This is what they say.
"When we introduced the FTSE4Good Index Series in 2001 it marked the beginning of a journey for FTSE Group. FTSE had been a standard setter in benchmark indices and index methodologies such as defining the nationality of securities, or defining countries and their markets as developed, emerging or frontier. However the launch of the FTSE4Good indices also led to us developing standards in much more challenging areas such as environmental management, human rights and countering bribery
Sharing employee views is not the exclusive preserve of Cairn in my FTSE 100 Survey, but not everyone does it. So, it's a great best practice to higlight to demonstrate how to be Brand Engaged.
This time it's with your internal audience. Yet it's good for relationships with suppliers and your community when they know you are happy to expose your culture and ethos from inside. Here's what they say...
"The skill, ability and enthusiasm of our people have played a major part in Cairn’s success. And we believe that many of these excellent people have stayed with the company so long because of the culture we have instilled.But don't just take our word for it – here are the views of some of the people who work at Cairn, and some honest insights into what it’s like living in Edinburgh. "
BT and the World Economic ForumSince 2005, BT has been a strategic partner of the World Economic Forum - an independent organisation committed to improving the state of the world by engaging leaders in partnerships to shape global, regional and industry agendas.
BT actively participates in the Annual Meeting, regional summits and events, and a range of communities and initiatives throughout the year. Making change happen.
BT’s Chief Executive Officer, Ian Livingston, strongly supports ‘making change happen’. Our involvement in Forum-led initiatives, on topics such as the future of the internet, cloud computing and even workplace wellness, are examples of ways in which we are currently contributing expertise. We are proud to be on the selection committee for Technology Pioneers and are an active member of the Forum’s IT and Telecoms Industry community.
Here's what British Land say;
"We are working with our suppliers, local people, community groups, local authorities and other partners to implement the ten long-term commitments we have set out in our Community Charter.
These ten commitments are: 1. From the moment we acquire major properties, we will start to build relationships with local people and organisations See the whole 10 Commitments at link below.
And here's the British Land Plan;
40% of all Head Office staff to participate in community volunteering.
Make cash contributions of £750,000 to support good community causes.
Get involved in at least two community initiatives, at all office estates and retail properties with on-site management.
Support local fundraising at all managed properties with on-site management, setting individual property targets to raise from £5,000 to £85,000, at each shopping centre, retail park and office estate.
People are at the heart of our businesses so it's great to be recognised."
The copy in each shows the impact on the people and business. Like this;
Top Employers for Working Families
Our family friendly and flexible working policies led to us winning 3 of the Working Families Top Employers 2010 Awards in October: Best for FathersBest for Flexible WorkingBest for Carers
"Established in 2008, the Burberry Foundation(registered charity in England and Wales, registered no. 1123102)is a philanthropic organisation dedicated to helping young peoplerealise their dreams and potential through the power of theircreativity.
Through the generous donations of Burberry,its employees and customers, the Foundation works to help youngpeople gain confidence, build connections in their communities, andgrasp opportunities to succeed. We accomplish these goals by granting financialsupport and combining that with the knowledge, creativity anddedication of Burberry employees.
A key extensionof the tradition of philanthropy at the company, the Burberry Foundation provides a strategic platform for Burberry’s engagement in community initiatives and builds charitable giving inkey regions where the majority of Burberry employees live andwork."
"About this blog Sky is the leading home entertainment and communications company in the UK and Ireland. This blog provides a behind-the-scenes perspective on how the company makes a difference to over 10 million customers, its staff, its partners and the communities in which it operates."
The story of Brand Engaged the agency (BE), starts with a collaboration between Ian Buckingham; Sam Harrop and Kevin Thomson, a unique combination of former directors from some of Europe’s formative engagement agencies including SDL, Interbrand Inside, MCA and ITEM. Between them they have spanned the Omnicom and WPP empires.
We can say with some confidence that the agency has unparalleled experience of partnering with clients across sectors to build brands from within; an individual and collective reputation for achieving results and a truly diverse but complementary range of skills.
As we’re constantly reminded, brand is all about reputation.
Reputation comes from advocacy i.e. people saying complimentary things about your organisation.
They do that when they’re engaged and when that engagement is sustained.
We know from personal experience that marketing departments make external promises.HR makes internal promises.Communication delivers the message.
But it’s down to your employees to keep or break those promises. How? Through their everyday interactions with your customers, their colleagues, your community and your corporate partners and stakeholders.
Successful brands don’t just result from marketing campaigns or the personal efforts of the board: they radiate from every aspect of your organisation. They are the sum of both employee and customer engagement, passion and belief. Brand champions and advocates are the key to sustainable organisation performance and the more you have the more effective you’re going to be as an organisation.
Having written a number of the definitive, experience and case-study-based books in the internal communication; engagement;culture change; brand and marketing space like the silo-busting Brand Engagement; Brand Champions; Emotional Capital and Company Culture Cookbook we would like to think we’ve earned the plaudits through successful collaborations with clients and partners to transform brands from within.
The latest book, Brand Challenger, is currently taking shape. We’d love to help you create your successful change journey and to share your story at an appropriate point in the future.