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At TMP Worldwide, there’s nothing we enjoy more than a brand transformation project. We’ve recently launched the TMPW Outthink Index – an industry-leading tool allowing organisations to understand how their employer brand is performing versus their competitors in the social and digital space.
Not that we need much encouragement, but this got us thinking about our favourite brand transformation over the years. Compare the Market is a great example. So is Skoda, if you track back a bit further. But for a more interesting answer, how about the England men’s football team?
Underachieving. Overpaid. Prima donnas. These are just three terms that had been thrown at the England men’s team over the decades. That is until ex-England international Gareth Southgate inherited the poisoned chalice of the England manager’s role in 2016.
Over the intervening years, Southgate has led a sea change in perceptions. Despite some bumpy recent experiences in Euro 2024, the last eight years has seen a team no longer so derided by the general public and media alike. Rather, both parties now dream of glory come each tournament. But how has Southgate got a nation to be more supportive of the team? How has he driven change to improve the England men’s team brand?
To mark the release of our industry-leading benchmark, we will look at how Gareth Southgate has instigated change and overhauled the England men’s team brand:
Improving player experience
Over previous eras, for some players, representing England has been a slog. However, Southgate, a former England international himself, has emphasised the importance of enjoyment as part of creating a culture of success. In his words:
“I want them to enjoy it. How do we get people to want to come at every age group, be with England, enjoy the experience, want to come back? Boys have got options, decisions, family ties with other countries that are quite strong as well, so we’ve got to have an environment where they feel there’s a chance of winning, that can help as well. But I think wanting to be there, wanting to be part of something that they feel is a high level, is enjoyable, that culturally is right. I think that is very important to people”
Southgate’s approach has reaped rewards with the England men’s team reaching tournament semi-finals and a final in recent years, and the players’ experience improving significantly.
Instilling values
Southgate’s empathetic leadership style, open-mindedness and lack of ego have influenced the England team. His values are evident in his words:
“As a coach, you always have to be there to support the person. Improving them as a player becomes secondary to a degree. [But] if a player feels that you respect them and want to help them, they’re more likely to listen to you and follow you”
Given the (relative) success the England men’s team have experienced in recent years, it’s clear that Southgate’s methods have a receptive audience. Large egos, which have characterised – and sometimes overshadowed – the England team at major tournaments, appear to be a thing of the past. In its place is a group of team-spirited, collegial young men, in the mould of their manager, with a steely determination to win.
Leadership, not a dictatorship
If the stories about Fabio Capello, England manager between 2008-2012 are true, his authoritarian, dictatorial style of leadership was not well received during his four-year stint. This is in stark contrast to Gareth Southgate. Since his appointment in 2016, he has promised to treat his players like adults. Southgate has previously said:
“I like the players to speak up in meetings. I like them to have an opinion on the game. Because in the 85th minute, they’ve got to make a decision that might win or lose the game, and we can’t make all those decisions from the sideline”
Southgate has clearly emboldened his players by being a leader, not a dictator. Trusting them to make decisions at key moments has played a key part in that.
Outthink your opponents
Gareth Southgate has found that by focusing on key indicators such as values, experience, and authority, not only can you improve your performance, but also improve your brand too.
That’s our approach with the TMPW Outthink index. The Index reviews your employer brand’s key candidate touchpoints, carefully assessing our findings against a set of core key indicators:
- Search
- Social Reach
- Social Authority
- Social Impact
- Value and Proposition
- Employee Experience
- Content
- UX (User Experience)
- Candidate Experience
These findings then reveal an overall score, comparable against competitors and sectors, which you can use to make data-driven decisions to drive change and attract the talent you need to succeed for years to come.
Ready to discover how you measure up in the employer brand race? Click here. And in the meantime, all the best to Gareth and the Three Lions in the semi-final on Wednesday night.
