To help with your understanding and use of the new employer brand system we have developed a set of questions. By asking yourself these simple questions you can assess whether you are genuinely applying the employer brand in the right way to whatever you’re doing.
• Have we really listened to the people that this is meant to benefit? Are we doing this TO them, or FOR them and WITH them?
• Have we really thought hard enough about the needs and motivations of our people in planning this particular communication or initiative?
• Have we removed any unnecessary complexity or detail that detract from this communication, initiative or experience? Would a Grandparent or young child understand this?
• Would we talk to our friends in the same way? Is the language we’re using natural, authentic and human, or does it sound like corporate jargon?
• Is this refreshingly different in any way? Will it surprise and lift the spirits of our people (even in some small way with a detail that creates a ‘smile in the mind’)?
• Have we been honest and admitted to any challenges and / or failures? Are we building trust and showing the vulnerability that is essential in building meaningful relationships with employees?
• Is the technology we’re using actually helping or is it just technology for technology’s sake, or for HSBC’s sake?
• Would I want my friend or someone I care deeply about to work here?