"We choose to go to the Moon in this decade and do the other things, not because they are easy, but because they are hard; because that goal will serve to organize and measure the best of our energies and skills, because that challenge is one that we are willing to accept, one we are unwilling to postpone, and one we intend to win, and the others, too."

With those words, President John Fitzgerald Kennedy confirmed his commitment to a dream that seemed impossible in 1962: to send a man to the moon and bring him back to Earth. With that speech, the President was able to rally the support of an entire nation behind a project, and to make people feel part of a common objective and to share that commitment. Kennedy was able to generate engagement.

More than 50 years later, this speech continues to be an icon, and engagement must be the goal that companies aspire to reach in order to be sustainable leaders in the long-term. 

For a project to work, it must first establish its roots in the company. Entities with committed and motivated employees are able to multiply their results. In other words, they never give up.

Employees are a company’s best brand ambassadors because they are the force behind what takes place in a business, and this means that they are able to contribute more credibility to its reputation.

In a society where Millenials shape new behavior patterns, companies must ask themselves how to recruit and retain talent, and how to make employees feel committed to the project and the corporate values.

As John Helliwell, Co-Editor of World Happiness Report said, “Work can—and should be—a source of happiness, if workplaces are designed right.”

Below are some of the keys for building an employer brand to recruit and retain talent:

  • Establish consistency between what is said and what is done.
  • Combine content, participation, experiences, and relationships.
  • Involve senior management and middle management.
  • Make sure that Human Resources and Communication departments work together closely.
  • Implement a measurement system that identifies achievements and detects failures.

In summary, companies attempting to connect with employees should choose to go to the moon. 

By: José Antonio Llorente, 
Founding Partner and Chairman of LLORENTE & CUENCA