KREAN presented its Brand Ambassadors program at the XV People's Forum held on March 28th at the Kursaal in Donostia-San Sebastian. Nearly 200 people from 60 cooperatives participated.
Nieves Barahona, Director of Social Management at KREAN, presented the project one year after its launch. She highlighted the value of teamwork, cooperation between the People and Marketing areas, the involvement of internal talent, the positioning in key targets and the design of KREAN's Value Proposition for people, a design shared by all the people participating in the project and synthesized in the hashtag #imajinatuKREANen ("imagine yourself at KREAN").
The initiative responds to the strategic objectives in attracting and retaining talent, and seeks to humanize the projection of the brand by involving and giving visibility to the people behind it. Two of these people, Jesús Medina, Architect in the Madrid office, and Iñigo Retegui, Architect in the Bilbao office, accompanied Barahona, explaining their personal experience in the project, and highlighting their participation in it from both a business and personal perspective. They shared examples of their work in the project, from giving different Masterclasses or leading student visits to KREAN works, to their work generating content on Linkedin.
In addition to KREAN, experiences were presented by PLD Space, about its diversity management program with “a human approach”, and Soraluce, which presented the Aireratu project, focused on caring for and developing the people in the organization.
The event was presented and guided by Iban Garate, and counted with the participation of Pello Rodríguez, President of MONDRAGON, and Zigor Ezpeleta, Director of Social Management, who vindicated the validity of these annual meetings and introduced the audience to the most relevant vectors of social management in the cooperative group. Topics covered included governance, cooperative identity, culture management, organizational well-being, internal communication, learning culture, professional development, talent attraction, diversity and digitalization. Inclusion, diversity, equality, reskilling, integration, empathy, professional development, ecosystem or talent programs were also discussed.
Fagor Ederlan, MONDRAGON Componentes, Huhezi, M. Assembly, Laboral Kutxa, Eroski and LagunAro, among others, shared their experiences so that other cooperatives could rescue ideas that could be implemented in their organizations.
Aitor Urquijo, Director of Analysis and Projects at Gestiker, opened the speeches with the need for intergenerational and intercultural understanding for good social management, and Eva Collado, expert in Digital Transformation, Talent and Capital Management, closed the day with an inspiring talk in which she spoke about “new approaches for new times”, pointing to digitalization, and concluded her presentation with a defense of employer branding and brand ambassadors, and of working on rising attributes, such as “trust and credibility of companies”.
