Employee Engagement - as presented by Thom Wyatt, strategy director Siegel+Gale

1

Employee Engagement Harnessing brand to engage employees

2

This evening

•  Employee engagement •  Diagnostics and best practices •  Making it simple to innovate •  Good networking, good food, good

conversation

3

Introductions

•  Name •  Company •  Role •  What’s your engagement best practice?

4

Engaged companies grow profits 3X faster than their competitors

Highly engaged employees are

87% less likely to leave the organization

A disengaged employee costs an organization approximately

$3,400 for every $10,000 in annual salary

Why engagement matters

5

Worldwide, only 13% of employees are engaged at work

Source: Gallup, 2013

6

Employee engagement!

7

Employee engagement!

Brand-led engagement!

8

Employee engagement!

Brand-led engagement!

Purpose Recruiting

Innovation CEX

9

Let’s start by talking about purpose

10 Source: Philips Work/Life Survey, 2013

79% of workers at the start of their career are willing to take a pay cut for a job that allows them to focus on meaningful work

Let’s start by talking about purpose

11

Simon Sinek | TEDxHow Great Leaders Inspire Action

12

The 65-year-old supermarket industry is the last place to look for radical ideas about work and management. It’s a stumbling giant with shrinking sales, razor-thin margins, and chronic labor troubles. Supermarkets are about brawn not brains — it’s a business where every penny counts and double coupons qualify as a profound strategic innovation.

Charles Fishman Fast Company

13

14

Whole food Whole health Whole planet

15

Whole Foods Health Insurance Plan

Healthy Discount

Incentive Program

Total Health Immersion

“Health care should not be only about containing costs — it should be about helping people lead healthy, vibrant, fulfilling lives.” John MackeyWhole Foods

16

Personal + professional enrichment +  Healthy eating classes and cooking seminars +  Green recycling classes +  “Earn and learn” program +  Specialized certifications: American Cheese

Society Certified Cheese Professional +  Produce Warrior Academy

17

What other companies lead with purpose?

18

Let’s talk aboutemployer branding

19

37% of employees frequently think about quitting their jobs

Source: Kelly Services, 2012

Let’s talk aboutemployer branding

20

You have an employer brand whether you’re trying or not.

Cameron Bitten,Global Director, Marketing & Branding, American Express

21

“We took the time to go into the lab and lock the doors. We looked at the data; what did our employees prioritize? What made us a great place to work? Then we focused on how we could parlay that message into online channels to make others aware.”

Cameron Bitten,Global Director, Marketing & Branding, American Express

22

23

Expanding into new channels

+  Responsive +  Access to 2.5+

million mobile users

+  One of the 5%

24

The results

Since website launch, the site has tripled in traffic Applicants have quadrupled Life@Amex YouTube Channel attracted 100k+ views since launching in 2011

25

Whose recruiting efforts do you admire?

26

Let’s talk about customer experience

27

Let’s talk about customer experience

Only 18% of companies use brand strategy as the source of customer experience

Source: Forrester, 2014

28

It’s really about cross-functional alignment

29

On a mission to make flying special again

30

check-in!

terminal!

31

32

33

9,000,000+

34

35

What’s your favorite example of a brand-led customer experience?

36

Let’s talk about brand-led innovation

37

44% of CEOs say developing an innovation ecosystem which supports growth is a priority for their organization

Let’s talk about brand-led innovation Source: PwC’s Global CEO Survey, 2014

38

Mark Parker President & CEO of NIKE, Inc.

Innovation is not about creating for its own sake, it's about creating something better, designing with a purpose. Running is the heart and soul of Nike and it’s the birthplace of a constant stream of new innovations that will drive the company forward.

39

40

41

Nike equipment division profit

2011 2012

-1% +18%

42

How can your company make itsimple to innovate?

43

How can your company make itsimple to innovate?

Let’s compare your answers

to the quant data.

44

Characteristics of companies where it’s simple to innovate

My immediate superior enables me to speak my mind

It is easy to find the information that I need and share it with others at my workplace

I have a good understanding of my company’s purpose

I’m committed to my company’s purpose My workplace has

an open floor plan

I have a good friend at work

Management has an open door policy

45

The biggest differences between ‘simple to innovate’ and ‘complicated to innovate’

My immediate superior enables me to speak my mind

It is easy to find the information that I need and share it with others at my workplace

People at my workplace are rewarded for coming up with new ideas

People at my company get ahead based on how well they do, not office politics My workplace is

quick to adopt the latest technology

My supervisor ensures I have learning opportunities

Management has an open door policy

46

Clarity of purpose Openness Information access and sharing Learning environment Recognize contributions

Simple to innovate summary

47

What can you take into the office tomorrow?

48

Employee engagement best practices +  Model simplification and engagement behaviors

49

Employee engagement best practices +  Model simplification and engagement behaviors +  Make it human

50

Employee engagement best practices +  Model simplification and engagement behaviors +  Make it human +  CEO engagement

51

Employee engagement best practices +  Model simplification and engagement behaviors +  Make it human +  CEO engagement +  Collaborate – especially marketing, HR and internal comms

52

Employee engagement best practices +  Model simplification and engagement behaviors +  Make it human +  CEO engagement +  Collaborate – especially marketing, HR and internal comms +  Prioritize – 20/80 rule

53

Employee engagement best practices +  Model simplification and engagement behaviors +  Make it human +  CEO engagement +  Collaborate – especially marketing, HR and internal comms +  Prioritize – 20/80 rule +  Low hanging fruit: recruitment, on-boarding and recognition

54

Employee engagement best practices +  Model simplification and engagement behaviors +  Make it human +  CEO engagement +  Collaborate – especially marketing, HR and internal comms +  Prioritize – 20/80 rule +  Low hanging fruit: recruitment, on-boarding and recognition +  Make the future tangible – help employees see a brighter future

55

Employee engagement best practices +  Model simplification and engagement behaviors +  Make it human +  CEO engagement +  Collaborate – especially marketing, HR and internal comms +  Prioritize – 20/80 rule +  Low hanging fruit: recruitment, on-boarding and recognition +  Make the future tangible – help employees see a brighter future +  Diagnose, analyze and measure results

56

What else is on your mind?

57

Diagnose how brand can enhance your engagement

58

The EnGage methodology uses a segmentation matrix to understand employees’ mindsets, both stated and proven

Spectators Know what the company stands for but are not strongly committed to it

Masters Know what the company stands for and are strongly committed to it

Disengaged Have relatively low knowledge or commitment to what the company stands for

Apprentices Are strongly committed employees but have relatively low knowledge of what the company stands for

58

Knowledgeable

Less Committed Committed

Less Knowledgeable

59

5 Daily Engagement Questions +  What did I do today to improve communication

with my manager and peers? +  What actions did I take today to learn and grow? +  Whom did I thank today, and who recognized

me? +  Was I mindful today of our company’s long-term

goals? +  Today, how engaged was I at work?

60

+  Are employees proud of your “who” and your “why”?

+  Are you looking to recruit a new generation of employees?

+  Do you have extensive employee turnover?

+  Is there a disconnect between your brand promise and what customers experience?

+  Is your brand delivered by franchises or third parties?

+  Is your success dependent on new product and service ideas?

Diagnose how brand can enhance your engagement