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CREATING A COMPELLING EVP…AND MAKING IT STICK

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A COUPLE OF STORIESA COUPLE OF STORIES

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STANDING OUT FROM THE VANILLA

STANDING OUT FROM THE CROWD AS AN EMPLOYER OF CHOICE

EMPLOYER BRANDING / EVP = IDENTIFYING, COMMUNICATING AND BUILDING, THE STAND OUT

QUALITIES YOU WANT TO BE ASSOCIATED WITH AS AN EMPLOYER TO ATTRACT AND RETAIN THE

BEST TALENT TO DELIVER YOUR VISION AND STRATEGY

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BUILDING AN EMOTIONAL CONNECTION

TANGIBLE EXPERIENCE

EMOTIONAL CONNECTION

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WHY EVPS SO OFTEN GO WRONG

SKIN DEEP EVAPORATION

BRAND SOUPSTRATEGIC DISCONNECT OVERLOAD

POOR IMPLEMENTATION

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2. PILLARS

3. TAILORED MARKETING CONTENT / CREATIVE MAGIC

4. TANGIBLE ACTION TO ALIGN CHOSEN EMPLOYEE LIFECYCLE / “TOUCH POINTS”. WITH “SIGNATURES” AND “CONVERSATION STARTER MOMENTS”

EVP AS A STRATEGIC ENABLER

Purpose drivenExperience the

commitment and shared sense of responsibility to

deliver our mission

Clutch powerFeel part of a family

and collaborate across the global LEGO community

Action abilityBe accountable, deliver what you

promise and unlock your talent in the

best interest of the company

Systematic creativity

Combine your experience and

imagination to find the best solutions –

now and in the future

SUCCEED TOGETHER1. CORE POSITIONING

Not “just” a toy company – now regarded as a world leader in innovation and collaborative working – with the employer reputation to match.

Signature – Open innovation

“GIVE/GET” DEAL EXAMPLE. SYSTEMATIC CREATIVITY

• Ability to contribute fresh thinking• An everyday approach to work that will

stretch your thinking and imagination.• Frequent learning and development

opportunities.

GIVE• Fresh flexible thinking and

openness to change.• Continuous improvement• Preparedness to take on tough

challenges...

GET

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THE FIRST PHASE IS RESEARCH AND INSIGHT

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The starting point is to identify the key critical talent types you need to attract and retain to deliver on your strategy and ambition.

Using these talent types there are then 4 “exam questions” to explore:

What are their current perceptions of your company/sector at the moment as a potential/current employer?

What do you need to offer (“give”) as an employer to attract these key talent segments to join or stay with you?

What are the strengths/gaps with what you offer at the moment? (For internal staff this needs to include employee journey feedback insight and feedback)

Who are you competing against to attract them and what are they offering?

1

2

3

4

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NEXT IS TO WORKSHOP

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Summary of senior leadership needs

and wants

The employee journey

Current state analysis.“brand busters”

“strengths”“Momentum builders”

“gaps”

ON THE WALL

Talent personas

External talent view

Clearly setting out answers to the 4 “exam questions”

1 2 3 4 1 2 3 4

Talent personas

Internal talent view

Clearly setting out answers to the 4 “exam questions”

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THEN TO DEVELOP THE RIGHT MODEL

1. CORE POSITIONING

2. Pillars

Key focus: The one major

quality we want to be famous

for + that also reflects want key

talent want

3-4 qualities that further

define your employer brand

theme and priorities. Often

expressed as “Give Get” or

“People Deal”

Pillars often dialled up

and down depending on

target talent segment

e.g. Retail, Technology,

Investment banking etc.

VARIANT 1No central proposition – 2-4

pillars given equal weight

FAMILY/FRIENDS

FLEXIBILITY FUTURE

VARIANT 2

Manifesto

VARIANT 3

At Global we work hard, play hard and always have the

courage to do it differently, we want to be the best at

everything we do. We don't have a mission statement; we

have an Obsession Statement...

Here’s to the obsessive ones who strive to make each detail right, here's to the

obsessive ones who listen late at night, here’s to the obsessive ones who bust a

gut to deliver for our customers, here’s to the obsessive ones who have the

courage to say when something isn’t good enough, here's to the obsessive ones

who have the humility to receive those comments well, here’s to the obsessive

ones who don’t walk by anything they can put right themselves, here’s to the

obsessive ones who dare to try the never been tried before, here’s to the

obsessive ones consumed with this crazy love affair called Global, here’s to us.

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1111

ASPIRATIONAL, BUT NOT TOO MUCH SO

AUTHENTICITY FORWARD MOMENTUM OVERSTRETCH!

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THEN DESIGN AND IMPLEMENTATION

Recruitment & Orientation

e.g. Career

fairs

e.g. Linked in

e.g. PR, thought

leadership

e.g. Job descriptions

e.g. Alumni

1. Creative targeted - marketing and communications

2. Aligning actual employee experience

Needs to be far more than just a great careers website!

Quick wins – followed by 2-3 years of implementation

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Employee comms

Engagement Performance management

Learning & Development

Reward & Recognition

Ways of working

Working Environment

and tools

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Bring everything up to hygiene standards and then bring out signature moments

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MAKING IT STICK –EMOTION

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MAKING IT STICK - MEASUREMENT IN THE NEW AGE OF DATA AND SOCIAL

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SENTIMENT TRACKING

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€ $

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Profile

1 day ago

5 hours ago

Community / Forum

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THANK YOU

Oliver Strong, Managing Partner – Please connect on Linked In

www.intelligent-emotion.com