Explain that the first new role and benefits have been offered to someone under the scheme. Thereafter, invite the staff to engage with proposals on how the business could be improved, made more profitable or made a better place to work.
“If you manage to maintain a
positive culture within the
company, it also helps to reinforce the brand outside.”
Regarding the latter, to some degree, information about your business’ approach to helping able employees with professional advancement and new skills will spread by word-of- mouth. If you manage to maintain a positive culture within the company, it also helps to reinforce the brand outside, including to recruitment advisers, potential new employees and other key stakeholders.
THE BENEFIT OF A STAFF
WELFARE SCHEME Possibly the best way to manage staff relations at that pivotal point where a promising employee is advancing, is to use it as a catalyst to launch a new or improved staff welfare scheme. This is an area where some of our clients have sought advice and assistance from us over the years.
The scheme should be announced as a new benefit to staff members who have demonstrated commitment and acumen contributing to the growth and reputation of the business. Furthermore, that they have the potential to progress taking a role in the company’s management.
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As part of the briefing, employers should also explain that, in future, every employee will be interviewed as part of the approvals process to get their views on the company’s progress and on what might be done to improve it. Emphasise that the quality of contributions made to these meetings will influence whether individuals will be considered for advancement and access to other benefits like funded training.
Face to face discussions usually produce the most reliable results, while also giving employees an opportunity to express any previously undiscussed or hidden areas of discontent.
The very fact that the company is talking to each individual employee to find out what they think should improve employer/employee engagement and foster a more accessible relationship. This approach also constitutes a valuable element in the company’s reputation because it demonstrates that it openly cares about employees and their opinions.
ENHANCED
EMPLOYER BRAND Having established a staff welfare scheme to help you identify and help promising people within the business
with potential to develop, it will help your company with future recruitment if you promote the ways in which you are enabling career advancement.
Some established means of developing a positive employer brand are:
• Promoting the business’s successes for customers through press releases and local press interviews, emphasising the importance of the contribution made by local staff.
• Sharing updates on the scheme in client/partner newsletters (as well as internal newsletters).
• Promoting the progress and success of leisure interest groups associated with the company – from the company football team to, for example, groups of employees who raise money for Comic Relief or Children in Need.
• Similarly, promoting to trade and regional media, significant successes by individual staff members. A press announcement of the success of your first employee funded through further education in your local newspaper, or featured on your local television or radio station news, will raise awareness of your initiatives and brand you as an employer of choice.
• Making modest budgets available to sponsor worthy staff endeavours for charities and promoting the fact that you have done so.
There are other approaches both to generating awareness of the organisation’s employer brand and of creating new awareness. Engaging the services of a good PR consultancy will help to source ideas and proposals to sustain growth in employer brand awareness, and to counter any perceived negative comment on the company.
It is in every organisation’s interests for its long-term growth, profitability and success to take positive steps to generate staff loyalty and approval. Creating awareness in the employment market of the benefits of working for their organisation is paramount. Investment in employer branding will be amply repaid.
www.metzger.co.uk FEATURE | 25
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