Mobility - June 2020 - 31

professionals a chance to increase their cultural business knowledge and gain exposure to other countries'
tax, compliance, and legal issues."
After all, once you've attracted the best candidates
and done your hiring, you want to keep them.
Inspire Your Current Employees
It's no secret that workers talk to others about their
jobs and employers-and not always positively.
"If we think about who the social ambassadors
for a brand are, the largest group of insiders is
its employees," says Ari Lightman, professor of
digital media and marketing at Carnegie Mellon
University's Heinz College.
With ever-increasing ways to communicate their
work experience and association with a brand in
a positive or negative way, employees are on the
front line of sharing the culture, beliefs, and quality
of work associated with an organization, Lightman
explains. He says there are a variety of cases in which
employees have provided information to journalists
about a company's policies, treatment of employees,
and stance toward a particular group of consumers,
users, or stakeholders.
"This organic spread of information can have a
dramatic impact on its brand in ways that are hard to
counteract," notes Lightman.
Many organizations are also moving to a federated identity, which implies any location or branch
will have consistency of experience when employees work with company-provided applications. If
an employee has a different experience, Lightman
says, it slows down productivity. They may not be
able to find the company information they need in
order to be effective and productive, and this could
lead to frustration, disengagement, and employee
flight, he says.
Giranda agrees and also reminds us that, chances
are, your employees are engaging with clients much
more than you are. That makes them the face of your
brand. Do you know what they are saying about you?
"Poor management of standard procedures,
operations, customer service expectations, and
more will directly affect the way your brand is
perceived," says Giranda.
Another way to support your employees-particularly those on international assignment-is to provide

them and their families with flexible guidance and
help. For example, when assignees travel to another
country, they and their families need to be able to
depend on their employer for what they need. You
take care of the details, so the assignee can do the job.
If you don't, employees share that with others, and
that can cause your brand to plummet.
More Than One Solution
Giranda says enhancing your identity is not a onesize-fits-all solution when it comes to mobility.
"It's imperative to identify what your business
needs are to be successful, and support those needs to
build a brand that people want to work for and buy
from," summarizes Giranda.
Constructing and maintaining your brand is also
not a one-time effort. It's a constant mix of seeing
what works and what doesn't, and moving ahead
one small step at a time. Reevaluation needs to be
constant-not one and done-particularly in our
rapidly changing and challenging environment.
Ginsberg also offers this recommendation for your
HR: "Promote your company's mobility as a conduit
to cross-pollination. In every job post or interview,
cite your client mix, office dispersion, and departmental mobility as the driver of a team member's
project variability."
In other words, let people know they will get to
jump from thing to thing to thing, with nary a dull
moment. Use testimonials from current employees about how they leverage insight across teams,
branches, and departments in real time. Not only do
companies that practice and preach mobility help
ramp up employee learning exponentially, but the
reward potential is astronomical-for both the brand
and for the employee. M
Heather Larson is a freelance writer based in Tacoma,
Washington.
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Community. Sign in at worldwideerc.org/
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Mobility - June 2020

Table of Contents for the Digital Edition of Mobility - June 2020

Mobility - June 2020 - Cover1
Mobility - June 2020 - Cover2
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Mobility - June 2020 - Cover3
Mobility - June 2020 - Cover4
https://www.nxtbook.com/ygsreprints/WERC/mobility-june-2021
https://www.nxtbook.com/ygsreprints/WERC/mobility-may-2021
https://www.nxtbook.com/ygsreprints/WERC/mobility-april-2021
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https://www.nxtbook.com/ygsreprints/WERC/mobility-february-2021
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https://www.nxtbook.com/ygsreprints/WERC/mobility_112020
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https://www.nxtbook.com/ygsreprints/WERC/mobility_102019
https://www.nxtbook.com/ygsreprints/WERC/mobility_092019
https://www.nxtbook.com/ygsreprints/WERC/mobility_082019
https://www.nxtbook.com/ygsreprints/WERC/mobility_072019
https://www.nxtbook.com/ygsreprints/WERC/mobility_062019
https://www.nxtbook.com/ygsreprints/WERC/mobility_052019
https://www.nxtbook.com/ygsreprints/WERC/mobility_042019
https://www.nxtbook.com/ygsreprints/WERC/mobility_032019
https://www.nxtbook.com/ygsreprints/WERC/mobility_022019
https://www.nxtbook.com/ygsreprints/WERC/mobility_012019
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