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IABC/Seattle Morning Manager Nov 2011
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IABC/Seattle Morning Manager Nov 2011

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This is the presentation that our fellow communicator and IABC/Seattle member Kristin Graham delivered at the Morning Manager November event. The title: "Company Culture: How to Define it, Promote it, ...

This is the presentation that our fellow communicator and IABC/Seattle member Kristin Graham delivered at the Morning Manager November event. The title: "Company Culture: How to Define it, Promote it, and Live it." Kristin is the VP, Engagement & Communications, at Expedia.

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  • Provide another landscape option
  • Let’s quickly frame how culture is defined and look at some current examples in the business space
  • Here’s an example of how Southwest speaks to their internal culture on their job site
  • You can find this list on Google’s career page. Could your company/leaders come up with your own Top 10 list – that everyone agreed on?
  • You can find this list on Google’s career page. Could your company/leaders come up with your own Top 10 list – that everyone agreed on?
  • Provide another landscape option
  • Culture can’t just be a statement of fact; it’s a living, breathing thing that need constant and consistent care. And that starts at the top. Second bullet…thought from Zappos’ Tony Hsieh
  • So let’s go back to why a corporate culture is important. When done well and sustained well, it can be a competitive differentiator and a brand enhancer
  • Let’s quickly touch on an employee value proposition since it often gets confused with culture.
  • Provide another landscape option
  • Show video
  • Show video
  • When potential candidates visit any of our company job sites, they get a glimpse of the culture and what it’s like to work for one of our brands…the common theme is “fun”… Here, TripAdvisor clearly states their culture upfront – a sentiment that is repeated beginning at new employee orientation
  • Flash mob with Dara & Mark Okerstrom
  • Provide another landscape option

IABC/Seattle Morning Manager Nov 2011 IABC/Seattle Morning Manager Nov 2011 Presentation Transcript

  • IABC Morning Manager Session Company Culture: How to define it, promote it, and live it Kristin Graham VP, Engagement & Communications Expedia, Inc.
  • Today’s Topics
    • How Culture Is Defined
    • Corporate Examples
    • Case Study: Expedia, Inc. – Many Paths, One Journey
    • Three Things You Should Never Ignore
    • Lessons Learned (Along the way…)
  • Lesson Learned Culture isn’t a poster
  • How Culture Is Defined: Part One
    • The Company
    • A common statement of a company’s basic values and beliefs that serves as a guide for the day-to-day decisions and experience.
    • A clear and immediate understanding of the company’s purpose and position in the marketplace.
    • Some have even said it’s what you would hire and fire over.
  • Example: Culture @ Southwest Work Hard Desire to be the best Be courageous Display urgency Persevere Innovate Follow The Golden Rule Adhere to the Principles Treat others with respect Put others first Be egalitarian Demonstrate proactive Customer Service Embrace the SWA Family Have FUN Don't take yourself too seriously Maintain perspective Celebrate successes Enjoy your work Be a passionate Team player
  • Example: Culture @ Google
  • Example: Culture @ Zappos
  • Lesson Learned Culture doesn’t exist solely in the brain of your CEO. You need to help them define it… and live it
  • How Culture Is Defined: Parts Two & Three
    • The Leader
    • Culture is the set of behavioral patterns that is encouraged or accepted by leadership.
    • Leaders can’t create/maintain culture on their own – but culture can easily be killed from the top.
    • The People
    • Culture ultimately belongs to the employees.
    • Employees are the ones who create and sustain culture daily .
  • The Right Culture Can…
    • Improve company performance / Be a competitive differentiator
    • Enhance the customer experience
    • Inspire intense passion for the product
    • Drive innovation
  • Culture & Employee Value Proposition (EVP)
    • The EVP is what attracts and retains employees within a specific company; whereas Culture is the defining elements that make that company (or industry) unique.
    • They are highly dependent on one another as it’s hard to create a common culture if there is no EVP and vice versa.
    • Oftentimes, companies have both that exist as part of legacy or lore versus formal definition.
  • Quick Poll
    • How many of you feel your company has a clear culture that most employees could describe?
  • Case Study: Expedia
    • Our company:
      • Largest travel company in the world
      • 170 sites in 60 countries
      • 8,900+ employees worldwide
      • Outdated values that have no recall or resonance
    • Our challenge:
    • 2011 marked 15-year anniversary for company
    • EVP question: Are we a destination or layover for our employees?
  • Case Study: Expedia
    • The work in 2011:
      • EI had 7 employees values for 5 years (on a poster!)
        • Wanted to maintain the “We Travel” aspect that has been core value from beginning
        • Wanted to increase focus on travel as part of employee experience
        • Needed to roll out new mission & values at company anniversary in October
  • Employee Photo Site
  • Launched Travel Reimbursement Benefit
  • Leader Involvement Was Key
  • Lesson Learned Short and sweet is better than long and lovely
    • We love travel
    • We are passionate about our customers
    • Our employees are the life of our business
    • We are transparent
    • We move quickly but with discipline
    • Innovation + execution = success
    • We have fun
    Our Values: 2006
  • Our Values: 2011
  • Our Mission OUR MISSION: To revolutionize travel through the power of technology To revolutionize travel through the power of technology To revolutionize travel through the power of technology
  • Top 3 Things to Never Ignore
    • #1: Your company’s current reputation
    • It’s your job to know it.
    • Read external review sites – regularly.
    • Look at exit and annual employee surveys.
    • Search online for posts, articles, blogs about your company and your execs.
  • Glassdoor
  • They love you….
  • They hate you….
  • Top 3 Things To Never Ignore
    • #1: Your company’s current reputation
    • #2: Your company’s first impression
  •  
  • Culture attracts (and retains) like-minded people
  • Top 3 Things To Never Ignore
    • #1: Your company’s current reputation
    • #2: Your company’s first impression
    • #3: Your company’s own voice & style
  • Our Culture Mark Okerstrom (CFO) Dara (CEO) Secret Expedian Flash Mob
  • Lesson Learned Start with the basics. Find what culture elements suit your company and spend quality time developing them. Caution : Do fewer thing better.
  • Steps to Get Started
    • Do a “book report” on your current culture and go on tour within your company.
    • Find a culture champion/ambassador who is willing to help lead the needed conversations.
    • You don’t have to start from scratch: Originality is great but plagiarism is faster.
    • Look closer at what you already have.
  • Recap: Top Things to Never Ignore
    • #1: Your company’s current reputation
    • #2: Your company’s first impression
    • #3: Your company’s own voice & style
  • The Art of a Living Culture
    • Truly liberating a company culture means:
    • Accepting that metrics are scarce
    • Investing in the organic nature and taking risks
    • Letting it grow outside your role/function
    • Giving it the employees, not the leaders
  • Thank You! kgraham@expedia.com http://twitter.com/expedia http://twitter.com/kristingraham