1.1 HRM as a function and HR Managers and key staff personnel have a vital role in the successful operation of a firm. Based on the information provided below, describe how the Brand Ambassador program affected or supported various functions of HRM.
HOW 'THE COMPANY' DEVELOPED A BRAND AMBASSADOR PROGRAM
At 'THE COMPANY' we usually categorize Employment Brand at THE COMPANY' into four big ‘buckets’: candidate experience, brand ambassador programs, messaging, and online presence. The truth is the brand ambassador component is the glue that plays into each part of employment brand at THE COMPANY'.
There were also core business reasons that made this the perfect time to implement this initiative.
1. Our company was going through a massive transformation to a Digital Industrial company. We had to tell the public about it, but most of our communication channels were B2B. The question then became - how do you get word out to people?
2. Transparency is not just ‘in’, it’s becoming an expectation. Customers/candidates could care less what we say about ourselves (they don’t trust it – exhibit A). They want to know what it is like to work at our companies from our employees.
3. We had a huge culture shift going on as a company. How do you convey this externally? How do you help employees to discover and experience this?
4. Talent Acquisition use to be job led. It is now brand led. How do we now shift this in our processes and the way we approach candidates?
WHAT WE DID
We used the voices we have in the company (the 350,000 potential marketers) to humanize our brand and represent us as people instead of an overwhelming corporate entity. To lay a firm foundation we started with a pilot and quickly grew it as we evolved the training. We also tried to involve as many key stakeholders as possible from the beginning, and along the way, that could evangelize and promote the training where it should be promoted.
We created a basic one hour course and then other more advanced components that those with passion to represent the company can choose to join. The foundational course has been fused into other trainings that employees receive along their life cycle at 'THE COMPANY' such as New Employee Orientation, Hiring the Right People, and Executive/Leadership training. This ensures that we entice people to get involved and bring it to mind along their career path at THE COMPANY.
A big part of any brand or ambassador programs is about keeping it going - the longevity. To do this we implemented a strategy where we evolve and offer the training quarterly, as well as create full marketing strategies to involve our brand ambassador’s in and keep them engaged. This continues to create a buzz and enhances our marketing campaigns to increase the reach, engagement, but most importantly the longevity.
KEY RESULTS
KEY TAKEAWAYS
Ans- One of the main functions of HRM is recruiting quality people and see that they do not leave the company too early. A Brand Ambassador is the one who is hired to speak and spread the word of that particular product which the company have and as we all know a person who is followed by a million of people and have a huge fan base will definitely increase customers for that company because their fans will buy or take any service which has been said by their favorite person and subsequently the customers will increase in the company. Therefore a Brand Ambassador program helped and supported a lot in this. Because of the Brand Ambassador program, the company got many applications for job as people like to apply to a company where their favorite person is engaged with and so there was increase in the quality hires. When a company hires quality people the work gets improved and so the company gains name and fame.
1.1 HRM as a function and HR Managers and key staff personnel have a vital role...
1.2 Recruitment is one of the crucial functions of HRM. Based on the information provided below, how would you describe THE COMPANY’s approach to recruitment, before and after the implementation of the Brand Ambassador Program? How did the use of social media lead to the revision of the whole approach regarding recruitment? How ‘THE COMPANY’ Developed a Brand Ambassador Program At ‘THE COMPANY’ we usually categorize Employment Brand at ‘THE COMPANY’ into four big ‘buckets’: candidate experience, brand ambassador programs,...
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