Polly Pearson VP Employment Brand and Strategy Engagement EMC Corporation January, 2010 Employment Branding and Employee E...
Our Employment Brand Goal … “ and those on the Inside  will know that  this   is the ultimate place to be.” - Polly Pearso...
A Brand is … <ul><li>“ A relationship, like  the one you have with a friend.” </li></ul><ul><li>Trusting  ~  Genuine </li>...
<ul><li>“ Do You Want to  Get   The Shiny Best Place to Work Awards?” </li></ul><ul><li>-- Or --   </li></ul><ul><li>“ Do ...
We Started on the INSIDE  … with a (Voluntary), Engaging, Internal, 2.0 Network Mantra: “Fear Not. We’ll teach you to swim...
The Community Brought our Genuine Brand Values  to Life
People Became More Connected with the  Strategy, Culture, and One Another
Organic Brand Ambassadors Emerged: Home Grown, Enthusiastic, Expert Voices Today: Dozens of Bloggers; Hundreds of Micro-Bl...
Experts Now Engage in “Official” Communities for Developers, Customers and Partners <ul><li>Developing products </li></ul>...
Experts and Brand Enthusiasts Now  Lead/ Fuel “Unofficial” External Social Communities Consistently Reaching and Engaging ...
Engagement Opportunities become like  Viral Fly Paper  Shown: EMC.com/Careers Campus: EMC Careers EMC|ONE Network EMCer Bl...
<ul><li>The Real Magic  Happens  In the  “Unofficial”  Engagement </li></ul>
World Business Forum
Genuine Voices Speak To Why They Work at EMC
<ul><li>An Engagement  Minute </li></ul><ul><li>13:37 – 13:38, January 19 </li></ul><ul><li>California, Portugal, Massachu...
The Real Magic Happens in the Unofficial Engagement
The Ultimate Engagement:  A Defining Moment: Hope
The World is Moving Away from the Industrial Era Model <ul><li>“ Command & Control” </li></ul>
Transitioning to the Knowledge Era Model <ul><li>“ Collaboration & Connection” </li></ul>Engagement & Leadership at Every ...
Contributing to  Satisfaction & Engagement 83%   Satisfied   86%   Engaged * July, 2009   Based on 30,827 responses from 9...
<ul><li>Why are they Engaged? </li></ul>
Highest Performing Results *  Based on 30,827 responses from 92% of employees Personal  Satisfaction Enjoy  Co-workers 95 ...
Quiz:  Commitment Drivers <ul><li>____  High pay </li></ul><ul><li>____  Good benefits </li></ul><ul><li>____  Social, Env...
Quiz:  Commitment Drivers <ul><li>____  High pay </li></ul><ul><li>____  Good benefits </li></ul><ul><li>____  Social, Env...
<ul><li>So What? </li></ul>
Fortune 500 Companies with Engaged Employees Report: Growth in employee productivity $18,600 more market value per employe...
We’re Finding: ROI More Market Value per Employee Additional  revenue  Higher customer  engagement Better Recruitment Volu...
Some Tips <ul><li>Start Inside –  not  on Award Nomination Forms  </li></ul><ul><li>Practice leading with Trust  </li></ul...
Employment Branding “Resources” <ul><li>$0.00   program  budget </li></ul><ul><li>C reativity </li></ul><ul><li>C ommitmen...
Stay in Touch:  http://www.pollypearson.com ; @PollyPearson
© Copyright 2009 EMC Corporation. All rights reserved.
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Employment Branding And Employee Engagement In A Web 2 0 World

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A social media, employment branding, and employee engagement case study of a FORTUNE 200 Company, EMC Corp. Includes strategy, tips, and illustrations.

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  • I’m going to be throwing a bunch of information at you today, but don’t worry…you don’t have to write it all down. You can get this presentation from my blog. And a word about the creative commons license in the bottom left-hand corner…
  • Title Month Year
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  • Building Communities to Build Relationships Over 30 active communities and Labs for customers and partners to collaborate with EMC and several others in development Over 16,000 members, representing 151 countries, have joined in the first 9 months 1000 new members joining each month... and growing Developing new, and improving existing products … such as the RSA key fob code as an app on the iPhone and Blackberry In the “Labs,” product teams provide customers with early access to innovate with EMC in building better products. Collaboration occurs in every phase of product development from inception through announcement Creating new Channels and increasing revenues In the Solution Gallery, those developing solutions on EMC products engage prospective customers with reviews, ratings, demos and generate qualified sales leads Meeting Developers &amp; Inventors of Products created by EMC Customers are given unfettered access to those who develop and support our products, providing both with valuable insights Improving service and reducing support costs with technical forums Not just engineers, but customers, too, provide answers to each other’s questions, and these answers are available to thousands of others, reducing the number of expensive one-on-one calls to Customer Support Providing Certification &amp; education on products &amp; solutions Several thousand “EMC Proven” customers, partners and employees share best practices and tips with the most knowledgeable, certified storage professionals in the world Building Communities to build relationships Developers congregate in the Developer Network downloading free code and sharing tips and tricks. Partners have their own communities but also mingle with others in user groups, understanding customer pain points and improving solutions, business users network with others who face similar challenges. The bottom line, communities enable customers to maximize the investment they’ve already made in EMC solutions, generating increased customer satisfaction and loyalty.
  • The practice of management was born around 1850 – when companies suddenly had 300 or more employees. They had to figure out how to manage productivity at that scale. The only model to replicate at that time, was the command &amp; control model used by the army. … a model that directed legions of uneducated workers.
  • Today, we’re in the knowledge era, a time when our people and their ideas are our route to productivity and business value. To enable the best results in this dynamic of an educated and diligent workforce, companies must unlock passion, creativity and initiative of their people. Results come from new innovations and ideas, and connections to engage hearts &amp; minds in action. Companies are re-wiring behavior models and tools today to enable global agility, and innovation. They’re increasingly looking to “Collaboration and Connection” business models. -- Gary Hamel is an author and speaker and currently considered the top authority according to WSJ and FORTUNE on business strategy and management models.
  • Title Month Year The top satisfiers go in reverse order: #13 is the top satisfier and #1 is the lowest satisfier.
  • Title Month Year The top satisfiers go in reverse order: #13 is the top satisfier and #1 is the lowest satisfier.
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  • Employment Branding And Employee Engagement In A Web 2 0 World

    1. 1. Polly Pearson VP Employment Brand and Strategy Engagement EMC Corporation January, 2010 Employment Branding and Employee Engagement in the Web 2.0 World
    2. 2. Our Employment Brand Goal … “ and those on the Inside will know that this is the ultimate place to be.” - Polly Pearson - Dr. John Sullivan
    3. 3. A Brand is … <ul><li>“ A relationship, like the one you have with a friend.” </li></ul><ul><li>Trusting ~ Genuine </li></ul>
    4. 4. <ul><li>“ Do You Want to Get The Shiny Best Place to Work Awards?” </li></ul><ul><li>-- Or -- </li></ul><ul><li>“ Do you want to Be a Best Place to Work?” </li></ul>Our work began with a Question to the C-suite…
    5. 5. We Started on the INSIDE … with a (Voluntary), Engaging, Internal, 2.0 Network Mantra: “Fear Not. We’ll teach you to swim.” Today: 160 + Communities; > 50% of the Workforce Registered & Active
    6. 6. The Community Brought our Genuine Brand Values to Life
    7. 7. People Became More Connected with the Strategy, Culture, and One Another
    8. 8. Organic Brand Ambassadors Emerged: Home Grown, Enthusiastic, Expert Voices Today: Dozens of Bloggers; Hundreds of Micro-Bloggers
    9. 9. Experts Now Engage in “Official” Communities for Developers, Customers and Partners <ul><li>Developing products </li></ul><ul><li>Increasing revenue </li></ul><ul><li>Improving service and reducing support costs </li></ul><ul><li>Providing Certification & education on products </li></ul><ul><li>Building relationships, and loyalty </li></ul>
    10. 10. Experts and Brand Enthusiasts Now Lead/ Fuel “Unofficial” External Social Communities Consistently Reaching and Engaging Millions
    11. 11. Engagement Opportunities become like Viral Fly Paper Shown: EMC.com/Careers Campus: EMC Careers EMC|ONE Network EMCer Blogs Facebook: EMCCareers Twitter: EMCCareers YouTube: EMCCareers SEO site: EMC-Careers eBooks by/about EMCers EMC.com: EMC Careers Campus: EMC Careers EMC ONE, Culture Talk Blogs on EMC Culture & Careers Facebook: EMC Careers SEO Site: EMC-Careers.com TWITTER: EMC Careers YouTube: EMC Careers EMC.com; www.workingmotherexperience.com “The Working Mother Experience” Book EMC.com; “100 Job Search Tips” Book
    12. 12. <ul><li>The Real Magic Happens In the “Unofficial” Engagement </li></ul>
    13. 13. World Business Forum
    14. 14. Genuine Voices Speak To Why They Work at EMC
    15. 15. <ul><li>An Engagement Minute </li></ul><ul><li>13:37 – 13:38, January 19 </li></ul><ul><li>California, Portugal, Massachusetts </li></ul><ul><li>Social Responsibility Kudos </li></ul><ul><li>Talent Outreach/Career Tips RTs </li></ul><ul><li>Enthusiastic IT User </li></ul>
    16. 16. The Real Magic Happens in the Unofficial Engagement
    17. 17. The Ultimate Engagement: A Defining Moment: Hope
    18. 18. The World is Moving Away from the Industrial Era Model <ul><li>“ Command & Control” </li></ul>
    19. 19. Transitioning to the Knowledge Era Model <ul><li>“ Collaboration & Connection” </li></ul>Engagement & Leadership at Every Level Illustration: Gary Hamel
    20. 20. Contributing to Satisfaction & Engagement 83% Satisfied 86% Engaged * July, 2009 Based on 30,827 responses from 92% of employees
    21. 21. <ul><li>Why are they Engaged? </li></ul>
    22. 22. Highest Performing Results * Based on 30,827 responses from 92% of employees Personal Satisfaction Enjoy Co-workers 95 % 63 % 3 92% 93 % Manager Integrity * Based on 30,827 responses from 92% of employees
    23. 23. Quiz: Commitment Drivers <ul><li>____ High pay </li></ul><ul><li>____ Good benefits </li></ul><ul><li>____ Social, Environ Responsibility </li></ul><ul><li>____ Product Quality </li></ul><ul><li>____ Collegial Work Environment </li></ul><ul><li>____ The right people get recognized and promoted </li></ul><ul><li>____ “Great employer” recognition </li></ul><ul><li>____ Ethics and Integrity </li></ul><ul><li>____ Empowerment; Ability to Innovate </li></ul><ul><li>____ Recognition </li></ul><ul><li>____ Skill and Career Development </li></ul><ul><li>____ Treated with Respect; People Mgt </li></ul><ul><li>____ Interesting Work; Job/Skills Alignment </li></ul>Which do you think are the top 5 satisfiers for employees today? *EMC Corp; Corp Exec Board
    24. 24. Quiz: Commitment Drivers <ul><li>____ High pay </li></ul><ul><li>____ Good benefits </li></ul><ul><li>____ Social, Environ Responsibility </li></ul><ul><li>____ Product Quality </li></ul><ul><li>____ Collegial Work Environment </li></ul><ul><li>____ The right people get recognized and promoted </li></ul><ul><li>____ “Great employer” recognition </li></ul><ul><li>____ Ethics and Integrity </li></ul><ul><li>__ 5 __ Empowerment; Ability to Innovate </li></ul><ul><li>__ 4 __ Recognition </li></ul><ul><li>__ 3 __ Skill and Career Development </li></ul><ul><li>__ 2 __ Treated with Respect; People Mgt </li></ul><ul><li>__ 1 __ Interesting Work; Job/Skills Alignment </li></ul>Which do you think are the top 5 satisfiers for employees today? *EMC Corp; Corp Exec Board
    25. 25. <ul><li>So What? </li></ul>
    26. 26. Fortune 500 Companies with Engaged Employees Report: Growth in employee productivity $18,600 more market value per employee $3,800 more profits per employee $80,000–120,000 additional revenue per month Higher profitability Higher customer loyalty Recruitment costs 55% lower Source: Impact of Engaged Employees on Business Outcomes. Ongoing Employee Engagement Research, Hewitt Associates
    27. 27. We’re Finding: ROI More Market Value per Employee Additional revenue Higher customer engagement Better Recruitment Volume and Speed More + More Favorable Media Coverage Higher Employee Engagement Additional Innovation Additional profit
    28. 28. Some Tips <ul><li>Start Inside – not on Award Nomination Forms </li></ul><ul><li>Practice leading with Trust </li></ul><ul><li>Tap Into Those Who Are Already Engaged and Involve them in your Business Objectives </li></ul><ul><li>Try One of the Free Social Networks or Explore an Enterprise-Class Version. Start Small </li></ul><ul><li>Let Others do the work; it is about results, not control </li></ul><ul><li>Publicize business-centric/WIIFY victories </li></ul><ul><li>Inform Leadership Mistakes will Happen </li></ul><ul><li>Watch Your People Bloom and Do Your Job for You! </li></ul>
    29. 29. Employment Branding “Resources” <ul><li>$0.00 program budget </li></ul><ul><li>C reativity </li></ul><ul><li>C ommitment </li></ul><ul><li>C ollaboration </li></ul>
    30. 30. Stay in Touch: http://www.pollypearson.com ; @PollyPearson
    31. 31. © Copyright 2009 EMC Corporation. All rights reserved.
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