Employment Branding And Employee Engagement In A Web 2 0 World

1© Copyright 2009 EMC Corporation. All rights reserved.

Polly PearsonVP Employment Brand and Strategy EngagementEMC Corporation

January, 2010

Employment Branding andEmployee Engagementin the Web 2.0 World


Our Employment Brand Goal

… “and those on the Inside

will know that this is the ultimate place to

be.”

- Polly Pearson

- Dr. John Sullivan


A Brand is …

“A relationship, like the one you have with a

friend.”

Trusting ~ Genuine

“Do You Want to Get

The Shiny Best Place to Work Awards?”

-- Or --

“Do you want to Be

a Best Place to Work?”

Our work began with a Question to the C-suite…


We Started on the INSIDE … with a (Voluntary), Engaging, Internal, 2.0 NetworkMantra: “Fear Not. We’ll teach you to swim.”

Today: 160 + Communities; > 50% of the Workforce Registered & Active


The Community Brought ourGenuine Brand Values to Life


People Became More Connected with the Strategy, Culture, and One Another


Organic Brand Ambassadors Emerged:Home Grown, Enthusiastic, Expert Voices

Today: Dozens of Bloggers; Hundreds of Micro-Bloggers


Experts Now Engage in “Official” Communities for Developers, Customers and Partners

Developing products

Increasing revenue

Improving service and reducing support costs

Providing Certification & education on products

Building relationships, and loyalty


Experts and Brand Enthusiasts Now Lead/ Fuel “Unofficial” External Social Communities

Consistently Reaching and Engaging Millions


Engagement Opportunities become like Viral Fly Paper

EMC.com: EMC CareersEMC.com: EMC CareersCampus: EMC CareersCampus: EMC CareersEMC ONE, Culture TalkEMC ONE, Culture TalkBlogs on EMC Culture & CareersBlogs on EMC Culture & CareersFacebook: EMC CareersFacebook: EMC CareersSEO Site: EMC-Careers.comSEO Site: EMC-Careers.comTWITTER: EMC CareersTWITTER: EMC CareersYouTube: EMC CareersYouTube: EMC Careers

EMC.com; www.workingmotherexperience.com“The Working Mother Experience” Book

EMC.com; www.workingmotherexperience.com“The Working Mother Experience” Book

EMC.com; “100 Job Search Tips” Book

EMC.com; “100 Job Search Tips” Book

Shown:EMC.com/Careers

Campus: EMC CareersEMC|ONE Network

EMCer BlogsFacebook: EMCCareers

Twitter: EMCCareersYouTube: EMCCareersSEO site: EMC-Careers

eBooks by/about EMCers

The Real Magic Happens

In the “Unofficial”

Engagement


World Business Forum

Genuine Voices Speak To Why They Work at EMC

An Engagement Minute

13:37 – 13:38, January 19

California, Portugal, Massachusetts

Social Responsibility Kudos

Talent Outreach/Career Tips RTs

Enthusiastic IT User


The Real Magic Happens in the Unofficial Engagement


The Ultimate Engagement: A Defining Moment: Hope


The World is Moving Away from the Industrial Era Model

“Command & Control”


Transitioning to the Knowledge Era Model

“Collaboration & Connection”

Engagement & Leadership at Every LevelIllustration: Gary Hamel


Contributing to Satisfaction & Engagement

83% Satisfied

86% Engaged

*July, 2009 Based on 30,827 responses from 92% of employees

Why are they Engaged?


Highest Performing Results

* Based on 30,827 responses from 92% of employees

Personal Satisfaction

Enjoy Co-workers

95 %

63 %3

92%

93 %

Manager Integrity

* Based on 30,827 responses from 92% of employees


Quiz: Commitment Drivers

____ High pay

____ Good benefits

____ Social, Environ Responsibility

____ Product Quality

____ Collegial Work Environment

____ The right people get recognized and promoted

____ “Great employer” recognition

____ Ethics and Integrity

____ Empowerment; Ability to Innovate

____ Recognition

____ Skill and Career Development

____ Treated with Respect; People Mgt

____ Interesting Work; Job/Skills Alignment

Which do you think are the top 5 satisfiers for employees today?

*EMC Corp; Corp Exec Board


Quiz: Commitment Drivers

____ High pay

____ Good benefits

____ Social, Environ Responsibility

____ Product Quality

____ Collegial Work Environment

____ The right people get recognized and promoted

____ “Great employer” recognition

____ Ethics and Integrity

__5__ Empowerment; Ability to Innovate

__4__ Recognition

__3__ Skill and Career Development

__2__ Treated with Respect; People Mgt

__1__ Interesting Work; Job/Skills Alignment

Which do you think are the top 5 satisfiers for employees today?

*EMC Corp; Corp Exec Board

So What?


Fortune 500 Companies with Engaged Employees Report:

Growth inemployee

productivity$18,600

more market valueper employee

$3,800more profits

per employee

$80,000–120,000additional revenue

per month

Higherprofitability

Highercustomer loyalty

Recruitmentcosts 55% lower

Source: Impact of Engaged Employees on Business Outcomes. Ongoing Employee Engagement Research, Hewitt Associates


We’re Finding: ROI

More Market Valueper Employee

Additional revenue

Highercustomer

engagement

Better RecruitmentVolume and Speed

More +More Favorable Media Coverage

HigherEmployee

Engagement

Additional Innovation

Additional profit


Some Tips

1. Start Inside – not on Award Nomination Forms

2. Practice leading with Trust

3. Tap Into Those Who Are Already Engaged and Involve them in your Business Objectives

4. Try One of the Free Social Networks or Explore an Enterprise-Class Version. Start Small

5. Let Others do the work; it is about results, not control

6. Publicize business-centric/WIIFY victories

7. Inform Leadership Mistakes will Happen

8. Watch Your People Bloom and Do Your Job for You!


Employment Branding “Resources”

29

$0.00 program budget

Creativity

Commitment

Collaboration

Stay in Touch: http://www.pollypearson.com; @PollyPearson

http://www.pollypearson.com/

31© Copyright 2009 EMC Corporation. All rights reserved.© Copyright 2009 EMC Corporation. All rights reserved.