Flora Chan, Head of Human Resources, United Overseas Bank Hong Kong
United Overseas Bank (UOB) has 500 offices worldwide in 19 countries with a total staff of more than 25,000, and Flora Chan, Head of Human Resources, UOB Hong Kong believed that at the core of a successful employer brand is EVP. Chan said, “UOB is a regional bank with great employee diversity and that’s why we put so much effort into advocating our common set of values.”
To create a successful EVP, an organisation needs to start with strong values. Chan explained that at UOB, trust is a crucial outcome of our values and can be compared to a tree. She added, “Trees grow from roots which we define as character; strong roots produce prosperous leaves and fruits that are our capabilities. Both character and capabilities are needed to build trust. Our founding principles have defined our presence across the region and our stable management team has helped to ensure consistent execution of strategies. We need to live our values—they must become habits that all employees should possess and our values support UOB’s vision.”
UOB takes a leader-led cascade approach where they believe leaders are paramount in setting examples for staff to inspire trust. According to Chan, a successful EVP is reflected by employees’ energy and engagement level—driving change of behaviour and cultivating the right culture. UOB aims to become an Employer of Choice.
A significant commitment to a compelling EVP is needed where the employee will believe that they work for a great organisation when they feel empowered, trusted, cared for and respected. When asked how UOB checks the success of their EVP, Chan elaborated, “UOB values are incorporated into our HR system to provide feedback on how every employee is living out the values with clear expected behaviours and actions that results in high performance and achievements.”
Paul Arkwright
Publisher
