omdømmedagen 2012: peggy brønn "hva betyr medarbeiderne i strategisk omdømmebygging?"
DESCRIPTION
Hva betyr medarbeiderne i strategisk omdømmebygging? PeggyTRANSCRIPT
Hva betyr medarbeiderne i strategisk omdømmebygging?
Peggy Simcic Brønn, Professor BI
Leder, Senter for Virksomhetskommunikasjon
And I particularly like the whole thing of being boss. Boss and employee... It's the slave
quality that I find very alluring. Hugh Grant
Perceptions of Work Environment
Top 10 Bottom 10
Vinmonopolet Tele2
NRK Jysk
Stormberg Norske Skog
Statoil Rimi
Aker Ruter
TV2 REC
Hydro Unibuss
Toyota McDonalds
Flytoget Adecco
Gjensidige RyanairSource: RepTrak Norge 2012
Would like to work for:
Reputation Ranking
1. Aker 20
2. Statoil 9
3. Hydro 18
4. Apple 4
5. Stormberg 1
6. Orkla 26
7. BMW 14
8. Vinmonopolet 2
9. NRK 12
10. TV2 15Source: RepTrak Norge 2012
Do not want to work for:
Reputation Ranking
1. Ryanair 49
2. McDonalds 46
3. Adecco 50
4. Nille 31
5. Unibuss 48
6. Jysk 42
7. Ruter 45
8. Rimi 41
9. Terra 47
10. Elkjøp 29Source: RepTrak Norge 2012
Perceptions of Leadership
Top 10 Bottom 10
Apple McDonalds
Norwegian Get
Stormberg REC
Aker NextGenTel
Kiwi NSB
IKEA Ryanair
NRK Terra
Rema 1000 Ruter
Vinmonopolet Adecco
Skandiabanken UnibussSource: RepTrak Norge 2012
• There is a positive correlation between wanting to work for a firm and its reputation, and
• A positive correlation between perceptions of leadership and workplace environment
In other words:
• A good workplace attracts
• Poor leadership detracts
Questions for me today:
• Hva vet vi fra forskning om medarbeidernes rolle i strategisk omdømmebygging?
• Har norske selskaper forstått sammenhengen mellom god ledelse og godt omdømme?
• Hvordan bør selskaper arbeide for å gjøre medarbeiderne til ambassadører?
• People, not fish, products or things, have reputations
• Organizations have reputations because they are made up of individuals with a common purpose
• Human capital and employee knowledge givefirms competitive advantage
• Together, reputation and human capitalprovide unique combination for sustainablecompetitive advantage
• People are more likely to ‘create, process or distribute information than they are to be directly involved in the production of goods’.
Cravens and Oliver (2006)
Shockley-Zalabek (2012)
Employees are the conduit/channel through which reputation is built.
Source: 2012 Edelman Trust Barometer
Trust-building FactorsExecutives and employees disagree on how important a company’s treatment of employees is
in creating trust
Source: 2012 Edelman Trust Barometer
Big gap between leaders’ perceptions and others’ perceptions of what is important for building trust
14
Source: Nordisk Barometer
Leaders rate themselves as most important for reputation, working environment the lowest
15
0.0
5.0
10.0
15.0
20.0
25.0
30.0
2010
2011
2012
Changes in importance of dimensions in Norway from 2010-2012 (RepTrak)
Source: RepTrak Norge 2012
Source: 2012 Edelman Trust Barometer
• Tidligere NHO president og rektor ved BI, Leif Frode Onarheim refser i en kommentar til undersøkelsen norske styrer, og sier det er alt for lite opptatt av hvilken profil og omdømme bedriften har i markedet.
Henning Karlsen, Brand Advice AS
Hvordan bør selskaper arbeide for å gjøre medarbeiderne til ambassadører?
Is there some reasonable middle ground for a leader
type?
Recently, I was asked if I was going to fire an employee who made a mistake that cost the company $600,000. No, I replied, I just spent
$600,000 training him. Why would I want somebody to hire his experience?
Thomas John Watson, Sr
The worst thing you can say about a leader is that they do not tolerate disagreement.
• Employees need to be viewed as organizational ‘brand ambassadors’
• Feedback crucial to whether or not employees thrive
• Key to commitment is communication through ‘employee voice’
• Organizations that use different types of dialog-based communications are ranked higher by stakeholders
• Face-to-face communication essential
Clarity, Confidence, Community
“ Don’t think of communications as reporting
on the organization. Think of it as driving
the organization. After all, communications
and leading a company are really the
same thing.”
(Howard, & Mathews, 2000, p. 316)
Hva betyr medarbeiderne i strategisk omdømmebygging?
• Congratulations and ’takk for meg’