HR Corner Company training shaped by the five elements by Charles Mak One organisation has an approach to training which combines ancient wisdom with the latest management techniques The best corporate training programmes usually combine traditional concepts with an innovative and imaginative approach to passing on brand-new information and ideas. In this way, staff can acquire relevant skills and knowledge more easily by being able to relate what they are taught to generally familiar themes. Recognising this, Ogilvy & Mather Advertising, one of the 60 members of the worldwide communication services organisation WPP Group plc, has fashioned a programme that brings together traditional Chinese thinking with a groundbreaking methodology. Gladys Wong, the company's director of client service, explains that it is based on the idea of balancing the five elements – metal, wood, fire, earth and water. "We want to build a learning culture within the organisation by getting people to look closely at these distinct elements so they can benefit from them," she says. The value of training is much more than monetary Five elements Each of the five elements is used to represent a particular aspect of the company and certain abilities and characteristics that are needed to succeed. Metal – a strong element which affects directions and stands for what makes Ogilvy different. "In the training programme, it represents our competitive edge – 360 Degree Brand Stewardship, innovation and interaction," Ms Wong explains. Wood – usually symbolises where new life begins and is designated as the element for training modules which concentrate on basic business skills, best management practices, effective meetings and presentations, business writing and dealing with crises. Fire - represents creativity, this part of the programme includes workshops that showcase great ideas and award-winning advertising campaigns as a source of inspiration. "It's not just the creative department that has to think creatively. All of us should be capable of coming up with good ideas that will help the business," Ms Wong says. Earth – as a source of life, is the element under which the things essential for any business are taught. These are skills in leadership, communication and time management. Water – represents a flow of information, that element guides the part which deals with teamwork, coaching, appraiser training, recruitment and stress management. Balanced approach During the planning stages early last year, the starting point was to emphasise communication and the company's philosophy of 360 Degree Brand Stewardship. The intention was for every individual, whether they specialised in advertising, one-to-one communications or PR, to have the opportunity to take a complete and balanced course for personal and professional development. Careful identification of specific needs allowed staff to start at different levels and to focus initially on soft or hard skills. For example, junior staff might begin with "wood" courses to learn about customer service practices and how to handle objections. Others might first take "fire" modules to get them thinking more innovatively and to hear from senior managers what it takes to harness good ideas and make them work. The programme is centrally coordinated and run year-round. In total there are 45 courses with enrolment every two months. Applications can be made online and the annual series of courses is well publicised for easy reference. "Staff receive enrolment confirmation via email and an automated reminder before their course starts," says Ms Wong. To keep everything current, a team of programme administrators regularly updates the database and reviews or adjusts course content on a quarterly basis. "The management team can also monitor the enrolment record to ensure things are going well and that feedback is satisfactory," she adds. Showing initiative Now that the platform is in place, employees must take the initiative to participate, though senior managers are expected to provide suggestions and guidance. "They should also identify staff who can benefit most from certain programmes, or who show the greatest potential. We regard this as an essential part of an executive's responsibilities," Ms Wong notes. "If you take this training, you are sure to become a better manager, even though promotion is not a guarantee." Rewards are available for those who attend the most sessions and perform best, but that is not intended to detract from the main purpose – to make employees appreciate the importance of development and personal growth. "The value of training is much more than monetary. Staff can see that it offers them something that will last a lifetime and does not just benefit the organisation," Ms Wong adds. Since the launched of the programme in August 2004, there have been more than 650 participants and over 50 different training courses. The process of online enrolment works well and staff are always encouraged to sign up early once new enrolments open. "It becomes a commitment," Ms Wong says, who has ensured that the concepts and ideology are widely understood throughout the company. "We have tried to capture what Ogilvy really stands for and to make sure everyone wants to participate," she says. Salient points Training aims to build a learning culture and emphasises all-round personal development The balanced approach is based on the idea of combining the five traditional elements recognised in China Individual training needs of all staff are carefully identified with the help of management input Course content is regularly reviewed and updated to keep everything current Taken from Career Times 5 August 2005, p. A16 Your comments are welcome at [email protected]