The European Union of Management Assistants announced that it is remodeling its brand for 2017 to better embody the needs of its growing industry and attract generations Y and Z to its fold as more of them enter the workforce. The most notable change will be the organization’s name, which will shift from EUMA to the International Management Assistants to reflect a membership that now stretches beyond the borders of Europe. Organization officials say a growing number of non-European professionals are joining the organization because they are attracted to the international networking found there as well as the educational and social benefits.
But changes within the organization extend beyond its name and membership parameters. Leaders are focusing on modernizing the association to help it embrace the digitalization of the business world and provide resources for members hoping to learn new work methods. Doing so is imperative, officials say, because of the significant changes in both the workplace and its employees. “Our Association has to be a step ahead in future developments to meet the requirements of the current members and to be attractive to the generations Y and Z now entering the business world,” officials said in a statement discussing the rebranding. “EUMA has to gain access to new industries and markets. It has to offer its members efficient services and new benefits and it has to differentiate from other networks, especially on online platforms.”
Else-Britt Lundgren, European Chairman, called the move pivotal for EUMA – now IMA. “This change is a historical moment for our network. It will help us to move forward into the future and be the number one international network of management support professionals.” The implementation of the new name and brand is scheduled for February 2017.