Employer brand (aspirational) minus employee brand = employment brand (actual)

“If the work you are doing is what you chose to do because you love it then it may well be your bliss. If not, then it’s your dragon. (Joseph Campbell 2001)

I was reflecting on Campbell’s quote recently while re-watching Terry Gilliam’s film Brazil and was reminded of the Kurtzman dilemma I wrote about in Brand Engagement.

The Kurtzman dilemma alludes to the flawed notion that we can somehow entirely divorce the “work” me from the “home” me and is caricatured by the famous scene in which Mr Kurtzman, the sinister, institutionalised manager and un-civil-servant is undermined by his own “army” of clerks.

The scene starts when Kurtzman is suddenly disturbed in his grey factory of an office by the sounds of cinematic gunfire.  When he throws open his glass office door to investigate, shouting for his deputy Sam Lowry, contrary to his suspicions that fun rather than work may be afoot, the general office of clerks is unexpectedly a hub of normal industrious activity. Behind his back, however, his personal monitor switches from the spreadsheets he’s been working on to a classic Western movie.

Returning to his office, the moment he closes his door the spreadsheets re-appear on his own pc and the movie resumes on the monitors in the general office, the clerks once again grinding to a leisurely halt as their movie re-starts.

The scene repeats itself several times over, the manager, Kurtzman obviously growing increasingly paranoid and agitated with every iteration.

As the viewer we’re complicit in the subterfuge which is revealed to us whenever Kurtzman opens and closes his office door.  It’s a memorable parody of the “us” and “them” mentality and the way we’ve been conditioned to view work and leisure activity as polar extremes.  It also illustrates how, despite even the most draconian of regimes, the human spirit of rebelliousness and mischief in pursuit of some form of involving interaction will out and ironically that this could and should be harnessed in some way.

In my experience of working with brands across sectors and with people at a variety of levels, it’s that self-same human spirit that makes or breaks organisations. Most people can force themselves to be “on brand” when on the spot. The trick is to ensure that they care enough to want to be “on brand” even when the boss isn’t watching. To this end, people are undoubtedly more comfortable, more engaged and more productive if they are self-aware enough to understand their deep-seated hopes, desires and ambitions and the values and behaviour that can lead to the fulfilment of those desires and dreams.

In turn, organisations are much more engaging, successful and sustainable if they care enough to be clear about their goals, values and culture and to engage their employees appropriately and sustainably. Put another way:

Employer brand (aspirational) minus employee brand = employment brand (actual)

Sure, it’s natural for leaders to become obsessed with survival and enforcing the ”day job” in the tough times. But the sooner we all recognise that it is the day job of leaders at all levels to encourage self-awareness, self-actualisation and to cultivate a true performance culture in which people feel free to be themselves and thereby share in the ownership of the organisation’s goals, the faster the recovery process will be.

And that’s in everyone’s best interests, isn’t it?

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2 thoughts on “Employer brand (aspirational) minus employee brand = employment brand (actual)

  1. Pingback: Employer brand: HR perceptions vs employee reality – that’s quite some disconnect | The Brand Trilogy (TBT)

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