your employees participate in product or service innovation?
• Are your citizenship efforts integrated with your brand and the employee experience?
Once you know the value your workforce brings to your brand, you’ll also learn how to increase that value. The power of building a brandful workforce is that it simultaneously improves both customer and employee engagement. For more on this topic, follow my blog at www.brandfulworkforce.com/blog, follow me on twitter (@juliagometz) or join the LinkedIn Group (The Brandful Workforce).
Last night I met with a great group of students at NYU’s Graduate Program of I-O Psychology. They were a diverse bunch from different parts of the world and different stages of their careers, but all shared a passion for understanding the functions and dysfunctions of employees and the workforce in general. I discovered this academic specialty while working at JetBlue when I happened to interview and eventually hire a couple of graduates from this program. The more I understand about I-O Psychology, the more I believe it is an under-leveraged expertise that organizations need, especially to build their competitive advantage.
Some of the questions that academics, students are practitioners address in this area are: What motivates employee behavior? How can employee behavior be measured and linked to bottom-line business results? What makes an effective leader? I-O psychologists specialize in designing and implementing organizational assessments and employee surveys, conducting executive or leader coaching programs, and mining data to determine employee program effectiveness, efficiency or prioritization of initiatives that will make the greatest impact on the organization.
I-O Psychologists are analysts, only they are quite different from financial or other technical analysts in that they deal not only in the rational realm but the emotional side as well. This is where many organizations miss the boat. Many executives make decisions based on fantastic analyses that do not account for non-rational influences, because it’s usually a business person, not a psychologist providing the advice. I’m not saying for executives to abandon the business perspective, but rather, to include another voice among the discussion.
Why am I writing about this in my brandful workforce blog? Because the lines of internal and external branding are blurred. It’s going to take a multi-perspective approach to build a brandful workforce – it’s time to collaborate across disciplines and get to know new ones.
I am happy to be featured as a guest blogger, or “guest-thought-leader” as they so nicely call it, for Capital Analytics. I joined the advisory board to lend some expertise to this growing organization which provides advanced analytics in the area of human capital – or the workforce. When I built the People Analytics function at JetBlue, I faced many challenges. It was quite an exciting time and before analytics exploded in the field of Human Resources. We learned a lot, took risks, explored a new frontier. In the end, we were able to set up an incredible database of information – ready to answer those timely questions about the workforce, with the top executives. I enjoy sharing my experiences with the other board members and the executive team of Capital Analytics. Check out my guest blog to learn more about how I started The Brandful Workforce from an analytics background. And don’t forget to click around on the Capital Analytics site to learn about their thoughtful and bottom-line approach to human capital measurement. Here is my blog.