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Human Resources as Brand Ambassadors: The Magic Spice, The Secret Sauce
 

Human Resources as Brand Ambassadors: The Magic Spice, The Secret Sauce

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Human resource professionals are the first impression and motivating force for new and existing employees. Candidates’ and new hires’ opinions are often shaped by those first encounters (in ...

Human resource professionals are the first impression and motivating force for new and existing employees. Candidates’ and new hires’ opinions are often shaped by those first encounters (in person, by phone and online). What can HR do to enhance the corporate culture that marshals support from new and existing employees? Learn how industry leaders shape their companies’ culture, conversations and connections with their employees to become brand ambassadors. Hear case studies from Aon, Gallup, CME Group and Groupon.

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    Human Resources as Brand Ambassadors: The Magic Spice, The Secret Sauce Human Resources as Brand Ambassadors: The Magic Spice, The Secret Sauce Presentation Transcript

          • Lynn Hazan
          • President, Lynn Hazan & Associates, Inc.
          • Executive Search Firm for Recruitment
          • in Marketing and Communications
          • [email_address]
          • www.lhazan.com
          • 312-863-5401
      11/19/09 © 2009 Lynn Hazan & Associates, Inc.
    • What is corporate culture?
      • Stories we tell ourselves and outsiders about the company, its people, products and reputation
      • Our experiences
      11/19/09 © 2009 Lynn Hazan & Associates, Inc.
    • What makes stories/culture successful?
      • Ingrained, part of the co’s DNA, genuine, feel passionate, real
      • Feel it – sometimes hard to articulate
      • Emotional connection
      11/19/09 © 2009 Lynn Hazan & Associates, Inc.
    • The C’s of Social Media
      • Content
      • Community
      • Connections
      • Conversation
      • Constantly changing
      11/19/09 © 2009 Lynn Hazan & Associates, Inc.
    •  
    • What Social Media is NOT…
      • NOT equivalent to real time relationships
      • Clients do NOT hire resumes alone
      • Not a replacement for HR’s knowledge of company, expertise in recruiting/screening and understanding fit for company/culture
      11/19/09 © 2009 Lynn Hazan & Associates, Inc.
    • Aha! It’s the Thread
      • Social media and corporate culture have more in common than realized
      • About people, talking, sharing, learning, working together, common experiences. We bond.
      11/19/09 © 2009 Lynn Hazan & Associates, Inc.
    • Hungry for real and authentic experiences
      • Tell stories of companies we interviewed, each different, yet common thread
      • Culture developed to meet its needs
      • Social media = 21st century technology to expand messages
      11/19/09 © 2009 Lynn Hazan & Associates, Inc.
      • It’s what we do
      • Don’t talk about it
      • Behavior based – in action
      11/19/09 © 2009 Lynn Hazan & Associates, Inc.
    • Aim to answer these questions & more:
      • How do you define your corporate culture?
      • How would you describe your brand in 6 words?
      • Who are your ambassadors on behalf of your brand?
      • How does culture help with recruiting/retaining staff?
      • In a down economy, what have you done to keep employees motivated, productive and focused on growing your company’s business?
      11/19/09 © 2009 Lynn Hazan & Associates, Inc.
    • Each Company’s Magic Spice
      • Boar roasts and hula dancers
      • To holding staff position for soldier for 2 yrs. after only one month of employment
      11/19/09 © 2009 Lynn Hazan & Associates, Inc.
    • Interviewed 11/19/09 © 2009 Lynn Hazan & Associates, Inc.
    • Look at titles
      • Many use social networking as part of job description
      • HR at vanguard of innovation
      11/19/09 © 2009 Lynn Hazan & Associates, Inc.
    • Key Culture Trends: HR…
      • Creates trends
      • Actively seeks collaboration
      • Fosters environment where all employees are brand ambassadors
      • Has well-developed procedures to monitor, develop and promote talent
      • Embraces professional, social and cultural efficiencies of social media
      • Encourages employee wellness
      11/19/09 © 2009 Lynn Hazan & Associates, Inc.
    • Emphasis on Talent – Gallup Sallie Peters
      • Unique approach to recruiting and retaining staff
      • Behavioral based selection tools
      • People and performance = priorities
      • Autonomy, freedom and accountability for results
      • Best friend at work – emphasis on relationships
      • Emotional attachment – people count
      11/19/09 © 2009 Lynn Hazan & Associates, Inc.
      • Innovative
      • Worldly
      • Engaging
      • Research
      • Outcomes
      • Progressive
      11/19/09 © 2009 Lynn Hazan & Associates, Inc.
    • Aon Consulting – Brian Baker, VP Employee Engagement & Social Networking
      • Human capital strategies & innovation
      • Encourage staff to move to right direction in terms of behavior
      11/19/09 © 2009 Lynn Hazan & Associates, Inc.
    • Aon Client – HR as Change Agents – Encourage Wellness
      • Engage employees, families, communities, etc. in elevated dialogue about healthcare
      • Different approach -holistic- go beyond work, w/families
      • Goals
        • Decrease health care spend
          • Measure over 2 yrs.
        • Encourage employees to be personally & professionally successful
        • What is healthy living?
          • National roll out to go international
      11/19/09 © 2009 Lynn Hazan & Associates, Inc.
    • Aon’s client tactics:
      • Taking dialogue home = embedded behavioral shift
      • Interactive web presence for all kids
      • Calendar contest
        • Kids
        • Depict healthy living
        • Use logo
      • Great American Smokeout
        • Facebook pages
        • YouTube as cross finish line – corporate documentary
      • MP3 players with catchy music, message from CEO
      • Preventative + Provocative
      • Confession Booth – celebrate finish line
      11/19/09 © 2009 Lynn Hazan & Associates, Inc.
    • CDW: Charles Bretz, Sr. Recruiter & Sr. Sourcer
      • His roles:
        • Internet strategy
        • Social media
        • Proactive – Relationship building
      • Networking & pipeline building
      • Twitter & LinkedIn – identified candidates – good fit
      • Reached out to candidates – Cisco arena – high level engineers
      • Competitive intelligence
      11/19/09 © 2009 Lynn Hazan & Associates, Inc.
    • CDW – Staff as Brand Ambassadors – Career Fairs
      • Military Veterans’ Recruiting Event
        • 2 vets participated
      • CDW-recognizes and values vets
        • Iraq vet returned 2.5 months ago
          • Gone for 2 yrs
          • CDW held spot for him
          • Married with child, benefits continued while on duty
          • Incredibly, only been on staff for 30 days
      • 47 th – 100 Top Military Friendly Employers (G.I. Jobs 11/9/09)
      11/19/09 © 2009 Lynn Hazan & Associates, Inc.
      • Engaging
      • Exciting
      • Challenging
      • Celebratory
      • Selfless
      • Recognition
      11/19/09 © 2009 Lynn Hazan & Associates, Inc.
    • CME Group: Challenge of being a 150 year old start up
      • Be more competitive
      • Evolving biz model
        • More relationship-based with big banks, financial institutions
      • Break down internal silos
      • Be more externally focused
      • Hold leaders to high standards
      • Mentor and grow staff
      • No more brilliant jerks
      11/9/2009 © 2009 Lynn Hazan & Associates, Inc.
    • CME Group – growth timeline 11/19/09 © 2009 Lynn Hazan & Associates, Inc.
    • CME Group: Dennis Cue, Director Professional Development & Organizational Effectiveness
      • Two Pronged Learning:
        • Face to face formal learning
        • Online learning
      • Daily online sharing – open to all staff
      • Knowledge Direct – stimulate dialogue
      • Daily posts, updated 2x/wk
      • The Summit – leadership dev’t program, 15-20 people
      • Maintain network w/alums
      11/19/09 © 2009 Lynn Hazan & Associates, Inc.
      • Execution
      • Speed
      • People/staff oriented
      • Territorial
      • Overwhelming
      • Intense
      11/19/09 © 2009 Lynn Hazan & Associates, Inc.
    • CME Group – Evolving Culture
      • Empowerment
      • Team-based
      • Accountability
      • Courage
      • Customer-focus
      • Intentional
      • Global
      11/19/09 © 2009 Lynn Hazan & Associates, Inc.
    • Groupon – Andrew Mason, Founder & CEO
      • Unique business concept – group buying power
      • 1 year old start up
      • Andrew featured on Crain’s 40 under 40
      • groupon.com/learn
      11/19/09 © 2009 Lynn Hazan & Associates, Inc.
    • 11/19/09 © 2009 Lynn Hazan & Associates, Inc.
    • Groupon – Staff profiles
      • Managing Editor – humor in all content
      • Hire humor writers – investment in company
      • Self expression
      11/19/09 © 2009 Lynn Hazan & Associates, Inc.
    • Groupon – Culture
      • Flat – everyone contributes
      • No titles, offices or status symbols
      • Andrew buys lunch 3x/wk for 4 staff
      • Transparent – to all, customers, merchants
        • Unique biz model
      11/19/09 © 2009 Lynn Hazan & Associates, Inc.
    • Zany & off the wall – why not?
      • Groupon Tabernacle Choir – Bach Christmas Mass
        • 4 part harmony
        • In German!
      • Surprise birthday party for Hawaiian born staffer
        • Grass skirts
        • Boar roast
        • Singing
      • People don’t expect it
      • Keeps work fresh
      11/19/09 © 2009 Lynn Hazan & Associates, Inc.
    • Groupon & Social Media = Holistic Approach
      • Twitter & Facebook accounts for each city
      • Daily Deal
      • Side Deal of the day
      • Scavenger hunts
      • Meetups
      • Fundraisers – local support
      11/19/09 © 2009 Lynn Hazan & Associates, Inc.
      • Independent
      • Humble
      • Community
      • Excellence
      • Passion
      • Commitment
      11/19/09 © 2009 Lynn Hazan & Associates, Inc.
    • 5 different companies
      • Different needs
      • Biz models
      • Fast paced
      • Commitment to quality employees
      • Employees = Brand Ambassadors
      • Low turnover
      11/19/09 © 2009 Lynn Hazan & Associates, Inc.
    • The C’s of Social Media
      • Content
      • Community
      • Connections
      • Conversation
      • Constantly changing
      11/19/09 © 2009 Lynn Hazan & Associates, Inc.
    • From thread that runs through to the ribbon that ties it together
      • The Magic Spice
      • The Secret Sauce
      • Spell Success!
      11/19/09 © 2009 Lynn Hazan & Associates, Inc.
    • Find Lynn Hazan & Associates on:
      • Twitter: lynnhazan
      • LinkedIn: Lynn Hazan
      • Facebook: Lynn Hazan
      • SlideShare: Lynn Hazan
      • EzineArticles: Lynn Hazan
        • Lynn Hazan
        • Lynn Hazan & Associates
        • 55 E. Washington St.
        • Suite 715
        • Chicago, IL 60602
        • 312-863-5401
        • lynn&@lhazan.com
        • www.lhazan.com
      11/19/09 © 2009 Lynn Hazan & Associates, Inc.