What effect do your organization's internal branding efforts have on employee attitudes and behavior?Australia Mergers and acquisitions can create a mismatch mismatch 1. in blood transfusions and transplantation immunology, an incompatibility between potential donor and recipient. 2. one or more nucleotides in one of the double strands in a nucleic acid molecule without complementary nucleotides in the same position on the other between external brand and employee experience. Insurance company QBE (Query By Example) A method for describing a database query originally developed by IBM for mainframes. A replica of an empty record is displayed and the search conditions are typed in under their respective columns (fields). Australia Asia Pacific has grown substantially through acquisition and is now focusing on using internal branding to link its diverse successful businesses. Historically, QBE has left individual businesses alone when they have been acquired. There is a highly segmented and successful brand awareness within target markets for each of the specialized spe·cial·ize v. spe·cial·ized, spe·cial·iz·ing, spe·cial·iz·es v.intr. 1. To pursue a special activity, occupation, or field of study. 2. insurance lines. However, this specialization A career option pursued by some attorneys that entails the acquisition of detailed knowledge of, and proficiency in, a particular area of law. As the law in the United States becomes increasingly complex and covers a greater number of subjects, more and more attorneys are creates multiple views of the brand internally, and the fragmentation (1) Storing data in non-contiguous areas on disk. As files are updated, new data are stored in available free space, which may not be contiguous. Fragmented files cause extra head movement, slowing disk accesses. A defragger program is used to rewrite and reorder all the files. shows up in engagement survey results. Together, the management team and marketing, human resources The fancy word for "people." The human resources department within an organization, years ago known as the "personnel department," manages the administrative aspects of the employees. and internal communication staff are creating an integrated employer brand to create a more consistent experience for employees. The program is identifying the best parts of each business and will integrate induction, policies, learning, visual identity and communication. Jonathan Champ Manager, internal communication, QBE Australia Asia Pacific Sydney, Australia Brazil At Dana Corp., we realized that people are our key differentiator. We developed the slogan A slogan is a memorable motto or phrase used in a political, commercial, religious and other context as a repetitive expression of an idea or purpose. Slogans vary from the written and the visual to the chanted and the vulgar. "A Dana sou eu," which roughly translates to "Dana is me." We encouraged employees to wear T-shirts with the "A Dana sou eu" slogan on them, and shared employees' stories with their colleagues and our collaborators through our internal newsletter. This year the campaign got an extra spin. We recorded employees talking about themselves and the company--for example: "My name is Ricardo. I work as a machine operator in the pumps division in Diadema. I am Dana because I believe in a better future and that we can make a difference." These recordings became the company's phone greeting. It was a huge success among Dana's employees and clients. We also worked with the plant leaders to develop performance indicators. When an individual or team makes improvements, their photo and a note about their project are posted on a movable bulletin board and presented to the person or team as a gift from the plant leader. This program has boosted morale, increased productivity and drawn the leaders closer to their teams. Luis Ferreira Corporate communications Corporate communications is the process of facilitating information and knowledge exchanges with internal and key external groups and individuals that have a direct relationship with an enterprise. and marketing manager, Dana Corp. Diadema, Brazil South Africa South Africa, Afrikaans Suid-Afrika, officially Republic of South Africa, republic (2005 est. pop. 44,344,000), 471,442 sq mi (1,221,037 sq km), S Africa. The Absa Group (a member of Barclays PLC Barclays PLC is a global financial services provider operating in Europe, the United States, the Middle East, Latin America, Australia, Asia and Africa. It is a holding company that is listed in London and New York. It operates through its subsidiary Barclays Bank PLC. ) is one of South Africa's largest financial services The examples and perspective in this article or section may not represent a worldwide view of the subject. Please [ improve this article] or discuss the issue on the talk page. organizations, offering a range of financial products and services to personal, business and corporate customers in South Africa. Our brand is experienced through our people, so it is crucial that our staff understand and live the Absa brand. Our workforce is 35,000 people strong, and the company's human resources, marketing and internal communication groups invest in intensive learning and development programs for the staff to help them understand the brand and their personal impact on its success. The first program was "I am the brand," a simple and effective customer-centric service plan for our staff, including understanding the brand, its personality and values. The program included workshops, manuals, video materials, etc., and was run on a train-the-trainer model. As a sequel to this very successful program, Absa embarked on a second internal branding exercise called "I am Absa and proud of it." For our most recent brand campaign, "My Bank," an intensive internal staff drive preceded the external campaign. This was achieved through interpersonal communication Interpersonal communication is the process of sending and receiving information between two or more people. Types of Interpersonal Communication This kind of communication is subdivided into dyadic communication, Public speaking, and small-group communication. , back-office marketing material, road shows, internal TV broadcasts and staff functions. Including staff from the outset helped to improve staff ownership of the brand, shift behavior and change mind-sets for the better. It was one of the biggest external brand campaigns the company has ever run, and including staff was a notable success in the implementation. Angie Burton General manager, group marketing, Absa Group Johannesburg, South Africa what's your perspective? Question for a future issue: What are some communication mistakes that leaders make? E-mail your perspective (in 125-150 words) to cwmagazine@iabc.com. |
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