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You Say Service Anniversary,
We Say…
10/23/2014 RPI - Service Anniversary Discussion 2
Paul Hebert Paul.Hebert@Symbolist.com
Betsy Nichols Betsy.Nichols@Symbolist.com
@IncentIntel
SOCIAL MEDIA?
SURE…
10/23/2014 RPI - Service Anniversary Discussion 3
#RPIAnniversary
Image with thanks to: http://www.flickr.com/photos/mkhmarketing/8539048913/
POLL
Why do you run a service
anniversary program?
10/23/2014 RPI - Service Anniversary Discussion 4
1. Drive employee engagement
2. Because we always have
3. Our employees want it
4. I don’t know
THINGS WE’LL ADDRESS
10/23/2014 RPI - Service Anniversary Discussion 5
• Why the IRS shouldn’t run your service anniversary program.
• The difference between time-based and competency-based
awards.
• How to avoid “generational” issues in your program.
• To see the employee lifecycle in a different light. (Hint – it’s not
linear.)
• How to re-imagine the employee service equation with an eye for
engagement and today’s employee.
• What needs to be included in every employee service recognition
award program from now on.
• How to engage your managers in the employee service program
process.
AGENDA • Definitions
• Today’s Situation
• New Reality
• Employee Experience
• Design Matrix
• Summary
• Q&A
10/23/2014 RPI - Service Anniversary Discussion 6
SERVICE ANNIVERSARY
10/23/2014 RPI - Service Anniversary Discussion 7
AKA…
10/23/2014 RPI - Service Anniversary Discussion 8
Long Service Awards
Length of Service Awards
Milestone Awards
Employee Loyalty Awards
10/23/2014 RPI - Service Anniversary Discussion 9
TRADITION RULES
10/23/2014 RPI - Service Anniversary Discussion 10
Some programs
offer symbolic
award + Points to
redeem from
traditional catalog
POLL
10/23/2014 RPI - Service Anniversary Discussion 11
Does your program resemble
the previous example?
Yes
No
THE IRS FACTOR
10/23/2014 RPI - Service Anniversary Discussion 12
Deductable Achievement Awards
An achievement award is an item of tangible
personal property that meets ALL the following
requirements.
• It is given to an employee for length of
service or safety achievement.
• It is awarded as part of a meaningful
presentation.
• It is awarded under conditions and
circumstances that do not create a significant
likelihood of disguised pay.
http://www.irs.gov/publications/p535/ch02.html
THE IRS FACTOR
10/23/2014 RPI - Service Anniversary Discussion 13
http://www.irs.gov/publications/p535/ch02.html
Deductable Achievement Awards
Length-of-service award.
An award will qualify as a length-of-service
award only if either of the following applies.
• The employee receives the award after his or
her first 5 years of employment.
• The employee did not receive another length-of-
service award (other than one of very small
value) during the same year or in any of the
prior 4 years.
TRADITIONAL PROGRAMS
10/23/2014 RPI - Service Anniversary Discussion 14
Designed to satisfy the government and
the accountants.
Not designed to engage employees.
10/23/2014 RPI - Service Anniversary Discussion 15
IN 2014…
10/23/2014 RPI - Service Anniversary Discussion 16
Duck Duck Millenial
33% of work force is Millenial
IN 2025
10/23/2014 RPI - Service Anniversary Discussion 17
Duck Millenial
75% of work force will be Millenial
Millenial Millenial
MILLENNIALS AND TENURE
10/23/2014 RPI - Service Anniversary Discussion 18
91% of Millennials
expect to stay in a job
for less than three years
http://www.forbes.com/sites/jeannemeister/2012/08/14/job-hopping-is-the-new-normal-for-millennials-three-ways-to-prevent-a-
human-resource-nightmare/
That means 15 – 20 jobs over the course of their working lives!
10/23/2014 RPI - Service Anniversary Discussion 19
70% of Millenials leave their first job
within two years of joining.
http://www.forbes.com/sites/danschawbel/2011/11/22/whos-at-fault-for-high-gen-y-turnover/
TENURE STATISTICS
10/23/2014 RPI - Service Anniversary Discussion 20
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GENERATIONAL ISSUES
10/23/2014 RPI - Service Anniversary Discussion 22
“…while there are some differences between the
cohorts, there are more similarities than differences.
“…there may be greater heterogeneity within
generational cohorts than between them.”
“People are complex and cannot be summed up by a
small set of statements or stereotype.
In the end, there can be no substitute for managers
engaging with employees individually to understand
their particular values.”
http://mro.massey.ac.nz/handle/10179/4746
TECHNOLOGY = ACCESS
• Today’s technology is
democratizing employee
rewards and recognition
• Many more companies – of all
sizes – now have internal
recognition and reward
programs
10/23/2014 RPI - Service Anniversary Discussion 23
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Objectives aren’t being
achieved…
So…
Let’s do more!
10/23/2014 RPI - Service Anniversary Discussion 25
Insanity:
Doing the same
thing over and
over again and
expecting
different results.
10/23/2014 RPI - Service Anniversary Discussion 26
Service Anniversary
programs need to
change….
WHERE WE WANT TO BE
10/23/2014 RPI - Service Anniversary Discussion 27
Programs that celebrate the
commitment and personal effort
of employees and rewards them
commensurate with their contribution.
And link to other
employee recognition
initiatives.
EMPLOYEE LIFECYCLE
10/23/2014 RPI - Service Anniversary Discussion 28
Congratulations Darren… you’ve been at the firm 5 years.
Here’s a plaque for that blank spot on the wall behind you.
10/23/2014 RPI - Service Anniversary Discussion 29
5 Year Celebration Dinner
10/23/2014 RPI - Service Anniversary Discussion 30
CRADLE TO GRAVE
NEED TO CHANGE OUR PERSPECTIVE
10/23/2014 RPI - Service Anniversary Discussion 31
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YES
TER
DA
Y W
AS
AB
OU
T D
EP
TH O
F
EX
PE
RIE
NC
E
10/23/2014 RPI - Service Anniversary Discussion 33
CEO
COO CFO CHRO CMO
10/23/2014 RPI - Service Anniversary Discussion 34
10/23/2014 RPI - Service Anniversary Discussion 35
CEO
COO CFO CHRO CMO
10/23/2014 RPI - Service Anniversary Discussion 36
CEO
COO CFO CHRO CMO
10/23/2014 RPI - Service Anniversary Discussion 37
CEO
COO CFO CHRO CMO
10/23/2014 RPI - Service Anniversary Discussion 38
CEO
COO CFO CHRO CMO
TODAY IS ABOUT BREADTH
OF EXPERIENCE
10/23/2014 RPI - Service Anniversary Discussion 39
w
10/23/2014 RPI - Service Anniversary Discussion 40
CEO
COO CFO CHRO CMO
10/23/2014 RPI - Service Anniversary Discussion 41
CEO
COO CFO CHRO CMO
10/23/2014 RPI - Service Anniversary Discussion 42
CEO
COO CFO CHRO CMO
10/23/2014 RPI - Service Anniversary Discussion 43
CEO
COO CFO CHRO CMO
10/23/2014 RPI - Service Anniversary Discussion 44
CEO
COO CFO CHRO CMO
10/23/2014 RPI - Service Anniversary Discussion 45
CEO
COO CFO CHRO CMO
10/23/2014 RPI - Service Anniversary Discussion 46
EMPLOYEE VALUE
10/23/2014 RPI - Service Anniversary Discussion 47
ONE YEAR’S
EXPERIENCE
REPEATED 10
TIMES…
TEN YEAR’S EXPERIENCE WITH
MANY DIFFERENT CHALLENGES?
10/23/2014 RPI - Service Anniversary Discussion 48
THINK ABOUT CONTEXT
10/23/2014 RPI - Service Anniversary Discussion 49
10/23/2014 RPI - Service Anniversary Discussion 50
SERVICE ANNIVERSARY PROGRAMS
ARE THE PUNCTUATION IN YOUR
RECOGNITION STORY
10/23/2014 RPI - Service Anniversary Discussion 51
Four score and seven years ago our fathers brought forth on this continent a new nation
conceived in liberty and dedicated to the proposition that all men are created equal
Now we are engaged in a great civil war testing whether that nation or any nation so
conceived and so dedicated can long endure We are met on a great battlefield of that
war We have come to dedicate a portion of that field as a final resting place for those
who here gave their lives that that nation might live. It is altogether fitting and proper
that we should do this But in a larger sense we can not dedicate we can not consecrate
we can not hallow this ground The brave men living and dead who struggled here have
consecrated it far above our poor power to add or detract The world will little note nor
long remember what we say here but it can never forget what they did here It is for us
the living rather to be dedicated here to the unfinished work which they who fought here
have thus far so nobly advanced It is rather for us to be here dedicated to the great task
remaining before us that from these honored dead we take increased devotion to that
cause for which they gave the last full measure of devotion that we here highly resolve
that these dead shall not have died in vain that this nation under God, shall have a new
birth of freedom and that government of the people by the people for the people shall
not perish from the earth
10/23/2014 RPI - Service Anniversary Discussion 52
SERVICE ANNIVERSARY PROGRAMS = RINGO
10/23/2014 RPI - Service Anniversary Discussion 53
10/23/2014 RPI - Service Anniversary Discussion 54
TENURE
RECOGNITION
EMPLOYEE EXPERIENCE MAP
10/23/2014 RPI - Service Anniversary Discussion 55
Onboarding
Performance
Growth
Exit
Referral
Rentry
EMPLOYEE EXPERIENCE MAP
10/23/2014 RPI - Service Anniversary Discussion 56
Onboarding
Performance
Growth
Exit
Referral
Rentry
• First Month • First Assignment • “Quiz” on team mates • “Filling out forms”
EMPLOYEE EXPERIENCE MAP
10/23/2014 RPI - Service Anniversary Discussion 57
Onboarding
Performance
Growth
Exit
Referral
Rentry
• First Month • First Assignment • “Quiz” on team mates • “Filling out forms”
• Reviews • Peer2Peer • Other Recognition
EMPLOYEE EXPERIENCE MAP
10/23/2014 RPI - Service Anniversary Discussion 58
Onboarding
Performance
Growth
Exit
Referral
Rentry
• First Month • First Assignment • “Quiz” on team mates • “Filling out forms”
• Reviews • Peer2Peer • Other Recognition
• Promotion • Training • Mentoring • Job Change
EMPLOYEE EXPERIENCE MAP
10/23/2014 RPI - Service Anniversary Discussion 59
Onboarding
Performance
Growth
Exit
Referral
Rentry
• First Month • First Assignment • “Quiz” on team mates • “Filling out forms”
• Reviews • Peer2Peer • Other Recognition
• Promotion • Training • Mentoring • Job Change
• Good Luck • Company Updates • Alumni Activities
EMPLOYEE EXPERIENCE MAP
10/23/2014 RPI - Service Anniversary Discussion 60
Onboarding
Performance
Growth
Exit
Referral
Rentry
• First Month • First Assignment • “Quiz” on team mates • “Filling out forms”
• Reviews • Peer2Peer • Other Recognition
• Promotion • Training • Mentoring • Job Change
• Good Luck • Company Updates • Alumni Activities
• Rewards for Referrals • Support on social media
EMPLOYEE EXPERIENCE MAP
10/23/2014 RPI - Service Anniversary Discussion 61
Onboarding
Performance
Growth
Exit
Referral
Rentry
• First Month • First Assignment • “Quiz” on team mates • “Filling out forms”
• Continued Tenure? • Restart the cycle
• Reviews • Peer2Peer • Other Recognition
• Promotion • Training • Mentoring • Job Change
• Good Luck • Company Updates • Alumni Activities
• Rewards for Referrals • Support on social media
EXAMPLE MATRIX
10/23/2014 RPI - Service Anniversary Discussion 62
Years 1 2 3 5 10 15
Base Award $50 $50 $75 $100 $200 $300
Self Determined Training $25 $50 $100 $150 $200 $250
Mentoring Activities $50 $50 $100 $100 $150 $200
Volunteer for other
assignments $25 $25 $25 $25 $25 $25
Engagement with Social
Media $25 $25 $25 $25 $25 $25
… etc.
3 YEAR ANNIVERSARY
10/23/2014 RPI - Service Anniversary Discussion 63
Base Award $75
Self Determined Training $100
Mentoring Activities $100
Volunteer for other
assignments $25
Engagement with Social
Media $25
Betsy
Base Award $75
Paul
HOW?
10/23/2014 RPI - Service Anniversary Discussion 64
IT’S A PROCESS
10/23/2014 RPI - Service Anniversary Discussion 65
ENABLE A BETTER PROGRAM
• Set systems in place to regularly monitor contributions of
employees (performance review)
• Ensure managers are measured by this in their performance
reviews.
10/23/2014 RPI - Service Anniversary Discussion 66
TRAIN MANAGERS TO … prepare – don’t wait until the last minute!
… review employee’s performance
… ask employee’s colleagues for testimonials
about their major growth,
accomplishments & contributions.
(Peer2Peer)
… to create a protected and
reflective gratitude moment
10/23/2014 RPI - Service Anniversary Discussion 67
SUMMARY
• Think width not just depth
• Think time AND competence
• Think about employee’s total
experience
• Use time as punctuation
• Enable the PROCESS
• Train Managers
10/23/2014 RPI - Service Anniversary Discussion 68
10/23/2014 RPI - Service Anniversary Discussion 69
QUESTIONS
THANK YOU
10/23/2014 RPI - Service Anniversary Discussion 70
THANK YOU
THANK YOU
THANK YOU
THANK YOU
10/23/2014 RPI - Service Anniversary Discussion 71
CONTACT & CONNECT
WITH SYMBOLIST
• ideas@symbolist.com www.symbolist.com
• (800) 498-6885 1090 Texan Trail
• Grapevine, TX 76051
http://twitter.com/TheSymbollists
@TheSymbolists
https://www.facebook.com/TheSymbolists
https://www.linkedin.com/company/symbolist
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