Brand You Brand Up

Tuesday, September 02, 2014


There’s a new breed of individuals climbing up the corporate ladder: intrapreneurs.  

Intrapreneurship is the act of behaving like an entrepreneur while working within a large organisation, and although it’s a relatively new concept it has already proven a cash-cow for big business. 

Intrapreneurship is a way to keep the company culture innovative.  Some companies have become stale and ‘too corporate’ in their approach, and they lose business to fresh start ups who adopt the intraprenereual approach. Intrapreneurship cultivates a new energy and creates a team atmosphere by acknowledging that every employee is an important part of the business.

Companies adopting intrapreneurship programs reap the benefits of investing in the personal development of their employees, and fast.  The idea behind intrapreneurship is to develop one’s individual brand and skill set to a point where they create exponential value to their company.

The intrapreneurship process requires a strong business development plan that outlines objectives and incentives and pinpoints where the individual worker fits within a business blueprint.

A company attempting to implement such a strategy needs to consider the following:

1.    The employee’s identity.  This requires researching every individual in the company and asking the following questions: what is their role and what have they achieved so far?  What are the employee’s strengths and weaknesses?  What are the areas for potential growth?  Do they ‘fit’ within the company’s future plans?  Are they malleable, or stagnant in their progress?  The company must endeavour to find out everything possible about their employees before any planning takes place.

2.    Incentives.  Every individual is motivated by a different set of incentives.  Usually it will be money, time off, personal satisfaction, growth and the gaining of knowledge.  The incentives seldom change, but the order of their importance will vary person to person.  If the company is intending of investing in an individual, what is the best way to get them on board?

3.    Resources.  The intrapreneurship structure allows more freedom to the workers and encourages them to take risks and explore new ideas.  This corporate management style distributes power among the employees and if they don’t make the right choices, it will affect the company’s bottom line.  Does the company have enough resources to cover a loss if some individuals do not perform?  Can they afford the process of re-educating their staff and implementing an entirely new way of operating?  In the early stages, intrapreneurship can be time consuming and costly and even the biggest businesses can hurt over its failure.

If the intrapreneurship model works, how does the company benefit?

1.    Performance.  By building up the employees skill set and confidence they are more likely to perform better and in a conscious way.  Rather than the failure or the success of a project failing on a group of people, intrapreneurship puts the responsibility on each person to pull their weight and be accountable for their productivity.

2.    Value.  If a person builds their portfolio to an exceptional standard, although not all will, the company can now leverage off that individual’s brand, therefore adding value to the business.  This could lead to lucrative partnering opportunities.

3.    Retention.  It is easy to get ‘lost’ in a large company and to feel as though you’re just a cog in the wheel.  By endorsing employees as intrapreneurs, companies can expect to retain staff for longer.

How does the individual benefit from becoming an intrapreneur?

1.    Having a big company invest their time and money in to developing their staff indicates job security.   If an individual costs a few thousand to go through this educational process, companies are less likely to flush them out.  Also, the individual will be highly skilled and often specialise in a department and therefore won’t be easily expendable.

2.    Personal development is one of the biggest motivators, especially with Generation Y.  By becoming an intrapreneur, the younger employees will see that advancement in the company is attainable and they’ll be exposed to higher level projects that will benefit their brand in the long run.
 
3.    An individual will discover their strengths and weaknesses through the five steps of defining their brand: taking stock of their values, passion, purpose, attitude and potential.  And knowing more about themselves and their offering, they will be able to create products and services that are unique and of value to the company.

So, how can your company employ the ‘Brand you, brand up’ principle right now?

Here are 6 ways to kick-start intrapreneurship in your business:

-    Firstly, speak with your employees and ask them how they can develop their brand within your company.
-    Facilitate a workshop, bring in an external party for a presentation or conduct one on one meetings.
-    Ask your staff - what do they want now, and what do they need to make it happen?
-    Reiterate the company’s brand and what the business is about.
-    Create a reward system for employees who actively seek opportunities to align their brand to the company’s. 
-    Cultivate a two-way leverage infrastructure.


________________

Amanda Rose is the only 'Strategic Connector' in Australia connecting CEOs, directors and businesses together to enhance brand, profile and lead generation opportunities.

Host of Amanda Rose TV, Founder and Host of The Business Woman TV, Keynote Speaker and media commentator including a weekly Smart Connections video blog for SmartCompany.com.au.

If you would like help bringing your brand to the next level, contact Amanda today on 0432 49 02 48.

- See more at: http://www.amandarose.com.au/amanda-rose/strategic-connecting-offline#sthash.rKB7OjoC.dpuf
________________

Amanda Rose is the only 'Strategic Connector' in Australia connecting CEOs, directors and businesses together to enhance brand, profile and lead generation opportunities.

Host of Amanda Rose TV, Founder and Host of The Business Woman TV, Keynote Speaker and media commentator including a weekly Smart Connections video blog for SmartCompany.com.au.

If you would like help bringing your brand to the next level, contact Amanda today on 0432 49 02 48.

________________

Amanda Rose is the only 'Strategic Connector' in Australia connecting CEOs, directors and businesses together to enhance brand, profile and lead generation opportunities.

Host of Amanda Rose TV, Founder and Host of The Business Woman TV, Keynote Speaker and media commentator including a weekly Smart Connections video blog for SmartCompany.com.au.

If you would like help bringing your brand to the next level, contact Amanda today on 0432 49 02 48.

- See more at: http://www.amandarose.com.au/amanda-rose/strategic-connecting-offline#sthash.rKB7OjoC.dpu

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