The Challenge

LVT Benelux PR is the Belgian branch of a Benelux organisation which helps companies with their communication in the field of press and public relations in the entire Benelux. The Dutch agency was founded in 1994 and has since grown to a market leader with a team of about twenty communication specialists. The Belgian agency was founded in 2000 and has also become a leader in its field. In a few years’ time the young agency managed to get and keep the trust of both large multinationals and smaller Belgian players. LVT originally started as an agency specialised in technology, but now has a more diverse clientele in the financial sector, lifestyle segments and the services industry. The company wants to continue to grow and therefore applies a pragmatic approach with the main focus on their clients’ success and image, all in line with their business goals. The manager therefore has to be dedicated to all clients and has to use her vast experience on the level of communication to manage the different teams. This managerial aspect was new for Vera Luypaert, LVT’s Managing Partner who in the past had already given leadership to co-workers as a colleague. The management position as co-founder and owner of the agency put her in the role of “boss” for the first time, bringing with it a number of new challenges. In her role as people manager she started to feel the need for a sounding board. After having invested in training for her employees in the first years of LVT’s existence, she felt it was time to engage a professional trainer or coach for herself. Because LVT had already taken care of the Public Relations for 3W® Direct Management Solutions for a number of years, LVT’s Managing Partner was very familiar with the organisation’s Plug In® concept. The SME Manager therefore did not hesitate to contact 3W® to discuss her needs and expectations with her client who would now become her supplier. In less than 24 hours she was introduced to the coach 3W® considered to be the best candidate.

The Approach

At 3W®, all candidates follow the same procedure to join the network. 3W® makes a point of meeting everyone who is part of the network face-to-face. By means of Gatesync®, a state-of-the-art made to measure HR management system with an integrated portal, 3W® keeps an overview of all active profiles and maintains contact with everyone in the network. This makes 3W® almost the only organisation in the sector that can offer a benchmarking of the best profiles within 48 hours. The Gatesync® Document and Project Management modules enable a perfect follow-up of both individual and team projects. This completely integrated programme ensures a structured approach per project and considerably shortens the search process. Because 3W® does not charge a selection fee, it can offer its client highly competitive rates. In addition, for more specific profiles that can be hard to find, 3W® Direct Management Solutions can draw from its vast network of professionals with years of experience in all functional areas of a company. LVT’s Plug In® Coach was a man of exceptional corporate experience and a track record of hundreds of coachings. He had been in many different functions and situations, but had not yet had any experience with a communication agency. He therefore started with a reconnaissance round with his new “coachee”, thus gaining insight in how the company worked and which challenges lay ahead for the Managing Partner. He suggested a modular approach with a halve day’s coaching per month. During these sessions LVT’s Managing Partner would get acquainted with HR principles, techniques and theories. After each session she would then learn to put what she had learned into practice and do homework. This homework consisted of a study of the different techniques and theories on the one hand, and a practical component with tests on the other. On the basis of these tests the Plug In® Coach could then tune his programme to her character and reactions. In the mean time the Managing Partner would have time to let things sink in and then put them into practice. And that’s what happened. Early 2004 coach and coachee started with a session in which they had to get to know each other and each other’s expectations. “At first I did not know what to think of her,” the Plug In® Coach remembers. “During that first contact we both felt slightly uncomfortable and I felt I did not yet have the coaching under control, I wondered how this situation would evolve. After a few days, however, my initial doubts had faded. While other coachees often find it hard to make time for their homework, this SME manager truly studied the subject matter. In the next sessions we could really start on self-knowledge and the motivational process. She put what she learned from me into practice with conviction and became motivated by the result."

Quote

“Quality is also available for SME’s without having to venture into expensive recruitments,” says Walter Bauwens, CEO and co-founder of 3W®. “SME Managers often have to react at a moment’s notice and deal with problems that occur along the way. Once a problem occurs the manager usually does not have the time to start a long selection procedure because a quick and efficient solution is required. The Plug In® Manager is therefore an ideal short term recruitment formula for SME’s that can be completely adapted to their very specific situation.”

The Result

The SME’s “boss” applied the open communication techniques in relations with her co-workers, made time for individual meetings with each colleague and developed an evaluation system, fleet management and a logical wage system. She made time for the fun things in life and started taking her teams out to lunch more often or organised group meetings which did not necessarily revolve around work alone. She became increasingly aware of the little things which determine the management style and read up on specialised HR literature. "In the end we even took things one step further", continues the Plug In® Coach . "I had not planned on discussing the balanced scorecard with her, but we did. In one years’ time I saw her evolve to a people manager who can easily motivate and manage her co-workers. She has not only become more efficient, but also enjoys her work even more.” At LVT there is a pleasant atmosphere. The colleagues work hard, but have a good report with each other and faith in their management. They know the Managing Partner is available for questions and that there is room for dialogue. The new evaluation system, however, has also made it clear what is expected of them and which perspectives they have within the organisation. The Managing Partner has grown into her task as people manager and can now fully dedicate herself to this aspect of her job.

The Client's Comment

“As SME manager you often think that certain solutions are only for larger companies because they are either to expensive of not suited to the needs of an SME,” says Vera Luypaert, Managing Partner of LVT Benelux PR. “However this does not have to be the case. I was fortunate that I already knew 3W® as my client and when I did not find what I was looking for in the traditional coaching supply, I immediately thought of personally trying the Plug In® concept. Although I knew the formula’s advantages on the level of flexibility and return on investment, I had never expected the experience to be this positive. Thanks to this formula I was able to work with a professional coach, which has definitely changed my day to day professional life. Knowing how to work with HR and other management techniques is important for all employers, especially for small and medium-sized enterprises. That is why I gladly testify about this experience, I feel it is important SME’s know what the Plug In® concept can do for them.”