Reputation management: there’s an award for that!
The next stage of GreenSquareAccord’s corporate reputation revamp appears to be well under way. Having positioned themselves as experts in the field by handing out advice to other housing associations (many of whom supercede GreenSquareAccord and have a vastly superior track record) the next step has become clear to us. Gain recognition by seeking awards!
Why seek awards?
Companies throughout all sectors seek corporate awards. They cost time and money, so why bother?
Boost you credibility
Looking to endorse your company? A business award win or even a nomination will not only offer you many high impact social media posts, but it will also raise your credibility within your sector and beyond. Looking for approval of your ability to lead your association? An award validates not only your approach to the issues but also signals that your actions have been given a seal of approval, that you (and your team) know what they your doing; you are capable, insightful and qualified to lead the charge on reshaping the sector. An award can also help offset the negative publicity. As GreenSquareAccord look to build new homes they must compete with other housing providers. An award can help to quell concerns over upheld complaints with the Housing Ombudsmen, or negative press, or issues relating to building safety. All of these issues currently affect GreenSquareAccord and as such must be addressed.
PR and marketing
Looking for some cheap PR and marketing? As with the aforementioned benefits, an award, a winning logo in your email signature, a posting on your website, and extensive use across all your social media posts offers you free PR! A quick way to entice suppliers, garner positive press attention, increase your perceived value within the sector, while winning favour with local authorities. An award or a nomination boost your value within the sector.
Motivate your team and attract new talent
Boost staff morale and increase team motivation by recognising their talent and dedication. Enable your team to increase the value of their own Curriculum Vitae by being part of an award winning team. And of course, why not dust off your old tux or little black dress and dance the night away with free drinks at a glitzy award ceremony! All of this helps to build and maintain staff morale. They also help attract new team members, the sort of dynamic go-getters who want to join an award winning company!
Which of the above would GreenSquareAccord benefit from?
In short, all of them. As we’ve already established GreenSquareAccord are desperately looking to secure themselves as sector leaders, they are already actively looking to ‘boost their credibility’. With the relaunch of their website, the focus on pushing positive social media stunts and the recruitment of ‘communicators’, it is apparent that GreenSquareAccord are currently focused on PR and marketing. We also know that GreenSquareAccord have been on a constant recruitment drive for longer than many of us dare to speculate, due in part to the need to grow a new (hopefully improved) team and to counter the surges of departures caused by the ‘if your face fits’ team mentality.
Let the Award speak for itself
Let’s look at the latest in what will no doubt be a long line of ‘Wins’ for GreenSquareAccord.
GreenSquareAccord wisely chose not to post this on Facebook where they have to limit customer comments, another example of GreenSquareAccord listening to the voice of their customers(?)
GreenSquareAccord and the Armed Forces
We already know that GreenSquareAccord have the highest regard for the service offered and the sacrifices made by one war veteran, as widely reported both locally and nationally
Rachel Crownshaw, Executive Director of Operations at GreenSquareAccord, said: "Firstly, it is important to say that we have the highest regard for the service offered and the sacrifices made by Mr. Amer Mohammad Akhtar, and his family, in their support for British troops on operation in Helmand, Afghanistan.
So it should be reassuring to read that GreenSquareAccord have been awarded a Silver award from the UK Ministry of Defence Employer Recognition Scheme. Or should it?
This is where we come to the ‘spin over substance’ section.
Spin over substance
It’s first interesting to note that these posts didn’t garner much support from others within the sector. This may have missed the mark with regards to boosting credibility, gaining free PR and marketing, motivating their team while attracting new talent, although I suspect it will be proudly used in email signatures.
What have GreenSquareAccord actually pledged in order to win such an award?
If you want to read the actual pledge that GreenSquareAccord have made, you can read it here.
I support the Armed Services in many of the same ways in that GreenSquareAccord do (although I’ve never knowingly housed a member of the armed services and their families in squalid and unfit homes). Any action GreenSquareAccord take that actively support the Armed Service should be applauded so I want to share with you the level of support provided. This way, you can peep behind the curtain to see what a Silver Award actually amounts to. You can then decide for yourself if this more spin than substance.
Endeavour(ing)
The word ‘endeavour’ (and a derivative) has been used twice in a document consisting of 795 words, worrying for a document that is pledging to commit. It is first used in Section 1:
Like so many GreenSquareAccord residents I have grown tired of hearing GreenSquareAccord use such phrases as:
“Doing our best” - (used a staggering six times in a recent resident meeting)
“Aiming to do…” - “Hope to…” - “Our goal…”
And the use of ‘endeavour’ is no more than an aspirational statement for something else GreenSquareAccord will attempt to achieve.
For an example; I endeavour to one day join U2 on a world tour, perhaps by becoming the inspirational force behind the Tambourine and Triangle that adds a new dimension and direction to the band.
Further wishy-washiness:
no member of the Armed Forces Community should face disadvantage in the provision of public and commercial services compared to any other citizen
In some circumstances special treatment may be appropriate especially for the injured or bereaved.
GreenSquareAccord have certainly been promoting their work, activities and events through their own digital and social media channels, which is where I found them boasting about being awarded. They have also worked with the press to highlight some of the struggles facing awarded war veterans.
There is however no mention of the Covenant pledge on a dedicated Covenant section/page, none that I can find. Perhaps this needs reporting.
It is commendable that they are Armed Forces friendly, whilst it takes little effort to say and it certainly hasn’t always been the case, it is still commendable. Along the same lines, I would like to take this opportunity to promote my friendship and appreciation for Kate Winslet. She is truly a wonderful women, fine actress, and a dear friend; although I suspect she is unaware of how much she means to me, having never met one another.
Of course GreenSquareAccord would benefit from advertising vacancies through Career Transition Partnership (CTP), as well as advertising widely in the Armed Forces community. They’d be missing a trick if they didn’t.
The Armed Services provide training that is often second to none, many of these skills would be transferable and would bring value to the struggling GreenSquareAccord team. But worryingly, GreenSquareAccord are only ‘Seeking’ to support.
Yet more ‘aspirational stuff’ as they strive to support spouses and partners, who are certainly welcome to apply.
Endeavouring to offer a degree of flexibility in granting leave for services spouses and partners before, during and after a partner’s deployment
I wonder how we quantify a degree of flexibility? Food for thought.
And the document continues in much the same way. No real commitment but much;
Seeking to support, actively encouraged, wherever possible, offering support, encouraged to become, may be available, where possible, aiming to actively participate, aim to promote, will encourage…
Any real commitment? - Yes
Yet there is no mention of this on their website yet they signed this agreement on 14th June 2021. Thankfully I have published their commitment on my own website, and I suspect GreenSquareAccord will aim to thank me if possible.
Spin over substance, you decide…
Perhaps GreenSquareAccord could support our Armed Services by ensuring they have homes to return to. These homes should be safe and well maintained, they should have functioning fire alarms and CCTV systems; homes that are managed by a capable team with more than aspirational goals. Then again if they could provide this level of service to our Armed Services, surely they would provide it to all of their residents.
