The webinar provided information on driving corporate culture transformation. It discussed why many culture initiatives fail, highlighted 7 important workplace trends, and outlined ways to leverage internal resources and align diversity efforts. Attendees learned a checklist for developing a one-page roadmap to revitalize their company's culture. The presentation emphasized understanding an organization's history and values, incorporating employee voices, and communicating the culture throughout the company.

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5. Driving Culture in
Today’s Marketplace
Nereida (Neddy) Perez
Founder & Principal
D&I Creative Solutions
www.DIcreativesolutions.com
www.linkedin.com/in/neddyperez

6. About: Neddy Perez
š 20+ years of experience in Human Resources and Diversity & Inclusion
Management
š Built and executed strategies/programs at Fortune 100 & 1000 companies
(i.e. Shell, Sodexo, KPMG, National Grid & Ingersoll Rand)
š Has worked in Asian, Latin American, US, and European markets
š Trusted Coach & Executive Advisor to CDOs and executives at major
companies, nonprofits, academic institutes and government agencies
š Owner D&I Creative Solutions
š Social Entrepreneur and co-founder of two organizations
STEMInnovationForum.com & MightyChicks.org
š Has won several awards and recognition for work in diversity, leadership
development and STEM talent pipeline development
š Serves on the board of Diversity MBA Magazine, Central Piedmont
Community College, University of Southern California’s Elevate Program,
SHRM Political Advisory Committee, i4cp think tank, etc.
š Blogger/Writer and Speaker

7. Question: Tell us about you?
š Why are you here today?
š Have been asked to revamp or build our culture strategy
š Already own the culture work in our company
š Am in Human Resources and curious about topic
š Am in Diversity & Inclusion and am curious about topic
š Am just curious

8. Question: Tell us about you?
š How many years have you worked in your company?
š 1-4 years
š 5-10 years
š 11- 15 years
š 16+ years

9. Objectives
Our goals today are to help you understand :
š Why do many corporate culture initiatives fail
š What are the 7 major workplace trends that will impact
your company culture
š How to leverage internal resources to identify, embrace
and reinvigorate your company culture
š How can you align Diversity & Inclusion to support
Corporate Culture transformation
š Walk away with a one page overview to help you
revitalize your corporate culture

10. Why Corporate Culture Matters
“The company’s Brand
Image will attract
candidates but the Culture
is why they stay or
comeback”

11. Why Corporate Culture Matters
š It is the heart and soul of the company
š It provides the framework for why the
company was founded, continues to exist,
and continues to grow
š It is what people believe internally with
regards to :
š Behaviors (Trust vs Competition; Integrity)
š Treatment (fairness)
š Leadership (only at executive level or certain
groups)
š Externally
š It carries over to customer interactions
š Impacts and influences customer loyalty

12. It’s About the Numbers
š Impact the bottomline
š Reduce Turnover cost
š Attraction costs – make it easier to
attract people
š Reduce safety costs and medical
leave
š Improve productivity
š Customer Satisfaction
š Competitiveness

13. What Employees are Looking for

14. Why Corporate Culture
Initiatives Fall Short
š Small group of senior leaders
assigned to “project” but no
long term process owner
š Work tends to be done or
commissioned by Human
Resources or the Strategy
Group
š Efforts may not go deep
enough
š Efforts may not be linked to
founders’ vision
š Objectives don’t link to other
major initiatives (i.e. Diversity,
HR or Business Strategy)

15. Why Corporate Culture
Initiatives Fall Short
š Workforce trends may be discussed
and reviewed but not incorporated
š Method used doesn’t take into
account subcultures (i,.e.Trane)
š Voice of employee and middle
management may not be
incorporated (i.e. Ascend)
š The company culture is not
translatable (i.e. We have a
“Winning Culture” )
š Fail to communicate and imbed into
every nook and corner of the
organization

16. 7 Workplace Trends You Need to Know
1. Data provides the foundation,
People’s experiences tell the story
2. Listen and incorporate my
voice

17. 7 Workplace Trends You Need to Know
3. Don’t promise what is not true
or do not deliver at all (i.e. Ingersoll
Rand Worklife)
4. Don’t just say it …“Live it, Be
It” (i.e. Do it & Zappos)

18. 7 Workplace Trends You Need to Know
5. Loyalty is Dead unless
š Ongoing learning/growing
š There is a belief in the purpose
š Failure is allowed without
being hurt (i.e. experiment)
š Work is flexible – I am not tied
to a location (i.e. CCL offices)
š Allow me to comeback after I
leave (Think “Boomerang” –
Deloitte’s Alumni Groups)

19. 7 Workplace Trends You Need to Know
6. Communicate in Short Bytes
š Visual is better with a caption
š Snap Chat it or Text it (140 to 250
characters)
š i.e. Two Words : Service &
Commitment - National Grid (10 million
customers 1 blizzard)
7. Be socially thoughtful and responsible
(humanitarian causes, environment/sustainability,
animal rights)

20. How to Leverage Internal Resources
to Drive Transformation
š Connect to History: Really understand the
founding individual’s rational behind the
company values
š Identify pivotal transitions in the company’s
history (i.e. merger/acquisition, shift in
strategy for example UPS the tightest ship to
We love Logistics)
š Identify the main elements of the culture that
align to the core values

21. How to Leverage Internal Resources
to Drive Transformation
š Look for internal subcultures and identify what
are the core values that resonate with them
š A sub culture is any group that has it’s own identity
which over rides the parent company/corporate
culture (i.e. engineers, supply chain, or a subsidiary,
or business acquisition)
š Look at internal data (i.e. National Grid tablet)
š Turnover – why did people leave what did they say
about the culture
š Use the employee engagement survey; what
patterns exist
š Look at ethics complaints filed ; safety records; pay
equity patterns; rewards and recognition handed out
š Leverage external social media sites like Glassdoor to
find out why people left or what they don’t like about the
company

22. How to Leverage Internal Resources
to Drive Transformation
š Interview people (senior leaders,
employee resource group
leaders, hold focus group
meetings in the native language
of employees)
š Leverage tools like Yammer, or
Corporate Linkedin or Google
Groups to learn more about what
employees say about the
company and leadership (i.e.
Google Story)

23. How to Leverage
Internal Resources to
Drive Transformation
š Review the company’s Learning & Development
Strategy
š Incorporate the core values into all learning
š Ask to speak to high potentials who have
completed leadership programs to get their in
put on the culture/subculture.
š Look at your Diversity and Inclusion Strategy, what
progress has been made.
š Ask to meet with the employee resource or
business resource groups to get their input
š Look at key questions on the engagement
survey around trust, respect, work culture,
diversity (i.e. I feel respected by…)

24. Align Diversity & Inclusion
with Culture Strategy
š Building blocks of Diversity & Inclusion are
grounded in
š Valuing people’s skills & talents
š Understanding & navigating the corporate culture
š Helping to breakdown silos and biases that limit
collaboration
š Addressing/Improving policies, processes and
behaviors that prevent an organization from meeting
business obligations or finding solutions business
problems or prevent a company from tapping a
particular market of business opportunities
š Increasing the talent pool of diverse candidates and
improving retention

25. If You Don’t Have a D&I Program
š Some tips:
š Form a committee of high potentials -
diversity council
š Check for how language is used … hidden
meanings (i.e. UPS Policy Book)
š Review your demographics
š Understand why people stay or leave
š Resources:
š www.humancapitalmedia.com
š www.dicreativesolutions.com
š www.linkedin.com

26. One Page Road Map Checklist
• What are the
core values?
• What’s been
done?
Communicate
&Engage
• Make it easy
• Make it
accessible
• Make it active
• Embed it in
everything
• Keep it simple
Eliminate & Track
• Forget the employee value
proposition
• Establish & measure goals
• Hold the leadership
accountable ..imbed in
business scorecard
Anchor
Efforts
• Learning
• Diversity
&Inclusion
• Operations
• Management &
employees
• Performance
System, etc.
Collect Data
• Engagement
Survey
• Demographi
c data
• Conduct
focus groups

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Building a Culture of Identity
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