CREATING YOUR PEOPLE PROMISE
At Curious Strawberry, we help businesses define what their brand stands for as an employer and then help them to embed that brand through their employee experience, ensuring it's consistent with their customer experience and external reputation.
It's all about attracting great talent and then inspiring those employees to be passionate brand advocates.
A PEOPLE PROMISE
Creating consistency between what you say and what you do inspires greater levels of advocacy and loyalty from your employees and, therefore in turn, from your customers.
This is where a People Promise comes in…
Your People Promise defines what you offer as an employer, what differentiates you and what you expect from your employees in return.
ATTRACTS AND RETAINS TALENT
Acts as a beacon for attracting the right kind of talent, and sifting out the wrong type of behaviours. Sharpens your recruitment and performance processes and increases loyalty.
FOCUSSES YOUR PEOPLE STRATEGY
Creates a strategic guide and set of design principles for the People function, providing a clear direction as you further develop your employee experience and People practices.
ACTIVATES YOUR BRAND
Creates a coherent and consistent articulation of your key differentiators. Manages internal and external expectations of your brand.
It makes you authentic, inside and out.
Brings clarity and focus across the business. Acts as a compass for decision making to guide your leaders and managers. Helps your employees to deliver great customer experience.
ENHANCES YOUR EXTERNAL PROFILE
Supports the external positioning of your brand, as a core component of your reputation. Shares who you are as well as what you do. Mobilises your employees as brand advocates.
Reality, not rhetoric
Whether you call it your Employee Value Proposition, your People Promise or your Employer Brand, the rhetoric needs to match the reality.
So it's vital to understand what your brand stands for as an employer and ensure it's truly experienced by your employees before you communicate it.
Now that the experience of one employee or customer can become the shared experience of many in mere seconds, thanks to social media, you also need to ensure that the promise your brand makes to your employees is consistent with the promise it makes to your customers.
This means bridging the gap that often exists between the People function and Brand & Marketing.
PHASE 1: DEFINE
Identify and articulate what your brand stands for as an employer
Consider all elements of your brand and employee data
Insight-gathering sessions with key stakeholders, including employees at all levels
Create the 'building blocks' of your People Promise
PHASE 2: DELIVER
Develop a strategy to ensure your 'promise' is truly experienced
Identify priority areas and develop activations to address them
Review your employer journey to determine the moments that really differentiate you
Develop a fully integrated communication strategy
PHASE 3: EMBED
Set you up for ongoing success by designing best ways of working
Enable your 'promise' to serve as a design framework
Establish the best way of measuring impact of activations and the 'health' of your promise
Agree how to work most effectively with other teams
I'm passionate about the need to create consistent and authentic brand experiences, so that businesses do what they say.
During my ten years at the Virgin Group, I led the Employee Experience function as part of the Global Brand team, so I'm well versed at bridging the gap that often exists between the People function and Brand & Marketing.
I worked with the People teams in all of the Virgin companies across the globe. This included introducing a new and unique employer brand for Virgin, which defined the Virgin employee experience and global People Strategy. The results impacted every aspect of the employee experience, from a new group-wide approach to diversity & inclusion, to new digital platforms to engage and reward the Virgin employee community.
I'm naturally curious and highly collaborative, and love navigating complex organisations and stakeholder requirements to develop creative, business-relevant solutions. I have an appreciation of the in-house dynamics, corporate considerations and realities of implementation that agency consultants often haven't experienced first-hand!
Since working freelance, I've had the great privilege to work with other iconic brands on opportunities such as implementing a new employer brand function, creating a business-wide vision, developing a diversity & inclusion strategy, as well as mentoring a team to set an ambitious People Strategy.