Introduction: Matthew Sinclair, executive creative director, SMRS
Following a welcome from Jim Carrick-Birtwell, Changeboard's co-founder and CEO, Matthew Sinclair, executive creative director at SMRS, kick-started the workshop with an introduction to employer brand:
Do we even know what we mean by employer brand? Or who is ultimately responsible for it? Or what great looks like? Or whether it even works?
Getting a handle on a universal story – your culture, your organisational DNA, your offer – is challenge enough. How you transmit and communicate this is another matter. And being able to do this well, in an age where we’re all ‘broadcasters’ means making some significant strategic, cultural, operational and commercial decisions.
It’s a big topic. Our aim at this workshop is 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.had on their journey.
Tom Crawford: Leaders as cultural shapers
Tom is MD at The Brain Miner.
Is organisational brand determined by leadership brand? In his presentation, Tom suggest that brands must identify the cultural change required to help them meet their strategic and business goals through their people. This includes coaching senior execs on their roles in creating the appropriate culture for their business.
Kevin Hough: Employer Brand A Practitioners View
Kevin is head of resourcing at LV=.
A highly-engaged and motivated workforce leads to increased business performance. In this context, what is employer brand? Kevin brought to life the reality of developing and refreshing an employer brand, and demonstrated the impact of a strong employer brand on recruitment, highlighting key mistakes and learnings that he and LV=.
Stuart Woollard: The Value Motive
Stuart is managing partner at OMS LLP and co-founder of the Maturity Institute.
How does organisational purpose relate to value and risk? Using research conducted by the Maturity Institute and OMS LLP to measure human capital management capability, Stuart explained how the most mature organisations provide clarity of purpose and meaning to their people, and how this translates through to the creation of sustained value, more stable organisations, and long term competitive differentiation.
Here's a snipped of the day's highlight: