揚羽 has published a report on its presentation at the Internal Implementation Study Subcommittee of the United Nations Global Compact Network Japan, explaining practical methods for embedding management mindset reform throughout the organization through internal branding. The presentation focused on 4 steps and case studies from leading companies.
揚羽, which provides corporate branding services, has published a report on its presentation at a subcommittee of the United Nations Global Compact Network Japan. The presentation focused on reforming management’s mindset and explained approaches and practical methods for embedding corporate principles and management strategies among frontline employees.
The presentation emphasized the importance of viewing the gap between management’s and frontline employees’ perspectives from both disclosure and internal dissemination standpoints, and of enabling each employee to regard management policies as personally relevant. It also discussed the role of internal branding in linking human capital and intangible assets to corporate value.
The presentation introduced 4 steps for translating management’s mindset into action. Step 1 involves management in formulating key policies, Step 2 prepares tools that can be used to disseminate those policies, Step 3 has management and managers lead the implementation of initiatives, and Step 4 shares results through progress-reporting meetings.
The initiatives of the Japanese Red Cross Society and Mitsui Kinzoku Company,Limited were cited as examples from leading companies. The Japanese Red Cross Society used the occasion of its 150th anniversary to review its principles and establish a system for expanding dialogue with employees nationwide. Mitsui Kinzoku implemented initiatives to disseminate its principles, including training on developing a My Purpose.