Lack of organisations image management strategy worry HR experts

Image as they say, is everything and the image a company portrays is directly affected by the image of its employees who are indeed the face of that company. In order to exhibit that competitive advantage, organisations must show value, capability and professionalism.

In Nigeria, for instance, a good number of employers and business leaders would readily admit that it is difficult to find companies that really spend resources in giving their employees that right image management sensitisation that businesses demand.

So it is hardly surprising that many CEOs are worried as they battle to keep their firms afloat and not loss huge business opportunities because of the attitude of the front desk staff, the sales team performance or even the business development manager’s performance when striking that business deal.

Corporate image experts are saddened by the fact that not a few Nigerians on the surface believe that etiquette, manners, poise, image and style has no significance to them, either because it sounds too petty, they could not be bothered or they simply feel it is just for the rich and famous.

Janet Adetu, executive director JSK Etiquette Consortium Limited, a corporate business etiquette training and image consultancy firm in Nigeria, was unequivocal when she noted that organisations are facing stiff competition like never before when it come to image management for employees.

Regrettably however, she noted that while most corporate organisations acknowledge the tremendous importance of corporate image management and how it affects their business within and outside the workplace, only a handful can actually boast of quality image management practice for their employees.

As we experience high bouts of rudeness and incivility in our society today it is having a huge impact on values, perceptions and general attitude to life, work and overall business.

As a professional image and international protocol consultant, Adetu believes that organisations are losing millions due to the incivility of its staff, making client retention and relationship building difficult, adding that for them to stay in the race they will need to invest well in their prized assets (staff) to portray that ‘Panache Advantage’.

According to her, “Talent management is key to the success of any organisation. At the end of the day, it is the employees who deliver service and performance to help protect the image of the company. Therefore they need to be super engaged, well trained, clear on their career path and considerably rewarded.”

Corroborating Adetu’s position, Chinedu Duru Human resource consultant argues that among the many uncertainties in the nation’s business landscape is the issue of human capital.

Duru believes that staff engagement is critical for every business leader. According to him, engaging the attention of staff despite the uncertainties in the business environment tops the list of hurdles of the nation’s CEOs must scale.

To him, CEOs and human resources managers, besides issues of committing that right amount of resources to training manpower that will project the image of the company in good light, they are always confronted with the huge challenge of keeping distinguished employees happy so they don’t go seeking opportunities elsewhere.

While issues associated with proper image management development for employees will continue to engage the minds of experts, there appears to be a consensus tracing this development to the nature of doing business in this country.

Duru is also saddened that “for most employees to be excellent, the questions we need to ask is how many of our companies are excellent? How many Nigerian born companies have become multi-national or have become regional players? The function of the environment in itself also dictates what you get from the companies,” he said.

KELECHI EWUZIE