two unreal albums in the span of a week... What’s next for the artist? Future’smay prove to be his‘HNDRXX’ masterpiece

photo by Arkady Lifshits Our take on the rapper/singer’s second LP of 2017 cover photo by: The Come Up Show By Jeff Weiss

Long before the lawsuits and the line of cowboy hats, crossover attempts, and a song with Kanye West com- ue by several million. Ciara and his old business partner Just one week after dropping a one-note self-titled album, the mixtape run, mainstream worship, and enough co- paring their greatest loves to lifeless golden statuettes. Rocko sued him. Russell Wilson got hexed by the curse Future f***** around and dropped what may prove to be his deine, perkys, and molly to throttle every glowsticked Sales bricked, Ciara and Future split, and the industry of Big Rube. And no one will ever look at a Gucci flip-flop masterpiece. HNDRXX is the highest incarnation of Future: bro at the Electric Daisy Carnival, Future planned to briefly exiled him to the no service purgatory where they the same way again. that alchemy of joy, drugs, and pain that makes you unsure follow up his debut Pluto with an album called Hendrix. stash Yelawolf. whether you want to cry or celebrate—probably both. It’s Then it looked like history might repeat itself. Last year’s as if Future realized that the best records he ever wrote In the interest of originality and delineating himself You know what happened next. Atlanta’s Nayvadius Wil- Purple Reign and Evol lacked carbonation—as though were “Codeine Crazy,” “You Deserve It,” “Body Party,” and from one of the first music legends to take acid and feel burn transformed into the monster, embarking on the Future had mastered the art of making #trapbangers the first draft of “Drunk in Love.” This album is crystallized good, Future eventually switched the title to Honest. greatest mixtape streak since Lil Wayne in the aughts to about drugs and fucking your girlfriend, but refused to and purposeful. Better than its reputation, his sophomore LP nonethe- become the hottest rapper who doesn’t speak Canadian. tap into the vulnerability and emotional complexities less suffered from tonal inconsistencies, awkward pop He redefined “March Madness” and boosted Sprite’s val- that made him so unique. Had he peaked creatively? cont. on page 6... “I want to be able to speak on how I’m living now, more so. I want to be authentic to what I am “Anytime you get a chance to get in the studio and create now, true to what I am, to be able to tell you, to get you from where you’re at, to get to where I with another artist, see what you can come out with, see am now, to this position…It’s like a fresh start. It’s just being different, being different from your how y’all feed off each other, inspire and motivate each environment and being able to embrace it, being able to own it, walk with confidence, and keep other…We made the most of the moment and captured a your head up. Be proud of the person you are and being different and embracing that you’re great vibe.”

“I haven’t gotten to the point in my life where I can get to the Hendrix side and really make my “I never really talked about that moment, the whole thing. I never really fans understand it until now….They wasn’t ready. They wanted Future. They wanted me to be speak on it because it was just a vibe. It was just a moment in time, for the ratchet-est, to say the most disrespectful [expletive], and I understand that’s what music is.” me to share it with another artist. When I talk about it, I want to make sure he here. I’m at the point in my life right now, musically, where I’m just focused on creatively coming out with something special on my own.” “I want to go back into being more underground. Reconnecting with the fans, being more hands-on with my fans again, tweeting to fans, responding to things they want to know about.”

“I don’t want to be attached to the What a Time to Be Alives or the Dirty Sprite 2s even though that’s me but that was something special. That was a moment. You feed off that en- ergy and feed off that momentum, because people are gon- “I don’t always want to say Dungeon Family because I’m gon’ always have to be compared to na always try to compare like, ‘Oh, it’s hotter than this.’ No, it’s everything that Dungeon Family was. I’m gonna have to be compared to everything that was two separate things. It’s a different lane. Hopefully this lane built off Dungeon Family…I don’t want to do that. That’s just my family, but it’s just not where I will be longer than the lane I created when I had that driving am, as far as my art, my process, my creativity, everything that goes along with Future.” force to put out those projects.”

page 4 It’s no accident that Future is signed to the label of L.A. He’s doing hot yoga and seducing women with Aston Reid, who along with Babyface defined Atlanta’s first Martins, but he’s also anxious from the forced seclu- wave of hip-hop and R&B hybridization. sion of fame and the lustful tortures of monogamy. Like an Auto-Tune Bob Dylan, he’s repeatedly imploring his They’re side-by-side with interpolations of 2Pac and paramours to shut out the negativity of their friends, Jodeci. There’s the dazzlingly bright, future #1 single, don’t tell anyone a damn thing, and let their relation- “THE ALBUM IS A “Incredible,” which sounds like it should play in the end ship be a private world of their own. credits of a John Hughes ’80s movie (Weird Science starring Future and Esco—R.I.P. Bill Paxton). Rihanna For the first time, Future refuses to only dwell on his and the Weeknd pop up to offer superstar clout and own hurt and betrayal, and also chronicles his stress support. The production credits prominently feature over fame and geography separating him from family. Dre Moon and Detail, who composed and produced, He admires the view of the Pacific Ocean, but hates the GORGEOUS, nosiness of the Bel Air neighbors. He pleads with his “Drunk in Love.” woman to be shown “everything I need to see on my Lyrically speaking, the temptation to read for autobi- blind side,” but also “wants to be there for my dawgs… ography in HNDRXX is strong. It’s a gorgeous, deeply they need me.” felt articulation of romantic love and psychic ruin—a DEEPLY FELT full circle healing of the spurned and wounded savage There’s a raw, sublimated power in the way that HN- last seen clearly on “Hardly” and “Throw Away.” It’s the DRXX confronts the question of whether people can Future who once told me that “the angels of the earth really change. Can the Wizard, Future Hendrix, Super brought him and Ciara together,” but also the haunted Future, the trapper with the draco in his book bag real- villain apologizing for selling crack to pregnant ladies. ly settle down as a celebrity in Beverly Hills? Could he stay faithful, balance the streets and his roots without ARTICULATION letting them consume him? Can the “good girl” accept He’s still savvy, too, and attuned to the capitalistic ma- him for who he is without forcing him into changes chine that runs on gossip, mystique, and self-mythol- that will destroy his ability to make the music he be- ogy. The record starts with “My Collection,” where he lieves in? warbles, “She told me she was an angel, she f****** OF ROMANTIC LOVE two rappers and three singers.” On “Turn on Me,” The little details are all here: the $80,000 left in the he laments, “After I gave you this game, you never dresser after he hastily moved out; the 20-ounce steak should’ve let a lame hit.” He does everything but cackle that doesn’t fit on his plate (no answer to why he just about the Falcons victory and tell Russell Wilson that doesn’t have bigger plates); his wariness at doing hard he’s no longer an elite quarterback. drugs in a new city, lest the cops raid the tour bus and ruin his life; the pain at seeing them take away Morris AND Brown. But if HNDRXX was just another round of petty recrim- inations directed at a semi-anonymous ex, it wouldn’t be half as impressive. Instead, Future invites the lis- You can be a real one and occasionally lie. You can be tener into the pinstriped Bugatti, the shopping sprees, an angel, but still flash a fake streak for self-preserva- Paris trips, and seven star restaurants (because when tion. HNDRXX shows that everyone has the potential to PSYCHIC RUIN.” you are Future Hendrix, Michelin gives you an extra be both hero and villain. Even staggeringly powerful four stars just for dining there). love can be fleeting. - Jeff Weiss

page 6 NY CHERRIES Forever USA NY GRAPES Forever USA NY PEARS Forever USA NY APPLES Forever USA NY NY NY NY CHERRIES GRAPES APPLES PEARS A TASTE OF Forever USA Forever USA Forever USA Forever USA NEW YORK designed by Rachel Schwartz

NY NY NY NY CHERRIES GRAPES APPLES PEARS Forever USA Forever USA Forever USA Forever USA New York State’s success as a leader in agriculture is larely due to their fruit exports. Priding itself on being the leading fruit producer in the eastern part of the United States, four of the main fruits that are known for their New York origins are apples, grapes, cherries, and pears. Thanks to all the apple NY NY NY NY CHERRIES GRAPES APPLES PEARS orchards that largely occupy the Finger Lakes Forever USA Forever USA Forever USA Forever USA region, and the abundance of vineyards that line the shores of Long Island, there is never a shortage of apples or grapes. New York state prides itself on being the second largest producer of apples, and third largest of grapes. Cherries and pears are the NY NY NY NY runner ups for most popular fruit exports. Upstate CHERRIES GRAPES APPLES PEARS Forever USA Forever USA Forever USA Forever USA New York is especially known for their amazing cherry picking season. Invented the moveable printing type that is characterized as a transitional Johannes Gutenberg Johannes Bodoni developed astyle known as Caslon Egyptian. This typeface only Giambattista Bodoni Giambattista typeface. Baskerville was designed designed the Didot typeface which the way that letters are cut to have Baroque typefaces, William Caslon to help maximize the ability to read where he published various books. books. various published he where created the Caslon typeface which design and cut letterpunches. This Italicized glyphs. He is also known printed works. He founded Caslon printed founded Caslon works. He also be referred to as “grotesque” is known for being one of the first known as Bodoni. Both Didot and “New Face,” which is referring to Credited for his design of the first designed nine different typefaces different nine typefaces designed He designed typeface Baskerville worldwide. This style of can type press by working with ascribe to as an amazing printer, Baskerville beginning the tradition of naming Inspired by John Baskerville, and led to arevolution in printing and name this typeface after himself Bodoni also designed one of the had capital letters and was used the Gothic italic typeface known created his own foundry in 1757 most popular modern typefaces cutter to produce the first set of the design of cursive typefaces. as the father of the modern day Originally renowned for his skill was used for various important commissioned an Italian punch punch Italian an commissioned Claude Garamond Claude the Baskerville typeface, Didot French designer that designed designed that French designer William CaslonIV the mass production of books Inspired by the work of Dutch Throughout his career he also also he his career Throughout as Civilité which later inspired sans-serif typeface known as Developed the first influential influential first the Developed and aset of musical symbols thick and thin stroke thin contrast and thick Alongside the work of Didot, of work Didot, the Alongside printing typeface. Garamond Garamond printing typeface. John Baskerville William Caslon I William Caslon Originally inspired by greek greek by inspired Originally Aldus Manutius Aldus Robert Granjon Robert modern roman typefaces roman modern typefaces after oneself after typefaces manuscripts, Manutius Manutius manuscripts, Firmin Didot Firmin books with ease with books Foundry in 1739 in Foundry paperback book 1816 1798 1784 1757 1734 1557 1499 1490 1455

medal, from the Type Directors Club Frutiger was awarded the TDC Univers, and Frutiger. In 1987 for his designs of modern typefaces Frutiger is most famously known into typography. digital typography for transitionResponsible the of Adrian Frutiger 1976 in history one of the most popular typefaces Times New Roman, Helvetica is pakcages today. Together with commonly used for software most is which Helvetica designed and Hoffman, Edouard with collaborated Miedinger Helvetica. Haas Grotesk, renamed in 1960 to Credited for his design of Neue Max Miedinger 1957 in The Times newspaper in 1932 New Roman which was first used Times designed Morison Lardent, Gill Sans. With the help of Victor Times New Roman, Perpetua, and of the most influentialtypefaces, involvement in the creation of three Most famously known for his Stanley Morison 1931 used for text and display of six weights and is most popularly Typography.’‘New Futura consists became an influentialtypeface of his sans serif typeface Futura. This for renowned designer Bauhaus Paul Renner 1925 Gothic and Old Style Goudy that he designed are: Copperplate Two of the most famous typefaces calligraphy. Renaissance Italian of This typeface resembles the works typographers. American famous Goudy is known as one of the most as the mass production of books, movement of typography, as well Influenced by theandArts Crafts Frederic Goudy 1920 modern digital typefaces digital modern wanted equivalent to create their by various historical scripts. She influenced largely was and alone, completely Myriad designed She of Trajan, and Adobe Calson. she contributed to the designs working for Adobe Systems where She began her typography career Carol Twombly 1989 the MacArthurFellowshipin2010 awarded theTDCawardandwon for screenuse.In1997,hewas at verysmallsizesandoptimal famously knownfortheirlegibility Microsoft Word. These fontsare Designed Verdana andGeorgiafor Matthew Carter 1996

from thismovement were:Akzidenz-Grotesk, Univers,andHelvetica. of contentratherthandecoration. Thethreetypefacesthatemerged Müller Brockmann.Intheirteachings, theyemphasizedtheimportance manner. PioneersofSwissStyleincludeErnstKeller, MaxBill,andJosef- movement wasforuserstointeract withdesigninacleanandobjective cleanliness, readability, andobjectivity. Themainobjectiveofthis the 1960s.Themovementwascharacterizedbythreemain principles: was atypographicmovementthatbeganinthe1950sand continued into International Typographic Style morecommonlyknown as Swiss Style timeline designedbyRachel Schwartz

the creators Playfair Display Specimen 08 Key Points 10 About Playfair 12 Ligatures Table 13 About Claus 14 Fonts Contentsof 16 Anatomy 18 Numbers & Symbols 20 Licensing

23 Colophon high contrast

delicate hairlines

transitional design

8 9 Playfair Display is an elegant and showstopping typeface, also commonly referred to as a transitional design. Playfair was AAAAAA designed in 2011 by Danish designer, Claus Eggers Sørensen. While this typeface is uniquely it’s

own, Eggers Sørensen was Playfair Display is perfect for headlines and titles. With extra large x-heights, and short heavily influenced by the descenders, Playfair Display can easily be works of late 18th century set with no leading. This makes this typeface ideal for stylistic freedom in setting titles and designers John Baskerville, writing news headlines. Playfair Display also consists of extra short capitals that are only and William Martin. slightly heavier than the lowercase letters.

10 11 Claus Eggers Sørensen

Originally born in Denmark, Claus Eggers � � � Sørensen currently resides in The Netherlands working simaltaneously � � � as a graphic designer and as a commercial art director. His first degree was a BDes from the The � � � Gerrit Rietveld Academie in Amsterdam. He is so Playfair Display includes a full set of small-caps, common ligatures, and discretionary ligatures. smart, so he decided to Including a set of eight arrow devices. continue learning as much as he could and went back to school. He got his MA at The University of Reading, The Department of Typography & Graphic Communication.

12 13 weights styles

ABCDEFGHIJKLMNOPQRSTUVWXYZ ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz &abcdefghijklmnopqrstuvwxyz !@#$%^&*() !@#$%^&*() 16 pt. Regular 15 pt. Bold Italic

ABCDEFGHIJKLMNOPQRSTUVWXYZ ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz abcdefghijklmnopqrstuvwxyz !@#$%^&*() !@#$%^&*() 16 pt. Italic 15 pt. Black

ABCDEFGHIJKLMNOPQRSTUVWXYZ ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz abcdefghijklmnopqrstuvwxyz !@#$%^&*() !@#$%^&*() 14 pt. Black Italic 15 pt. Bold

14 15 anatomy ovular counter

bracketed beak charmingly Q curved tail

rounded Ftittle H i thin crossbar

delicate bublous hairline ball terminal &16 x 17 0 1 2 3 4 Numbers 5 6 7 8 9 & ~!@#$%&*() Symbols _-+={}[]|\'";:? /><,.

18 19 OPEN Playfair Display is published under the Open Font License 1.1. This license stipulates that anyone can use this typeface, if they please, free of charge. An Open Font License is amazing for any designer due & to the fact that this type of license allows users to extend & modify the typeface to their liking. This typeface is available on Google Fonts, as well as FREE fontsquirrel.com.

20 21 leveled apex elongated cross stroke dominant stem MAD FIFTH x-height vertex delicate crossbar narrow counter CAPITALS ABCDEFGHIJKLM NOPQRSTUVWXYZ

LOWERCASE abcdefghijklm nopqrstuvwxyz

NUMBERS 0123456789

PUNCTUATION ([/!#$*:;@?.©-+=]) Feature: Workplace uniforms Feature: Workplace uniforms

“Uniforms can play a part in any wider branding program. It delivers on the brand idea and reinforces the importance the company puts on its workforce. Too often clothing is not given the attention it and wear deserves”

When developing workwear for employees around the world, brands succeed most often when they gain insights and feedback from employees themselves. Amy Sandys reports on workplace uniforms

rom early priests identifiable by dog For many brands, development of staff uniforms are collars, to the bright red uniforms considered as a democratic process. An aspect of the of the 18th century British army, workplace in which employee input is actively encouraged, to the polo shirts and badges of it produces material, tangible results and can enhance the modern supermarket worker, employee happiness. Brand consultancy the Partners uniforms instil a sense of belonging designed an updated uniform for listed northern English in organisations where employees banking firm Yorkshire and Clydesdale Bank Group (CYBG). Fare united around a common purpose. Yet with uniforms The research and engagement process showed that at once a brand’s most tangible touchpoint, and also key to employees wanted to retain the strong, heritage-driven establishing personal employee identity, the importance of identity which makes CYBG unique in a sector renowned for staff contribution to decisions behind the uniform design its uniform standardisation. Dave Roberts, executive brand process is being recognised by more brands. director at the Partners, says, “We went through a process External influences such as cultural norms or the of interviewing staff to find out what they would want in surrounding environment are important – but how new workwear. After consultation, we decided on an idea employees shape the brand culture through clothing is that would find its roots in both banks.” Differentiation paramount to establishing brand identity and enhancing was key; despite the banks belonging to the same parent employee professionalism. When executed effectively, company, each has a unique heritage which informs the uniforms can instil trust in customers and see a return in sense of pride felt by its employees. Visually, this translated terms of financial and repetitional success for the brand. to the uniform’s fabric. Physically, it came down to a unique

30 Transform Third quarter 2017 Third quarter 2017 Transform 31 Feature: Workplace uniforms Feature: Workplace uniforms

the people strategy and cultural transformation of the brand during its overhaul. The challenge lay in ensuring employee comfort alongside a professional representation Page 31: The of the brand. “Everyone loved the original design concepts, development of but the practicalities of working in heavily air-conditioned the Yorkshire and Clydesdale Banks areas alongside getting hands-on and active in supporting uniforms. Page members took some time to get right.” 32: A WestJet ground-based Like Nahdi, regional variations meant rolling the brand employee in uniform out as a homogeneous design was not an option. hi-vis gear. Page 33: Fitness First’s “The cultural differences across 16 countries in the Middle newly revamped East and in southeast Asia also took some time to work red uniform shirt. through,” says Cluley. “We only got this right when the method of manufacture. reach. “Our goal is to design a uniform that is functional, project was handed over to local markets. While there is a The Partners used a Glaswegian designer and a Yorkshire professional, recognisable and authentically Canadian, just clear logic to buy standard items globally using your scale it mill on the bespoke uniform range. Roberts says, “The like us,” says Reimer. is essential to recognise how important local fashion designer, Aimee Kent, created prints based on the local By offering a variation in its two uniform styles, WestJet and cultures.” areas, inspired by its history, architecture, landscape and ensures the brand’s origin is consolidated across every For Nahdi, the Saudi climate was less of a concern culture. Clissold Mill, founded in Yorkshire in 1910 created possible touchpoint while handing employees the power to due to life occurring generally indoors. However, creating two original fabrics, a registered tartan for Clydesdale make informed, sensible decisions about the best uniform a uniform unique enough to differentiate its female Bank and a tweed for Yorkshire Bank.” The result was a option for their jobs. employees from customers while retaining appropriate uniform designed to be durable and withstand wear over In some regions, however, flexibility in workplace levels of social etiquette and anonymity underpinned a long period of time. It reflects the region’s vibrancy and uniform is less of a priority than cultural, social or the Nahdi uniform brand project. The basis of Nahdi’s pharmacy division of Walmart, the staff uniform is based reputation, with unique detailing reflecting the artisanal environmental considerations. For Benjamin Fujita- female uniform was the abaya, a loose, traditionally on traditional chemist uniforms. Whether male or female, a creation. Roberts adds, “The final materials were set off Summers, creative partner at Dubai-based brand agency black outer garment worn by many females across the white pharmaceutical coat signifies the pharmacist; similar by small touches such as bespoke branded buttons and a January, developing a professional uniform brand for Gulf, and particularly Saudi, region. The garment itself, a uniforms are worn by counter and floor staff. At Nahdi, care label that reads, ‘This clothing has been designed and leading Saudi Arabia pharmacy brand Nahdi presented a regular feature of everyday female dress, was considered however, the need for its female employees to adhere developed with pride in the UK.’ This expression respects the unique set of obstacles. In 2013, when the uniform was conservative enough to pertain to the country’s strict to strict religious custom saw adjustments made to aid brand’s past and embraces the future.” designed, Saudi Arabia had only recently passed legislation female dress code. It was difficult to ensure Nahdi’s female recognition for customers. This, says Fujita-Summers, was Megan Reimer, uniform programme manager at permitting women to work in the retail sector – Nahdi staff could accurately represent a colourful brand, while resolved by creating a custom charcoal-coloured abaya. Canadian budget airline WestJet, agrees that comfort and became a forerunner by permitting women in its shop floor wearing all black. “There was a trim to it which picked up Through engaging employees in uniform design recognition are two defining features in the development operation. Lack of previous design and existing inspiration some of the brand colours as well, although very subtle,” programs and giving the required consideration to cultural of a successful branded uniform. Working in an industry in meant Fujita-Summers and global branding agency Landor, says Fujita-Summers. “There was a feature colour on sleeves and religious factors, adjustments can be made to ensure which staff are intrinsically mobile means comfort depends which led the overall visual identity overhaul for Nahdi, which linked the colour-coded departments, and there was workplace uniforms reflect brand culture from the inside largely on the uniform’s flexibility. “Most of our WestJet took a different, and somewhat unique, approach. “In a feature colour stripe down the sleeves which linked the out. By connecting staff on a tangible, professional level, employees work long days in their uniform, and are on their a way, there was almost no research to do; it was more adviser to the department they were advising for.” a well-designed uniform can instil brand pride in the feet helping guests or hauling bags, so we want them to about knowledge of the market and what was acceptable However, while Nahdi’s brand touchpoint familiarity company while drawing customer attention to the most be comfortable and have pieces that work for their roles,” at the time,” explains Fujita-Summers. For this project, extended to the inclusion of colours on the female uniform, important values a brand is trying to portray. says Reimer. And feedback is equally important in the travel external rather than internal influence drove the majority personal familiarity – banned for unaccompanied women For Roberts, the importance of a workplace uniform industry. “We also strive to take feedback into consideration of decision-making behind the uniforms. “It’s more about under Saudi law – also had to be addressed. Fujita- cannot be overstated, “Uniforms can play a part in any and make changes when they tell us a piece isn’t working,” what would be acceptable, about having that knowledge of Summers says, “There was an interesting twist. The female wider branding program. It delivers on the brand idea she says – an important consideration for a brand Saudi Arabian culture and levels of acceptability,” he says. staff had badges which badged them as their role and and reinforces the importance the company puts on its where around 10,000 employees wear one of just two Similarly, environmental factors can be important their expertise but didn’t carry their name – whereas male workforce. Too often clothing is not given the attention it uniform styles. consideration for many brands developing staff uniforms, advisors could have their name. It’s saying, I can recognise deserves.” And, by allowing employees to give their uniform Despite the emphasis WestJet places on employee particularly those operating with heavy air conditioning, that you’re a beauty advisor by the coding of your abaya sufficient attention, a happier brand culture is created. feedback, this presents a challenge in ensuring all body or in environments prone to climate extremes. When and the fact you have it on your badge – but I don’t know Reimer adds, “If [employees] are involved in the process, types, shapes, needs and comforts are catered for while global gym chain FitnessFirst rebranded, developing a your first name or your last name.” they typically gain a better understanding of how things are retaining WestJet’s professional aesthetic. Ensuring the comfortable staff uniform was an instrumental part of Another consideration was ensuring Nahdi’s customers done, and want to wear their uniform with pride.” Engaging chosen uniform styles reflect the brand’s Canadian heritage generating a culture of collaboration and acceptance. Niall could distinguish female staff from female customers. staff through their uniform decision making process might is paramount for a national brand with an international Cluley, former global HR director for FitnessFirst, led the In many pharmacies, such as the UK chain Boots or the be the best investment a brand can make.

32 Transform Third quarter 2017 Third quarter 2017 Transform 33 Feature: Annual reporting Feature: Annual reporting

23% Playing the long game 16% Regu lators Others Su pp 25% lie Annual reports are changing, but there is still room Commu rs nities Customers for improvement in long term strategy narrative and Emp loyees stakeholder engagement. Brittany Golob reports

xperts advise starting your pension fund says Black Sun’s lead corporate reporting consultant Stakeholder groups trust deficit is one of those phenomena. Reports are also in your 20s. Family planners suggest Anne Kirkeby. “Only 10% set targets for five or more subject to increasing regulation by the UK and trying for a baby for about six months. years in the future.” engage with... the EU – which may change during the Brexit 39% Students planning on attending university That’s not to say businesses aren’t planning that far 25% process – and to increasing scrutiny into companies’ Estart thinking about their educations in their early ahead, but they certainly aren’t sharing those plans with sustainability strategies. teens. Long term planning is a hallmark of modern investors. Kirkeby says this is a missed opportunity. In terms of sustainability reporting, Kirkeby human life – in terms of education, career progression “Investors want to know as much as possible,” she 64% has noticed that while many companies still have and family development. Yet, when it comes to a separate sustainability reports, annual reports are company’s annual report, those long term plans are “You can tell the story you want Kirkeby says that’s a response to large scale shifts in increasingly integrating sustainability infomation. effectively invisible. business. “Today, intangible value makes up more of Additionally, the trend toward integrated reporting is The annual report tells the company’s story. It to tell and shape the narrative in a company’s value than the tangible assets. We need growing – despite the fact that most companies who are explains the CEO’s outlook and documents the the way you want to shape it to to talk more widely about the value creation strategy using that model or report are still not explicitly calling fiscal success of the business. It talks about culture rather than what’s in the balance sheet,” she says. This it an integrated report. and brand and it sets the sustainability objectives. It build trust with your investors will help the company make more sense to the investor “In the Netherlands, for instance, the day they offers to investors a prospectus on why or why not and stakeholders” and, she adds, one of the key strategies for doing so is decide they want to do an integrated report, they do they should consider that company. However, the to explain the business’ long term strategy. By reporting an integrated report. In the UK, they’re more hesitant short termism that plagues annual reports is not adds. “But they’re not getting enough information. on culture, brand and employees as assets, the report to call it that until its excellent – it may be five or six improving. The recent Black Sun Complete 100, You have an enormous opportunity in terms of the can build a stronger picture of a company’s viability. years – but it effectively is an integrated report,” she annual research that examines each of the FTSE 100’s annual report because you own that narrative and It seems there’s still a disconnect: companies says. The overt seven or so companies that produce annual reports in detail, highlights this and other trends you can tell the story you want to tell and shape the recognise the need to change their business model an integrated report is probably a low estimate among in corporate reporting. narrative in the way you want to shape it to build trust reporting, but they aren’t quite doing enough to FTSE-listed brands. “The long term strategy thing is a tricky one and I with your investors and stakeholders.” If companies provide the right kind of information to investors. think we’re going to see evolutionary change because were to actually do this, they could avoid some of the Kirkeby adds that this relationship can also there are still a lot of unknown factors. With the other challenges facing businesses today. The Black Sun influence the company. The market review, she says, 31% markets the way they are, companies are afraid of report highlights the lack of trust in business and the should be given more consideration. In an ideal report, set timeframes saying something they may not be able to deliver on,” ways in which intangible assets support the bottom the market review would act as the link between FTSE 100 line as two of them. Setting out a long term strategy strategy and stakeholder. It would discuss stakeholder 10% would address these questions and provide investors perceptions and then segue into the external review of set timeframes of 5 or more years with a more complete picture of the business and its the business, which would offer a natural progression future prospective. into strategy. Currently, stakeholders are only addressed The research also highlights value creation and as a group influenced by the company, not one which stakeholder expectations as two major trends in can exert influence over the company as well. Yet, the How are companies corporate reporting. biggest stakeholder group companies engage with But it all comes down to telling a coherent story and telling their story? “The wider value creation story is a company’s is its employee base – which 64% say they address. addressing all areas of the business as part of the long ability to demonstrate the value created for and “Companies tend to look at stakeholders as something term value creation strategy. “You can’t really create Provide a purpose stating why they exist perceived by stakeholders through how it employs they impact, but stakeholders increasingly are value without having a good relationship with your 60% its resources and relationships to take advantage of impacting them as well, and that’s a risk that you need regulators, understanding what your customers really Supplement leadership market drivers and provide a clear sense of what sets it to address,” Kirkeby says. want, understanding how you impact the environment statements with Q&As apart to do so,” the report states. In past years, business The annual report, however, does not occur in in which you operate and the value that you create for 15% model reportage largely focused on the description isolation. It should address internal and external those stakeholders,” Kirkeby says. It’s a tall order, but Identify business growth as of the business and its strategy. In 2013, only 25% of stakeholders’ interest, encourage engagement and set things are changing. This year, companies report more strategic priority FTSE 100 companies used value creation as its method out the strategy and long term value creation plans for effectively on inputs to their business models, outputs for business model reporting. That is now up to 63% the business. But it also needs to respond and outcomes. What remains to be done is to link those 84% of companies. to the trends that affect global business. A growing aspects together within a long term approach.

38 Communicate October/November 2017 October/November 2017 Communicate 39 12 DECEMBER 2017, LONDON

The Employer Brand Management conference sets the bar on dialogue, discussion and debate on all things employer brand. Topics covered in this year’s programme include:

• Consumer and employer brand alignment • Gen Z vs Millennials • The role of narrative in employer branding • Brexit • Case studies

Expert speakers from: Programme

08:00 Registration and breakfast companies interested in tapping the full potential of Millennials and the emerging Gen Tea and coffee will be served and this time offers delegates, sponsors and speakers Z workforce, it is necessary to learn some of the key contrasts differentiating the two the opportunity to network with each other. generations. Attracting Gen Z-ers – many of whom see becoming an online influencer as a career choice on par with graduating with a relevant degree – to a workforce requires companies to adopt new talent attraction strategies. In this session, two 08:40 Welcome and opening address, Andrew Thomas, publishing editor, experts discuss how to win the generational battle. Transform magazine Robert Powell, head of pro bono & CSR Weil, Gotshal & Manges LLP This will be a panel session with Q&A from our audience.

09:00 Keynote address Our conference will be kicked off by our keynote speaker. 11:45 Brand alignment Employer brand management is about developing your reputation as an employer, with employees often described as an organisation’s most valuable asset. Potential 09:20 Employer brand journey recruits are, by extension, the intangible assets of the future, so there should be a The Employer Brand Management conference will be punctuated by a series of clear line of value in the investment an organisation makes in its employer brand. short sessions in which delegates will be taken on a brand’s journey. We will hear How much emphasis do organisations put into aligning their employer brand with from Fujitsu RunMyProcess’ chief strategy officer Ian Thomas. Created in 2007, their consumer brand? This session explores questions on how to attract, retain and RunMyProcess uses its innovative technology platform to help its customers engage the best talent using strategies that treat employees as customers, and how to digitally transform the way they work. Following its acquisition by Fujitsu the team ensure consistency in that brand message. at RunMyProcess undertook a complete rebrand, transforming staff into brand Ailsa Firth, director of human resources, Arval UK - BNP Parabis ambassadors by focusing on their role as ‘digital problem solvers’. As a gold winner at David Boardman, director of customer excellence, MyCSP the Employer Brand Management Awards 2017 for ‘Best use of the employer brand in Sian Keane, executive vice president, people, Farfetch customer marketing,’ the RunMyProcess team are experts in the field. This will be a panel session, moderated by Nicky Clarke, strategy director, Synergy Ian Thomas, chief strategy officer , FujitsuRunMyProcess Creative, with Q&A from our audience.

09:40 Searching for the silver quota 12:30 Networking lunch The session will focus on managing and attracting multiple generations within the workforce, specifically the over 50s. With GLL’s recent talent attraction campaign staring 74-year old David Hall dubbed ‘Greywatch,’ Melanie Silverman is joined by 13:10 Future Makers Rekha Elaswarapu to discuss the importance of capitalising on the older worker to fill VR head sets and popcorn will be provided for the delegates as they sit back and the growing gap in the skills market. In 2016, the government created the ‘Business enjoy this session, delivered in surround vision. Since the global activation of Siemens in the Community Age’. Providing an opportunity to support employers adaptation to Future Makers campaign, Siemens has been using its 360° app to allow prospective the needs of an ageing population through better retention, retraining and recruiting employees to step inside employee’s stories to experience their lives and the work they of older workers. Many businesses, including Aviva, Barclays, Boots and the Co-op, do. In this session, Rachel Wilson will explore the internal and external, global and have set the target of increasing the number of workers aged 50-69 in the UK by 12% local alignment processes required for the development of stories at the core of Future by 2022. Makers. Melanie Silverman, employer brand manager, GLL Chris Knorn, global director of employer branding, Siemens Rekha Elaswarapu, consultant & lecturer, Social Care Workforce Research Rachel Wilson, head of talent acquisition, Siemens Centre, Kings College London This will be a panel session with Q&A from our audience. 13:40 Narrative and storytelling Companies are turning to storytelling to communicate their employer brands. An 10:25 Tea and Coffee Break increase in narrative-based imagery shows multiple brands attempting to establish a narrative to attract potential employees and build their employer brand. In a market saturated with employer brand stories, how can companies subvert the traditional 10.45 Employer brand journey model of storytelling to rise above their competitors and attract the best talent? This For our second brand journey we are joined by Benoy’s HR director Penny Illston. session provides delegates with compelling examples of employer brand storytelling Founded in 1947 and now boasting 11 studios with a global reach of over 80 countries, that cuts through the masses. Delegates will hear ideas about rewriting existing independent firm Benoy specialises in architecture, master planning, interior design narratives, of handing the storytelling over to the employee and the use of VR to place and graphic design. Producing multi-award winning work Benoy operates in an prospective employees directly inside the narrative. increasingly competitive marketplace. Recognising the need to build its future from Charu Malhotra, global employer branding, digital channels & recruitment the inside out, Benoy developed a new internal brand position that resonated with marketing leader, Ferrero each and every Benoy colleague across the global business. Nick Terry, marketing director at recruitment group, Capita & British Army Mike Wilson-MacCormack, director, head of Newark Studio Peter Graves, digital project manager, Fuller, Smith & Turner Penny Illston, HR director, Benoy This will be a panel session with Q&A from our audience.

11:05 Gen Z vs Millennials Realistic vs optimistic. Independent vs collaborative. Digital natives vs digital pioneers. Role-hopping vs job-hopping. These are some of the stereotypes and differences between Gen Z-ers and Millennials, the demographics that by 2020 will make up 40% of the workforce. How can companies best target their specific characteristics? For 14:20 GE and the brand ambassador story Sponsored by: Introduced four years ago to combat the crisis of what candidates were seeing online before coming in for an interview, GE’s brand ambassador programme has grown to a 13,000-strong body. Katie Dalton, employment brand leader for Europe, shares GE’s journey with us. Katie Pawlik, employment brand leader, GE

14:45 Tea and coffee break

15:00 Corporate culture and the fight for gender equality In a post-Miramax/post-Westminster era, most companies will need to show that diversity and inclusion run through their employer brand. But words are not enough - what will bring an end to gender oppression is for companies to adopt a culture that drives a genuinely diverse talent attraction and retention atmosphere. Andrew Soane, associate director – recruitment marketing, Accenture Elisabeth Günther, research fellow, Cranfield University This will be a panel session, moderated by Phill Lane, head of brand & insight, ThirtyThree, with Q&A from our audience.

15:45 The Brexit session A Google search on the word ‘Brexit’ leads to 130m pages and articles. Not since the Y2K bug has a subject been as discussed and debated prior to its effect being known. Over a year after the referendum results, companies are still learning how to deal with its impact. With free movement of labour under threat, it would be impossible to avoid holding a session discussing the impact of Brexit on talent acquisition and retention of employees, and strategies to combat this. Supported by: Caroline Waterfield, head of employment services, NHS Employers Paul Burns, managing director, Wells Care Limited Tom Greatrex, CEO, Nuclear Industry Association

16:30 Employee experience Onboarding is a company’s opportunity to deliver a great first impression. Integrating new employees into the culture of a company is vital to ensure it is strengthened, rather than diluted, with the introduction of new people. Companies like Facebook and Google have perfected the onboarding process, with Facebook holding a six-week engineering boot camp for new recruits prior to even entering the office. Other companies are following in their footsteps, establishing their brand through onboarding, using established and innovative strategies to create a unique company culture for their employees. We explore companies that are getting it right. Irene Duyn, head of brand engagement, ING

17:15 Conference wrap up, Andrew Thomas, publishing editor, Transform magazine

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www.transformmagazine.net/conferences The Employer Brand Management Awards continues its pledge to recognise the best in internal communications, corporate leadership, recruitment and HR best practice. With a wide selection of categories, a meticulous judging process and a diverse medley of world-beating entries, the awards set the stage for excellence in all areas of employer branding.

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For more information visit www.employerbrandmanagementawards.com or call the events team on +44 20 7498 7008 Recognising corporate narrative and storytelling LIKE US magazine Communicate FOLLOW US FOLLOW @Communicatemag LIKE US magazine Communicate

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