There are significant changes shaping the world’s workplaces, offering challenges and opportunities alike for communicators. Every organization’s culture and brand is shaped by the actions and messages shared by employees (current or former) and therefore every employee is responsible in some way for corporate communications. The role of the communicator is to support employees to be credible and active ambassadors of the brand.
Employees today are more willing to chart their own careers, shape their own work, seek greater challenges and collaborate across levels—quite unlike how it was in the past. It means that they are more flexible, comfortable with newer technologies and expect to be involved as communicators of the brand. While nearly half a trillion U.S. dollars are spent on branding annually, according to the World Intellectual Property Organization, investing in employer branding isn’t as powerful anymore as compared to building the brand from within.
For more tips, download Aniisu Verghese’s IABC webinar on employee branding
New skills for a brand new world
While there is interest among employees to be more independent, they need mastery of new skills to survive in such a world where “selling” themselves through networking and social media is important for their personal brands and their careers. Such a scenario offers opportunities for communicators and leadership who can step up and help influence employees’ personal brands for the organization’s benefit.
Communicators therefore need new skills for the future: a knack for tapping talent, an openness to let go and the capability to influence leaders to understand what these changes mean for the workforce and brand. It means having the maturity and confidence in your employees’ abilities to do the best for your brand....
This content is available to IABC members only. To continue reading, log in below.