A guest post by Rebecca Wheatley of Five Brand Communication (www.fivebrand.com), our communication partner at TN. Five Brand are based in Birmingham and Switzerland and specialise in making communication happen through teams and external media to grow business relationships and sales. They also specialise in cross-cultural communication with German speaking countries, helping external-facing teams to understand how to build quality relationship as suppliers into these markets through training and communication design.
As people, we can’t do anything without communicating. It is a way of being. This presents many businesses and teams with a challenge. They need to attract, engage and retain and activate the best talent in the market to help them to grow and to do that they need to be clear on who they are, what they are trying to achieve and how.
Sounds simple, but a fundamental piece of the jigsaw is often overlooked. Most organisations have a clear brand and idea of why they exist, and they know their product or service well, but the people within those organisations don’t always know what that means to them as individuals. If they can’t identify with that, then they can’t articulate their value proposition to others; as hiring managers, as customer-facing employees and in buying in internal stakeholders.
Five Brand worked with Technical Network as part of their re-brand from Network Recruitment Partnership last year for exactly this reason. The business was going through a change and needed their employees to be central in owning and communicating the change, the value Technical Network adds to its customers and also build relationships within the group itself to maximise their potential. They also needed to share their message through digital media and external activities to grow awareness of the new brand across candidates and clients and support building a pipeline of the best talent into the engineering and manufacturing sectors.
The way to do this was clear – by working with the people who speak to clients and candidates every day, to define their message and create and deliver the communication strategy.
When your teams have a job to deliver, it can be difficult to see the value in taking them away from their day-to-day work to look at strategic solutions to grow the impact of your business. But by taking a time-efficient, creative and facilitated problem solving approach, the Technical Network team not only defined their core value and message by themselves, they also built confidence and skills in problem-solving, creative thinking and influencing.
Through four workshops and as a team, the employee-led team created the verbal brand, Technical Network’s ‘Time Well Spent’ concept of working with clients, candidates and each other and an external re-brand communication plan, including their newsletter and social media approach. They also designed a CSR project to build relationships with future candidates and introduce college and school-age talent to the industry.
The strongest assets in your business are your people. And they are also the only asset that have the uniquely human-centric skill of building relationships – essential for doing business anywhere. Are you maximising the potential of your people to drive your business or team forward?
By engaging them to be part of building solutions, they connect with the activity on a deeper level and this is demonstrated in their performance, enthusiasm and human interactions online and offline.
You can find out more about Five Brand’s approach to communication as a tool to build relationships internally and externally to grow businesses at www.fivebrand.com or by connecting with Rebecca by email at firstname.lastname@example.org or via Linked In.