The document describes how Genentech developed its employee advocacy program. It established the Genentech Employee Ambassador Program (gEEP) to leverage employees to identify and recruit new talent. The program empowers employees to act as ambassadors who identify referrals within their networks and foster relationships. It also aims to excite employees and increase Genentech's talent brand awareness on social media. The program started with a small pilot group and will expand gradually with training and an evaluation of results. In its first 8 months, gEEP had 146 ambassadors, 27 events, and 73 referrals resulting in 4 hires.

2. How Genentech developed its
employee advocacy program
​ Traci Scovel
​ Principal Program Manager, Genentech
​ Lisa Rose
​ Principal Program Manager, Genentech

3. 3
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• Founded in 1976 and celebrated its 40th Anniversary in 2016
• Became a member of the Roche Group in March 2009
• Headquartered in South San Francisco, California
• Approximately 14,500 employees in the U.S.
• Headquarters for all Roche pharmaceutical operations in the U.S.
- ~40 medicines approved for people with various serious or life-threatening diseases
- Genentech’s Research and Early Development group (gRED) has ~25 potential new medicines in
preclinical and clinical development
Genentech Fast Facts

4. Today’s
agenda
• Employee Advocacy at
Genentech
• Excite Your Employee
Community
• Activate a Social Savvy
Workforce
• How Are We Doing?
• Takeaways & Questions

5. Leverage influencing
employees to help us
identify, attract and hire
amazing people
Excite, entice &
empower employees to
take ownership in
amplifying our collective
voice, mission & culture
Members of
GNE’s corporate
staffing team
organized &
activated an
initiative
designed to:
Recruiting isn’t just for recruiters
• A need to find and hire the people who will continue to push the boundaries
of science to shape the future of medicine.

6. Create Connections
​ Lots of Reasons to enlist employees!
• Share sense of pride and great work
happening
• Showcase company culture
​ EMPLOYEE ADVOCACY ISN’T NEW…
Attract
Recruit
Retain

7. gEEP Defined
​ The Genentech Employee Ambassador Program (gEEP) is designed to leverage
influencing employees to identify new talent for positions across the company. The
program will:
Empower
Engage
Equip

8. Role of the Ambassador
IDENTIFY REFERRALS & FOSTER RELATIONSHIPS
Create a pipeline of referrals for critical target groups
Augment Amazing Discoveries (complement to our ERP program)
INCREASE (TALENT) NETWORK
Amplify the Genentech talent brand and employee experience
INSPIRE OTHERS
Demonstrate pride of Genentech as a Great Place to Work
FOSTER INFORMATION SHARING
Gain competitive intelligence on market changes and community
Build awareness via Social Media by becoming Social Influencers
Provide genuine employee perspective
Share authentically about our mission and culture

9. EXCITE YOUR
EMPLOYEE COMMUNITY

10. Dare to Innovate
Agitate
Innovate
Contemplate
Illustrate

11. Internal Promotion: make it mean something & make it fun!

12. gEEP
Summit
An event to build awareness and excitement
gEEPgEEP
Overview
Enhance
your LinkedIn
profile
Amazing
Discoveries
(ERP)
Conferences/
Events
Social Media

13. ACTIVATE A SOCIAL
SAVVY WORKFORCE

14. Bringing the Social Savvy to gEEP
​ Get the right content to the right employees at the right
time and enable safe, easy sharing
Help Position Employees as Thought Leaders
Amplify Genentech Initiatives and Culture
Ensure Consistency and Compliance

15. Pilot
• Who: small controlled
Pilot group of 15-20
employees from
Corporate Staffing
• Strategy: simple
content strategy,
focus on adoption
and learning how to
use the platform
• Training: hands-on
training for pilot
participants and
program managers
Phase 2A
• Who: Invite Corporate
Staffing
• Strategy: Simple
content strategy,
focus on adoption
and learning how to
use platform
• Training: In-person
training
Phase 2B
• Who: Invite all
socially-active
gEEPers
• Strategy: Begin
simple content
targeting by sites and
functions
• Training: Small group
webinars for all
participants
Phase 3
• Who: Employee
Community
• Strategy: Targeted
content for all
participants to create
a highly relevant
experience
• Training: gBar
(Summits, Lunch &
Learns, Team
Meetings, hosted
training materials
within the hub)
Start small, show value, gain approval, optimize, & expand effectively
Social Sharing Game Plan: Iterate & Evolve

16. HOW ARE WE DOING?

17. gEEP Overview
AMBASSADORS146
four
HIRES 27 EVENTS
73R E F E R R A L S
2016 Jan-Aug OVERVIEW

18. The gEEPer experience
JOAN SKINNER
… great find! Think we
should have her meet Sr.
Leaders (officers) at
Roche/GNE .....She could
have great impact in PT.
CLAIRE PAIRAUD
......I definitely recommend
her as a great candidate
for leadership opportunities
in PT.
JOAN SKINNER
A great impact on PT …
thanks for your excellent
work on the PT Women
ambassadors program.JAMI PALUMBO
......this is very exciting
and keep the momentum!

19. Identify the problem statement & define a clear objective
Start small, show value, gain approval, optimize, & expand effectively
Excite and engage your employees
Create an easy avenue and process
Key Takeaways:

20. THANK YOU!