Leaders should encourage a culture of “trial and success”

The future of leadership will increasingly be marked by a model where collective decision-making and shared responsibility are the norm. Leaders will enable, not dictate. They will promote a culture where each team member is empowered to take initiative.

According to Mark Emdin, an experienced team coach, this inclusive approach will not only lead to stronger and more agile teams, but will also ensure that the team’s internal strengths are utilized for greater innovation and long-term success. Mark Emdin has already been with us at last year’s #loveHR Summit, where he impressed with a lecture on how improvisation can enhance the efficiency of work in teams. This year, he will discuss strategies for building teams that maintain high levels of energy, creativity, and motivation.

What are the most common issues that teams face in todays work environment and what approach is best for resolving those issues?

All teams are unique however there are a few common issues that they face. One prevalent issue is the lack of a unifying and compelling team purpose. Without this, team efforts can become disjointed, leading to diminished motivation and productivity. The remedy lies in crafting a purpose that is clear, challenging, and consequential, aligning organizational goals, stakeholder expectations and personal values of the team members. This purpose should be regularly revisited and if needed updated to ensure it remains relevant and engaging.

Another common challenge is the absence of aligned and effective ways of working. Teams often suffer from ill-defined roles, inadequate decision-making processes, or unclear communication channels. I often see teams jump straight into doing their work without aligning on ‘how’ they need to work together. To resolve these issues, it’s crucial to establish and adhere to a well-designed framework, such as the 6 Team Conditions Framework, which emphasizes the importance of a real team, right people, and compelling purpose, supported by a sound structure, supportive context, and team coaching. This structure not only clarifies roles and responsibilities but also supports a cohesive effort towards the team’s goals.

In both cases, always start by answering the question, ‘what is the work that this team needs to accomplish?’

What strategies do you use to maintain high levels of energy, creativity, and motivation in teams? And how do you measure and assess the energy dynamics within a team?

The key here is for the team itself to determine what works best, not for me as a coach or facilitator telling them what to do. Maintaining high levels of energy and motivation in teams is a dynamic process that hinges on creating an environment of psychological safety. This allows team members to voice their ideas and take risks, thereby enhancing their intrinsic motivation and engagement.

Leaders have a crucial role in defining the team’s overarching goals and vision, which provides a clear sense of purpose and direction – and then ‘get out of the way’. By empowering the team to devise their own strategies and processes to achieve these goals, leaders can foster a sense of ownership and autonomy that is highly motivating. Conversely, micromanagement can stifle creativity, lead to disengagement and a lack of motivation. No one likes to be micromanaged. 

Finally, it can be very powerful having a coach alongside the team. A coach, particularly a relational team coach, works with the team identifying and addressing underlying issues that may affect team morale. They can step out or above the task and read the room, notice what is happening and then invite the team itself to reflect. Here I have found great value in my ORSC and relational team coaching training.

How do you identify and nurture hidden talents within teams?

Effective teams leverage the diversity, skill and talents that exist within the team. To unearth these, it’s essential for a team leader to sometimes take a step back, adopting a more facilitative rather than directive role. This approach allows team members to step forward and take the initiative, often revealing abilities and interests that were not previously visible. Leaders can encourage this by creating opportunities for team members to lead projects or components of work that align with their skills or interests which they’re passionate about, even if these don’t fall within their formal job descriptions.

One effective method is the implementation of ‘self-directed work teams’ where team members set their own goals and choose the methods to achieve them within the parameters of a project. This autonomy can reveal leadership, organizational, and creative skills that may go unnoticed in a more rigidly structured work environment.

Leaders should also encourage a culture of ‘trial and success’, where risk-taking is supported, and failure is not penalized but seen as a growth opportunity. This environment can lead to team members showcasing skills they might have been hesitant to use.

Can you share an example where your approach helped a team achieve a breakthrough?

I recent worked with a senior country manager and her leadership team in the FMCG sector. This was an existing team with her as a new team leader. What was great is that the leader and team recognised that becoming a high performing team is a continuous journey rather than a singular event. This allowed my role to shift between facilitation with coaching.

I started by working with the team leader in drafting a compelling team purpose and team norms or ways of working. This groundwork led to a two-day ‘launch’ workshop where the team sharpened the purpose aligned with immediate team goals, and cemented their collaborative norms and mutual expectations. 

A pivotal moment came when, a month in, the team completed the Team Diagnostic Survey (TDS) informed by the 6 Team Conditions framework. This self-assessment pinpointed areas for growth and established a benchmark for progress tracking. 

I then shifted to take more a relational coaching stance where I worked alongside the team. This method brought focus to relational patterns and the essential interpersonal connections that underpin team cohesion. A significant breakthrough with this team was when they recognised their tendency to avoid challenging or difficult discussions due to being too polite with each other. Together, we developed respectful yet direct communication strategies for moving conversations along or not allowing previous decisions to be reopened. 

Nine months later, a second TDS revealed marked improvements in team performance and alignment. This mirrored the positive feedback from their internal employee survey. The leadership’s evolution was evident, but the most profound outcome was the team’s strengthened bond—with each other, their mission, and those they led. Their efforts were recognised by others including regional leaders who were explicit about this teams impact across the business.

Amongst the many there are three trends that excite me.

The first is in how organisations are starting to see the importance of leaders as team leaders. For many years, leadership training curricula has focused on “leading self, leading others, and leading the organisation”. When we look closely at leading others the content tends to be on one-to-one relationships, giving feedback and for example holding a GROW conversation. We are slowly seeing a change in leadership development programmes as they give more attention to leaders leading teams. At the end of the day, leadership is a team sport – the team I lead and the leadership team I am on. Another way to look at this is shifting the focus from developing emergent leaders, those that rise through the ranks quickly, to effective leaders, those that deliver results through the teams they lead. The folks at Hogan Assessments have written some great articles on this and my colleagues at 6 Team Conditions have developed leadership development materials that put the leaders as team leaders front and centre. 

The second is the approach that some organisations are taking to organisation change. Namely, addressing change management through the lens of teams. Teams offer a diverse range of perspectives and a robust support system, fostering a sense of shared ownership in the change process. When teams are involved in designing and implementing change, they are more likely to buy into the new direction and work collaboratively to overcome challenges. This collaborative approach not only increases the likelihood of successful adoption in the short term but also ingrains the change into the team’s culture, ensuring its longevity and integration into everyday practices.  

The third is the topic of micro cultures. These exist within teams. They are the unique and dynamic interpersonal ecosystems that influence team members more directly and consistently than the broader organizational culture. It is often difficult for teams to make meaning of high level culture statements crafted in a boardroom on the other side of the world. It’s the micro cultures that truly galvanize team members, driving engagement and collaboration. They create an immediate and tangible impact on daily interactions and can become powerful catalysts for team cohesion, leading to higher performance and more effective integration of organizational values at the ground level. As Charlotte Sills beautifully writes ‘team culture is the result of the interplay of individual and organisational scripts’.

It may spark debate, but I believe current inclusion training often misses the mark. The expectation that attending workshops on unconscious bias automatically leads to a more inclusive team is not backed by research. Such training usually adopts a generic approach, focuses on the short-term, and often fails to provide actionable steps, sometimes even causing a counterproductive reaction. There’s a common misconception equating a team’s visible diversity, or optical diversity, with its inclusive culture. Real inclusion goes beyond appearances, diving into how we appreciate and integrate the diverse perspectives within a team.

What we need is inclusion training that nurtures inclusive leadership and an inclusive mindset, deeply rooted in a team’s everyday activities—making it practical and impactful. Transformative change requires ongoing effort, not just a one-off session. To address these issues, my colleague Carolyn Pickard and I have created a four-part learning series for teams. This program actively reinforces inclusive experiential learning. It blends the best of DEI practices with team theory. It is tailored to the unique context, needs and composition of each team whilst aligning with organizational inclusion goals. 

I also worry about team leaders who are driven to “implement agile”. The agile methodology was originally designed for specific environments like software development and is increasingly being touted as a universal solution, which I find to be overrated. Its widespread application across all types of projects, regardless of their suitability for an iterative, flexible approach, can create as many issues as it seeks to resolve. There is a difference between being agile (verb) and the agile methodology (noun). Teams do need to be reflective and responsive to their changing environment and context, having an agile mindset. This is very different to implementing agile. 

How might technology impact teams in the future? 

In contemplating the future impact of technology on teams, it’s essential to explore this through the dual role that teams play; team tasks—how teams function—and performance tasks—what teams accomplish. Technological advances during the pandemic have significantly enhanced our ability to connect, with VR bringing even the most distant members into the ‘room.’ Communication platforms like WhatsApp, Signal, and collaborative tools like Miro are now integral, allowing teams to seamlessly alternate between joint and independent work.

On the performance side, AI, particularly generative AI, is revolutionizing many team performance tasks. Teams are employing AI for meeting transcription, summaries, and automating project management tasks, like tracking metrics for report generation. Organisations are investing heavily into people data analytics to look deeply into performance and employee engagement. Such automation frees team members to engage in more intellectually demanding work, enhancing productivity and focus on tasks requiring critical thought.

However, these developments bring challenges, stirring anxiety among senior leaders and those less tech-adept. Organizations grapple with hybrid work models, data security, and technological cohesion. Even routine decisions, like camera usage during virtual meetings or managing notification etiquette, raise complex questions about workplace norms. Companies are also grappling with emerging ethical dilemmas that come with working with AI.

The key to leveraging technology effectively lies in leadership’s ability to integrate these tools in ways that strengthen team bonds and individual well-being. I do believe there will always be a place for human interaction and connection. Ultimately, the success of teams in a technologically advanced future will hinge on their ability to harness digital tools while nurturing the interpersonal connections that underpin collaborative success.

Studies show that everyone, including leaders, should pause” – take breaks to be more effective at work. How do you promote work-life balance within teams?

There are two aspects to this question that I would like to cover. The first is to rephrase the label of work-life balance. Work is part of our lives and vice versa. The boundaries are every more blurred and we need to acknowledge this. Each of us make choices as to what this mix is, and we are seeing shifts in areas such as working from home or remote working, more part time work and even people having multiple jobs.

Key here is to have open and direct conversations within the team about the needs of each team member. Needs in terms of requirements at home, needs in terms of personal development and growth and needs with respect to help and support from colleagues. This all starts by having clear priorities on what work is important at a team and individual level. 

The second aspect is for teams, and leaders, to slow down. I too often hear leaders saying, “but Mark, we are an action orientated and delivery focused organisation!”. I am yet to walk into a leader who says the opposite. Sometimes we need to just slowdown! That is, go slow to go fast. The benefit of this lies in taking the time to ensure clarity, buy-in, and proper planning, which ultimately leads to more efficient execution and fewer mistakes down the line and less stress. I worked with an executive leadership team who were habitually frustrated with their team meetings. After observing them in action I noticed that they were trying to define complex organisation challenges, develop solution options and move to implementation all in the 45-minutes that had been allocated on the agenda. Because they were too action focused, not everyone had a chance to share their points of view, ideas, or concerns. The result was topics would continually be reopened. We addressed this by changing the patterns of behaviour within the team and slowing down the conversations. We separated out problem identification and collection of divergent ideas from developing options for the team to explore and then finally converging on a preferred outcome. This was often done over three separate meetings. The result was better quality decisions making with higher levels of commitment and follow through. 

What advice would you give to someone looking to improve their leadership and team-building skills?

To enhance your leadership and team-building skills, start by grasping the essence of what makes a team effective. There has been much written on this and it is important for all of us to develop our own point of view. My suggestion is to familiarize yourself with frameworks like the 6 Team Conditions, which provide a structured understanding of team dynamics. Read the work of Peter Hawkins on system team coaching and Michael West’s book on effective teams. 

I would also encourage those working with or leading teams to develop an understanding of organisation systems. At the end of the day, a team is a system of relationships and operates within a web of external relationships. I have very much valued the Organization and Relationship Systems Coaching (ORSC) workshops I have attended. 

It’s also vital to understand the distinct roles you may play: as a team coach, you’ll guide the team through challenges; as a facilitator, you’ll help them find consensus and encourage participation; and as a trainer, you’ll provide them with new knowledge and skills. It is important to be able to flex our styles and role. I love the way that the academic Laura Hauser refers to this as shape-shifting.

Finally, remember, as a leader, the onus of building and refining your team rests with you. While HR and consultants can offer support and expertise, they complement rather than replace your leadership in fostering a strong, effective team.

How do you see the future of leadership and team building?

I am excited by the future of team leadership and team building, particularly as it mirrors the shift in organizational design from traditional top-down hierarchies to more fluid and open systems. This evolution will advance the promotion of leaders who truly place the power and wisdom of teams at the forefront of their leadership philosophy. Embracing emotional agility will be key, as leaders guide diverse teams with compassion and foster an environment where every member feels understood and valued, thereby driving collective innovation and problem-solving.

We read and hear a lot about teams and leaders needing to be agile and respond quickly to changes in context. The move towards organic organizational structures will also spur leaders to cultivate adaptability within their teams, preparing them to pivot quickly and effectively in response to emerging challenges and opportunities. This will necessitate leaders who are not only change agents themselves but who can also instil a culture of resilience and continuous learning within their teams.

Incorporating these organic systems, future leadership will increasingly be characterized by a shared and distributed model, where collaborative decision-making and joint responsibility are the norm. Leaders will facilitate rather than dictate, encouraging a culture where each team member is empowered to take initiative. This inclusive approach will not only lead to more robust and agile teams but will also ensure that the innate strengths of the team are leveraged for greater innovation and long-term success.

Finally, the coaching role of the team leader will take on greater strategic importance. We are seeing through both research and direct experience that the level of coaching skill of the team leader has a direct impact on the effectiveness of the team’s skill and awareness in areas of business knowledge, team routines and practices and relationships with others across the organisation. Organizations are encouraged to invest in nurturing these competencies among their managers and team leaders, ensuring that coaching methods are finely tuned to the unique temperaments and dynamics of both managers and their teams. Moreover, it’s advisable for organizations to adopt a more holistic approach to assessing the impact of coaching, to truly capture its breadth and depth within the team’s operational framework.

Wisdom and intuition are key super-powers in the age of AI

Rishad Ahmed is an exceptionally successful speaker, leadership expert, and trusted advisor with over 25 years of experience in the business world, leadership, and coaching. He emphasizes the importance of wisdom, authenticity, emotional intelligence, and self-initiative in facing challenges and in modern leadership approaches.

He has rich international experience, having worked and lived in Australia, the United Kingdom, the United Arab Emirates, and the United States of America. He has collaborated with leading companies, including some of the world’s largest, and various organizations focused on people development.

He regularly appears at various events where he shares his knowledge and experience. This year, he will also visit Slovenia, where at the #loveHR Summit in Portorož, he will speak about leadership skills that are becoming particularly prominent in the era of artificial intelligence.

What motivates you the most in your role as an inspirational speaker? 

What truly motivates me as an inspirational speaker is the opportunity to spark transformative change in individuals and organizations. Witnessing that “aha” moment, where someone embraces a new perspective or unlocks their potential, fuels my passion. The journey of guiding others toward self-discovery and empowerment is a source of continuous inspiration for me. I’m obsessed about authenticity in the workplace and to what makes us essentially human in an ever-shifting technological landscape. Wisdom and intuition are what I believe will guide leaders and teams into the future.

How would you describe your leadership philosophy and how does it influence your speaking engagements?

My leadership philosophy revolves around empowering individuals to embrace their sovereignty and navigate complexity with resilience. This philosophy heavily influences my speaking engagements by emphasizing the importance of wisdom, authenticity, intelligence, and agency in the face of evolving challenges. I believe in fostering a culture of continuous learning, adaptability, and purpose-driven action, which I integrate into my talks to inspire meaningful change.

Picture a world where corporate leadership is a force for good, where success is defined by ethical practices, and where the well-being of people and our planet matters as much as profit. 

Holistic thinking doesn’t just reduce costs and boost profits; it transforms lives, protects our planet, and instills a sense of purpose. The key to both sustainability and profitability is in our hands, waiting to be unlocked through a more comprehensive, interconnected approach.

I guide leaders in the art of empowering teams and nurturing a positive work culture that drives not just business growth but a sense of unity and purpose that’s truly priceless.

With over 25 years of experience in business and coaching, what are the key changes you’ve observed in leadership styles, especially with the increasing integration of AI and digital technologies?

Over the years, I’ve observed a shift towards more collaborative and adaptive leadership styles. The integration of AI and digital technologies has emphasized the need for leaders to balance technical expertise with emotional intelligence. The focus has moved from traditional hierarchical structures to more networked and inclusive approaches, recognizing the importance of diverse perspectives and agile decision-making.

I believe wisdom and intuition will be the super-powers humans will need to harness and develop in the upcoming age of AI. As technology becomes more dominant in all aspects of our life, it becomes paramount for humans to be tap into what makes them essentially human. Our ability to feel, empathize, intuit and lead from our hearts and innate wisdom will be key to thrive in the age of technological evolution.

I have helped leaders and teams develop a robust mindset and help teams to align with their hearts to create cohesive, vibrant and dynamic team spirit which is infused with a deep sense of connectedness to each other and to the company’s higher values.

How do you think wisdom and intuition play a role in leadership in the age of AI?

In the age of AI, wisdom and intuition become crucial differentiators. While AI excels in processing vast amounts of data, human leaders bring the nuanced understanding, ethical considerations, and emotional intelligence needed for complex decision-making. Wisdom guides leaders to apply knowledge judiciously, and intuition helps navigate uncertainties, fostering a harmonious integration of human and AI capabilities.

In the context of modern leadership, the advent of AI introduces a unique set of challenges and opportunities. While AI contributes unparalleled efficiency and data-driven decision-making, it lacks the nuanced understanding, ethical discernment, and emotional intelligence inherent in human wisdom. Incorporating wisdom into modern leadership, especially in the age of AI, becomes paramount for several reasons:

Wisdom brings a moral and ethical dimension to decision-making. In the absence of clear ethical guidelines, leaders may face ethical dilemmas that AI, lacking moral intuition, might not recognize. Wisdom helps leaders navigate complex situations, ensuring decisions align with values, societal norms, and long-term consequences.

The business landscape is increasingly characterized by uncertainty and rapid change. Wisdom equips leaders with the ability to make sound judgments in ambiguous situations where data alone may not suffice. It involves drawing on experience, intuition, and a deep understanding of context to make informed choices.

Wisdom emphasizes a human-centric approach to leadership. While AI excels in processing data and automating tasks, it lacks the empathy and understanding required for effective leadership. Wisdom enables leaders to connect with their teams on a personal level, fostering a positive work environment and addressing the human aspects of organizational dynamics.

Wisdom encourages leaders to adopt a long-term perspective, considering the broader impact of decisions on the organization, its stakeholders, and society. In contrast, AI may optimize for short-term goals without necessarily accounting for the sustainability or societal implications of those actions.

Wisdom involves a continuous process of learning and adaptation. In the dynamic landscape shaped by technological advancements, leaders must evolve alongside their environments. Wisdom allows leaders to reflect on experiences, learn from mistakes, and adapt their leadership styles to meet the evolving needs of their teams and organizations.

Modern challenges often require more than just technical solutions. Wisdom enhances a leader’s ability to address complex, multifaceted problems by considering diverse perspectives, understanding the interconnectedness of issues, and proposing holistic solutions that align with broader organizational goals.

Wisdom contributes to the creation of a positive organizational culture. Leaders who embody wisdom inspire trust, foster a sense of purpose, and create an environment where employees feel valued. This is crucial for attracting and retaining talent in an era where the human experience at work is increasingly important.

Wisdom is closely linked to emotional intelligence, which involves understanding and managing one’s emotions and those of others. Emotional intelligence is essential for effective communication, conflict resolution, and building strong interpersonal relationships—crucial components of successful leadership that AI lacks.

While AI offers unprecedented advancements in efficiency and analysis, the integration of wisdom in modern leadership is indispensable for addressing the multifaceted challenges, fostering ethical decision-making, and cultivating a work environment that values both technological progress and the unique qualities of human leadership. Leaders who incorporate wisdom alongside AI technologies are better positioned to navigate the complexities of the modern business landscape with empathy, foresight, and a commitment to the greater good.

In this sense, what are your thoughts on the future of work? What strategies do you recommend for leaders to effectively manage remote teams and maintain high levels of engagement and productivity?

The future of work is dynamic, emphasizing flexibility, adaptability, and a blend of human-AI collaboration. To effectively manage remote teams, leaders must prioritize communication, trust-building, and leveraging technology for seamless collaboration. Encouraging a culture of autonomy, providing robust digital infrastructure, and fostering regular virtual interactions are essential strategies for maintaining high levels of engagement and productivity.

Could you share some insights from your experience working in diverse environments like Australia, UK, UAE, and USA, and how these experiences have shaped your approach to leadership and coaching?

Working in diverse environments has enriched my understanding of cultural nuances and the varied perspectives people bring to the table. It has shaped my leadership approach by emphasizing the importance of inclusivity, adaptability, and a global mindset. These experiences have taught me to appreciate the richness that diversity brings to innovation and problem-solving, influencing how I coach individuals and lead teams.

Exposure to diverse cultures has underscored the significance of cultural sensitivity and inclusivity in leadership. Understanding and respecting cultural differences is crucial for fostering a collaborative and harmonious work environment. It has taught me to appreciate the diversity of thought, communication styles, and work approaches that individuals from different cultures bring to the table.

Being able to adjust leadership styles and coaching methods based on the cultural context is essential for building effective relationships and achieving organizational goals.

Working across continents has instilled in me a global mindset. It has broadened my perspective on industry trends, economic landscapes, and emerging technologies. This global awareness is invaluable in anticipating market shifts, identifying opportunities, and making informed strategic decisions that consider the broader international context.

Diverse environments often mean diverse languages and communication styles. Effectively conveying ideas, providing coaching, and leading teams require an acute understanding of language dynamics. This experience has emphasized the importance of clear and inclusive communication, ensuring that everyone, regardless of their native language, feels heard and understood.

Diverse teams are proven catalysts for innovation. Experiencing this firsthand has reinforced my belief in the power of diverse perspectives for problem-solving and creativity. As a leader and coach, I actively seek to create environments that celebrate diversity, recognizing that it is a driving force behind innovation and organizational success.

It has taught me the importance of remaining agile and adaptable in the face of unexpected challenges, guiding both myself and those I lead through uncertain times.

Forming teams that bring together individuals from various backgrounds requires a thoughtful and inclusive approach. It involves understanding the strengths and potential challenges associated with cultural diversity. My experiences have shaped my ability to build cross-cultural teams that leverage the strengths of each member, fostering collaboration and mutual respect.

Engaging with diverse environments has reinforced the idea that leadership is a continuous learning journey. The dynamic nature of global business landscapes necessitates an ongoing commitment to learning, adapting, and staying attuned to evolving trends and cultural shifts.

How do you approach the challenge of building resilient and engaged teams in today’s fast-paced and often uncertain business environment?

Building resilient and engaged teams involves fostering a culture of psychological safety, continuous learning, and purpose. I encourage open communication, provide opportunities for skill development, and align team goals with a shared sense of purpose. Embracing change as an opportunity for growth, celebrating achievements, and maintaining transparency contribute to creating teams that thrive in fast-paced and uncertain environments.

Can you share some success stories or case studies from your coaching experience where you helped leaders transform their approach for better organizational outcomes?

Certainly, I’ve worked with leaders who, through coaching, have transitioned from rigid, hierarchical leadership styles to more adaptive and collaborative approaches. This shift has resulted in improved team morale, innovative problem-solving, and increased organizational agility. Success stories often revolve around leaders discovering their unique strengths, effectively leading diverse teams, and navigating change with confidence.

How do you think companies can better prepare for the challenges and opportunities presented by the AI revolution?

Companies can better prepare for the AI revolution by investing in continuous learning and upskilling programs for their workforce. Creating a culture that embraces AI as a complement to human capabilities, rather than a threat, is crucial. Additionally, fostering ethical AI practices, ensuring transparent communication about AI implementations, and actively involving employees in the transition can contribute to a smoother and more inclusive AI integration.

What advice would you give to emerging leaders to help them thrive in an increasingly complex and technology-driven business landscape?

My advice to emerging leaders is to prioritize continuous learning, adaptability, and emotional intelligence. Cultivate a growth mindset, stay curious, and embrace change as an opportunity for innovation. Foster meaningful connections with your team, and leverage technology as an enabler rather than a barrier. Above all, lead with authenticity, empathy, and a commitment to ethical decision-making.

The journey in ‘Mu’ aligns with the essence of modern leadership by emphasizing self-awareness, authenticity, and aligning with one’s essential nature. Modern leaders must embark on a similar journey of self-discovery to lead with purpose and authenticity. Understanding one’s core values, navigating challenges with resilience, and fostering a connection to a higher purpose are all integral aspects of both the ‘Mu’ journey and effective modern leadership.

What personal philosophy or motto do you live by, and how does it guide your professional endeavors?

My guiding philosophy is rooted in the belief that sovereignty, when coupled with compassion, leads to conscious and impactful leadership. The motto I live by embraces authenticity, ethics, holistic thinking and leadership which aligns with our highest values for ourselves, our companies and our children.  This philosophy guides my professional endeavors by emphasizing the importance of empowering individuals, inspiring positive change, and facilitating transformative journeys toward realizing their full potential.

Employer brand is the answer to the question ‘Why you?’

Lazar Džamić is a former planning director at an agency and former head of brand planning at Google’s creative think tank ZOO in London. He lectures at various universities across Europe and is the author of several best-selling books. At the #loveHR Summit 2024, he will talk about building an employer brand and why it is so important for a company, especially in times of talent shortage.

I am probably not going to be too innovative here, as the challenges are clear and multitude, especially now when late capitalism is clearly showing some truly dysfunctional traits; and in European Union, with its own specific set of challenges.

AI is a game changer in so many ways, for so many companies, largely in ways that will impact both efficiency and effectiveness of businesses, and especially related to the headcount: how many people we will need to be a viable business in the near future. The answer, of course, depends on the industry.

Another big challenge for many organisations, especially more traditional ones, is how to manage the new post-industrial workforce, especially generation Y (and Alpha after them). They were born in a mobile world, raised on digital experiences and have unique attitudes to life, socialisation, career and environment. This is one part of what we call ‘diversity’ today and for what we need what prof. Miha Škerlavaj calls the ‘Post-Heroic Leadership’ (also his great book I strongly recommend).

The other part of diversity is various physical and cognitive diversities and divergences (there is a difference). Not just legally, but talent-wise, it makes sense to pay more attention now to various unusual talents around us. Dyslexia is now officially a skill in the UK and the MI6 last year ran a recruitment campaign specifically for people with dyslexia.

Yet another challenge, in the face of declining populations in developed countries, if how to allow the experienced older workers to stay longer in the organisation, or to even poach them back from retirement. This is an opportunity for really clever multi-generational culture shifts.

In some countries in the region, yet another challenge is how to maximise the benefits of workers coming from far-away parts of the world, people from different cultures, customs, religions, educational backgrounds… Some multi-national organisations have already mastered this and we can learn a lot from them on a local state level too.

On the personal level, I feel that the major two challenges are to develop literacy in defining the positional and personal ‘jagged profile’ (more on that below) and in defining one’s OCEAN character profile. In my experience, these two things could make the most difference on a personal growth level.

How do you define employer branding, and why is it important for a company?

Simply put, it is the answer to the question ‘Why you?’ 

Why would anyone want to work for you? What can you offer, what can you say? 

What is the promise you are making to potential and existing employees in exchange for their talent (defined as skill, knowledge and personality)?

It is the process of constructing and communicating – then living – the reasons to be considered a preferred employer.

This is what we sumarise, after a thoughtful and not too complicated process, into what we call an EVP – Employer Value Proposition(s). The plural is because we usually have several variants of the master one, fitting various skillsets and seniority levels in the company.

I think the answer to the previous question summarises the reasons why we have to think about it a lot today, at least in developed market-based economies.

In what ways does a company’s culture reflect in its employer branding?

I think the question may have another formulation: how are organisation’s culture and employer branding connected and, even more importantly, how they should be connected?

There are several scenarios here. One is the ‘snake oil’ situation where an organisation tries to present itself in an unrealistically positive light, where the culture and the communications don’t match. The usual ‘purposewash’, ‘greenwash’ and some downright deluded self-congratulations…

The problem is that the culture always ‘leaks’, it is irrepressible, like water, always finds cracks to leak out in a way of reputation: what others (audiences/markets) think about us when ‘we are not in the room’. This is, obviously, a problem many organisations have.

Another challenge is better to have and easier to solve: when the culture is good but is not communicated well. The usual sentence is ‘Why don’t we talk about this more?!’ Well, just do, but make sure you know what those things are…

Essentially, if the culture, employer branding and the audiences we try to attract are not aligned, we have the case of ‘corporate vanity’, or in some serious cases, ‘corporate schizophrenia’ – superficial, glib, cliched branding efforts, or internal cultures, where one thing is said, another thing is done and the third thing is where ‘the game’ is played…

What is the role of leadership in shaping and maintaining an employer’s brand?

It is critical, of course!

If the leadership doesn’t know what kind of an organisation they are or want to be, how to realistically and accurately describe its current and/or desired culture, people and organisational ‘reflexes’ (to quote prof. Hofstede), they won’t know how to maintain it or build it.

Most companies are actually judged on the behaviours of their leaders, externally and internally, especially the latter. The ways leaders behave shapes the culture as it sets the ‘automatic learned behaviours’ (Hofstede again) of the employees – ‘this is how things are done around here’.

This is more than just storytelling – it is ‘storydoing’ and ‘storyliving’!

What strategies would you advise organizations to improve their employer branding in today’s competitive world with a talent shortage?

Frankly, all of the above.

Understand where you are and what can you offer to the prospective (and current, let’s not forget that) employees, and if you have some interesting things to say, say them strongly and over and over again.

Understand your audiences REALLY well, especially the ‘jagged profiles’ of specific positions and then try to find people that match them, while telling them exactly how. Understand their needs, wishes, anxieties and real-life challenges. What can you say about those? How will you make them feel they are coming back home, instead going into unknown?

Patagonia, a famous anti-consumerist and activist outdoor clothing company gives employees 18 hours of paid time for activism – and then pays the release bail for them if they happen to be arrested at a protest!

Some IT companies in Serbia book kindergarten spaces in advance for their existing and potential employees (due to a lack of them) and use that as a recruitment tool.

In other words, a good EVP should have four key elements, as per one recent often-quoted Harvard Business Review research article: material incentives, growth & development, connection & community and meaning & purpose.

The trick is to make it hard to be replicated by the competitors (money is usually the easiest to match!), to put the ‘noise’ into the money issue, for it to be able to work both short- and long-term and to create a strong retention effect.

How can employer branding ensure that it attracts diverse groups of potential employees and also aids in retaining talent?

I think we have covered this both above and below…

How do digital platforms and social media influence the perception of the employer brand?

Hugely, like any other brand and reputational aspect. 

Social media is one of the main spaces for building, maintaining and assessing reputation/brand of an organisation. It is the largest real-time focus group – and collection of media channels – ever, available to us 24/7 and for very little money. But, the questions are ‘How much do we really understand them?’ and ‘Are we internally organised to deliver quality branding in this space?’ 

These are the usual challenges and a lot of organisations underdeliver on both.

So, what role does social media play in this context? How should companies decide where to seek talent? For instance, who should consider using TikTok (and why), and who should stick to LinkedIn, Facebook, or other platforms?

Fish where the fish are.

So, who are your fish: demographically, skill-set-wise, culturally and based on various personal traits?

Then go to places where people like that gather relating to what you have to say and give them something about you that they will recognise as relevant and, at least, interesting. Become what they want to read or view or interact with, instead of interrupting that. 

Do this formula right and the answers to the above questions will become obvious.

Do you believe in employee referral programs – if they bring a candidate from their own network into the company? Why is this beneficial and how should these reward programs be designed to be effective?

I had a personal experience with that at Google, both as a person being recruited and when I was recruiting for my own team. Companies like Google are very big on personal recommendation/referrals, simply due to the fact that a clever Googler must know some other clever people! It could be the fastest way to line up some good candidates – provided your company is worth jumping over to.

So, I was myself recommended for interviews and I did recommend other people as well. While I was there, my understanding was that about half of the new employees at any time came from recommendations. BUT, I have to be very precise here: these are recommendations for interviews only! (and the candidate usually goes through several… I had seven). No one gets the job based only on recommendation.

For many organisations, this is a neat way to tap into some niche skillsets, save on recruitment fees and support specific cultural traits, should they wish to do so. But, an organisation needs to really know first what it is looking for – the ‘jagged profile’ of the position they are recruiting for, a concept created and explained by prof. Todd Rose in his seminal book ‘The End of Average’.

As for the incentives for the current employees, they vary. The most common – but I feel also the most unsophisticated one – is money, a ‘finder’s fee’. However, smart organisations have turned this into a reputational game: you would actually feel embarrassed to recommend anyone who is not a good fit, just because they may be your friends or relatives, and proud if they are confirmed to be a valuable interviewee or even a new employee. This is encouraged in various soft ways that flow out of the culture and some specific feedback you may receive from your superiors or the recruitment team.

What are the most common challenges companies face when building an employer brand, and how can they overcome these challenges?

I think we have covered many of those things above, but for me everything boils down to two key challenges: most of the EVPs are either badly constructed/understood or badly communicated. 

Many EVPs lack both internal and external Clarity, Precision and Distinction. They should be the ultimate exercises in self-understanding.

To resolve these challenges, an organisation has to be brutally honest with itself and deploy creativity, self-confidence and originality to arrive at a compelling EVP.

Could you share another successful example of how an organization attracted top talent through its employer branding?

Silicon Valley – and companies of that mindset – is very good at this and this is one of the reasons talented people like to work there, not just the money. At Google, I was paid more or less the same as I would be in any other big global company in a similar position – but, boy, the difference in cultures!

Some ‘purpose-led’ companies are good at this, Patagonia and Veja come to mind, also Zappos, or some traditionals such as Bosch and Cisco, or consultancies such as McKinsey or Accenture. And some companies in the region such as Atlantic, Delta, Rimac, Nordeus and a few Slovenian ones mentioned in prof. Miha Škerlavaj’s book.

Smaller companies, often, tend to be better at this, as they don’t have ‘legacy’ cultures they would have to ‘break’.

How can the effectiveness of efforts towards employer branding be measured?

There are several ways to do this.

One is a more traditional set of brand image techniques and measures relating to specific attributes that the organisation wants to be recognised for and associated with in a specific market and for specific audiences of potential employees. 

That means a set of quantitative and qualitative techniques, like for any other brand image measurement, but it also means that the organisation has to know, very precisely, what attributes it wants to ‘own’.

They could be various and would reflect the needs and wants of various skill sets, demographic cohorts and seniority levels.

For example, for a junior Gen Y-ers this could mean ‘an organisation with a clear positive purpose’ or ‘a leadership style that supports diversity and psychological safety’. For a senior executive, it could mean ‘an opportunity to shape/disrupt the industry’, for a sales person ‘the best prepared sales pitches in the industry’ and for the CS representative ‘the best communication training around’.

Another frequent method is social ‘listening’ (sentiment monitoring), where the organisation can ‘read’ the amount of conversations it is getting among the specific audiences (share of voice) as well as the sentiment it is generating (positive, neutral or negative) – and why.

Also, what potential candidates say in interviews if they are asked ‘Why us?’ This is also usually supplemented by the quantitative measures such as how many CVs the organisation is receiving ‘cold’ (Google used to receive about 2.5m every year!) and how many of those are from the ‘premium’ candidates (defined any way it works for a specific industry or position).

Or, how about this: how proud your existing employees are becoming because they work for you? Are they telling that to their friends and family?

Ultimately (and I mean it!), how many times the competitors tell you ‘Damn you, you’ve snatched the so-and-so right in front of our noses!’