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Interaction 2013 - Conference - Rebecca Richmond - Engagement to Empowerment Presentation Transcript

  • 1. From Engagement to Empowerment: Connecting Employees, Strategy and Brand Communication Forum Executive Meeting Series London | Washington, DC | Sydney | Cape Town
  • 2. 6 “We’re All Marketers Now” The major barrier to engagement is organizational rather than conceptual: given the growing number of touch points where customers now interact with companies, marketing often can’t do what’s needed all on its own. CMOs and their C-suite colleagues must collaborate intensively to adapt their organizations to the way customers now behave and, in the process, redefine the traditional marketing organization. If companies don’t make the transition, they run the risk of being overtaken by competitors that have mastered the new era of engagement. – McKinsey Quarterly, 2011 “We’re All Marketers Now” The major barrier to engagement is organizational rather than conceptual: given the growing number of touch points where customers now interact with companies, marketing often can’t do what’s needed all on its own. CMOs and their C-suite colleagues must collaborate intensively to adapt their organizations to the way customers now behave and, in the process, redefine the traditional marketing organization. If companies don’t make the transition, they run the risk of being overtaken by competitors that have mastered the new era of engagement. – McKinsey Quarterly, 2011 Making new connections employees communication employees and IC IC points where customers now interact with companies, marketing often can’t do what’s needed all on its own. traditional marketing organization. If companies don’t
  • 3. 7 Greater alignment demands a re-examination of employee engagement Networks of Engagement Employees Brand Customers Traditional IC Focus Traditional Marketing Focus Increased Focus/ Investment
  • 4. 8 The relative influence of employees continues to grow, surpassing that of CEOs 2011 2012 13% 25% 3% 51% 47% Technical Expert in the Company Financial or Industry Analyst CEO A Person Like Yourself Regular Employee Perceived Credibility of Sources Source: Edelman Trust Barometer, 2012
  • 5. 9 Majority Need to Hear Information 3 to 5 Times to Believe The Power of the Network Just as employees trump other channels in influence, they also have the advantage in reach and volume  Average # of Facebook Friends: ~234  Average # of LinkedIn Connections: ~50  Multiplier effect: 100 posts by employees reach 13,000 users 63% Three to five times 13% Ten or more times (10+) 6% Six to nine times (6–9) 28% Four or five times (4–5) 5% Once (1) 14% Twice (2) 35% Three times (3) Sources: 1. www.slideshare.net/EdelmanInsights/2012-edelman-trust-barometer-global-deck 2. pewinternet.org/Reports/2012/Facebook-users/Summary 3. www.mckinseyquarterly.com/Demystifying_social_media_2958 4. hiring.monster.com/hr/hr-best-practices/recruiting-hiring-advice/attracting-job- candidates/social-networks.aspx
  • 6. 10 Eager to take advantage of employees’ unusual influence, Communicators risk turning strengths into weaknesses Overtly commercial focus falls flat Mass approach assumes comfort with social media Canned messages undermine authenticity Credible, informed Connected Right time and place Passionate Influence Employee ambassador programs abound, but rarely deliver value Heavy commercial focus turns off employee goodwill Push communications lac critical context Canned messages undermine employee credibility Credible, informed Right time and place Passionate Influence 13 programsabound,butrarelydelivHeavycommercialfocusturns offemployeegoodwill Pushcommunicationslack criticalcontext messagesundermine yeecredibility Credible, informed Righttimeand place Passionate Influence 13 rogramsabound,butrarelydelive Heavycommercialfocusturns offemployeegoodwill Pushcommunicationslack criticalcontext messagesundermine yeecredibility Credible, informed Righttimeand place Passionate Influence 13 bound,butrarelydelivervalue Heavycommercialfocusturns offemployeegoodwill Pushcommunicationslack criticalcontext Righttimeand place Passionate nfluence Push communication ignore context Sources of Employee Influence
  • 7. 11 Employee empowerment requires strengthening internal connections before freeing employees to act 1. To promote the self- actualization or influence of: pull employees closer to leaders, the brand, and strategy. They must internalize before they can evangelize. 2. To give official authority or legal power to: provide the training, tools and community employees need to bring their own voice to life. EmployeesEmployees Brand Customers  To promote the self-actualization or influence of.  To give official authority or legal power to. Empower: (transitive verb)
  • 8. From Engagement to Empowerment: Connecting Employees, Strategy and Brand Communication Disruptive Thinking Sessions Facilitated interactions catalyze change by surfacing objections and addressing employee skepticism head on Tiered Ambassador Training Program In-depth support supplements broad-based training to address the need for active and passive employee-to- consumer conversations Reverse Ambassador Program Closed-loop process co-opts employees in strategic decision-making, laying the groundwork for buy-in and advocacy Purpose-Driven Employee Ambassador Program Shared goals and customer-centric mission underpin a community-based approach to ambassador engagement Aligning Communication Across Silos Tightening the Employee-Brand Connection Equipping Employees for Customer Conversations 30 Integrated Planning Process Agile and UX disciplines are adapted to form the basis of a new-to-world integrated planning process Stakeholder-Based Organizational Design Reorganization around the needs of stakeholder groups drives integration of communications
  • 9. 38 The Beat connects employees to leaders and empowers them to shape key strategic decisions  Network with employees and leaders around the globe.  Influence company strategy.  Preview new initiatives.  High return on personal investment.  Push your strategic thinking.  Avoid pitfalls.  Tap into innovative new ideas.  Build employee champions. Value Proposition  Improved decision making  Employee buy-in  Employee advocacy Value Proposition 大 声 想 Мислят на глас nk out The Beat Employees Leaders
  • 10. 39 A rapid-cycle, closed loop provides a clear line of sight between employee input and sound business decisions 3. Mission Outcomes Mission 2 Results - Learn How Your Input Helped Shape Our Employer Branding ______________________________________________________________________ Beat Team, We asked you to share what the one-line statement "we give you a world to work with" means to you. The response was strong, with over 75 Beat members contributing to the Mission 2 discussion thread and wiki. We compiled your feedback and developed some key themes based on your input. Here's what you had to say... Your world to work with at Avery Dennison: • A network of global colleagues Our Leadership Principle of collaborating across boundaries isn't just "corporate speak." It's how you connect with your peers every day. Working with diverse global colleagues broadens perspectives, leverages best practices and introduces new resources - all while helping you succeed in the workplace. • Our products are everywhere you look Avery Dennison's applications and technologies are an integral part of products used in every major market and industry. With a massive global footprint, we put our stamp on some of the most well-known brands. There's great pride in seeing our products on the shelf, on automobiles, on clothing tags...and everywhere else! • Career development and internal mobility Working at Avery Dennison means big bold opportunities for movement, whether it's transitioning from one business to another, across functions or even to an entirely different continent. You take personal accountability for your career growth and value the ability to create your own path. • Our promise to customers Simply put: we make brands better. Avery Dennison offers countless products and solutions that allow customers to differentiate themselves and make their own mark on the world. And with more than 50 locations, our company provides customers with both global coverage and a local point of contact. Business Outcomes You made it clear that the one-line statement "we give you a world to work with" really resonates and aligns with your experience working at Avery Dennison. As we refresh our recruitment and onboarding materials, we plan to use the key themes that you uncovered to help drive the content and design. In the coming months, we'll preview these new materials with The Beat.  Validated employer brand.  Sourced employee quotes.  Identified where and how a nuanced understanding of employer brand resonated with employees.  Quality of Beat input?  Met goals/ expectations?  Suggestions for improvement?  Overall satisfaction? 4. Client Feedback 2. Mission Launch 1. Mission Request Form Help validate or course correct our employee value proposition, source content (employee quotes) to use on recruitment marketing materials, preview employer brand elements and gain early buy-in from influential employees. The Beat can provide global perspectives from employees across all levels, regions, and functions/BUs. The employer brand and EVP will touch every employee at the company so it’s important to get input from a representative audience. May 2012 No specific segment. All of the above. Introducing a strong employer brand will help Avery Dennison attract and retain top talent, as well motivate and inspire our workforce. X X X X X Employee Videos
  • 11. 40 THE BEAT CALENDAR May: Foundation June: Employer Brand July: Financial Objectives 1 - Refine Survey 1 - Scope discussion thread; define video goals 1 - Scope discussion thread 15 - Launch 15 - Launch 15 - Launch 30 - Mission 1 Blog 31 - Collect final videos; Mission 2 Blog 30 - Mission 3 Blog • Client: Corporate Communications & Human Resources • Project Description: For our recruitment and onboarding refresh efforts, we developed the one-line statement “We give you a world to work with” to describe Avery Dennison’s employee value proposition. We want The Beat to 1) tell us how Avery Dennison gives them a world to work with every day and 2) submit a 60 second video showing us their unique world at Avery Dennison. • Business Objective: Help validate or course correct our employee value proposition, source content (employee quotes) to use on recruitment marketing materials, preview employer brand elements and gain early buy-in from influential employees. • How will your project help the company grow? X Contribute to sales X Increase earnings per share X Increase free cash flow All of the above. Introducing a strong employer brand will help Avery Dennison attract and retain top talent, as well motivate and inspire our workforce. • Project Timing: May 2012 • Why do you want to use The Beat? The Beat can provide global perspectives from employees across all levels, regions, and functions/BUs. The employer brand and EVP will touch every employee at the company so it’s important to get input from a representative audience. • How do you want to tap into the Beat? (mark that all that apply) ___ Survey X Discussion Forum ___ Ideation Blog ___ Face-to-face meeting X Other (please explain): Employee Videos • Is there a segment of The Beat that you want to target (BU, region, etc.)? If so, what segment? No specific segment.  Please attach any additional supporting material, such as a list of survey questions or background documents that will provide context for your project. Next Steps:  Submit your request form and materials to thebeat@averydennison.com  A representative from Corporate Communications will contact you within 3 business days to discuss your project. • Client: Corporate Communications & Human Resources • Project Description: For our recruitment and onboarding refresh efforts, we developed the one-line statement “We give you a world to work with” to describe Avery Dennison’s employee value proposition. We want The Beat to 1) tell us how Avery Dennison gives them a world to work with every day and 2) submit a 60 second video showing us their unique world at Avery Dennison. • Business Objective: Help validate or course correct our employee value proposition, source content (employee quotes) to use on recruitment marketing materials, preview employer brand elements and gain early buy-in from influential employees. • How will your project help the company grow? X Contribute to sales X Increase earnings per share X Increase free cash flow All of the above. Introducing a strong employer brand will help Avery Dennison attract and retain top talent, as well motivate and inspire our workforce. • Project Timing: May 2012 • Why do you want to use The Beat? The Beat can provide global perspectives from employees across all levels, regions, and functions/BUs. The employer brand and EVP will touch every employee at the company so it’s important to get input from a representative audience. • How do you want to tap into the Beat? (mark that all that apply) ___ Survey X Discussion Forum ___ Ideation Blog ___ Face-to-face meeting X Other (please explain): Employee Videos • Is there a segment of The Beat that you want to target (BU, region, etc.)? If so, what segment? No specific segment.  Please attach any additional supporting material, such as a list of survey questions or background documents that will provide context for your project. Next Steps:  Submit your request form and materials to thebeat@averydennison.com  A representative from Corporate Communications will contact you within 3 business days to discuss your project. A closely managed process embeds Beat engagements into predictable workflows and ensures a high ROI for employees and leaders alike Beat Workflow Formal request forms promote thoughtful use of The Beat by leadership. Partnering with Beat clients to filter and refine missions ensures alignment. Scoping projects ensures that full-scale missions work on the established Beat timeline and smaller engagements get valuable, fast feedback via “Quick Takes”. Clear expectations Beat Manager Well-Scoped Projects Beat PipelineMission Request Form Financial Literacy Quick Take Survey
  • 12. 41 A well-designed system anticipates potential pitfalls and compensates for them Problem Beat Solution Pleaserespond byJune30th Thankyouforyourparticipation! 1 Strongly Disagree 2 Disagree 3 No Opinion 4 Agree 5 Strongly Agree Avery Dennison Code of Conduct Quick Guide Survey » This Quick Guide provides a good summary of Avery Dennison’s Code of Conduct. » The content in this Quick Guide is well-organized. » I am likely to use this Quick Guide as a reference tool. » I am likely to encourage my colleagues to read this Quick Guide. » In the lines below, please share any additional feedback. » Name (optional): » Region: Americas Asia Pacific EMEA 1 2 3 4 5 1 2 3 4 5 1 2 3 4 5 1 2 3 4 5 Please rate the extent to which you agree with the following statements. www.averydennisonvaluesandethics.com Pleaserespond byJune30th Thankyouforyourparticipation! 1 Strongly Disagree 2 Disagree 3 No Opinion 4 Agree 5 Strongly Agree Avery Dennison Code of Conduct Quick Guide Survey » This Quick Guide provides a good summary of Avery Dennison’s Code of Conduct. » The content in this Quick Guide is well-organized. » I am likely to use this Quick Guide as a reference tool. » I am likely to encourage my colleagues to read this Quick Guide. » In the lines below, please share any additional feedback. » Name (optional): » Region: Americas Asia Pacific EMEA 1 2 3 4 5 1 2 3 4 5 1 2 3 4 5 1 2 3 4 5 Please rate the extent to which you agree with the following statements. www.averydennisonvaluesandethics.com You need genuine, engaged ambassadors – not employees who feel like mouthpieces A virtual, opt-in program isn’t necessarily representative Most programs fail as a result of disengagement over time Unsubstantiated buzz and un-met expectations damage trust The Beat is purely opt-in Authenticity Credibility Longevity Transparency The Beat’s built in structures ensure a representative sample and include unwired employees Along with setting a clear, manageable time commitment (2 hrs/month), edgy branding sets expectations and builds buzz The Beat community is completely open and Beat content streams on the Avery Dennison homepage POSTCARD POSTCARD POSTCARD Strongly Agree POSTCARD Strongly AgreeStrongly AgreeStrongly Agree The content in this Quick Guide is well-organized. POSTCARDThe content in this Quick Guide is well-organized.The content in this Quick Guide is well-organized. I am likely to use this Quick Guide as a reference tool. POSTCARDI am likely to use this Quick Guide as a reference tool.I am likely to use this Quick Guide as a reference tool. I am likely to encourage my colleagues to read this Quick Guide. POSTCARD I am likely to encourage my colleagues to read this Quick Guide.I am likely to encourage my colleagues to read this Quick Guide. » POSTCARD »» In the lines below, please share any additional feedback. POSTCARD In the lines below, please share any additional feedback.In the lines below, please share any additional feedback. 4 POSTCARD44 POSTCARD5 POSTCARD55 POSTCARD 1 POSTCARD 11 POSTCARD 2 POSTCARD 22 POSTCARD 3 POSTCARD 33 POSTCARD 4 POSTCARD 44 POSTCARD 5 POSTCARD 55 POSTCARD POSTCARD POSTCARD POSTCARD POSTCARD Frontline Tools Outcome
  • 13. 42 The Beat improves strategic decisions, empowers employees, and elevates the role of IC  Avoid costly missteps and validate decisions.  Achieve early buy-in from influential employees.  Collect critical data quickly (without survey fatigue).  Increase leader visibility around the globe.  Network with employees and leaders around the globe.  Elevate your profile.  Contribute to strategic decisions.  Be “in the know”.  Embed IC in strategy and decision-making.  Generate an ongoing stream of relevant content for multiple internal channels.  Improve partnerships and serve as strategic advisor and resource. Employee Quotes “This is a great platform to reach out to others not in our local site, learn about the different parts of Avery Dennison and contribute to the bigger picture!” “I believe here we have a chance to be heard and make a difference — for our company, for our customers and for ourselves.” Leader Benefits Employee Benefits IC Benefits  USD $10,000 (video, platform, branding)  20% 1 FTE IC Costs ”The input we heard from The Beat prompted us to take a second look at our internal financial literacy efforts, and modify our approach to resonate with a broader employee population.” – Sr. HR Executive After a mission that put Beat members in Framingham, MA face-to-face with the CHRO:  100% of attendees felt that The Beat creates a more open communication culture at Avery Dennison.  100% of attendees felt their voice is being heard by leadership.