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Building Your Brand from Within: The Power of Employee Engagement Discovery is at the heart of our University
Discovery is at the heart of our University Building brands from within takes intense focus on your people.
It  is clear that internal marketing must precede external marketing since it makes little business sense to promise the c...
Ekins  Discovery is at the heart of our University The Nordstrom Way Motorolans Proctertized The HPWay IBMers BlueShirtNat...
Discovery is at the heart of our University
Easy for companies with an intense focus on the bottom line.   Discovery is at the heart of our University
<ul><li>Not so easy for academic institutions. </li></ul><ul><li>Run like a small city with utilities,  classrooms,housing...
Prescription for Success: Discovery is at the heart of our University <ul><li>Committed Leadership </li></ul><ul><li>Stron...
<ul><li>Uniquely Washington - a test case </li></ul><ul><li>Benchmark survey of organizational climate </li></ul><ul><li>C...
  Discovery is at the heart of our University www.washington.edu /discovery
Process steps: Discovery is at the heart of our University <ul><li>Survey the population </li></ul><ul><li>Form teams to e...
<ul><li>But you can’t stop there --  </li></ul><ul><li>Commitment to organizational change </li></ul><ul><li>Long term bud...
<ul><li>The UW’s issues: </li></ul><ul><li>Leadership and decision making transparency </li></ul><ul><li>Shared institutio...
<ul><li>The Communications Plan: </li></ul><ul><li>Personal appearances by senior leaders </li></ul><ul><li>Web and Print ...
Personal appearances: Town meetings Annual address Board of Deans Staff meetings Cross functional team meetings Annual all...
<ul><li>Web and Print </li></ul><ul><li>Discovery Website </li></ul><ul><li>LCVI Website </li></ul><ul><li>Discovery Flyer...
  Discovery is at the heart of our University
  Discovery is at the heart of our University Being Public World Citizens Celebrating Place Innovation Academic Community ...
<ul><li>WordPress  Blog </li></ul><ul><ul><li>Feedback loop </li></ul></ul><ul><ul><li>Organizational thermometer </li></u...
<ul><li>Unit and Employee engagement </li></ul><ul><ul><li>The employment lifecycle </li></ul></ul><ul><ul><li>Professiona...
All Campus Lunch   Discovery is at the heart of our University
My Team is Great!   Discovery is at the heart of our University http://www.washington.edu/discovery/myteam/
<ul><li>Campaign Planning </li></ul><ul><li>First year –  </li></ul><ul><ul><ul><li>Introduce the Vision and Values and Un...
<ul><li>Key Messages </li></ul><ul><li>We walk the walk –  </li></ul><ul><li>Senior leader transparency  </li></ul><ul><li...
  Discovery is at the heart of our University Top 10 Recommendations <ul><li>1 – Survey faculty and staff attitudes first ...
  Discovery is at the heart of our University #10: Enhance, adapt, preserve --  This is not a campaign,  it is cultural ch...
  Discovery is at the heart of our University We are all Connected
<ul><li>Some thoughts about the future </li></ul><ul><li>How’s your intranet? </li></ul><ul><li>Can you make use of social...
  Discovery is at the heart of our University Some useful books: “ Pour your heart into it”   - Howard Schultz (1999) “ Li...
  Discovery is at the heart of our University Slides will be available on: LinkedIn - Harry Hayward - slideshare
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Build Your Brand from Within: The Power of Employee Engagement

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Slide show delivered at the 2008 American Marketing Association Symposium for the Marketing of Higher Education

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  • Sense of the crowd - How many are charged with internal communications? How many are in small institutions - under 5,000 students?
  • Transcript of "Build Your Brand from Within: The Power of Employee Engagement"

    1. 1. Building Your Brand from Within: The Power of Employee Engagement Discovery is at the heart of our University
    2. 2. Discovery is at the heart of our University Building brands from within takes intense focus on your people.
    3. 3. It is clear that internal marketing must precede external marketing since it makes little business sense to promise the customer a level of service that the firm’s employees are unwilling or unable to provide. - Philip Kottler Discovery is at the heart of our University Consistent behaviour cannot be prescribed, nor can cultures be assigned. Cultures are more amorphous that this. Consistent behaviour can be nurtured, however. By nurturing a few desired behaviours, a sought-after organizational culture is more likely to develop . - Patrick Harris
    4. 4. Ekins Discovery is at the heart of our University The Nordstrom Way Motorolans Proctertized The HPWay IBMers BlueShirtNation
    5. 5. Discovery is at the heart of our University
    6. 6. Easy for companies with an intense focus on the bottom line. Discovery is at the heart of our University
    7. 7. <ul><li>Not so easy for academic institutions. </li></ul><ul><li>Run like a small city with utilities, classrooms,housing, food service, communications </li></ul><ul><li>Profit and competition not central to the operation </li></ul><ul><li>Shared governance with faculty </li></ul><ul><li>Stronger allegiance to work unit – esp. hospital </li></ul> Discovery is at the heart of our University
    8. 8. Prescription for Success: Discovery is at the heart of our University <ul><li>Committed Leadership </li></ul><ul><li>Strong HR and Communications Leaders </li></ul><ul><li>Intangibles </li></ul><ul><li>Willingness to stay the course </li></ul>
    9. 9. <ul><li>Uniquely Washington - a test case </li></ul><ul><li>Benchmark survey of organizational climate </li></ul><ul><li>Cross-functional teams to interpret and recommend </li></ul><ul><li>HR and Communications develops tools </li></ul><ul><li>Provost champions change </li></ul>Discovery is at the heart of our University
    10. 10. Discovery is at the heart of our University www.washington.edu /discovery
    11. 11. Process steps: Discovery is at the heart of our University <ul><li>Survey the population </li></ul><ul><li>Form teams to evaluate results </li></ul><ul><li>Address needs with management tools </li></ul><ul><li>Develop the communications plan </li></ul><ul><li>Communicate, communicate, communicate! </li></ul>
    12. 12. <ul><li>But you can’t stop there -- </li></ul><ul><li>Commitment to organizational change </li></ul><ul><li>Long term budget commitment </li></ul><ul><li>Measurement and adjustment </li></ul><ul><li>Senior Level personal leadership </li></ul> Discovery is at the heart of our University
    13. 13. <ul><li>The UW’s issues: </li></ul><ul><li>Leadership and decision making transparency </li></ul><ul><li>Shared institutional values </li></ul><ul><li>Employee engagement and morale </li></ul><ul><li>Job satisfaction </li></ul><ul><li>Recognition </li></ul><ul><li>Work / Life balance </li></ul><ul><li>Career/leadership development </li></ul><ul><li>Provision of resources </li></ul><ul><li>Diversity climate </li></ul> Discovery is at the heart of our University
    14. 14. <ul><li>The Communications Plan: </li></ul><ul><li>Personal appearances by senior leaders </li></ul><ul><li>Web and Print materials </li></ul><ul><li>Video and Blast email </li></ul><ul><li>Unit and employee engagement </li></ul> Discovery is at the heart of our University
    15. 15. Personal appearances: Town meetings Annual address Board of Deans Staff meetings Cross functional team meetings Annual all staff lunch Discovery is at the heart of our University
    16. 16. <ul><li>Web and Print </li></ul><ul><li>Discovery Website </li></ul><ul><li>LCVI Website </li></ul><ul><li>Discovery Flyer </li></ul><ul><li>Framed Poster </li></ul><ul><li>My Team Is Great Poster </li></ul> Discovery is at the heart of our University
    17. 17. Discovery is at the heart of our University
    18. 18. Discovery is at the heart of our University Being Public World Citizens Celebrating Place Innovation Academic Community Discovery Video Productions
    19. 19. <ul><li>WordPress Blog </li></ul><ul><ul><li>Feedback loop </li></ul></ul><ul><ul><li>Organizational thermometer </li></ul></ul><ul><ul><li>Response metric </li></ul></ul> Discovery is at the heart of our University
    20. 20. <ul><li>Unit and Employee engagement </li></ul><ul><ul><li>The employment lifecycle </li></ul></ul><ul><ul><li>Professional development </li></ul></ul><ul><ul><li>Recruit message carriers </li></ul></ul><ul><ul><li>All campus lunch </li></ul></ul><ul><ul><li>My Team is Great! </li></ul></ul> Discovery is at the heart of our University
    21. 21. All Campus Lunch Discovery is at the heart of our University
    22. 22. My Team is Great! Discovery is at the heart of our University http://www.washington.edu/discovery/myteam/
    23. 23. <ul><li>Campaign Planning </li></ul><ul><li>First year – </li></ul><ul><ul><ul><li>Introduce the Vision and Values and Uniquely Washington statements </li></ul></ul></ul><ul><ul><ul><li>Gain management buy-in from academic and staff units </li></ul></ul></ul><ul><ul><ul><li>Develop internal set of message carriers </li></ul></ul></ul><ul><ul><ul><li>Respond to findings in the LCVI survey </li></ul></ul></ul><ul><li>Second year – </li></ul><ul><ul><ul><li>Explore the Values </li></ul></ul></ul><ul><ul><ul><li>Empower front line managers as message carriers </li></ul></ul></ul><ul><ul><ul><li>Build consistency in the messages across units </li></ul></ul></ul><ul><ul><ul><li>Encourage team building and managing by the values </li></ul></ul></ul><ul><li>Third year – </li></ul><ul><ul><ul><li>Study results of the new LCVI survey – make course corrections </li></ul></ul></ul><ul><ul><ul><li>Inject Vision messages into multiple points on the employment life cycle </li></ul></ul></ul><ul><ul><ul><li>Deploy manager’s toolkits with Vision video examples and meeting scripts </li></ul></ul></ul><ul><ul><ul><li>Develop faculty leadership training </li></ul></ul></ul> Discovery is at the heart of our University
    24. 24. <ul><li>Key Messages </li></ul><ul><li>We walk the walk – </li></ul><ul><li>Senior leader transparency </li></ul><ul><li>Invite comments </li></ul><ul><li>Consistent communications </li></ul><ul><li>Core values told by employee voices </li></ul><ul><li>We are all connected </li></ul><ul><li>Discovery is at the heart of our University </li></ul> Discovery is at the heart of our University
    25. 25. Discovery is at the heart of our University Top 10 Recommendations <ul><li>1 – Survey faculty and staff attitudes first to develop the baseline and work plan. </li></ul><ul><li>2 – Engage a senior leader to be the champion for internal branding </li></ul><ul><li>3 – Get help-create a cross-functional team that represents thought leaders across campus </li></ul><ul><li>4 -- Use the voices and actions of employees to tell the story </li></ul><ul><li>5 -- Evaluate your communications channels – how do you reach all employees effectively? </li></ul><ul><li>6 -- Create the buzz, enlist managers as message carriers </li></ul><ul><li>7 -- Have fun, use your organization’s urban legends to reinforce the brand </li></ul><ul><li>8 -- Survey often, and correct the course if you need to. Keep the champion engaged. </li></ul><ul><li>9 -- Celebrate employee success, and share the word </li></ul>
    26. 26. Discovery is at the heart of our University #10: Enhance, adapt, preserve -- This is not a campaign, it is cultural change
    27. 27. Discovery is at the heart of our University We are all Connected
    28. 28. <ul><li>Some thoughts about the future </li></ul><ul><li>How’s your intranet? </li></ul><ul><li>Can you make use of social media? </li></ul><ul><li>What can we learn from our students? </li></ul><ul><li>What can we learn from each other? </li></ul> Discovery is at the heart of our University
    29. 29. Discovery is at the heart of our University Some useful books: “ Pour your heart into it” - Howard Schultz (1999) “ Light their Fire: Using internal marketing to ignite employee performance and wow your customers” - Susan Drake, Michelle Gulman, Sara Roberts (2005) “ Groundswell ” - Charlene Li, Josh Bernoff
    30. 30. Discovery is at the heart of our University Slides will be available on: LinkedIn - Harry Hayward - slideshare
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