“I think people are your brand. If people enjoy working for you, they naturally become your brand ambassadors. Your staff (members) are your working brand. If the brand experience is positive, they will embrace, walk, and talk the brand.” – Janice Siu, Landor & Fitch managing director for APAC Growth
In this exclusive interview with Chief of Staff Asia, find out how Siu does this, paying much attention to a diverse workforce.
COS Asia: What are the results of the initiatives in attracting and retaining talent?
Siu: We surveyed our people in the Asia-Pacific and received an 80% positive response. 92% of our staff feel very proud. The initiatives are very well-received. Our global retention rate is relatively high. We have received awards in five markets and a “Best Place to Work” certification.
COS Asia: What’s the biggest DEI opportunity in Southeast Asia?
Siu: The biggest is accessibility. A World Bank Report says that around a billion people experience some form of disability, with 80% related to design. We’ll have better results working together, with a huge opportunity in this space. Brands must be more proactive in enabling accessibility in the product conception stage.
COS Asia: What must Landor & Fitch ensure to get the best out of the multi-generational workforce?
Siu: Our workforce is relatively young. The average age is 36. But we also have Babyboomers, Gen-X, Millennials, and Gen-Z.
We, in the Creative industry, are generally passionate and creative. It’s more about how to inspire and motivate.
Positive reinforcement is the most effective way to get the best from talent. I’m a big fan of positive thinking and strength-based career development. We should not dwell on weakness. It’s more effective to build on strength. It works for all generations.
In talent development and retention strategy, it’s more than perks. It’s about continuing investment in talent growth and opportunity to develop and hone their skills. It’s about meeting a sense of belonging, working with a real purpose, and having a positive impact.
We put a lot of evidence into employee branding, having been certified as a Great Place to Work in Hong Kong, Mexico, the USA, France, and the UK.
We feature our employees’ success stories on relevant channels. It’s a win-win strategy. We promote their branding, motivating them to work harder and aim higher.
Our talents stay with us for 10 to 20 years because they grow with the company. I have been here for over 12 years because of the constant challenge and learning opportunities. I provide the same for my staff so they can learn and grow with the company.
This feature was extracted from Chief of Staff Asia’s exclusive interview with Janice Siu, Managing Director for Asia Pacific Growth at Landor & Fitch. For further coverage please see the below link:
