HRM318: GoGoChaCha1 is an established social media content creator and marketing company based in major cities across Asia: Human Capital Measurement Assignment, SUSS

GoGoChaCha1 is an established social media content creator and marketing company based in major cities across Asia and headquartered in Singapore. GoGoChaCha’s vision is to create positive and enticing content that impacts the future of the world we live in. To achieve its vision, GoGoChaCha’s mission is to represent and manage leading and emerging talents in content creation, develop innovative technology and marketing strategy to deliver successful marketing campaigns with valued partners.

GoGoChaCha aims to be the world’s most influential content creator in the marketing space. GoGoChaCha will be the first to come to mind when clients want to create impactful marketing campaigns in partnership with their creators. Given GoGoChaCha’s success and their innovative ability to tell a story, their clients include several well-known Fortune 100 companies and more recently, public sector institutions.

 GoGoChaCha comprises several key units. The marketing agency unit is responsible for GoGoChaCha’s future business development and ensuring sustainable and successful client relationships. The talent unit is responsible for representing and managing their digital talents and content creators. This unit also is responsible for seeking out emerging talents. The technology and strategy unit is responsible for creating successful marketing campaigns that merge marketing strategy with technology to leave a lasting impression on viewers.

As part of the key performance indicators, the senior leadership tracks several marketing metrics such as view count and conversion rates to understand the performance of the marketing campaigns. The senior leadership also tracks the number of accolades related to creativity and innovation in prestigious marketing awards. As clients are important to GoGoChaCha’s business, client satisfaction and repeat businesses are monitored as well.

Recently, GoGoChaCha has secured several big clients and also expanded its talent pool by signing several top influencers. While this seems to be an exciting phase for the company, this growth did not come without costs. GoGoChaCha has seen an increase in their turnover rates especially in their key units. One key reason gathered from exit interviews pointed out to the high work stress faced by the employees.

This corroborated with the work stress item in the annual employee experience survey. The senior leadership team at GoGoChaCha is concerned with the uptrend in turnover rates. Meetings with unit leaders have also pointed out that employee performance is also taking a hit. Unit leaders have expressed that they noticed more of their staff are showing signs of exhaustion. Creative block is also now more frequently raised as reason for delay in their content generation phase.

The Chief Executive Officer (CEO) is worried that this situation will create an unsustainable environment for their employees and if not fixed, a toxic organizational culture will prevail. Hence, the CEO consulted with the Chief Operating Officer (COO) who is overseas in the administration, operations, and human resources, who suggested engaging a consultant to help identify and resolve this problem given that the COO’s team had no one who is an expert in this area. This suggestion was brought up in the management meeting and the Chairperson of the senior leadership team endorsed the proposal.

 A consultancy firm specializing in well-being and stress management was engaged by GoGoChaCha. The consultancy firm put together a team to investigate the problem. The initial phase consisted of focus group interviews. From these interviews, several key factors were identified. The consultancy team then reviewed the annual employee experience survey to determine if any of these key factors were available so that they can predict their relationship with work stress. However, the consultancy team concluded that there were insufficient items in the annual employee experience to construct the key factors and most of them were single items that may not be reliable.

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