Fruitful Alliance

“In nuclear physics, fusion is the reaction that happens when two atomic nuclei come together. Nuclear fusion releases large amounts of energy...” In this exclusive interview, Denise Lee Yohn talks about fusion of a different kind—wherein integrating brand and culture unleashes immense organisational power.

- Denise Lee Yohn

When an organisation employs people from diverse backgrounds, how can it create a culture that will be appreciated and adhered to by all? What is the role of the leader in shaping this?

The CEO must take full responsibility for creating the ‘glue’ that binds the company’s diverse workforce. The CEO’s first step is to clearly articulate and explain core values to guide the mindset and behaviour of every person in the organisation. Then, since employees are in the best position to figure out how the values can and should be adapted and expressed differently by different groups or people, leaders should seek out their input and engage in conversations with them about it.

How important is employee brand engagement and when is the best time to do this?

Employee brand engagement is about aligning and engaging employees with the organisation’s brand identity. It involves cultivating a positive, multi-dimensional connection between employees and the brand so that employees understand what the brand stands for, are emotionally committed to it, and know how to reinforce and interpret it appropriately with their actions.

Employee brand engagement is critically important because you want everyone in the organisation to help it fulfill its purpose, live out its core values, and create on-brand customer experiences. When employees are engaged with the brand, they will think and act in the specific ways that produce the specific results the company is seeking.

You must initiate it during the recruiting process so that you and the prospective employee can discern whether or not there is a fit between him/her and the brand. Once they are on board, you should cultivate it on an ongoing basis throughout their tenure with your company.

How critical is it to engage middle managers for cultivating culture?