The Karo Group is a leading brand management agency with offices in Calgary and Vancouver. Chris Bedford talks about the firm’s philosophy, which has been considerate and respectful to employees and helped it rebound from the recent recession. The firm’s broad definition of health has created a supportive, flexible, and engaging work environment. That strong foundation has also helped employees see beyond themselves and recognise the greater needs of others. Each year, the Karo Cause identifies worthy not-for profit community agencies in both its home cities that benefit from free access to Karo’s considerable expertise.

Last year we experienced slower client spending. While we had to shrink our organization, we did it in the most humane way possible. I had people who wrote me personal notes or emails to thank me for the opportunity to work for the company, for what they had learned along the way, and for the way those departures were handled. There was disappointment but I don’t think there was any real animosity, which I hope speaks to the culture of the organization.

This year, we’ve won some new business and older clients are spending again. I’m reasonably optimistic about the next couple of years.

2. Karo has won numerous workplace awards. What are some of the key skills leaders need to create successful, healthy and productive workplaces?

You have to have great communication skills. People have a need to be clear about issues and the status of the company. We need to help them know where they fit in.

People must also have a voice. This is why you’re seeing the explosion in social media. There’s an innate human desire to be heard and listened to, in every organization. I don’t think people expect that having a voice means things will happen exactly the way they want. I think it’s simply that they know their ideas will be evaluated fairly and appropriately, and a decision will be made.

3. How would you define a healthy organization?

Healthy organizations are supportive and encourage people to lead themselves. We have a yoga group and another fitness group that are organized by participants. We don’t fund them but we support them. They’re out there and everyone knows that. A massage therapist also comes in and does 15-minute massages every month. The employee can claim the $20 cost under the benefit plan.

Then there’s social health. We’re having an iron chef competition here in Calgary. Employees have divided into teams, each with a budget of $40 or $50. They have to come up with a gourmet tasting meal for 10 or 12 people. It’s all part of setting the stage so people feel comfortable. Somebody else started a fruit day. Another said ‘hey, my sister’s a nutritionist’, so she gave some nutritional seminars on fruit day.

It’s not so much about a healthy organization as it is about creating and helping people with healthy living. I have this view there is no personal life/work life. There’s just life. If you have issues at work I can guarantee you’ll bring them home and vice versa. So focus on the whole person, but act to improve workplace issues.

4. Part of building that healthy life is finding the time to volunteer and do not-for-profit work. How has Karo’s pro-bono work affected the organization?

Our no-fee and pro-bono work has evolved in three ways. First, we help our clients who sponsor worthy causes and may ask us to design a brochure. We also let employees with a personal cause get involved when there is idle time or extra capacity.

Third, we started KARO Cause about three years ago. This is a creative services grant in Vancouver and Calgary. We fund just one in each city, but in the first year, 73 organizations applied! We’ve learned about the range of needs that exist in our two communities. The not-for-profit community in each city can apply on an annual basis for $50,000 a year. A team inside each of our offices will assess all the applications, and create a short list of four or six organizations that then come in and make presentations. The team then selects two finalist organizations, and Karo staff in each city then vote on that year’s Cause.

5. How can Karo’s branding principles help position people as essential to the organization’s success?

It starts with the definition of brand. I borrowed this from somebody else but I often say that a brand is what they say about you when you’re not in the room. It’s about reputation. And reputation comes from your behaviour. Leaders help establish a set of expectations around behaviour that reflect the brand. How the organization behaves in the marketplace is of course dependent upon people, so we all share responsibility. Full stop.