Introduction:

Welcome to the latest episode of The Digital Adoption Show, your go-to podcast for cutting-edge insights and innovative strategies in today’s dynamic work environment. I’m your host, Abhinami Prakash, Sales Development Manager at Whatfix. Today, we’re excited to dive into key strategies for cultivating people and culture.

Knowing the Guest: Derek Bruce

Joining us today is an extraordinary guest, Derek Bruce, a global HR thought leader and head of learning, leadership, and talent development. Derek’s LinkedIn profile reveals his passion for motorcycles, football, men’s fashion, and technology advancements, showcasing the multiple hats he wears.

Derek has overseen global strategies as a global manager at DSM, aligning learning and development initiatives with organizational goals and significantly enhancing company culture and global performance. His role emphasizes innovation and cultural inclusivity across diverse regions, driving applications and forms such as DSM family success and growth.

In addition to his corporate responsibilities, Derek is the CEO of Derek Bruce Associates, a consultancy he founded in 2019 to combine his corporate expertise with a passion for personal and professional growth. Through this venture, he offers leadership development, executive coaching, and facilitates large-scale corporate events as a TEDx speaker, promoting sustainable business transformation and vibrant employer engagement.

Derek’s commitment to diversity and inclusion is evident through his creation of the Extraordinary Mentors Network, which supports Black professionals with career development opportunities. His career before DSM, especially at Signify and ABN Amro Bank, highlights his leadership in developing effective HR strategies and enhancing leadership capabilities on a global scale. Derek’s impressive qualifications, including chartered FCIPD and Scrum Master, underscore his extensive influence in shaping human resources and organizational development practices worldwide.

Digital Pulse: Getting to Know Derek Bruce

Abhinami Prakash: Welcome to our podcast today, Derek. It’s such a pleasure to have you.

Derek Bruce: Thank you. And I’m blushing after that introduction.

Abhinami Prakash: It’s definitely one of the longest introductions I’ve given. So it speaks so highly of the qualifications that you have.

Derek Bruce: Thank you. Thank you.

Abhinami Prakash: Before we dive into our serious discussions, we want to get to know the real Derek behind the multifaceted leader we know today. Hence, we have a sweet little segment called the Digital Pulse. This is where we try to get candid with our guests and understand what really drives them. So Derek, is there a passion or activity outside of work that happens to be particularly close to your heart?

Derek Bruce: Yeah, I mean, you mentioned on my LinkedIn that football was something I do, and I currently play for an over 35s team on a Saturday morning in central London. Over the last couple of years, I’ve realized that the passion is playing football, and I love it since I’ve been able to walk and talk. But I realized the passion is also about the group of guys getting together after football, having coffees, and sharing what’s been going on for the week. I love the ability for us to have that outlet because many don’t always have someone to talk to. So I’m passionate about having us as a collective, arranging to have coffees in the same place every Saturday, just to have that space where we as men can open up and be playful.

Triple Strike:

Abhinami Prakash: Well, that sounds lovely and such a beautiful way to spend a Saturday and to have that community around. Speaking of football, I’m going to start my very first rapid-fire question around that. As a football enthusiast, if you could swap lives with one footballer, who would it be and why?

Derek Bruce: It’s a great question. There are so many footballers who I think are awesome. I think for me, it would probably be Ronaldo, the Brazilian footballer, the original Ronaldo. I still feel he is one of the best footballers who ever played. He had a very up and down career where he was amazing and then had injuries. I would have been interested to experience the highs of some of the amazing things he won, like a World Cup, and also the lows, to see how he showed resilience. At one point, his knees weren’t working, and then he came back and won a World Cup the year after. It’s that resilience and ability to motivate yourself that would be really interesting to experience.

Abhinami Prakash: Yeah, absolutely. It speaks highly of the resilience to go back out there and win a championship like that. Derek, I know that you like Adidas. So if Adidas were to stop producing sneakers tomorrow, which brand would you switch your allegiance to?

Derek Bruce: That’s a hard one. Most recently, since I’ve moved back to London, I’ve gotten into Paul Smith. If Adidas wasn’t around, and I do have copious amounts of Adidas superstars and Stan Smith trainers, it would then be Paul Smith.

Abhinami Prakash: What’s the count in terms of your total number of Adidas sneakers?

Derek Bruce: It’s weird, but I do know because I moved recently and had the joy of storing all my trainers. When it comes to Stan Smith alone, there’s probably about nine, and when it comes to superstars, there’s probably 12. So it is about 20 different pairs that I use, and some are just on display. It’s a strange core theme I seem to have.

Abhinami Prakash: That’s amazing. I know a lot of sneakerheads who would be envious of that collection. We also know that Muhammad Ali is your role model. If you could learn one skill from him, what would it be?

Derek Bruce: One thing I love about Muhammad Ali is his storytelling. He was an amazing boxer and sportsperson, but he was also a great storyteller. He articulated his experiences beautifully, whether he was talking about fighting, civil rights, or wars. His ability to lead and inspire people through words in an engaging way is something I would love to emulate.

Cultivating People and Culture

Abhinami Prakash: To kick off this episode’s theme, Derek, could you explain what cultivating people and culture means to you, and why is it essential for organizations to focus on this?

Derek Bruce: For me, culture is what people do when no one’s looking. It’s how people instinctively move towards their colleagues, customers, products, and the organization’s vision. Cultivating people is about ensuring they want to be where they are when they’re at work, buying into the product, and making sure the role they’re in is the right one for them. It’s also about supporting, developing, and engaging employees to help achieve the organization’s goals.

Keeping Teams Motivated

Abhinami Prakash: One major aspect of leading teams is keeping them motivated, which adds to the culture. Could you share an example of how you do this and describe an action that can lead to measurable improvement?

Derek Bruce: Motivation is unique to each employee. Some are motivated by growth, career progression, or work-life balance. Understanding what motivates each team member and putting those triggers in place is key. For example, if someone loves being recognized for their work, make sure to recognize them. If another values work-life balance, offer flexible work options. By understanding and addressing individual motivations, you can create a more effective and engaged team.

From Design to HR: Shaping Leadership

Abhinami Prakash: You began your career with a background in design and architecture before transitioning to HR and leadership development. How have those early experiences shaped your approach to leadership and organizational development?

Derek Bruce: My design and architecture background taught me to balance form and function. In HR, it’s about ensuring that initiatives have a real impact and serve a function. It’s not just about having shiny new tools; it’s about making sure they actually benefit the organization and its people.

Overcoming Challenges in Cultivating Culture

Abhinami Prakash: Cultivating culture can present its own set of challenges. Could you discuss a significant challenge you’ve faced in this area?

Derek Bruce: One significant challenge was introducing learning as a business-as-usual activity to a group of journalists who were resistant to change. The strategy involved understanding their resistance, showing them the benefits of learning, and gradually introducing small, quick wins to build their confidence and acceptance.

Adapting Strategies Across Industries

Abhinami Prakash: How do you adapt your strategies across different organizations and industries?

Derek Bruce: It’s about understanding the culture of each organization and adapting content to fit that culture. For example, in financial services, learning and development are expected and structured. In media, it’s more about building relationships and demonstrating the benefits of learning. Adapting strategies to fit the specific needs and culture of each industry is crucial.

Technology’s Impact on People and Culture

Abhinami Prakash: In what ways has technology influenced your strategies for cultivating people and culture within organizations?

Derek Bruce: Technology has made it easier to access learning content and focus more on connecting people, facilitating relationships, and managing projects. However, it’s also important to balance the noise of technology and ensure that it doesn’t overwhelm employees. The key is to leverage technology to enhance learning and development while managing its impact on overall well-being.

Advice for Young Leaders

Abhinami Prakash: For our young audience looking for guidance, what advice would you give to aspiring leaders aiming to cultivate a great culture within their organizations?

Derek Bruce: Lead by example and live the culture you want to see. If you see behaviors that don’t align with the culture, call them out. Finally, have the bravery to evolve the culture as needed. Culture is a living organism that changes as people and markets change, so be willing to adapt and improve it continuously.

Conclusion

Abhinami Prakash: That was one of the most interesting episodes so far. Thank you so much, Derek, for taking the time to talk to us today.

Derek Bruce: Thank you for the invitation and the privilege of talking to you.

Abhinami Prakash: Absolutely our pleasure. To our listeners, please tune into The Digital Adoption Show across platforms to listen to more interesting, intriguing, and fun conversations with top minds across the digital space. We are available on Apple, Spotify, Google, and YouTube. Whether you’re at home or on the go, don’t miss out on our latest episodes. Thank you again, Derek, for being a part of this episode. We wish you the very best. I’m your host Abhirami, signing off today.