Unique people make unique businesses

How can businesses market themselves as unique without changing their underlying business plan? Could insightful HR consulting be the way forward?

By John McGill.

In today’s world, there is no substitute for uniqueness. As many markets consolidate around a few key companies, there tends to be a shift towards homogeneous products. Yet, as all business leaders know, having a market niche is an excellent way to secure a loyal customer base.

So how can businesses market themselves as unique without changing their underlying business plan? Could insightful HR consulting be the way forward?

Declining difference means people attain priority
The commercial world is in constant fluctuation due to issues such as changing consumer dynamics and technical developments. As such, business priorities tend to be ripped up and relaid on a consistent basis.

However, technological development continues to accelerate, meaning products are no longer the stalwart selling point they use to be. For instance, the value of unique goods companies once had are becoming less important as competitors are able to copy and improve products through 3D printing.

A recent survey by Colmar Brunton, and commissioned by David Forman, has shown that businesses face a number of interesting challenges, the New Zealand Herald reported. The priority for 33 percent of respondents was being able to secure a unique position in relation to their competitors.

The survey was based on responses from more than 220 senior leaders and looked at issues affecting performance. One of the big insights that can be drawn from the survey is that simply offering a unique product is not enough. Instead, organisations need to ensure that their employees do not just work on unique products but embody the values and characteristics that make a brand stand out.

Interestingly, people are fast becoming the most valuable asset a company can have. Yet, to ensure an organisation has a people-focused approach to business, its HR processes will need to be working towards the overall business goals.

Where to start the change?
One of the best ways to ensure your workforce is on point is by focusing on employment engagement. Unfortunately, this is not always a central concern for companies both in New Zealand and around the world.

Gallup’s 2014 State of the Global Workplace Report showed that only 13 percent of employees were engaged in their current roles, while 24 percent were actively disengaged. In Australasia, the results were slightly better but still worrisome.

With 1.5 disengaged employees for every engaged worker in the region, it is essential that companies get behind their HR departments to help empower employees. M

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