Jul 16, 2008

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Combine to Create Engagement When you think of engaging brands, they haven't necessarily delivered something new, something completely different. What they have done is combine different aspects to create an engaging proposition - listen to The Engaging Brand 131 - How Successful People Think Differently on exploring this idea. The product is of course the core of the offering, but what puts the "great" into great brands is how they combine the product with - design, lifestyle, service or interaction. I think this is true with engagement. When I work with companies what they offer as a pure employment offer is usually in the right ball park, so what creates engagement ? The same principles - here are some examples Design. Do you have standard boring internal documents or do you design the "forms, letters or plans" in an engaging way? For example why not have development plans in a travel agency as a passport. Lifestyle. Do you see the person as a one dimensional employee or as a 3 dimensional person ? For example do you have a standard approach for all or can they choose what benefits or do you offer lifestyle contracts? Service. Do you get bogged down with systems and processes or do you put treat the team as you would a customer? Example do you put the same emphasis on getting back to employees as you would a customer? Interaction. Do you have standard communication or do you offer different communication methods for the different ways people like and want to communicate? The acid test for designing any interaction with an employee is "Would you design it like that for a customer?"

Anna Farmery

Social Marketing Architect, Speaker, Author and in spare time completing PhD on the future of the social business model

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