The document summarizes an agenda and notes from a call about employee engagement in sustainability. The agenda includes check-ins, a discussion of Little Bits of Good program at eBay, and planning for the next call. Notes provide more details about the eBay program, which engaged 12% of employees through gamification and incentives to complete sustainable actions. The program achieved significant environmental impacts and qualitative employee feedback was very positive. Recommendations include appointing geographic champions and continued content development.

1. Sustainable Brands Collaboratory
Beyond Employee Engagement
Call #2
February 13, 2014
www.SustainableBrands.com/forums/employee-engagement-collaboratory

2. Agenda
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5 min: AnyMeeting tech refresher
10 min: Brief check-in: Say Hello!
5 min: Activity since last call
20 min: JD and Susan: Little Bits of Good
15 min: Discussion
5 min: Next Call
www.SustainableBrands.com/forums/employee-engagement-collaboratory

3. Tech refresher
• Make sure you enter the pin when calling in from your phone
– If you find you can’t be heard during the call, try going to “Audio
Options” and entering your pin again.
• Max number of “presenters”
– If you have a question, it’s best to type it in the chat window, or
“raise your hand” if you’d like to say something.
– Feel free to type notes in the Notes box. As you noticed last time,
those will be emailed to everyone automatically following the
call.
www.SustainableBrands.com/forums/employee-engagement-collaboratory

4. Activity
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Introductions
– Several members have posted new introductions. Be polite, say hello.
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Discussions
– What are some good tools for embedding sustainability in employees’ day-to-day?
– 3 new responses
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Survey – still live
– What do you need to learn? What can you share?
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Libraries
– 3 new case studies
– 1 new research report
– Several new Communications & Marketing resources
Great participation, keep it up. We are just getting started!
www.SustainableBrands.com/forums/employee-engagement-collaboratory

5. February 2014

6. Strong Mission
Our intent is to use disruptive Social Innovation to drive results
not only for our shareholders, but also for the people our
platform supports, the communities where we do business and
the planet we serve. We believe that through our efforts, we
can look beyond a paradigm where ‘corporate responsibility’
doesn’t just promise to do less harm – but instead works to
make the world a better, more sustainable and enabling place
for all people – in ways that only eBay Inc. and our unique
combination of assets can do.
Source http://www.ebayinc.com/social-innovation/

7. Background
Our goal is to communicate and promote eBay’s Social
Innovation strategy and goals and show how engaging with
our Social Innovation work is one way to bring the eBay Inc.
Shared Purpose to life.
With over 60 offices and 30K employees globally, we needed
to have a shared place where all employees could engage
together around our SI goals. We set an 80/40 engagement
goal for ourselves to accomplish by 2015. 80% of employees
know about our work and 40% are actively engaged in it.

8. Project Success Criteria
• Attract at least 3,000 people to the site (10% of employees globally)
• Increase awareness of Social Innovation (enabling greener
commerce, powering giving & creating economic opportunity)
• Engage employees as ambassadors of programs such that they not only
participate but encourage co-workers to also take part

9. Keys to Success
• Strong Mission & Vision
• Tools to communicate, educate and empower
• Incentives which are as much a part of the brand as the actions
themselves
• Communication & Marketing
– plan to re-enforce message and get the word out
– Showcase employees & celebrate - pictures, stories and feedback.
• This program is all about our employees, so they should be at the center of it.
– Keeping it fresh over time – new content, pictures, activities

10. Tone at the Top
• Very visible CEO support
both on and off the
platform.
• The initial announcement of
LBoG and invitation to join
came from our SVP of
Corporate Communications.
• A secondary email came
from our Head of Social
Innovation.
• All leadership made a point
to state what their first Little
Bit of Good would be.

11. Sharing the voice of the
Employee
• Increases visibility
• Encourages participation
• Keeping them fresh with weekly
updates – chance to involve more
employees

12. Aligned Projects
• Tied to core pillars of
Environment, Giving,
Fundraising & Volunteerism
and creating economic
opportunity
• Included a mix of custom
projects and projects pulled
from the Practically Green
library

13. Aligned Actions
• Put a heavy emphasis on
education in addition to
action
• PG wrote and scored 60+
very eBay specific actions
• Enabled broad vision of
making the world a better
place in ways only eBay can
do

14. Global Focus
• Structured groups by
geography to engage and
highlight the global aspect of
the company.

15. Achievements
Complete first 5
actions
Complete “Give
your Time”
project
• Achievement badges are a
fun way to incent and
reward progress
• PG and eBay Inc.
collaborated to create 5
custom achievements to
motivate employees
Complete a
targeted
volunteer action
Complete “Giving &
Fundraising” project
Complete “Social
Innovation” project

16. Incentives
• Had a very robust and “on brand” set of
incentives, for example
• Habitat for Humanity trip
• Patagonia gift basket
• Virtual lunch with exec of choice
• StubHub VIP experience
• Incentives were awarded on a variety of
conditions. For example,
• Person who recruited the most
other people to join
• Highest points in Green Travel
Project
• All participants who complete their
profile get an entry into a drawing

17. Communication Plan
• Targeted e-mails to pump up the employee base
• Company-wide blast to get it started
• Follow-up with nudges to encourage employees to
participate including updates on impact and
savings to date

18. Quantitative Results
Goal
Outcome
10% of the employee base participates in program
12% joined and participated
Strong engagement from participants (average of 10
actions per quarter)
Doubled it! 88,000 actions completed in about 3 months
(average of 24 actions/person/quarter)
Positively impact waste, water, and power at home, at
work and in the community
•
•
•
17,504 gal of water (enough to fill 625 bathtubs!)
21,549 lbs or waste (10 dumpsters of trash)
263,502 kWh energy (enough to power 300 homes
for a month!)
Employees as ambassadors
•
Employees invited peers to the platform and grew
that ranks of participants

19. Qualitative Results
FEEDBACK
• ”Life of the Party” (someone with 100 comments on the site, and I’m the first one to unlock this
achievement) is a cool term, top which I never related myself. LBOG is helping me discover new
things about myself, and as I went through this project, I have come to a decision take up the
GREEN team at Chennai giving the GIVE mantle to someone else.
• I love it! Leave it to the Social Innovation team to be the first to take a gamified approach to
something within eBay. So glad that somebody finally realized what great things can come from
gamifying goals and internal initiatives. Way to go, SI team!
INTERNAL INQUIRIES
• Our University Programs team reached out to us to ask how they could potentially partner with us
to help onboard new college recruits. Get them on the platform from day 1 and also create a
better onboarding experience.
• Our New Hire Training department also reached out, as they saw a unique opportunity to engage
all eBay Inc. new hires.
• Workplace Resources is also anxious to utilize this tool for their global initiatives.

20. eBay Best Practices
 Going “all in” with Global rollout backed up by robust
communications plan
 Extremely creative use of incentives that fit
mission, but also didn’t zap intrinsic motivation
 Leveraged configuration and custom content to really
make the program “on brand” and continues to
update photos, etc.

21. What Else Would We Recommend
 Recruiting geographic champions for ongoing efforts
 Setting up a 12-month content and marketing plan
 Continuing to add or emphasize new content or
project types, for example local competitions
 Integration with social channels (eBay going to
integrate with Yammer)

22. Next Call
March 13, 10-11am PT
Josh Henretig and Rob Symington from Microsoft
will discuss:
• How they engage employees who are disparate and distant, in different
geographies and at different stages in their sustainability journey
•
How they implemented an internal carbon tax and how it has driven
sustainability deeper into company thinking
•
Their experience plotting sustainability maturity within the company
www.SustainableBrands.com/forums/employee-engagement-collaboratory

23. Here’s to a more engaged and productive
workforce in 2014!
www.SustainableBrands.com/forums/employee-engagement-collaboratory