How To Activate Your Brand and Engage Employees
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A presentation at the Strategic Employee Engagement and Internal Brand Activation Conference, San Diego, August 2014.
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How To Activate Your Brand and Engage Employees
- 1. HOW TO ACTIVATE YOUR EMPLOYER BRAND, ENERGIZE YOUR EMPLOYEES, AND ATTRACT SKILLED TALENT TO DRIVE BOTTOM-LINE RESULTS By Pi Wen Looi, PhD. August 5, 2014 A Presentation at the Strategic Internal Communications Conference, San Diego, August 5-7, 2014
- 2. Our Focus Today © Novacrea 2014 8/5/2014 2 ¨ Welcome ¨ Brand—Promises and Stories ¨ Brand Activation ¤ Group Activity ¨ Internal Branding and Employee Engagement ¨ Metrics of Success ¨ The Art of Asking Questions ¤ Group Activity ¨ Communication Campaign Evaluation
- 3. Social Sharing © Novacrea 2014 8/5/2014 3 ¨ Twitter: #intcomms ¨ @novacrea
- 4. Brand—Promises and Stories © Novacrea 2014 8/5/2014 4
- 5. 5
- 6. 6 What Is Activation
- 7. Brand Activation © Novacrea 2014 8/5/2014 7 ¨ Is the seamless integration of all communication means to bring a brand to life. ¨ Encourages positive participation (physically or digitally) from your target audience and builds longer-term emotional connections with consumers, employees, and prospective hires.
- 8. Brand Activation © Novacrea 2014 8/5/2014 8 ¨ External Branding ¨ Internal Branding
- 9. Group Activity © Novacrea 2014 8/5/2014 9 ¨ What does your company brand stand for? ¨ How does your company communicate its brand promise to its: ¤ Customers ¤ Employees ¤ Potential Employees ¨ Is your internal brand consistent with your external brand?
- 10. Internal Branding and Employee Engagement 10
- 11. Novacrea Engagement Model Key Drivers Observable Behaviors Engagement Vision/Mission; Understanding of Goals Learning and Development Opportunities Relationships with Managers and Coworkers Career Advancement Opportunities Rewards and Recognition Retention Advocacy Discretionary Efforts 11 Meaningful and Challenging Work © Novacrea 2014 8/5/2014
- 12. How Do They Activate Their Brand? © Novacrea 2014 8/5/2014 12
- 13. Internal Communication and Engagement Key Drivers Observable Behaviors Engagement Vision/Mission; Understanding of Goals Internal Communication Learning and Development Opportunities Relationships with Managers and Coworkers Career Advancement Opportunities Rewards and Recognition Retention Advocacy Discretionary Efforts 13 Meaningful and Challenging Work © Novacrea 2014 8/5/2014
- 14. When To Communicate? © Novacrea 2014 8/5/2014 14 ¨ Trigger Events ¨ Ongoing Communications ¨ Program-based Events Communication Strategy
- 15. Metrics of Success Photo credits: Donald Darrow, Flickr
- 16. Which Metrics? © Novacrea 2014 8/5/2014 16 ¨ Desired Outcome and Impact ¤ Behavioral Change ¤ Improved Business Results ¨ Analytics ¤ Participation Rate (Enterprise Social Network, Wiki, etc.) ¤ Survey Response Rate ¤ Training Attendance ¤ Other?
- 17. Sample Worksheet © Novacrea 2014 8/5/2014 17 Activities/Channels Output Outcome Impact Intranet Stories, news, resources Awareness Newsletter Stories and news Awareness Enterprise Social Tweet feeds, Network communities Awareness, Relationship Building Communities, Social learning, Trust All-Hands/Town Hall Meetings Meetings/ recordings Awareness, Employee Involvement Motivation, Behavior Change, Improved Retention New Hire Orientation/ Onboarding Orientation / onboarding program Awareness, Cohort, Team-building Socialization, Assimilation, Company Pride, Ramp-up time Employee Survey Survey, data Survey Feedback, Gap Assessment Continuous Improvement
- 18. The Art of Asking Questions 18
- 19. The Art of Asking Questions BEFORE © Novacrea 2014 8/5/2014 19 Do you receive clear and timely communication regarding company matters? ❍ Yes, regularly ❍ Inconsistently ❍ Must ask ❍ Not at all
- 20. The Art of Asking Questions © Novacrea 2014 8/5/2014 20 To what extent do you agree or disagree with the following statements? Agree Strongly Agree Somewhat Neither Agree Nor Disagree Disagree Somewhat Disagree Strongly Communications about Company ABC’s business goals, strategies, and business performance are clear. ❍ ❍ ❍ ❍ ❍ Communications about Company ABC’s business goals, strategies, and business performance are timely. ❍ ❍ ❍ ❍ ❍ AFTER
- 21. The Art of Asking Questions BEFORE © Novacrea 2014 8/5/2014 21 On a scale of 1 - 5, 1 being the least likely and 5 being the most likely, please answer the following question: My company offers the professional development training programs that I need (i.e., time management, business writing, and presentation skills).
- 22. The Art of Asking Questions AFTER © Novacrea 2014 8/5/2014 22 How likely are you to attend professional development training programs on: Extremely Likely Very Likely Somewhat Likely Not Very Likely Not at all Likely Time management? ❍ ❍ ❍ ❍ ❍ Business writing? ❍ ❍ ❍ ❍ ❍ Presentation skills? ❍ ❍ ❍ ❍ ❍
- 23. The Art of Asking Questions © Novacrea 2014 8/5/2014 23 ¨ Clear, Unbiased, Non-Leading Questions ¤ Include Enabler Questions ¨ Rating Scales Consistent With Questions ¨ Best Practice ¤ Pilot Test Questions Before Survey Launch
- 24. Group Activity © Novacrea 2014 8/5/2014 24 Work in pairs, create questions to measure: ¨ The effectiveness of your [insert name of your recent communication campaign] ¨ Employees’ understanding of your company brand ¨ The perceived ease of use of your intranet (search function, content, frequency of update)
- 25. Communication Campaign Evaluation Revise Program As Appropriate Analyze Data and Draw © Novacrea 2014 8/5/2014 25 Get Stakeholders Buy-In Define Success Measures Identify Sources of Data Implement Research Plan Conclusions
- 27. 27 Photo credits: BigStock and Google Images
- 28. NOVACREA RESEARCH CONSULTING Pi Wen Looi, PhD . www.NovacreaResearch.com Follow me @Novacrea Phone: 510-926-2883 Email: piwen.looi@NovacreaResearch.com Photo credits: Bigstock, unless otherwise noted.