Total immersion resourcing that lives and breathes the brand preview

TOTAL IMMERSION

RESOURCING THAT LIVES AND BREATHES THE BRAND A BPS WORLD WHITE PAPER

OUR BRAND

Researched and produced in association with:

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TOTAL IMMERSION - RESOURCING THAT LIVES AND BREATHES THE BRAND

CONTENTS Executive summary 3 No man is an island 4 Talent and skills shortages 5 Raising the game 6 Employer branding 7 Brand as a differentiator 7 Brand and culture 8 Brand alignment 9 Brand advocacy 10 Social media 12 Organisational reform 13 Collaborate to accumulate 14 Conclusion: total immersion 16 Case Studies 20

Case Study Zyxel 20

Case Study Caledonian Life Insurance

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Case Study Gilead Sciences Inc 22 Case Study AMCo 23

TOTAL IMMERSION - RESOURCING THAT LIVES AND BREATHES THE BRAND

Executive summary NO MAN IS AN ISLAND The new proximity of brand and internal culture implies radical organisational reforms that stress cooperation. Companies are realising that the brand strategy can no longer be driven solely by traditional marketing activities and requires a cross-functional perspective. The brand and its values must now become the central criterion of recruitment and HR functions.

The emphasis on brand is making collaboration between HR and marketing more necessary and implies the need for changes in both.

As a result, HR is evolving rapidly and engaging closely with other functions throughout businesses, in particular marketing. The outcome is likely to be a form of total immersion in which brand mission is the singular focus of all activity. This implies changes in how human resources and recruitment providers work:

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Closer collaboration with marketing;

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A more comprehensive engagement of HR in all the aspects of a company’s work;

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Leveraging the personal networks of employees to employ the brand in recruitment and employee engagement.

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