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Hearts, Heads and Hands 
If you want to connect with 
employees in a 
measureable, mobilizing 
meaningful way 
Stephani L....
About Zurich Insurance Group 
• Globally, Zurich provides a wide range of general insurance and life insurance products 
a...
This story begins with the 
purpose of internal 
executive communication… 
To align and inspire 
employees to achieve 
org...
We align by defining 
expectations. 
What do we want to achieve?
And by updating progress. 
How we are doing?
We inspire by stimulating interest… 
…and excitement.
And by fostering trust through 
inspirational, accessible 
leadership interactions.
Define expectations 
Stimulate 
interest 
Foster trust 
Update 
progress
The elements of the 
executive comms plan 
are pretty traditional.
Speeches
Speeches 
Presentations
Speeches 
Appearances 
Presentations
Speeches 
Video 
Appearances 
Presentations
Speeches 
Video 
Appearances 
Presentations 
Interaction / Listening
Speeches 
Written Messages 
Video 
Appearances 
Presentations 
Interaction / Listening
Speeches 
Written Messages 
Video 
Appearances 
Presentations 
Interaction / Listening 
Meetings
But we’ve tried to take 
a fresh approach – 
borrowing from 
marcomm, social and 
Readers Digest
Executive messaging 
that Defines 
Expectations and 
touches hearts as well 
as heads
Interactive and conversational
Personal and relevant
Casual enough to go with sneakers
Helps people feel connected to 
the strategy…
You know the strategy 
messages are resonating 
when people set it to music…
StrateZ rap
How are people responding?
This is the "best written" results email I have 
ever seen … and wanted you to know I really 
see a difference. Your "ever...
This is the "best written" results email I have 
ever seen … and wanted you to know I really 
see a difference. Your "ever...
FABULOUS email communication! 
Wow. – Roger, Head of Property 
I thought the total perspective was spot on 
and the exampl...
Executive presentations can 
Update Progress without 
putting people to sleep
• Modular 
• On-demand 
• Bite-sized 
• Real people 
• Unscripted 
• Lively 
• Good stories
infoShare on Demand teaser
How are people responding?
I really like this format - 
conversational, easy to 
follow, playable when 
business isn't pressing, 
etc. THANKS! – onli...
I LOVED the video. I feel like I started to 
know my co-workers in other offices. 
Hearing their voices and their stories ...
It was so nice to see both of you in a casual 
relaxed atmosphere. It showed the 
employees at Zurich that we are all stil...
It IS possible to use 
Powerpoint without 
becoming a target of 
rotten tomatoes.
Showing (not just telling)
Analogies that illuminate
Infographics
Appeal to heart and head
Make it personal
Enable great storytelling
How are people responding?
I’ve been with Zurich for 13 
years and I’m so impressed 
with the progressions of the 
InfoShares over the past few 
year...
Just a quick note to say that this 
presentation was the best I've seen in my 
11 years w/Z.’ – online comment 
I’ve been ...
Just a quick note to say that this 
presentation was the best I've seen in my 
11 years w/Z.’ – online comment 
Just wante...
How do you Stimulate 
Excitement with an(other…) 
executive meeting?
Engage with interaction
Inform with panache
Dynamic ambiance
Make it tactile 
…and throw 
in a bear 
every ten 
minutes.
Burning the note
How are people responding?
The slides and presentation was 
excellent right on point on what each of 
us need to take away from the results of 
opera...
Congrats on the meeting today. It 
helped me get centered on our 
2013 "acceleration" points. All the 
extra touches from ...
Fantastic meeting. Very well done. 
Content completely digestible, totally 
connected the dots. Speakers well 
prepared. V...
Cultivating executive 
interactions to Inspire Trust 
and Confidence
Accessible participation 
Team Spirit Day
A Big Reveal 
Team Spirit Day 
New Headquarters
Kids and puppies 
Team Spirit Day 
Fundraising 
New Headquarters
Serious fun 
Team Spirit Day 
Fundraising 
Dunk Tank 
New Headquarters
Fundraising 
New Headquarters 
Give genuinely 
Team Spirit Day 
Dunk Tank 
Volunteer of the Year
Fundraising 
Servant leadership 
New Headquarters 
Team Spirit Day 
Dunk Tank 
Volunteer of the Year 
Daffodil Days
Fundraising 
Bake Sale 
New Headquarters 
Lead with heart 
Team Spirit Day 
Dunk Tank 
Volunteer of the Year 
Daffodil Day...
Bake Sale – Global Community Week 2013 video
Case study in sacrilegious 
communications 
67 
(No executives were 
harmed in the execution of 
this campaign)
Mosaic of progress video
Creative… 
69
Creative… 
70
A little surprising… 
71
A little unexpected… 
72
…Very effective
Kudo's for linking our aspired mindsets 
and behaviors into our every day life and 
focusing on how each individual can ma...
A fabulous interactive and an informative tool 
delivered in a fun medium. Thank you. – 
online comment 
I was on the Cata...
A fabulous interactive and an informative tool 
delivered in a fun medium. Thank you. – 
online comment 
What a great and ...
What a great and simple way for us to 
illustrate our progress over the past few 
years. I also loved all of the hype as w...
Measuring the 
effectiveness of executive 
communications
Employee Engagement Survey 
79 
Overall engagement score 
2011 
57
Employee Engagement Survey 
80 
Overall engagement score 
2011 
57 
2013 
66
Employee Engagement Survey 
81 
Overall engagement score 
2011 
57 
9 point improvement 
2013 
66
Employee Engagement Survey 
82 
Information and Communication score 
2011 
64
Employee Engagement Survey 
83 
Information and Communication score 
2011 
64 
2013 
76
Employee Engagement Survey 
84 
Information and Communication score 
2011 
64 
12 point improvement 
2013 
76
Employee Engagement Survey 
85 
Leadership and Vision score 
2011 
43
Employee Engagement Survey 
86 
Leadership and Vision score 
2011 
43 
2013 
57
Employee Engagement Survey 
87 
Leadership and Vision score 
2011 
43 
14 point improvement 
2013 
57
Hearts, Heads and Hands 
If you want to connect with 
employees in a 
measureable, mobilizing 
meaningful way 
Stephani.go...
Hearts, Heads and Hands: How cupcakes, sidewalk chalk, and the story of a teen driver connected a CEO with his workforce a...
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Hearts, Heads and Hands: How cupcakes, sidewalk chalk, and the story of a teen driver connected a CEO with his workforce and connected the workforce to the company strategy - BDI 10/16 Financial Services Social Business Leadership Forum

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Presentation: Hearts, Heads and Hands: How cupcakes, sidewalk chalk, and the story of a teen driver connected a CEO with his workforce and connected the workforce to the company strategy.
Presented by: Stephani Gordon, Internal Communications Business Partner to the CEO, Zurich Insurance Group
With an employee demographic that trends outside the ‘social’ scene, Zurich Insurance Group has achieved tremendous communications and engagement success by refreshing traditional marcomm channels with enticing storytelling, strong visual imagery, creative video and ‘social’ buzz. Stephani Gordon will share several executive communications project samples that include a strategy rap, a mobilization campaign built on the concept of graffiti tagging, and a CEO’s invitation to people to ‘walk away’ from their desks. This presentation is the story of coaching senior executives on what it means to connect in today’s world.

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Hearts, Heads and Hands: How cupcakes, sidewalk chalk, and the story of a teen driver connected a CEO with his workforce and connected the workforce to the company strategy - BDI 10/16 Financial Services Social Business Leadership Forum

  1. 1. Hearts, Heads and Hands If you want to connect with employees in a measureable, mobilizing meaningful way Stephani L. Gordon Zurich Insurance Group North America Commercial October 2014
  2. 2. About Zurich Insurance Group • Globally, Zurich provides a wide range of general insurance and life insurance products and services in more than 170 countries. • We are headquartered in Zurich, Switzerland, where we were founded in 1872. • In North America, Zurich is a leading commercial property-casualty insurance provider serving the global corporate, large corporate, middle market, specialties and programs sectors. • We are more than 55,000 employees globally and 10,000 employees in North America. • 35 offices with >25 employees; 64 offices with <25 employees • Average employee tenure at Zurich 10 years • 2012 marked Zurich's 100-year anniversary of insuring America and the success of its customers, shareholders and employees.
  3. 3. This story begins with the purpose of internal executive communication… To align and inspire employees to achieve organizational goals
  4. 4. We align by defining expectations. What do we want to achieve?
  5. 5. And by updating progress. How we are doing?
  6. 6. We inspire by stimulating interest… …and excitement.
  7. 7. And by fostering trust through inspirational, accessible leadership interactions.
  8. 8. Define expectations Stimulate interest Foster trust Update progress
  9. 9. The elements of the executive comms plan are pretty traditional.
  10. 10. Speeches
  11. 11. Speeches Presentations
  12. 12. Speeches Appearances Presentations
  13. 13. Speeches Video Appearances Presentations
  14. 14. Speeches Video Appearances Presentations Interaction / Listening
  15. 15. Speeches Written Messages Video Appearances Presentations Interaction / Listening
  16. 16. Speeches Written Messages Video Appearances Presentations Interaction / Listening Meetings
  17. 17. But we’ve tried to take a fresh approach – borrowing from marcomm, social and Readers Digest
  18. 18. Executive messaging that Defines Expectations and touches hearts as well as heads
  19. 19. Interactive and conversational
  20. 20. Personal and relevant
  21. 21. Casual enough to go with sneakers
  22. 22. Helps people feel connected to the strategy…
  23. 23. You know the strategy messages are resonating when people set it to music…
  24. 24. StrateZ rap
  25. 25. How are people responding?
  26. 26. This is the "best written" results email I have ever seen … and wanted you to know I really see a difference. Your "every day language" was really effective. Also LOVED LOVED LOVED the call outs to our employees who are going above and beyond. – Angela, colleague
  27. 27. This is the "best written" results email I have ever seen … and wanted you to know I really see a difference. Your "every day language" was really effective. Also LOVED LOVED LOVED the call outs to our employees who are going above and beyond. Thanks for your work on this. – Angela, colleague FABULOUS email communication! Wow. – Roger, Head of Property Very clear messaging. Feel that this article will resonate with the staff. Excellent explanation of the various factors that impact results - should help ALL employees better understand how their contribution makes a difference. – online comment
  28. 28. FABULOUS email communication! Wow. – Roger, Head of Property I thought the total perspective was spot on and the examples highlighted how every employee can help with both premium growth and expense reduction; going beyond their job description. – online comment Very thoughtful, authentic and genuine. – Hannah, colleague This is the "best written" results email I have ever seen … and wanted you to know I really see a difference. Your "every day language" was really effective. Also LOVED LOVED LOVED the call outs to our employees who are going above and beyond. Thanks for your work on this. – Angela, colleague Very clear messaging. Feel that this article will resonate with the staff. Excellent explanation of the various factors that impact results - should help ALL employees better understand how their contribution makes a difference. – online comment This was the best holiday message to come from Mr. Foley to date. He covered the right topics and set the correct tone. Well done. – online comment
  29. 29. Executive presentations can Update Progress without putting people to sleep
  30. 30. • Modular • On-demand • Bite-sized • Real people • Unscripted • Lively • Good stories
  31. 31. infoShare on Demand teaser
  32. 32. How are people responding?
  33. 33. I really like this format - conversational, easy to follow, playable when business isn't pressing, etc. THANKS! – online comment
  34. 34. I LOVED the video. I feel like I started to know my co-workers in other offices. Hearing their voices and their stories of success in short bursts was really interesting.– online comment
  35. 35. It was so nice to see both of you in a casual relaxed atmosphere. It showed the employees at Zurich that we are all still human and can just enjoy a few minutes of "down time" to acknowledgement and recognize each other. – Julie, colleague
  36. 36. It IS possible to use Powerpoint without becoming a target of rotten tomatoes.
  37. 37. Showing (not just telling)
  38. 38. Analogies that illuminate
  39. 39. Infographics
  40. 40. Appeal to heart and head
  41. 41. Make it personal
  42. 42. Enable great storytelling
  43. 43. How are people responding?
  44. 44. I’ve been with Zurich for 13 years and I’m so impressed with the progressions of the InfoShares over the past few years. You’ve made complicated topics easy to understand for all levels of the organization. – online comment
  45. 45. Just a quick note to say that this presentation was the best I've seen in my 11 years w/Z.’ – online comment I’ve been with Zurich for 13 years and I’m so impressed with the progressions of the InfoShares over the past few years. You’ve Just a note to say that my impression … is that Mike’s InfoShares are well done and well received. It seems that Mike is hitting mark with the right level of data. – Rick, Ic ojluleasgtu ewant to take a few moments to let made complicated topics easy to understand for all levels of the organization. – online comment Words cannot express...Thanks! It will add polish and even more clarity to my context setting. We actually discussed the InfoShare and understood it....., we liked it...we really liked it - Linda, colleague you know how impressed I was with the infoShare…fabulous job… bringing it down to a level where everyone can relate. We found it not only informative, but we also found it enjoyable. Many of those images brought the information to I listened in to the InfoShare yesterday and I thought it was the best one I'd heard so far... I really liked the energy and enthusiasm. And not being a numbers person myself, I felt that Mike and Mary and the team really made our results translate in a language I could understand. - Brett, colleague life. – Michelle, colleague Great job pulling together InfoShare -- a very positive message, clear, well-put together -- and good energy in the room! – Geno, Head of Strategic Execution
  46. 46. Just a quick note to say that this presentation was the best I've seen in my 11 years w/Z.’ – online comment Just wanted to say well done... I may have told you I used to snooze through the InfoShares and now they are engaging and approachable and I stay awake through the whole thing! – Moira, I’ve been with Zurich for 13 years and I’m so impressed with the progressions of the InfoShares over the past few years. You’ve made complicated topics easy to understand for all levels of the organization. – online comment Words cannot express...Thanks! It will add polish and even more clarity to my context setting. We actually discussed the InfoShare and understood it....., we liked it...we really liked it - Linda, colleague Just a note to say that my impression … is that Mike’s InfoShares are well done and well received. It seems that Mike is hitting mark with the right level of data. – Rick, colleague I listened in to the InfoShare yesterday and I thought it was the best one I'd heard so far... I really liked the energy and enthusiasm. And not being a numbers person myself, I felt that Mike and Mary and the team really made our results translate in a language I could understand. - Brett, colleague I just want to take a few moments to let you know how impressed I was with the infoShare…fabulous job… bringing it down to a level where everyone can relate. We found it not only informative, but we also found it enjoyable. Many of those images brought the information to life. – Michelle, colleague Great job pulling together InfoShare -- a very positive message, clear, well-put together -- and good energy in the room! – Geno, Head of Strategic Execution colleague
  47. 47. How do you Stimulate Excitement with an(other…) executive meeting?
  48. 48. Engage with interaction
  49. 49. Inform with panache
  50. 50. Dynamic ambiance
  51. 51. Make it tactile …and throw in a bear every ten minutes.
  52. 52. Burning the note
  53. 53. How are people responding?
  54. 54. The slides and presentation was excellent right on point on what each of us need to take away from the results of operations and the next steps of what we need to deliver. – survey comment
  55. 55. Congrats on the meeting today. It helped me get centered on our 2013 "acceleration" points. All the extra touches from the story telling, the customer seat at the table, the music, the printed materials … really made for a worthwhile day. – survey comment
  56. 56. Fantastic meeting. Very well done. Content completely digestible, totally connected the dots. Speakers well prepared. Very energetic. Just very good all the way around. – Lori Ann, colleague
  57. 57. Cultivating executive interactions to Inspire Trust and Confidence
  58. 58. Accessible participation Team Spirit Day
  59. 59. A Big Reveal Team Spirit Day New Headquarters
  60. 60. Kids and puppies Team Spirit Day Fundraising New Headquarters
  61. 61. Serious fun Team Spirit Day Fundraising Dunk Tank New Headquarters
  62. 62. Fundraising New Headquarters Give genuinely Team Spirit Day Dunk Tank Volunteer of the Year
  63. 63. Fundraising Servant leadership New Headquarters Team Spirit Day Dunk Tank Volunteer of the Year Daffodil Days
  64. 64. Fundraising Bake Sale New Headquarters Lead with heart Team Spirit Day Dunk Tank Volunteer of the Year Daffodil Days
  65. 65. Bake Sale – Global Community Week 2013 video
  66. 66. Case study in sacrilegious communications 67 (No executives were harmed in the execution of this campaign)
  67. 67. Mosaic of progress video
  68. 68. Creative… 69
  69. 69. Creative… 70
  70. 70. A little surprising… 71
  71. 71. A little unexpected… 72
  72. 72. …Very effective
  73. 73. Kudo's for linking our aspired mindsets and behaviors into our every day life and focusing on how each individual can make a difference!!! It's the little, every-day things that matter. – online comment
  74. 74. A fabulous interactive and an informative tool delivered in a fun medium. Thank you. – online comment I was on the Catalyst call today and want to tell you both how excited I am to be a part of this fun, new initiative! Very cool Hi there - I had to send you a note - the Mosaic is awesome - very catchy and fun. AWESOME WORK! – Nuala, colleague I admire your willingness and excitement to step out of the box -- phenomenal! – Ali, colleague Kudo's for linking our aspired mindsets and behaviors into our every day life and focusing on how each individual can make a difference!!! It's the little, every-day things that matter. – online comment I admire your willingness and excitement to step out of the box -- phenomenal! – Ali, colleague idea! – Patty, colleague
  75. 75. A fabulous interactive and an informative tool delivered in a fun medium. Thank you. – online comment What a great and simple way for us to illustrate our progress over the past few years. I also loved all of the hype as well. It made me very curious. Great work! – I was on the Catalyst call today and want to tell you both how excited I am to be a part of this fun, new initiative! Very cool idea! – Patty, colleague Online comment Hi there - I had to send you a note - the Mosaic is awesome - very catchy and fun. AWESOME WORK! – Nuala, colleague I admire your willingness and excitement to step out of the box -- phenomenal! – Ali, colleague Kudo's for linking our aspired mindsets and behaviors into our every day life and focusing on how each invdividual can make a difference!!! It's the little, every-day things that matter. – online comment
  76. 76. What a great and simple way for us to illustrate our progress over the past few years. I also loved all of the hype as well. It made me very curious. Great work! – Online comment A fabulous interactive and an informative tool delivered in a fun medium. Thank you. – online comment I admire your willingness and excitement to step out of the box -- phenomenal! – Ali, colleague I was on the Catalyst call today and want to tell you both how excited I am to be a part of this fun, new initiative! Very cool idea! – Patty, colleague Hi there - I had to send you a note - the Mosaic is awesome - very catchy and fun. AWESOME WORK! – Nuala, colleague Thoroughly enjoyed the mosaic. what a unique concept! – online comment Kudo's for linking our aspired mindsets and behaviors into our every day life and focusing on how each invdividual can make a difference!!! It's the little, every-day things that matter. – online comment I love it. Fun + work. Excellent. – online comment I love everything about this fun and interactive portal! – online comment
  77. 77. Measuring the effectiveness of executive communications
  78. 78. Employee Engagement Survey 79 Overall engagement score 2011 57
  79. 79. Employee Engagement Survey 80 Overall engagement score 2011 57 2013 66
  80. 80. Employee Engagement Survey 81 Overall engagement score 2011 57 9 point improvement 2013 66
  81. 81. Employee Engagement Survey 82 Information and Communication score 2011 64
  82. 82. Employee Engagement Survey 83 Information and Communication score 2011 64 2013 76
  83. 83. Employee Engagement Survey 84 Information and Communication score 2011 64 12 point improvement 2013 76
  84. 84. Employee Engagement Survey 85 Leadership and Vision score 2011 43
  85. 85. Employee Engagement Survey 86 Leadership and Vision score 2011 43 2013 57
  86. 86. Employee Engagement Survey 87 Leadership and Vision score 2011 43 14 point improvement 2013 57
  87. 87. Hearts, Heads and Hands If you want to connect with employees in a measureable, mobilizing meaningful way Stephani.gordon@zurichna.com Stephani.gordon@gmail.com

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