By Bruce Bolger
Click here for links to information about EEA preferred engagement solution providers.
Because both “me” and “you” brands or people can succeed: this article is designed to put a spotlight on the difference so that organizations and people can evaluate on their own how their organizations' or personal marketing or social media might be perceived by their stakeholders to make sure that is how they wish to be seen.
This article does not single out specific practitioners of “me” brands or “you” brands because it is never the intention of ESM or the Enterprise Engagement Alliance to criticize individual companies or people unless their conduct has created the unavoidable necessity. Nor are specific examples necessary, because the difference is so obvious between “me” and “you” brands or people, most readers will be able to determine the difference on their own.
This checklist is a continuation in a series of Enterprise Engagement Alliance best practices articles on stakeholder management and total rewards implementation, including marketing and communications and all engagement tactics. This includes the EEA YouTube shows and how-to articles: Advertising and Marketing in the Era of Authenticity, Marketing Is Generally Broken But Can Be Fixed, Marketing in the New Era of Transparency, and Take This Quick Test to See if Your Permission Marketing Is Up to Date.
Below is a chart showing the difference between the two approaches. As with any gap analysis, there are rarely any absolutes; many organizations or people will fall somewhere in the middle, and just because an organization or person exhibits one of these behaviors doesn’t categorically put them in either camp. This is simply a chance for you to evaluate whether your brand or that of your organization comes off as a “me” brand or a “you” brand and to make sure you are comfortable with your choice.
|Which is Your Company or Personal Brand?
|Purpose, goals, and objectives
|Advertising and marketing
|Policies and procedures
|Terms and conditions for customers, employees are buried in pages of legalese, and generally written in favor of the company.
|Terms and conditions are transparently displayed in clear language and written with a win-win approach.
With the big focus on selling, customer service is viewed as a sunk cost to be minimized through:
|Every customer issue is viewed as an opportunity to make someone happy; create a brand ambassador and even potentially cross-sell later when appropriate.
|Employee pay and benefits
|The company may pay more and offer more benefits than average, and even tout this in recruitment, but once inside the organization, people face cliques as people jockey for favor with leadership and/or the “in crowd.”
|Voice and feedback
|The organization makes every effort to engage all stakeholders in providing new ideas, encouraged through transparent incentives and rewards.
|Awards and Reporting
|Companies publish audited corporate sustainability or related practices for transparency and welcome and promote recognition unbiased by fees.
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1. Professional Education on Stakeholder Management and Total Rewards
- Become part of the EEA as an individual, corporation, or solution provider to gain access to valuable learning, thought leadership, and marketing resources to master stakeholder management and reporting.
- The only education and certification program focusing on Stakeholder Engagement and Human Capital metrics and reporting, featuring nine members-only training videos that provide preparation for certification in Enterprise Engagement.
- EEA books: Paid EEA participants receive Enterprise Engagement for CEOs: The Little Blue Book for People-Centric Capitalists, a quick implementation guide for CEOs; Enterprise Engagement: The Roadmap 5th Edition implementation guide; a comprehensive textbook for practitioners, academics, and students, plus four books on theory and implementation from leaders in Stakeholder Management, Finance, Human Capital Management, and Culture.
- ESM at EnterpriseEngagement.org, EEXAdvisors.com marketplace, ESM e–newsletters, and library.
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- EEA YouTube Channel with over three dozen how-to and insight videos and growing with nearly 100 expert guests.
3. Fully Integrated Business Development for Engagement and Total Rewards
Strategic Business Development for Stakeholder Management and Total Rewards solution providers, including Integrated blog, social media, and e-newsletter campaigns managed by content marketing experts.
4. Advisory Services for Organizations
Stakeholder Management Business Plans; Human Capital Management, Metrics, and Corporate Sustainability Reporting for organizations, including ISO human capital certifications, and services for solution providers.
5. Outreach in the US and Around the World on Stakeholder Management and Total Rewards
The EEA promotes a strategic approach to people management and total rewards through its e-newsletters, web sites, and social media reaching 20,000 professionals a month and through other activities, such as:
- Association of National Advertisers Brand Engagement 360 Knowledge Center to educate brands and agencies.