The employer branding power of being glocal
– the wonders of a mindset that’s international, but still local
Glocalization is the new buzzword that’s taking the world with storm, sweeping the rug with it’s big brother globalization. By tapping into local markets and decentralizing their business, companies are gaining the trust of both clients and employees.
This is good news for HR departments in glocal companies. The global, but local, brand is not only good for diversity – it’s a highly attractive trait for top talents.
Think global, act local
Some people claim that all started in Scotland, where city planner Patrick Geddes coined the term localization for CSR usage. Some say that sociologist Roland Robertson is the father of the term. Others argue that the phenomenon has its roots in Japan. The Japanese actually have their own word for it: Dochakuka. Regardless of who said it first, it is trending in the B2B sector.
For B2C, glocalization is nothing new. One of the most common examples is McDonald’s menu, which changes depending on region. You knew that you can have a Kiwi Burger in New Zealand and a McSpaghetti in China, right? The products and services sold by B2B companies are a little different – but the new, glocal mindset is the same.
Employer branding benefits
B2B or B2C doesn’t really matter when it comes to the HR perspective of acting glocally. Being part of an international community – while still being local – gives your employees the best of two worlds. Local cultures are strong, which is why many multinational corporations are having a hard time implementing centrally-driven processes.
Some of the benefits for glocal HR work:
- You can offer the employers benefits that fits the local competition.
- You can earn a good reputation locally, which is the most effective employer branding tactic.
- You empower local managers, who will feel more ownership.
- You get direct access to international talents that are willing to relocate.
Going glocal can, at first, seem to only have benefits. Do note, though, that there are some challenges to prepare for. Being “too” glocal can for example mean that you won’t use the same security policies in all regions, making your central brand and company more vulnerable.
One of the policies that can be beneficial to manage centrally is background screenings. As employees may move around your different regions, having one supplier in each country may mean that everything might not get detected. It will probably mean some double work, too, where different suppliers may screen the same candidates.
Want to hear more about how ToFindOut acts all over the world? Contact me today for a Skype call!
Linda Degeby, Key Account Manager, ToFindOut