WeSpire GreenBiz Webinar_Changing Behavior Through Purposeful Work: The Journey to 100% Engagement

Changing Behavior Through
Purposeful Work:
The Journey to 100% Engagement
Presented by: GreenBiz.com
Hosted by: WeSpire
June 23, 2015

Susan Hunt Stevens
Founder and CEO, WeSpire
@goWeSpire
Melissa Chelminiak
Director of Mission Engagement & Education, Aveda
Corporation
@aveda
Malika Harrison
Community Engagement and Program Manager
@alcoa
John Davies
Vice President & Senior Analyst
@greenbizjd
Webcast Hashtag: #GrnBz
TODAY’S SPEAKERS

THE POWER OF POSITIVE ACTIONS
Employees are far more engaged
when their work gives them an opportunity
to make a positive difference in the world.1
1. Aon Hewitt’s “2014 Trends in Global Employee Engagement” (Wall Street Journal, April 30, 2014)
info@wespire.com | www.wespire.com

Fogg Behavior Design Model

• Become aware of unconscious
assumptions that get in the way of
action.
• Tap into the places people care
about.
Behavior Change: how to get people to care enough to take action?
Intent to Action

1. Behavior Change: using tools-based levers delivering
content at the right time to the right user
2. Culture: targeted values based work, storytelling, belief
systems, etc. with messaging = purpose
3. Technology: applying systems and platform
infrastructure to make systemic impact
4. Emotional/Affective/Experiential: affecting how do
people feel and relate at that unconscious level
Quadrants & Quote Source:
Renee Lertzman, PhD
http://reneelertzman.com
4 Quadrants of Engagement
"Real engagement unleashes our potential and
leverages our innate need to experience ourselves
as creative beings."

Behavioral science and the power of social and game mechanics
create an interactive platform that encourages employee motivation,
collaboration, and communication.
Employee Engagement Goal: Volunteering
The Science of Behavior

info@wespire.com |
www.wespire.com
info@wespire.com |
www.wespire.com
Run behavior-based
engagement programs
Measure impact on
outcomes data
Drives Positive
business impact
Use data to create
better programs targeted
more intelligently
A Proven Methodology

Customer Spotlight: Sony Electronics
Motivation for Using
WeSpire
• Engage employees in Sony
Group’s Corporate wide
Environmental Vision
• Scale offline programs &
initiatives to reach more
employees
• Track & measure program
participation & impact
6 months after launching their Green
Workspace Certification project using
WeSpire, Sony Electronics saved
$84 per participating employee.

Customer Spotlight: MGM Resorts International
$600+ saved per
employee in one year
18,000+ employees
participating, 30% of their
total workforce, and still
growing
3.4% increase in
employee opinion score
from 2013-2014, directly
correlated to MGM’s
WeSpire iteration, “My
Green Advantage”

Customer Spotlight: eBay
eBay’s 2013 Social Innovation Report showcased their first two months of
impacts from their WeSpire iteration, “Little Bits of Good”:

Target Population
Program Maturity
Small Large
Just starting
Embedded in culture
Digital Programs:
personal focus
Digital Program:
role based focus
Green Teams
Workshops/Seminars
Short duration
experiences
Short duration
experiences
Long duration,
transformative
experiences
Volunteer Days
Storytelling
Skill-based volunteering
Key change initiatives
Framework for the Journey

With the only configurable library consisting of
hundreds of action-based programs backed by
applied behavioral science, WeSpire enables
individuals and entire organizations to
create brand value for customers,
shareholders and employees alike.

Susan Hunt Stevens
Founder and CEO, WeSpire
@goWeSpire
Melissa Chelminiak
Director of Mission Engagement & Education, Aveda
Corporation
@aveda
Malika Harrison
Community Engagement and Program Manager
@alcoa
John Davies
Vice President & Senior Analyst
@greenbizjd
TODAY’S SPEAKERS
Webcast Hashtag: #GrnBz

Deeply Connect:
What Matters to You?
Aveda Employees Commit
to Protecting Biodiversity
• Global Climate Change
• Habitat Destruction
• Toxins in the Environment
• Waste Generation
• Air and Water Pollution

1999 2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 2013 2014
Corporate Network
Earth Month

• Aveda Honey Bees
managed with
support of UMN Bee
Squad
• 58 acres of NWF
certified wildlife
habitat including
Organic Community
Garden
Pollinator
Protection

• Program helped create
positive change across
the industry
• Many municipalities
now recycle caps-on
• Encourage
participation and
advocate for adoption
everywhere
Recycle Caps
with Aveda

Activism for
the Earth
• Activism for the Earth
Program now interactive
via WeSpire platform
• Participation doubled in
FY15!
• 50% of Blaine employees
active

Alcoa Foundation is one of the largest endowed corporate
foundations in U.S.
Invested more than US$615 million globally since 1952
Assets worth approximately US$475 million
Contributed more than US$22 million to nonprofit
organizations in 2014
Themes: Environment and Education
Alcoa Foundation manages global volunteerism (engagement)
programs for Alcoa:
 In 2014, employees volunteered more than 900,000
service hours
 58% employee participation rate for Month of
Service (every October) is more than double the
average rate of corporate volunteering for U.S.
company-sponsored volunteer programs.
 100% participation rate from senior executives
including Klaus Kleinfeld, Chairman and CEO
24
Alcoa Foundation seeks to
create shared value
Build innovative partnerships
that drive desired outcomes:
• Improve the environment.
• Educate tomorrow's leaders.
• Engage our people.
• Increase visibility.

Alcoa Foundation strategy and structure: Global and Local
25

Dollars For
Doers
Service Program
Skills-Based
Volunteering
Targeted Giving
Grants for volunteering Joint volunteerism Pledge to dedicate
resources
Employee directed
donations
26
Targeted programs are sustaining communities year-round

Earthwatch Institute supports employee
engagement
Impacts to Date Program Specifics Visibility
Executive Summary
Paid-time off
Dual language expeditions
Expeditions
 Conserving Brazil’s Atlantic
Forest
 Climate Change in Bees Island,
Australia
 Wildlife in the French Pyrenees
25 Alcoa Fellows, 14 countries
Nearly 200 applications
Daily blog posts promoted
internally and externally
Social media:
#AlcoaEWFellows
Alcoa Update, MyAlcoa,
Yammer
15,000+ hours of research
175+ Alcoans participated
80%+ increased understanding
of sustainability at Alcoa
A 12-year partnership that engages 25 Alcoans annually in environmental and sustainability
issues. Inspires action and ambassadorship at work, at home, and in communities.
• Work alongside scientists on critical environmental projects
• Raise awareness of Alcoa’s sustainability efforts
• Promote appreciation of ecosystems
• Support personal development and job satisfaction (engagement and retention)
Grant amount: $360,000/year
27

Alcoa Foundation awards two-year grant for Earthwatch expeditions
25 Alcoans selected to participate in scientific research related to
sustainability
 Three week-long expeditions in key regions
 Alcoa-specific curriculum aligned with sustainability report
 Local Alcoa EHS leaders invited to expeditions
Expected results
 1,000+ hours of data collection annually
 50 environmental action projects designed and implemented by Fellows
$725,800 over two years
 Program components – recruiting materials, application, curriculum
workbook, facilitated learning – delivered in three languages
28

Alcoa Foundation has strengthened its environmental
education portfolio
International engagement:
 Earthwatch engages Alcoa employees from 15 countries each year
Opt-in Structure:
 Self-selection increases applicant quality
High-touch engagement:
 Hands-on environmental education serves as an “anchor” experience
and changes long-term behavior
Connection to the business:
 Increasing alignment to Alcoa’s business and sustainability practices
29
Program alignment with priorities: reach, structure, engagement, business connection

30
Challenges
Best Practices
Lessons learned for driving engagement
• Set Target and Goals Across the Globe
• Expectations
• Accuracy/Consistency
• Designated timeframe for tracking / measurement
• Be in constant communication with partners
• Support from senior executives and the CEO

Thank You!
Additional Resources
1. WeSpire’s Employee Engagement Network
Effect
(Originally presented at GreenBiz Forum 2015)
– Recorded Presentation: http://www.greenbiz.com/video/susan-hunt-
stevens-employee-engagement-network-effect
– Presentation slides: http://www.slideshare.net/WeSpire/the-network-
effect-of-employee-engagement
2. WeSpire’s New Research Report: “The
Evolution of Employee Engagement” Published
June 2015
http://www.wespire.com/resource/evolution-of-employee-engagement-
research-2015/

Thank You!
For more
information, visit:
wespire.com
alcoa.com
aveda.com
greenbiz.com

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