Bates Brand Wheel for Employer Brand Dr G

Bate’s Brand Wheel for Employer Brand Dr. G C Mohanta, BE(Mech), MSc(Engg), MBA, Ph. D(Mgt) Professor Al-Qurmoshi Institute of Business Management, Hyderabad - 500005

What is Brand? Brand is the idea or image of a specific product or service that consumers connect with, by identifying the name, logo, slogan, or design of the company who owns the idea or image. It identifies one seller's product distinct from those of other sellers. Initially, Branding was adopted to differentiate one person's cattle from another's by means of a distinctive symbol burned into the animal's skin with a hot iron stamp, and was subsequently used in business, marketing and advertising. A modern example of a brand is Coca Cola which belongs to the Coca-Cola Company.

Employer Brand The concept of brand wheel is used to define the Employer Brand wheel idea, developed by Bate, is used to define the functional & emotional components of a brand Brand wheel is based on the concepts: essence, values and personality Brand essence is heart or spirit of the brand Brand values are about how brand makes one feel & what it says about one when one associates with it Brand personality is talking about the brand, as if it is a person, to get to emotional content of the brand itself

Bate’s Brand Wheel

1 st outer ring of Bate’s Brand Wheel The 1 st Outer Ring of Bate’s Brand Wheel talks about: How it makes us feel: Valued, Motivated, Proud, Growing What it says about us: Important, Successful, Winning Physical benefits: Quality of social interaction, Job design & career development, Reward & recognition, Quality of people

2 nd outer ring of Bate’s Brand Wheel The 2 nd Outer Ring of Bate’s Brand Wheel talks about: Personality: Proactive, Dynamic, Passionate, Courageous, Committed to deliver, Sharing & supportive, Open & honest, Accountable Facts/Icons: Working environment, Appraisal, Development and Recruitment systems (End)/Product: Single global people strategy, Delivery of advertising vision & strategies, High performance teams

Third Outer Ring of Bate’s Brand Wheel It talks about following Core Values: Integrity Unity Diversity Performance with Passion Celebration Learning

Innner Core of Bate’s Brand Wheel Essence: Determination to succeed

Behaviours of Integrity Value Expressing views & opinions in an open, honest and constructive way Consistently delivering on their promises and commitments. Taking accountability for decisions and actions.

Behaviours of Unity Value Contributing enthusiastically to team goals, sharing and aligning own objectives with team(s) Supporting & encouraging players on their own team and other teams Building personal success on team success and contributing to other teams’ success

Behaviours of Diversity Value Treating diverse views, cultures and communities with respect Learning from variety of different cultures, countries, functions and teams within the organization Acknowledging different approaches and seeking win–win solutions

Behaviours of Performance with Passion Value Setting and exceeding stretching targets, individually and in teams Demonstrating high levels of pace, energy and commitment in achieving goals Finding new opportunities to improve their game and being courageous by trying them

Behaviours of Celebration Value Sharing success, recognizing and rewarding achievement of other players Encouraging the celebration of success and building a ‘success leads to more success’ culture Having a can-do mentality and encouraging others to do the same

Behaviours of Learning Value Being proactive in professional and personal development Sharing learning and supporting the development of other players Going outside the ‘comfort-zone’, challenging the status quo, and learning from mistakes

Process Organization devised 3 -stage process to move from core values definition to full involvement with new strategy Three stages were: - Awareness - Adoption and - Advocacy The first stage was planned in detail The 2 nd and 3 rd stages were given a broad brush plan, awaiting results of first stage to enable sensible planning

Process (Contd. ) The awareness stage involved three main activities: A video was circulated to all managers, which identified the values in an exciting way Sr managers were asked to introduce values at any business meetings run by them within next 6 -months Six values were integrated into the performance review process These became the key performance measures for each individual

Process (Contd. ) The Adoption stage was preceded by a questionnaire which tested the success of the awareness stage Adoption was about implementation, This stage of the process was very practical & involved lots of ‘handson’ activities A brand director was appointed at the end of the awareness stage to look after and promote the employer brand This person had a marketing rather than an HR background Planned activities included a newsletter circulating stories of success and creation of a Web site on the company intranet It allowed exchange of views & offers team exercises and thoughtprovoking resources to help people to get to grips with the values Employer brand items & gifts - mugs, sweatshirts & hats were made available for those who want to promote the brand locally, or wish to have them for celebrations

Process (Contd. ) Advocacy appeared in pockets around the organization Various managers was selected as brand champions This process was seen as emergent rather than one that needed to be closely managed The planning team used the Beckhard change formula to guide their actions This meant having a clear vision, explaining the need for change and devising some first steps