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Accelerated Talent Development #5: Three Ways to Boost Your Employer Branding

by Kevin Robert Crone

May 26, 2014

What the Best Employers Know to be True

In the thirty years I have been studying what best motivates and engages employees it has never been clearer what it takes, and the tremendous payout it provides.

It’s not just my insight; In my discussions with Canada’s top 40 talent developer’s it’s becoming clearer and clearer that command and control strategies do not work anymore, particularly with the brightest, the most articulate and the most engaged but are still broadly practiced. In today’s connected world, the top talent, the people we all want, are looking for more than a secure job or even a fast track. They want to be where they can; learn, grow and contribute to the society we all live in. The best of them truly care about their fellow human beings, and their community. That caring makes them better leaders and more serious students of what motivates customer’s and staff.

Employer Branding: A Brand Building Employee Experience at RBC

Estela Vazquez Perez, the employer branding strategist at RBC is just such a leader. She has helped her organization articulate their employer brand clearly and authentically. The authenticity and consistency she has helped them develop in their employee brand has enabled them to attract and retain better people who by design are more passionate and engaged. This is not easy in such a large corporation.

If you would like to hear her insights in her own words click here. She shares her insight into the three keys to great employer branding and how consistent execution leads to dramatically reduced costs and improved performance. I think you will find it invaluable.

Humans like to say they make rational decisions, but in reality they are driven by emotions and people work together when they have similar drivers and principles and genuinely like and trust each other yet are diverse in their background and bring a rich diversity of thought. It is almost a paradox and certainly a challenge.

Estela’s insight helps shed light on how to meet this challenge. RBC is one of Canada’s Top 100 Employers, one of Canada’s Top Employers for Young People and has been named to The Ten Most Admired Corporate Cultures’ Hall of Fame. They have learned to attract people to a culture that brings out their best and encourages collaboration, development and high performance day in and day out.

At Dale Carnegie® we have been working hard and have renewed our efforts to better understand the functional and emotional reasons why only one-third of employees are fully engaged and why others become disengaged, lowering the engagement, confidence and productivity of those around them. Strategies for recruitment and keeping workers engaged have in the past focused on practical rewards such as pay increases, bonuses or flexible working hours, but through our research with MSW Research we now better understand it is the feeling-based personal relationships that have the greatest influence, causing engaged employees to work effectively, stay with their company and act as ambassadors for their organization attracting people who share their values and passions.

If you would like to hear the Insights of Canada’s top leaders in Talent Development click here and every two weeks we will send you their insights in their own words.

If you are looking for a plan to better engage and grow your own team call me at 905 826 7300 x 328 and we can chat.


Best Success!

Kevin R. Crone, President, Dale Carnegie Training®
Founder of Accelerated Talent Development, Performance and Profits.

Contact me at 905-826-7300 x 328 or krcrone@dalecarnegie.ca


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