EEA YouTube Panel: Human Capital Is a Marketing Issue - CMOs Just Don't Know It Yet

• Advertising Agencies Probably Won’t Be a Player 
• Human Capital is a Business Opportunity, Not a Compliance Issue

Advertising Agencies Probably Won’t Be a Player 

• Dr. Solange Charas, Founder and Principal, HCMoneyball, a human capital data management and reporting firm; adjunct professor on human capital at three universities and co-author of Humanizing Human Capital: Invest in Your People for Optimal Business Results, discusses the human capital analytics many companies are missing that can have a direct impact on financial results.
• Dr. Heiko Mauterer, Principal, 4C GROUP AG - Management Consultancy, a company that conducts ISO 30414 human capital reports and audits, addresses the ISO 30414 reporting and auditing process. 
• Svetlana Goryushkina, Chief Human Resources Officer for Jetruby, an application development company with employees throughout Eastern Europe and elsewhere shares why and how her organization developed a formal, independently verified ISO 30414 human capital report. 

Human Capital is a Business Opportunity, Not a Compliance Issue

• Only within the last few years, mostly under pressure from investors, have companies begun to look at human capital as an asset and an investment, as opposed to a cost.
• Similarly, only until recently were there human capital data analytics available to tell executives what they until now could avoid knowing: the high costs of low stakeholder engagement.
• There are now easy to track and difficult to ignore human capital measures that have a direct impact on an organization’s financial bottom line and reputation, which in turn has an impact on brand equity, starting with such basic calculations as Human Capital ROI and Human Capital Value Add, and revenues and costs per employee and customers, and their willingness to refer.
• Human capital reporting is a fundamental business and marketing issue, not compliance. It is a means of establishing a clear purpose, specific methodologies, and related metrics to demonstrate commitment to people through actual practices. 
• The main challenges with implementation are conducting the gap analysis to determine which strategies and tactics are necessary to achieve key goals, along with the correct metrics and how to easily collect and manage the metrics over time.
• Independent verification by an ISO 30414 auditor enables organizations to withhold specific metrics considered to be competitive information while having verified the material trends and conclusions disclosed
• ISO verified human capital reports are audited by human capital and related business experts; not lawyers or accountants, so that the insights help drive business results.

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Master the “S” of Environmental, Social, Governance (ESG), A.k.a. Stakeholder Capitalism

 

The Enterprise Engagement Alliance at TheEEA.org is the world’s first and only organization that focuses on outreach, certification and training, and advisory services to help organizations achieve their goals by fostering the proactive involvement of all stakeholders. This includes customers, employees, distribution and supply chain partners, and communities, or anyone connected to an organization’s success.

 

Training and Thought Leadership 

• Founded in 2008, the Enterprise Engagement Alliance provides outreach, learning and certification in Enterprise Engagement, an implementation process for the “S” or Social of Stakeholder Capitalism and Human Capital Management and measurement of engagement across the organization.
• The Enterprise Engagement Alliance provides a training and certification program for business leaders, practitioners, and solution providers, as well as executive briefings and human capital gap analyses for senior leaders.
• The EEA produces an education program for CFOs for the CFO.University training program on Human Capital Management.
• Join the EEA to become a leader in the implementation of the “S” of ESG and Stakeholder Capitalism. 

Engagement Digital Media and Marketplaces

• The ESM information portal and The Enterprise Engagement Advisors Network solution provider marketplace cover all aspects of stakeholder engagement, and the EEA information library lists dozens of resources.
• The RRN information portal and Brand Media Coalition marketplace address the use of brands for gifting, incentives, recognition, and promotions. The BMC information library provides information and research resources.

Video Learning

The EEA Human Capital Management and ROI of Engagement YouTube channel features a growing library of 30- to 60-minute panel discussions with leading experts in all areas of engagement and total rewards.

 

Books

• Enterprise Engagement for CEOs: The Little Blue Book for People-Centric Capitalists. A quick guide for CEOs.
• Enterprise Engagement: The Roadmap 5th Edition implementation guide. A comprehensive textbook for practitioners, academics, and students.

Enterprise Engagement Advisory Services 

The Engagement Agency helps:

• Organizations of all types develop strategic Stakeholder Capitalism and Enterprise Engagement processes and human capital management and reporting strategies; conduct human capital gap analyses; design and implement strategic human capital management and reporting plans that address DEI (Diversity, Equity, and Inclusion), and assist with managed outsourcing of engagement products and services.
• Human resources, sales and marketing solution providers profit from the emerging discipline of human capital management and ROI of engagement through training and marketing services.
• Investors make sense of human capital reporting by public companies.
• Buyers and sellers of companies in the engagement space or business owners or buyers who seek to account for human capital in their mergers and acquistions. 

For more information: Contact Bruce Bolger at Bolger@TheICEE.org or call 914-591-7600, ext. 230.
 

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