Getting a handle on a universal story – your culture, your organisational DNA, your offer – is challenge enough. How you communicate this is another matter. And being able to do it well, in an age where we’re all ‘broadcasters’, means making significant strategic, cultural, operational and commercial decisions.
On 2 July, Changeboard welcomed HR directors, heads of talent and resourcing to the first in
our new Future Talent Workshop series, to ask some big questions, provide a range of insights, and explore the possibilities of what a great employer brand might look like in the future.
Changeboard’s CEO Jim Carrick-Birtwell opened the event by sharing his vision for the new series. “Looking at systemic issues from different perspectives and being involved in pulling together thought leadership is a core role of these events,” he explained, before handing
over to Matthew Sinclair, creative director at event partners SMRS.
“We now live in a much more transparent world where organisations have become roadcasters,” Sinclair told delegates. “Organisational DNA is being unlocked for the world to see. And that’s the thing about employer branding in 2015 – just as organisations are all broadcasters now, we’re all brand-savvy, authenticity-seeking researchers.”
For Sinclair, just telling the world that people are your greatest asset doesn’t cut it anymore – you’ve got to show the world that you mean it.
And that’s not just about looking good, looking attractive, sounding exciting: creating
environments where talent thrives is a commercial imperative.
In our evolving world full of people hard-wired to be resistant to change, we need help from our employers to understand, adapt to, and embrace its ever-changing nature. Those that show how they can help, do help, and will help, are those with winning employer brands
– and, it’s no coincidence, they’re the most successful and sustainable businesses too.