SOURCE: marcus evans

marcus evans

September 12, 2013 17:23 ET

Unifying Strategic Goals and Brand Messaging to Create a Brand-Centric Culture

Interview With James Temple, Director, Corporate Responsibility, PwC Canada

TORONTO, ON--(Marketwired - Sep 12, 2013) - Internal branding is crucial for employee engagement and promoting the organization's growth, especially in the acquisition of nationally selective and limited millennial workforce. Unifying the organization's strategic goals, internal communications, and brand messaging allows employees to understand the direction of the organization and commit to the brand promise. In order to ensure for brand engagement at every level of the organization, it is critical to gain knowledge of evolving internal branding strategies and communication platforms. With development of new technologies, the growing popularity of internal social media, and companies leveraging new internal communications tools, the opportunities to connect and unify the organization around the brand is greater than ever.

James Temple, Director, Corporate Responsibility at PwC Canada, recently spoke with marcus evans about key topics to be discussed at the upcoming Internal Branding Canada 2013 Conference, October 29-30, 2013, in Toronto.

Delivering brand promise is essential in creating a comprehensive internal brand message. How do you define "brand promise"?

JT: At PwC, our brand promise is clear, focused and applies to our clients, employees and communities: 'My relationship with PwC helps create the value I'm looking for'.

We're committed to delivering a people experience which makes it possible to realize their potential and create their own personal value, whether through more rewarding relationships, professional development, mobility, flexibility, alumni or corporate responsibility activities.

How do a company's CSR Initiatives create a unified company culture?

JT: Our commitment to corporate responsibility (CR) goes well beyond embedding social, environmental and economic integrity into the fabric of our business. We aim to leverage our core skills and activities to help our clients address CR issues while acknowledging the need to also address them in our own business. We want to be part of the global conversation and movement towards responsible business practices that create positive change in the world. We want to be part of the solution. This kind of thinking transcends PwC's core values and helps to unify our network around the world.

Personally, what do you think is the single greatest factor that affects employee engagement?

JT: Most people want to have a career with purpose. Most of us want to understand how our professional contributions are helping to address society's challenges. We want to understand how we're part of something bigger, and how our work is aligned with our values and our aspirations. Employee Engagement is impacted by many variables, but it's the expectations of employees and our changing society that must remain consistent and relevant to be an employer of choice.

Personality types range from employee to employee. Do you believe that each industry requires a different approach to employee engagement? For example, PwC provides services to a number of industry sectors. Does your company create a personalized approach based on industry sector to promote employee engagement?

JT: At PwC, we take a broad view of how to engage stakeholder engagement across industries and sectors. More importantly, we focus on how our stakeholder's expectations can build and enhance value for our client and our employee engagement programs. We think of this work in two ways that transcend the ways we help to make a difference:

Do the right thing, which means playing our part in promoting responsible business issues that are central to our business -- from the quality of our services and building an inclusive workplace, to our engagement with communities and our environmental footprint.

Be a catalyst for change, which is about using our skills, voice and relationships to work with others and influence activities that make a difference, create change and have a lasting impact on the world around us.

What is the key to creating a visible relationship between CSR initiatives and the business goals of a company? How do you correlate the two so that the relationship and purpose is clear and understood by employees?

JT: Authenticity and transparency form the basis of how any business integrates and communicates its corporate responsibility efforts. At PwC, we're a business comprised of passionate and engaged employees. Our purpose transcends all aspects of the work that they do to help make a difference and are embedded into values and the way in which we do our work:

  • We review, consult and transform thousands of businesses around the globe every year. 
  • We offer services that focus on enhancing trust and transparency between government, business and society. 
  • We contribute to the development of the standards that underpin financial systems and industries. 
  • We're developing new ways of measuring environmental, social and economic impacts, managing risks and providing assurance to our clients through our Sustainable Business Solutions practice.

About James Temple

James Temple is the Director of Corporate Responsibility at PwC Canada and has a dual role leading the PwC Canada Foundation. He's considered one of Canada's leading voices on corporate responsibility and employee engagement and speaks internationally about how businesses and communities can work together to use their skills, voices and relationships to become catalysts for change.

James is currently chair for the Association of Corporate Grantmakers and sits on the not-for-profit committee of CPA Canada's Risk Oversight and Governance Board. He also shares his time on governance advisories for the Institute at Havergal College, United Way of Canada and the Board of Directors for the Homes First Foundation. He holds a degree in Geographic Analysis from Ryerson University, a certificate in Advertising and Media from the Canadian Marketing Association and is a Certified Sustainability (CSR) Practitioner.

The marcus evans Internal Branding Canada 2013 Conference will take place in Toronto, October 29-30, 2013. For more information, visit the event website.

For more information, please contact Tyler Kelch, Marketing Coordinator, Media & PR, marcusevans at 312-894-6377 or

About marcusevans

marcusevans conferences annually produce over 2,000 high quality events designed to provide key strategic business information, best practice and networking opportunities for senior industry decision-makers. Our global reach is utilized to attract over 30,000 speakers annually; ensuring niche focused subject matter presented directly by practitioners and a diversity of information to assist our clients in adopting best practice in all business disciplines.

Contact Information

  • For more information, please contact
    Tyler Kelch
    Marketing Coordinator, Media & PR
    Email Contact