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    WebinarAlignment of Values 2010 60 min

    Speaking in One Voice: Keys to Building Your Workforce Into an Army of Brand Champions

    Imagine for a minute that everyone at your company can: •Describe the value you provide, •Differentiate your company from the rest, •Communicate with confidence that your company stands behind what it says, •Communicate to job candidates what’s special, attractive, and exciting about working at your organization, and •Deliver these messages clearly, compellingly, and consistently. And while the core messages are aligned from person to person, each employee maintains their own style and stories to get their points across. This is the goal, and achieving it would be powerful, indeed, for most any organization. Easy to imagine… not so easy to implement. But you can do it. You can get everyone telling a consistent and compelling story, and turn your workforce into an army of brand champions. In this webinar, Mike Schultz, President of Wellesley Hills Group, Publisher of RainToday.com, and co-author of Professional Services Marketing (Wiley, 2009), will share with us how the best organizations define the messages they want to share, communicate those messages to the workforce, and build and implement processes and programs to make sure the messages become a part of each person’s core repertoire.

    Presenter

    MS

    Mike Schultz

    •The three pillars of a strong value proposition •How to craft your value proposition into messages that make sense to your employees •How to avoid the common pitfalls that derail internal brand initiatives •How to build communication and training programs that make sure each employee learns, understands, and can communicate your organization’s key messages •How to know if it’s all working

    Key Takeaways

    • 1.Every employee should be equipped to describe the company's value and differentiation.
    • 2.Organizations must define 3-5 core messages that articulate their unique value proposition.
    • 3.A unified internal message strengthens market position and improves talent attraction.
    • 4.Leaders can implement structured programs like town halls and workshops to disseminate messages.
    • 5.Consistent messaging can be achieved while still allowing for individual employee communication styles.
    • 6.Leaders must model desired messages and recognize employees who effectively communicate them.

    The Power of a Unified Voice

    Imagine an organization where every single employee can articulate the company's value, differentiate it from the competition, and confidently convey its unique culture to potential hires. This is the goal of creating a workforce of "brand champions"—a team that shares a consistent and compelling story, but with each member using their own authentic style. While powerful, achieving this level of alignment presents a significant challenge for most organizations.

    A Framework for Building Brand Champions

    In this webinar, Mike Schultz, President of Wellesley Hills Group, provides a roadmap for turning this vision into a reality. He shares insights on how leading organizations define, communicate, and embed their core messages, transforming their employees into a powerful, unified voice for the brand.

    How to Create Alignment

    This session explores the practical steps leaders can take to achieve organizational alignment around a central narrative. Key areas of focus include:

    • Defining Core Messages: The first step is to clearly define 3-5 core messages that articulate the company's unique value and market differentiation.
    • Effective Communication: Learn strategies for disseminating these messages across the entire workforce, utilizing town halls, internal workshops, and accessible resources.
    • Embedding Messages: Discover methods to build processes that integrate these messages into employees' daily activities and interactions, making them a core part of the culture.
    • Empowering Employees: Gain techniques to help employees confidently and consistently communicate the company's value proposition, while still allowing for individual expression.

    Why a Unified Voice Matters

    In a competitive business landscape, every employee interaction shapes brand perception. When team members deliver a unified message authentically, it significantly strengthens the company's market position and its ability to attract top talent. This internal alignment is crucial for translating abstract organizational values into tangible, relatable experiences that build trust and credibility with both internal and external stakeholders.

    This session addresses the critical need for every employee to articulate a company's value, differentiation, and commitment to its promises. It explores how organizations can empower their workforce to become powerful advocates, not just for external clients but also for attracting top talent.

    What you'll learn

    • How to define core organizational messages effectively.
    • Strategies for communicating these messages across the entire workforce.
    • Methods to build and implement processes that embed these messages into employees' daily interactions.
    • Techniques to help employees confidently describe company value and differentiation.
    • Ways to ensure consistent and compelling communication, while allowing for individual style.

    Who this webinar is for

    • Executives and senior leaders focused on organizational culture and brand reputation.
    • HR professionals aiming to enhance employee advocacy and talent acquisition messaging.
    • Marketing and communications leaders seeking internal alignment with external branding.
    • Managers responsible for team communication and performance.
    • Anyone interested in fostering a unified and value-driven organizational voice.

    Why it matters now

    In today's competitive landscape, every interaction an employee has, whether with a client or a potential hire, contributes to the company's brand perception. A unified message, delivered authentically by every team member, significantly strengthens market position and talent attraction. This internal alignment is crucial for translating organizational values into tangible, relatable experiences, building trust and credibility both internally and externally.

    How leaders can apply this

    Leaders can begin by clearly defining the top 3-5 core messages that articulate the company's unique value and differentiation. Following this, Mike Schultz's insights suggest developing structured communication programs to disseminate these messages through all levels of the organization. This includes regular town halls, internal workshops, and creating easily accessible resources. Encourage team leaders to model these messages and provide opportunities for employees to practice articulating them in their own words. Finally, recognize and celebrate employees who embody and effectively communicate the brand's core values, reinforcing desired behaviors and fostering a true army of brand champions.

    About this session

    Key takeaways

    Watching this webinar gives you grounded, practical perspective on Values. Expect ideas you can use in leadership conversations, not abstract theory, drawn from Mike Schultz's direct experience.

    Who this is for

    CHROs, HR business partners, talent leaders, executive coaches, organizational development practitioners, and senior leaders who are responsible for alignment of values inside their organization.

    Why it matters now

    Workforce expectations, hybrid work patterns, and AI-driven change keep raising the bar on culture and leadership. Sessions like this help leaders make smarter, more evidence-informed decisions about Values.

    How to apply it

    Use the ideas here to challenge a current assumption on your team, design a single concrete experiment in the next 30 days, and bring one finding back to your leadership group for discussion.

    Frequently asked questions

    Topics

    Values

    Best Practice Institute

    Best Practice Institute is the research organization behind Most Loved Workplace® certification, the SPARK Model, the Love of Workplace Index™ (LOWI™), and The Workplace Report.

    The Workplace Report

    The Workplace Report is BPI's original workplace culture research and editorial briefing series for CEOs, CHROs, people leaders, talent leaders, and employer-brand teams. It turns BPI's 25 years of research, Most Loved Workplace® certification data, SPARK findings, and current workforce signals into practical analysis leaders can use.

    The report format includes executive summaries, research-backed articles, company examples, methodology notes, and practical implications for retention, hiring, culture, leadership, and employee experience. New research and analysis is published on an ongoing editorial cadence at /workplace-report.