Firms bank on mentorship plans to boost brand visibility

Heritage Insurance earlier this month held a mentorship programme in which 25 students from secondary and university institutions attended.

Studies show that such programmes are initiated as a strategy for brands to grow their visibility, scout for future employees and keep current ones engaged so as to boost retention.

The programme, which was held at Liberty House in Nairobi, was attended by students aged between 14 and 24.

The initiative focused on life skills mainly on career choice and development, self-development initiatives and programmes, building self-identity, emotional intelligence, financial literacy and entrepreneurship.

The insurer’s employees were involved on the mentorship and spoke on topics that they have built expertise on over the years. They also taught about the Heritage brand and their core values.

The participants were also given a tour of Heritage offices across the country.

“Through our mentorship programme, we have been able to reach a wider market, especially the education institutions, and who appreciate our role in supporting education.

Also, we have been able to grow the industry at large through increased insurance awareness,” said Albert Ngunjiri, Heritage Insurance corporate social responsibility patron.

While corporate social responsibility initiatives are mainly a way of giving back to the community, they also help create awareness and positive reputation for a company, making it a brand of choice in the market.

According to a study conducted by research company, Ernst & Young, on the power and promise of private sector engagement in youth mentoring, 18 of the companies’ surveyed said one of the reasons they are involved in mentorship programmes is that they expect them to result in increased positive brand reputation in their communities.

“That motivation was actually the least common reason cited for their involvement. Most companies mentioned that they were committed to the programmes and on the benefits to young people and society as a whole and not on the benefits to their brand,” reported Ernst &Young.

READ: How firms can increase impact of CSR projects

Besides, the companies noted that mentorship programmes are a strategy to attract and retain high-quality employees.

“Most of the companies surveyed mentioned that possible hires, especially millennials and recent university graduates, are drawn to companies that offer opportunities for community engagement and volunteerism,” reported Ernst & Young.

“Also, employees who get involved in mentoring tend to become more invested in their work and are happier working for the company.”

Indeed companies have reported that employees who participate in such programmes become more engaged in their work and foster better relationships with their managers. They are also proud to work for a company that is involved in mentoring initiatives, therefore, are loyal and would endorse it as a top company.

Kenyan company, Liberty Insurance says its mentorship programme started five years ago has positively impacted its staff and their work.

“The mentorship program has affected the brand immensely both internally and externally. To our staff it has heightened the brand loyalty through close engagement...,” said Musili Kivuitu, General Manager - Risk and Compliance and CSR Patron.

- African Laughter