Top Job: Rachel Krys, marketing and communications manager, Employers Forum on Age (EFA)

Rachel Krys has joined the Employers Forum on Age as its first ever
marketing and communications manager.

She will be responsible for developing the group’s communications and its
links with members, the media and all other stakeholders. She has been appointed
to raise awareness of the challenges employers face in preparing for the 2006
age legislation, while supporting the organisation’s relationship with its
existing 160 members.

Where were you working before and what were your duties?

I was working at Age Concern England as the brand manager responsible for
ensuring that communications were consistent with the values and mission of the

What do you hope to achieve in your new role?

Age diversity in employment is really important as it affects everybody at
any age. It’s a new way of looking at equality. The implications of the age
discrimination legislation are monumental and to communicate them effectively
is a great opportunity and challenge.

Which aspects are you most looking forward to?

The EFA has a strong reputation for leading the debate on age diversity in
the workforce and promoting best practice. This is a very exciting time to be
joining the organisation as we are helping more and more smart companies gain
competitive advantage by developing a mixed-age workforce.

What is the strangest situation you have been in at work?

I once had to produce and deliver 32,000 specially printed Swiss Army Knives
to 18 different countries – all on the same day – for a product launch that had
to be kept secret. The strangest bit was trying to persuade a customs official
in Lithuania that I wasn’t trying to start my own army. They were finally
delivered with 15 minutes to spare.

How do you think the role of HR will change over the next five years?

I think that HR will become much more strategic and more closely aligned
with marketing. The HR department has a major part to play in the development
of the corporate brand, as it’s the people in the company who will be
responsible for delivering the brand values and vision.

What’s the best thing about HR?

When HR is effective it can have an extremely positive affect on business,
creating a motivated workforce which really delivers the company’s mission.

And the worst?

Too often HR is undervalued. This can lead to the HR department using most
of its energy trying to get board level buy-in and not focusing on the
strategic direction of the company.

How do you fill your spare time?

Mainly relaxing and not doing the DIY I should be doing.

What is the greatest risk you have ever taken?

Every time I’ve moved job – it’s always paid off though.

If you could do any job in the world, what would it be?

UN observer, because it sounds glamorous and worthwhile – what more could
you ask for?

Krys’ CV

2003 Marketing and communications
manager, EFA

2000 Brand manager, Age Concern

1997 Account manager, Incentive Group

1996 Sales administrator, Nynex (Cable & Wireless)

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