Claire de Carteret, Regional Director, Asia and Pacific
At a time when employees are increasingly looking for sustainability while choosing a convenient workplace, there is a growing need for enterprises to strengthen their focus on employer branding strategy. Employer branding has ramifications far beyond attracting consumers; a strong brand also captivates the attention of the right talent and helps retain them. However, a pressing problem in today’s employee branding strategies is that they are often disconnected from the corporate brand and the core drivers of a business. To enable organizations to effectively strategize their employer branding, Gallup, a global analytics and advice firm, is equipping leaders all over the world with critical insights into their employee attitude and behaviors, workplace, and culture. Gallup excels in the field of behavioral economics and has been studying human behavior and its impact on performance outcomes for over eight decades. By conducting extensive social, political, economic research through Gallup Poll, the company leverages its massive goldmine of insights to inform leaders all over the world and assist them in making the right decisions based on predictive analytics.
Claire de Carteret, Regional Director, Asia Pacific, Gallup, explains, “Since today’s workforce has made purposeful work a priority, the real challenge for organizations is differentiating themselves as employer brands to their new customers—the employees.” With most companies struggling to form a uniform identity by focusing on brand, culture, and purpose individually, Gallup is empowering them to measure and integrate these crucial aspects to create their distinctive organizational identity (OI).
To design a persuasive and targeted employment brand, Gallup has created a tool, much like a manager tool box, that allows a company’s managers to have access to the analytics built around their team sentiment, employee experience, engagement, cultural indicators, and values. This AI-backed technology provides managers with targeted, individualized recommendations based on the needs of their team at their fingertips. By equipping and supporting managers with brilliant insight, learning materials, and individualized AI-backed nudges, the digital toolbox serves as an ideal resource for people managers.
Rather than holding people accountable for how they approach their role in a standardized way, at Gallup, it is more about outcomes for performance that the individual can produce, based on their own talents
To add to that, Gallup assists clients in reinforcing their employer branding strategies by enabling them with a clear understanding of their employment brand differentiators and then aligning its solutions and technology to support them. Above all, Gallup stands on the belief that each organization is fundamentally unique and has an irreplaceable personality. As such, Gallup’s innovative technology is designed to support a specific, tailored, and individualized approach to developing an authentic and compelling employment brand, which attracts the talent that aptly fits a company’s culture.
Gallup addresses each interaction in the entire employee lifecycle to help companies foster a truly extraordinary workplace. Through its talent-based selection solution, Gallup works right from the recruitment and selection process to provide enterprises with predictive analytics on selecting the right candidate for a role. In fact, Gallup’s services are geared toward developing a strength-based culture, which is the epitome of its diversity and inclusion blueprint, where the company appreciates each individual for their merit and the values they bring. Using Clifton StrengthsFinder assessment, Gallup allows organizations to recognize each employee’s strengths and talents, and has successfully rolled out over 22 million of these assessments globally. In the course of developing a strength-based culture, the company has also developed a robust framework called Q12—a survey to measure employee engagement, along with cultural indices to measure the other cultural aspects that drive employee behavior and performance. Evidently, Gallup’s solutions are largely utilized by companies that are shifting their focus from performance management to performance achievement or performance development.
By combining insights gathered from the Gallup poll, the pieces of advice it provides to its clients, learning programs, and various types of research that it conducts, Gallup has also built a robust curriculum.
One of its flagship courses is known as Leading High- Performance Teams, which is a two-day curriculum that helps managers to incorporate the strategies and principles of the world’s greatest managers into their own management style. In another similar program, Gallup guides managers in developing their skills in the journey of becoming coaches from bosses. “Rather than holding people accountable for how they approach their role in a standardized way, at Gallup, it is more about outcomes for performance that the individual can produce, based on their own talents,” mentions Claire, a leader who herself embodies the attributes of a “coach,” more than that of a “boss.” At the core, Gallup focuses on understanding the relationship that employees share with a particular product, brand, or service to measure, quantify, and improve the interaction between the two, and thereby, help the brand stand out.
Typically starting with various baseline measurements such as employee survey, customer survey, or current state analysis, Gallup builds a need-based relationship with its clients and consequently prepares all its strategies based on their present and future requirements. In an instance, Gallup collaborated with a top global firm in the technology space that aimed to reengineer their employee performance management system. While reviewing the way they managed different aspects related to employment branding, the company discovered that they were spending an excessive amount of time in performance management, yet it was not developing higher levels of performance necessarily. To address the issue, Gallup partner with this organization to help redefine how they developed people to accomplish their goals. The step to redesign the framework was focused on developing high performance and enabling leaders and managers to improve the performance of employees. It included education and development for managers, as well as digital systems to measure and support teams.
Founded by George Gallup, the American Institute of Public Opinion, which later evolved to Gallup in 1935, has reached stellar heights today backed by its rich legacy of polling activities, the ability to ask the right questions that trigger relevant responses, and an impressive panel of senior scientists enabling the research work. Moving ahead, Gallup intends to boost its investment in its team manager bot, known as Gallup Access, to make the technology more sophisticated and support all aspects of optimizing a company’s workforce. Gallup would also continue to digitalize a large number of its solutions so that they become more scalable and accessible to all, empowering organizations to transform their people strategy or customer strategy more efficiently.