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Leverage Certification summit culture u session
- 1. Melanie Hopkins How to leverage your Great Place to Work® Certification
- 2. Melanie Hopkins Great Place to Work Who am I?
- 4. What is Great Place to Work® Certification? Great Place to Work® Certification leverages 30 years of research to quantify the current state of your workplace culture and show you how it compares to the very best in the U.S.!
- 5. How do you become Certified? • We survey your employees during a 2-week period with our Trust Index survey • You complete a Culture Brief and provide us with details about your companies programs and practices • Then based on your survey results if you meet our benchmark for Certification you’ll receive a badge to show off for the next 12 months
- 6. What does it mean to be Certified?
- 8. Added benefits of Certification
- 9. • Companies with bad reputations pay 10% more per hire • US employers spend $2.9M per day looking for replacement workers • Take the guesswork out of talent acquisition Certification: Recruitment
- 10. Certification: Recruitment “Great Place to Work Certification is a great recruitment tool in a highly competitive market, differentiating us from our competitors.” - WellStar Health System
- 11. Certification: Recruitment “Having the Great Place to Work Certification badge on both our LinkedIn and our careers page has shown absolute ROI. 27% of applicants now mention Great Place to Work when applying for jobs.” Katie Evans-Reber Head of People at Wonolo
- 13. “Participating in the Great Place to Work Recognition program delivers positive brand recognition worldwide. It provides a competitive advantage for us and drives our credibility with customers, suppliers, investors and shareholders.” -Stryker Corporation Elevate your employer brand
- 14. • Create a culture of pride • Fortune 100 Best Companies to Work for have ½ the average turnover of their industry • The cost to replace a highly- trained employee can exceed 200% of their annual salary. Keep your top talent engaged
- 15. • Small company? No problem! • 2/3 of fastest-growing companies fail within 10 years • Mergers with cultural mismatches = a yearly net income drop of over $600 million Scale your culture with your business
- 16. So you’re Certified, now what? Let’s party, duh!
- 17. • Internal email announcement • Careers page • Careers print collateral • Workplace celebration • Social media • Advertising • Activate employees • Storefront How to promote your Certification
- 19. How to use your Certified badge
- 20. How to use your Certified badge
- 21. How to access your Certification badge
- 22. How to use your Certification badge
- 23. How to use your Certification badge
- 24. How to use your Certification badge
- 25. How to activate your employees
- 26. How to activate your employees
- 27. How to recruit with your badge
- 28. How to promote your Certification
- 29. How to promote your Certification
- 32. #GPTWcertified • 2019 was a year of elevating the Mr. Cooper Group employer brand • Announcing GPTW certification played a major role in the 20% increase in total social media followers • LinkedIn saw a 100% increase in overall engagement, page views and followers—outpacing all major competitors on the platform
- 33. #GPTWcertified • They saw a significant spike in the use of the #wearemrcooper hashtag in August, when sharing the Certification announcement • GPTW social campaign spotlighted employees and encouraged them to share what makes Mr. Cooper a Great Place to Work, along with an additional push on the national Certification Nation Day
- 35. How to throw the BEST celebration
- 36. How to throw the BEST celebration
- 37. How to throw the BEST celebration
- 38. How to throw the BEST celebration
- 39. How to throw the BEST celebration
- 40. How to throw the BEST celebration
- 41. How to throw the BEST celebration
- 42. Certification Nation Day 2020 October 20, 2020
- 43. Or ways you’ve leveraged your #GPTWcertified status? Questions?
- 44. Tweetable Takeaways @GPTW_US I’m proud to be with @GPTW_US at the #GPTW4ALL Summit representing (tag company) a #GPTWcertified company! It’s great to be at the #GPTW4ALL Summit with the Certification Nation! I’m proud to work for a #GPTWcertified company. Working for (tag company) is great because: XXXXXXXXX and that’s why we’re #GPTWcertified!
Editor's Notes
- Hi I’m Melanie Hopkins and I’m the Community Manager here at Great Place to Work I’m SO excited to be here this week and really today is just the beginning of a fantastic few days For the next hour or so we’re going to talk about ‘How to Leverage Your Great Place to Work Certification.’ First, we’ll go over WHAT exactly it means to be Great Place to Work Certified Then, we’ll talk about why you should be using your Certification badge throughout the year Finally, we’ll look at ALL sorts of ways Certified companies are leveraging their Certification and break down how to do the same thing at your company Before we dive in – can we have a show of hands for organizations that are currently Certified? ……..Wonderful! Congratulations to you all and your organizations! And – if you’re here to learn more, you’re in the right place! We hope to see more of you and eventually help recognize your workplace culture too! The following ideas will get you ahead of the game!
- I’m Melanie Hopkins I run all of our Community efforts at Great Place to Work Originally from Southern California, but I’ve lived in Texas for 10 years and I work remotely form home My coworker Mia is very fluffy and often squeaks toys during my calls, but she redeems herself by being a constantly positive coworker Working from home is perfect for me and my family at this stage in my life and I’m so grateful for the job I have and the ability it gives me to travel I am a huge fan of GPTW, the mission to create great workplaces, and ultimately helping our Certified companies leverage that Certification! I invite you to use this session as an opportunity to build a super rough draft Marketing Plan for your Certification – open a blank page in your Culture U notebook and sketch it out as we go along!
- First things first – what is Certification and how does it work?
- Also - by becoming a Certified workplace you’re then a member of our Certification Nation! You hold this distinction along with a wide array of businesses who are committed to putting their people first When you see a Certified badge on a storefront, when scrolling social media, or when helping a friend or family member out on their job search…you’ll know they hold themselves to a high standard and feel proud of the workplace culture they’ve created
- Once you’re Certified you’re invited to join the Certification Nation in celebrating your people and your certification, not just right when you Certify but all year long In 2019 we launched our inaugural Certification Nation Day a national holiday where we invite all Certified companies to join together in celebrating the winning workplace culture they’ve built
- Becoming Certified is the first step to be considered for more than 20 additional recognition opportunities like the Best Workplaces lists we publish with Fortune Magazine, PEOPLE, Entertainment Weekly, and Food & Wine throughout the year. Because we are the Global Authority on Workplace culture Certification is also the first step to being globally recognized for larger organizations
- So what are some of the perks of being Certified? First - Fill your recruitment pipeline: Top talent can work wherever they want. Becoming a Great Place to Work-CertifiedTM company elevates your status as an employer of choice.
- Join Certification Nation - Once Certified, you become a member of an elite group proven to put employee experience first. You’ll earn a Certified Company profile next to the top brands in the US on our website We’ll touch on this mor3e soon but this is the perfect way to show off that GPTW, a 3rd party, validated your workplace culture
- Becoming Certified will elevate your employer brand By using your nationally-recognized Certification badge you’re setting yourself apart from competitors And by becoming certified you make yourself eligible for lists in Fortune and People Magazines that together reach over 100 million readers
- Keep your top talent engaged: Your people are your competitive advantage. Building a great workplace culture is the fastest way to slash turnover, drive employee engagement and inspire pride. In our most recent Millennials in the workplace report we found that millennials intend to stay 50x more when they believe their company is a great workplace World Wide Technology, Inc. - “The value of this recognition has been instrumental in our recruiting efforts, retention and credibility with our customers and partners.” Employees’ pride in their company and the work they do is one of the strongest drivers of overall satisfaction in the workplace. Earning Great Place to Work-Certification builds tremendous lasting employee pride.
- Scale your culture with your business: Rapid growth brings new people, locations, and change. Great Place to Work helps you keep what makes your culture great while scaling. Monitor significant changes in experience over time with quick pulse surveys on our platform Emprising. This allows you to easily identify trends and take action where needed. Samantha Ros, WellStar’s Director of Trust and Engagement says: "Great Place to Work allows us to take something fluid, like culture, and make it data-based and measurable. It is easier for me to have conversations about culture with employees when I can point to the data.”
- OK, so it's a pretty simple process & Certification speaks volumes....Now what? Well, now you'll want to shout it from the rooftops and make sure everyone is aware of your Certification – your employees, prospective employees, and customers too!
- So after you get over your initial giddy excitement you’ll want to develop a strategic Marketing Campaign for getting the big news out! Some things to consider include: Internal email announcement Maybe from your CEO with a huge congratulations and THANK YOU. After all it’s the people who make the workplace great and who said it was truly a Great Place to Work Careers page Update your careers page on your website and get that badge on it quick! Careers print collateral Do the same with any physical recruitment collateral. Are you present at career fairs? Workplace celebration Plan a party! Your employees have recognized the culture you built, so take the opportunity to recognize them Social media Make an announcement on your social channels Update your Linkedin cover photo with your badge Plan how often you’ll promote your status through the year Advertising Are you advertising for open positions? Now’s the time to update those ads! Activate employees Encourage your employees to share your Certification – they’re some of your most valuable recruiters! I’ve even seen companies vow to donate $1 for every employee who posts to their own social media, such a great way to get them involved and give back Storefront If you have physical storefronts – what better place to place your badge for customers to see they’re supporting a company who puts their people first
- As soon as your Trust Index survey closes and your Culture Brief is submitted – IF you reach the benchmark for Certification you’ll be notified and you’ll receive access to your Certification Toolkit Let’s walk through what that looks like and what materials you’ll receive… We are continuing to add to the assets we provide here so please don’t hesitate to make suggestions!
- There’s no reason to wait long before you announce internally and spread the word you’re a Certified company – so creating co-branded sharable images is the first simple step!
- Keep in mind – these are just the beginning to your promotional strategy, but an easy way to get the word out fast You’ll be able to use these images, and more like them, throughout the 12 month period your Certification is valid
- I’ll spare you my fancy Canva lesson but the same thing can be done for cover photo, just like you see Mr Cooper did here! (underneath) Or like US Seating Group did here by adding their badge to their Facebook profile photo
- Once you’ve announced your Certification internally, now’s the time to activate your employees! As someone who works hard to activate GPTW staff on social media I’ve learned – the easier you make it, the more likely they are SO, provide them with a photo and write some easy copy and paste text they can use on their social media to express their pride in their organization There’s nothing more genuine than seeing the employees of a Certified company reafirm your status for you
- Where were they linking to? Their GPTW company profile! What’s that? Here we go…
- In addition to your employees sharing the excitement and linking to your profile – the badge is the perfect 3rd party validation that your company is in fact a Great Place to Work Contrary to popular belief it’s not just ping pong tables and snacks in the kitchen that make work awesome, Certified companies actually take care of their people and it’s those people who SAID it’s a great place to work – so make applicants aware of that! In your social media posts and when at job fairs – make that badge prominent! In these cases they link to their careers pages on their website
- QT VIDEO
- HULU VIDEO
- Celebration Kits! In 2019 we started gifting Celebration Kits to Certified companies upon becoming Certified – in an effort to help jumpstart the workplace celebration! We see companies every day using these kits and much, much more they’ve come up with on their own to celebrate their employees and spread the word via social media!
- We’re excited to have launched 2020 kits with new products so keep an eye out when you Certify this year for an updated kit!
- How can you really appreciate your employees who made it all possible? Throw a party! One thing we’ve learned is….Certified companies definitely know how to party Let your employees kick back, separate from work and genuinely be celebrated!
- One of my favorites I spotted on social media: Youth Villages had a staff appreciation party after their Certification last year and even put their bosses in a dunk tank – that’s how to have fun with it!
- Sixt rental car company celebrated with their employees by throwing a party at a bowling alley – with…more cake! And the Certification Badge on each bowling lane…first time we’d seen that! Has anyone here done anything unique to celebrate their employees in relation to their Certification? I’d love to hear some of the fun ways you’ve celebrated!
- Our favorite thing we see all year, and especially on Certification Nation Day is….cake! So. Many. Creative. Treats!
- After we saw so many Certification cakes throughout the year we knew we needed to have some of our own on Certification Nation Day!
- These parties are the perfect opportunity to take photos of your happy people for the social media posts we’ve been talking about There’s just something WAY more fun about social media posts, ads, emails, you name it…with fun happy faces demonstrating the genuine excitement instead of only paragraphs of words. HA!
- In your party planning you may want to order some ‘props’ and ‘balloons’ and things in advance to make it extra fun you can do that right in your Certification Toolkit where we saw before, that links you to our 3rd party opperated online store If there’s something you desire that is not in the store they are very available via email to help you find and order what you need Even better – you can co-brand any swag items for your employees!
- I’m excited to announce that Certification Nation Day will be October 20, 2020 Celebrate your employees all year long, use the badge in ALL the ways we’ve discussed, but don’t forget to also join the Certification Nation in celebrating together on 10/20/20