Having founded Woodreed over 21 years ago, Jo Moffatt’s led the development of the agency’s ‘inside out thinking for brands’ proposition, drawing on her previous experience in agencies as well as sales/marketing roles in FMCG, precision engineering and recruitment.
Passionate about brands as a catalyst for employee engagement she takes a hands-on role leading client projects as well as making sure we’re practising what we preach as far as our own Woodreed brand is concerned.
As part of the Guru Group at Engage for Success Jo regularly hosts a show on The Engage for Success blogtalk radio show where she interviews senior practitioners and academics in employee engagement. She also delivers webinars and talks on the subject.
Charlotte Dahl is Woodreed’s Strategic Planning Director. She has responsibility for the strategic planning of client programmes in terms of brand positioning and communication, including the format and consistency of all supporting communications and development of brand-centred behavioural frameworks. She creates and facilitates workshop programmes and writes all Woodreed’s thought pieces and other marketing content. Along with Jo she has spoken at events on the topic of employee engagement
Charlotte’s worked in advertising and marketing for 18 years, on brands as diverse as Honda, FHM magazine, Selfridges, M&S, Volkswagen, Guinness World Records, The National Trust and The NHS
Her career has spanned the traditional (BBH and WCRS), to the eclectic – including running a radio station for the National Lottery and launching an online celebrity gossip magazine.
At Woodreed Charlotte believes passionately in the power of brands to engage people inside as well as outside businesses. She works to create cultures of people who live their company’s brand and who in turn share their enthusiasm with their customers.
Culture has become one of the decade’s buzzwords, the media delighting in naming and shaming what it sees at toxic or unhealthy cultures. Woodreed’s own survey of UK organisations in 2012 revealed that only 29% felt they had the right sort of values-based culture.
A positive culture isn’t just a nice to have, it’s a competitive advantage. Culture is an organisation’s own DNA. It’s an intrinsic to the brand as the logo. Brand and culture intertwined.
Engaged employees are good for business. Employee engagement has a direct and proven link to increased productivity, customer satisfaction and profit. (Heskett’s Service Profit Chain). The evidence is overwhelming. Companies with top quartile engagement scores have 12% higher customer advocacy, more productive employees (18%) and greater innovation across their organisations (59% of engaged employees said that their job brings out their most creative ideas vs 3% of those less engaged). Companies with engagement scores in top quartile have twice the annual net profit of those in bottom quartile.
Brand has a central role to play in engaging employees.
Brand is so much more than a logo. In its most powerful form, a brand is: “An organisational blueprint for growth that is led from the top of a company”.
Brands are equally as relevant to the public and 3rd sector as they are to private sector, whether you have 5 or 50,000 employees.
Internally amongst employees a brand acts as a rallying cry to unite employees and a blueprint for the way everyone inside the business behaves.
The session will talk about what brand really means and explore how organisations use their brands to create cultures of engaged employees.
We will then go on to share Woodreed’s model STRIPES as a way of both auditing and planning brand hearted internal communications.
We’ll then talk about treating employees like customers and provide a useful checklist for ways internal communicators can use the strategies consumer marketers use externally to customers, inside to employees.
18:30 - arrival & refreshments
19:00 - welcome and start of presentation
20:30 - finish
This session is free to attend, refreshments will be provided.
You can book your place here.
Professional photography and video production may be taking place at the event, and these images may be used on future promotional materials for CIPD. Please note that by attending the event, you are giving your consent for your image to be used on any CIPD promotional materials.