Want to grow your brand beyond our shores without being perceived as exploitive global conquerers? Consider a new approach IBM is taking with the creation of their Corporate Service Corps program. About 600 IBM employees are volunteering their time in such far flung places as Ghana, Romania, Tanzania and Vietnam to help companies and non-profits deal with their IT issues. The WSJ article on this program is well worth reading.
A startling two thirds of IBM’s revenue comes from countries outside the US and undoubtedly IBM believes there is lots more opportunity to be found out there. By cultivating friendships in developing countries and delivering the equivalent of $250 million in service expertise, IBM is laying the foundation for future growth.
IBM employees who participate are having “once in a lifetime experiences” that further their loyalty and goodwill toward their employer. One employee noted that he felt like he “won the lottery” after being selected from the 5,500 IBM applicants for this year’s program.
All in all, this is really good stuff–good for the world, good for the employees, good for the brand. Should this program expand, don’t be surprised if folks from Wall Street to Timisoara (Romania) start to think of Big Blue as Good Blue.