Communications Tactics for Successful Employee Engagement Programs JP Morgan Chase February 8, 2011 Susan McPherson Senior...
 
Why Should I Care? Strong Values Career  Enhancement Respected Leadership Social Relevance Financial Stability External Vi...
What is Employee Engagement? <ul><li>“ Worker engagement” is a business management concept. An &quot;engaged employee&quot...
And Why Engage? <ul><li>Retention </li></ul><ul><li>Revenue increases </li></ul><ul><li>Reduced healthcare costs </li></ul...
Studies show…. <ul><li>Gallup's engagement ratio is an indicator of an organization's health, allowing executives to track...
Use Social Media as Your Base <ul><li>Collaboration </li></ul><ul><li>Trust </li></ul><ul><li>Authenticity </li></ul><ul><...
Starting Out <ul><li>Research </li></ul><ul><li>Create your strategy </li></ul><ul><li>Create and communicate your vision ...
<ul><li>Rather than a monologue to the masses, engage with all employees </li></ul><ul><li>No longer the CEO and executive...
<ul><li>Survey regularly and routinely – give employees a voice </li></ul><ul><li>Provide direct access to senior executiv...
Examples
Starbucks Employee Involvement   Employees are encouraged to ask  customers how make improvements.  By having real-time co...
Molson Coors Communications and Surveys <ul><li>In 2009, the company’s engagement score increased to 86%,  </li></ul><ul><...
Molson Coors Communications and Surveys <ul><li>Employees asked for the first time how they viewed the company’s social an...
Patagonia Unique Programs <ul><li>Walking into Patagonia’s corporate office, you see  the day’s surf report.  </li></ul><u...
Patagonia Unique Programs <ul><li>Being an environmentally and socially sustainable organization, the firm committed to us...
IBM Overall Excellence <ul><li>Increasingly exploring how online conversation via social engagement can empower IBMers as ...
Tips for Success <ul><li>Make it cross-functional – marketing, product development, account management, sales – to determi...
Tips for Success <ul><li>Make it local </li></ul><ul><li>Include goals around building community, communicating messages, ...
About Fenton <ul><li>Opened in 1982, we specialize in campaigns that inspire action – and  accelerate progress. </li></ul>...
About Fenton <ul><li>Galvanized public opposition to end apartheid </li></ul><ul><li>Legitimized global warming as an urge...
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3 employee engagement 2011

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Some key communications tactics for successful employee engagement programs.

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  • Employee are the center of everything. If they are engaged, the rest will follow.
  • Also known as….
  • Not to mention increased productivity, workplace safety and customer service improves.
  • These should be your driving forces behind the tactics to be successful In conjunction with external outreach, social media can also be a cost-effective communications approach to engage with internal stakeholders such as employees and supply chain partners. embedding sustainability within a business becomes a far more organic and value-aligned operation.
  • Design for business outcome (the business must underscore the platform)
  • Consistency – stick to it so it can be expected and predicted and anticipated. Just “like-me” factor – we’re all in this together
  • Consistency – stick to it so it can be expected and predicted and anticipated. Just “like-me” factor – we’re all in this together
  • Too many companies forget that by involving employees in the process, they are contributing to their engagement. By involving employees and showing them what they do is important – Starbucks is building not only loyal customers, but loyal and highly engaged employees.
  • Our Brew - the cultural guidepost that defines who we are and how we’ll work toward success
  • Forbes recognized Patagonia as a top 25 company and Working Mother has listed it as a best place to work for 10 years.  One of first companies to offer on-site daycare
  •   Personalized Learning Accounts: IBMers manage their own opportunities to learn new skills IBMers in the U.S. have Personalized Learning Accounts to fund their continuing education, with IBM contributing up to $1,000 annually. WEB EXCLUSIVE  Your IBM+ Employee Orientation: New program focuses on the total experience More than an orientation program, this complete package of learning and development activities supports IBMers during their critical first two years. Diversity 3.0: A New Charter In July 2008, IBM announced a new diversity strategy to address the ever-changing realities of the global marketplace. Health &amp; Wellness: Cardiovascular and Diabetes Wellness Camps in India This preventative program for our employees focuses on the high risk of cardiovascular disease and diabetes
  • eating organic or reducing office waste, for example
  • eating organic or reducing office waste, for example
  • 3 employee engagement 2011

    1. 1. Communications Tactics for Successful Employee Engagement Programs JP Morgan Chase February 8, 2011 Susan McPherson Senior Vice President
    2. 3. Why Should I Care? Strong Values Career Enhancement Respected Leadership Social Relevance Financial Stability External Visibility of Brand Community Investment Local Value of Equity Employees
    3. 4. What is Employee Engagement? <ul><li>“ Worker engagement” is a business management concept. An &quot;engaged employee&quot; is one who is fully involved in, and enthusiastic about, his or her work and thus will act in a way that furthers an organization's interests. </li></ul><ul><li>Via Wikipedia </li></ul>
    4. 5. And Why Engage? <ul><li>Retention </li></ul><ul><li>Revenue increases </li></ul><ul><li>Reduced healthcare costs </li></ul><ul><li>Recruitment </li></ul><ul><li>Reputation </li></ul><ul><li>Reward </li></ul>
    5. 6. Studies show…. <ul><li>Gallup's engagement ratio is an indicator of an organization's health, allowing executives to track the proportion of engaged to actively disengaged employees: </li></ul><ul><ul><li>World-class ratio of engaged to actively disengaged employees is 10:1 </li></ul></ul><ul><ul><li>Average ratio of engaged to actively disengaged employees is 2:1 </li></ul></ul><ul><li>Gallup 2010 </li></ul>
    6. 7. Use Social Media as Your Base <ul><li>Collaboration </li></ul><ul><li>Trust </li></ul><ul><li>Authenticity </li></ul><ul><li>Transparency </li></ul><ul><li>All are the underpinnings of social media today. </li></ul>
    7. 8. Starting Out <ul><li>Research </li></ul><ul><li>Create your strategy </li></ul><ul><li>Create and communicate your vision </li></ul><ul><li>Tap unbridled enthusiasm </li></ul><ul><li>Use a phased approach, starting small to ensure success </li></ul><ul><li>Consider an enterprise-software/platform </li></ul><ul><li>Support and showcase growth </li></ul><ul><li>Trust, trust, and trust…and share </li></ul>
    8. 9. <ul><li>Rather than a monologue to the masses, engage with all employees </li></ul><ul><li>No longer the CEO and executives shouting </li></ul><ul><li>Yammer/Intranet/Wiki/Private Facebook page – provide avenues for employees to express feelings, connect, share, and gather feedback </li></ul><ul><li>Find your mode – daily messaging, weekly newsletter, quarterly magazine, video, town hall meetings </li></ul>Tactics
    9. 10. <ul><li>Survey regularly and routinely – give employees a voice </li></ul><ul><li>Provide direct access to senior executives </li></ul><ul><li>Encourage volunteer-time/learning opportunities/community involvement with incentives </li></ul><ul><li>Run monthly lunch & learns to encourage knowledge sharing </li></ul><ul><li>Create an actual master narrative – orientation/new hire/evaluations – provide material/online training/education </li></ul>Tactics
    10. 11. Examples
    11. 12. Starbucks Employee Involvement   Employees are encouraged to ask customers how make improvements. By having real-time conversations, employees put a human face on both their fans and detractors. They can go online and see who is a company fan and relate to them as individuals, not just a number. By involving employees, Starbucks is not only building loyal customers, but a highly engaged workforce.
    12. 13. Molson Coors Communications and Surveys <ul><li>In 2009, the company’s engagement score increased to 86%, </li></ul><ul><li>up 6% from the year before. </li></ul><ul><li>Why ? </li></ul><ul><li>Our Brew distributed to every employee to ensure that employees </li></ul><ul><li>are constantly aligned with company’s mission and vision. </li></ul>
    13. 14. Molson Coors Communications and Surveys <ul><li>Employees asked for the first time how they viewed the company’s social and environmental responsibility: believed the company was responsible in the community </li></ul><ul><li>    believed the company was environmentally responsible </li></ul>89 %   86 %  
    14. 15. Patagonia Unique Programs <ul><li>Walking into Patagonia’s corporate office, you see the day’s surf report.  </li></ul><ul><li>There is a culture that encourages employees to pursue sports they are passionate about.  </li></ul><ul><li>Not only have they created a high level of employee engagement, but Patagonia is a purpose-driven company.  </li></ul>
    15. 16. Patagonia Unique Programs <ul><li>Being an environmentally and socially sustainable organization, the firm committed to using organic cotton and recycling plastic bottles into fleece jackets. </li></ul><ul><li>Internship program pays employees to work up to two months for a nonprofit environmental organization of their choice.      </li></ul><ul><li>On-site daycare. </li></ul>
    16. 17. IBM Overall Excellence <ul><li>Increasingly exploring how online conversation via social engagement can empower IBMers as global professionals, innovators, and citizens. </li></ul><ul><li>New model: “ Not mass communications but masses of communicators.”  </li></ul>
    17. 18. Tips for Success <ul><li>Make it cross-functional – marketing, product development, account management, sales – to determine shared company goals </li></ul><ul><li>Prioritize </li></ul><ul><li>Work with senior leadership to ensure goals reinforce company’s strategic objectives </li></ul><ul><li>Deploy cutting-edge technology that folks are comfortable utilizing for sharing and relating </li></ul>
    18. 19. Tips for Success <ul><li>Make it local </li></ul><ul><li>Include goals around building community, communicating messages, and gaining feedback from customers, partners, suppliers, and other stakeholders </li></ul><ul><li>Build culture around sustainability goals .  Whether it’s office parties, charity drives, or 401(k)s, look for ways to align them with the company’s sustainability initiatives </li></ul><ul><li>Show your appreciation ALWAYS </li></ul>
    19. 20. About Fenton <ul><li>Opened in 1982, we specialize in campaigns that inspire action – and accelerate progress. </li></ul><ul><li>Strategists in New York, San Francisco, Los Angeles, Washington, D.C. and London in November with a global partner network. </li></ul><ul><li>We understand that the most powerful brands, companies, and campaigns cultivate a long-term, consistent, two-way conversation. </li></ul>
    20. 21. About Fenton <ul><li>Galvanized public opposition to end apartheid </li></ul><ul><li>Legitimized global warming as an urgent threat to our future </li></ul><ul><li>Compelled governments to ban and restrict toxins and artificial growth hormones </li></ul><ul><li>Prevented hard liquor advertising from airing on network TV </li></ul><ul><li>Saved the North Atlantic swordfish from the brink of extinction </li></ul><ul><li>Established the National Amber Alert </li></ul><ul><li>Created a system at the CDC that tracks data on violent deaths to prevent homicides and suicides </li></ul>

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