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Mon 6 Dec 2010 05:00 PM

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If I was CEO, I would…

Satvinder Sandhu is a passionate PR marketing communication consultant, with an idiosyncratic 20-point view of how those at the top in the corporate world should operate

If I was CEO, I would…

1. Integrate corporate social responsibility (CSR) in to the fabric of any and every aspect of business life – and specify on hiring that prospective employees must be fully on board with this concept, committing to an annual 50 hours of charity work for a cause of their own choosing;

2. Ensure every team member is clear about the type of business and clientele sought in order to promote a close fit between values and cultures of both companies; and mandate a four-week introduction programme for new clients to open up our company to theirs, covering working practices, corporate and CSR culture and one-to-one networking;

3. Design the office to foster a comfortable environment where staff can feel at home … and encourage them to bring in a member of their family to work on a nominated day;

4. Promote harmony by nominating candidates for promotion and then letting every team member vote on their suitability, rather than by leaving the decision up to the Human Resources department and the management team - and do not even consider those who consistently stay late to complete their jobs;

5. Set aside one day for ‘’Celebrating Us’’ where the financial results of the company are shared, along with the Top 50 Non Financial successes recognised as cause for celebration;

6. Support a smile culture, whether through common courtesies or the exchange of humour and small things that make us laugh;

7. Ban emails … or at least make it part of corporate culture that teams do not spend more than one hour each day responding to emails in order that they return to the habit of face to face meetings, telephone/skype conversations, etc

8. Institute an ‘’Innovation Day’, and share the results between teams, clients and partners;

9. Really get to know my brand ambassadors through regular one-on-one meetings, perhaps over a meal;

10. Look after my team, mind and body, by including psychotherapy in the medical coverage for all employees and negotiating with the insurance provider to allow the primary person insured to include any number of his family members into his insurance coverage at a reduced rate;

11. Design and commit to an ‘’open door policy’’ … but  guarantee any team member who feels the system is flawed has a confidential avenue for feedback;

12. Energise my team through sport – whether through team building, supporting local and regional events or sponsorship;

13. Set up an ’Entrepreneurship Fund’’ with partners and think tank groups to encourage ‘out of the box’ ideas, whether for corporate gain or for CSR purposes;

14. Investigate the viability of a four-day working week, using technology in all its latest formats to facilitate this, while also building a global network of specialists online that can be accessed by team members;

15. Ensure myself and senior management are evaluated twice a year with honest and confidential feedback.  And never personally usurp the role of senior team members – if they are the right people for the job, then they have earned the responsibility to act on their own initiative in tandem with corporate culture and policy;

16. Integrate internship in to the corporate culture, working with universities who share our values.  Those interns who take up permanent employment and stay for more than 10 years should be rewarded, as part of an overall company incentive and reward programme;

17. Direct all team members to sign up for annual financial and personal planning sessions with qualified life and financial planning coaches;

18. Engage partners, clients and teams through participation in an ‘’Amazing Race’’ type of event to showcase great work with postcards of ‘’happy teams and clients’’ shared digitally and in real-time;

19. Put in place a three-month post resignation/termination programme for staff who resign or are asked to leave, to ensure they are taken care of in every way possible.

20. Never promise what I cannot deliver or preach what I cannot follow, and make this part of the company commitment to clients, team members and customers.

Satvinder Sandhu is a Public Relations and Marketing Communication Consultant

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David 9 years ago

Luckily you're not a CEO...looks like a recipe for disaster to me!

suley 9 years ago

Bogglingly silly stuff from someone who thinks a company is some sort of social club.

Santosh Talathi 9 years ago

This is a great article and I have seen some of these put in to practice by companies/institutions in Canada. Organic growth can be achieved only if all the stake holders are happy and taken care of and employees are the most important in delivering the vision and mission of the company. Very well written, congratulations and thank you.

Anon 9 years ago

What David said

Faraz 9 years ago

Critics can say what they have to... but companies like Google show the success of what Satvinder says it all....

amrit 9 years ago

i wish people like her sit with CFO's and decision makers of recession and know the true facts of the business .

GD 9 years ago

This article should maybe come with a health warning! In proposing a 4 day working week, family days, 'celebrate us' days, financial planning days, innovation days, in addition to additional insurance cover, various funds, and giving a three month notice period, your working period and fee earning potential is down by over 20%, with siginificant additional overheads in setting up, controlling and maintaining all the perks and 'add ons'.

There are very few companies globally that could accomodate all this, most probably only highly creative companies who can earn millions on a few good ideas (e.g. Google, MS).

I sincerely doubt there are any companies in UAE who have such a policy for all their staff.

SMW 9 years ago

Number 7 is my favorite. I'm convinced that e-mail has fostered poor communication, passive agression, and reduced focus.

Would like to see something specifically linked to revenue, value, EBITDA drivers.

Dalina 9 years ago

Some really progressive ideas here, and as we have seen time and time and time again, companies who value their employees and create an open work environment not only reduce turnover but increase intrinsic motivation. Some of these strategies coupled with strong corporate goals and objectives could be a powerful combination.

Mrs. Sunitha Hertel 9 years ago

I am all for a CEO who is PRO-Family...well said Satvinder! A happy employee is a good employee.