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A presentation at the Strategic Employee Engagement and Internal Brand Activation Conference, San Diego, August 2014.
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HOW TO ACTIVATE YOUR EMPLOYER BRAND, ENERGIZE YOUR EMPLOYEES, AND
ATTRACT SKILLED TALENT TO DRIVE BOTTOM-LINE RESULTS
By Pi Wen Looi, PhD. August 5, 2014
A Presentation at the Strategic Internal Communications Conference, San Diego, August 5-7, 2014
Our Focus Today
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¨ Welcome ¨ Brand—Promises and Stories ¨ Brand Activation
¤ Group Activity ¨ Internal Branding and Employee Engagement ¨ Metrics of Success ¨ The Art of Asking Questions
¤ Group Activity ¨ Communication Campaign Evaluation
Social Sharing
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¨ Twitter: #intcomms ¨ @novacrea
Brand—Promises and Stories
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5
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Activation What Is
Brand Activation
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¨ Is the seamless integration of all communication means to bring a brand to life.
¨ Encourages positive participation (physically or digitally) from your target audience and builds longer-term emotional connections with consumers, employees, and prospective hires.
Brand Activation
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¨ External Branding ¨ Internal Branding
Group Activity
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¨ What does your company brand stand for? ¨ How does your company communicate its brand
promise to its: ¤ Customers ¤ Employees ¤ Potential Employees
¨ Is your internal brand consistent with your external brand?
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Internal Branding and Employee Engagement
Enga
gem
ent
Vision/Mission; Understanding of Goals
Relationships with Managers and Coworkers
Career Advancement Opportunities
Learning and Development Opportunities
Rewards and Recognition
Retention
Discretionary
Efforts
Advocacy
Key Drivers Observable Behaviors
Novacrea Engagement Model 11
Meaningful and Challenging Work
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How Do They Activate Their Brand?
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Enga
gem
ent
Vision/Mission; Understanding of Goals
Relationships with Managers and Coworkers
Career Advancement Opportunities
Learning and Development Opportunities
Rewards and Recognition
Retention
Discretionary
Efforts
Advocacy
Key Drivers Observable Behaviors
Internal Communication and Engagement 13
Meaningful and Challenging Work
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Internal Communication
When To Communicate?
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¨ Trigger Events ¨ Ongoing Communications ¨ Program-based Events
Communication Strategy
Metrics of Success
Photo credits: Donald Darrow, Flickr
Which Metrics?
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¨ Desired Outcome and Impact ¤ Behavioral Change ¤ Improved Business Results
¨ Analytics ¤ Participation Rate (Enterprise Social Network, Wiki,
etc.) ¤ Survey Response Rate ¤ Training Attendance ¤ Other?
Sample Worksheet
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Activities/Channels Output Outcome Impact
Intranet Stories, news, resources
Awareness
Newsletter Stories and news Awareness
Enterprise Social Network
Tweet feeds, communities
Awareness, Relationship Building
Communities, Social learning, Trust
All-Hands/Town Hall Meetings
Meetings/recordings
Awareness, Employee Involvement
Motivation, Behavior Change, Improved Retention
New Hire Orientation/Onboarding
Orientation /onboarding program
Awareness, Cohort, Team-building
Socialization, Assimilation, Company Pride, Ramp-up time
Employee Survey
Survey, data Survey Feedback, Gap Assessment
Continuous Improvement
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The Art of Asking Questions
The Art of Asking Questions
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Do you receive clear and timely communication regarding company matters? ❍ Yes, regularly ❍ Inconsistently ❍ Must ask ❍ Not at all
BEFORE
The Art of Asking Questions
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To what extent do you agree or disagree with the following statements?
Agree Strongly
Agree Somewhat
Neither Agree Nor Disagree
Disagree Somewhat
Disagree Strongly
Communications about Company ABC’s business goals, strategies, and business performance are clear.
❍ ❍ ❍ ❍ ❍
Communications about Company ABC’s business goals, strategies, and business performance are timely.
❍ ❍ ❍ ❍ ❍
AFTER
The Art of Asking Questions
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On a scale of 1 - 5, 1 being the least likely and 5 being the most likely, please answer the following question:
BEFORE
My company offers the professional development training programs that I need (i.e., time management, business writing, and presentation skills).
The Art of Asking Questions
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How likely are you to attend professional development training programs on:
Extremely Likely
Very Likely
Somewhat Likely
Not Very Likely
Not at all Likely
Time management? ❍ ❍ ❍ ❍ ❍
Business writing? ❍ ❍ ❍ ❍ ❍
Presentation skills? ❍ ❍ ❍ ❍ ❍
AFTER
The Art of Asking Questions
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¨ Clear, Unbiased, Non-Leading Questions ¤ Include Enabler Questions
¨ Rating Scales Consistent With Questions ¨ Best Practice
¤ Pilot Test Questions Before Survey Launch
Group Activity
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Work in pairs, create questions to measure: ¨ The effectiveness of your [insert name of your recent
communication campaign] ¨ Employees’ understanding of your company brand ¨ The perceived ease of use of your intranet (search
function, content, frequency of update)
Communication Campaign Evaluation
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Get Stakeholders Buy-In
Define Success Measures
Identify Sources of Data
Implement Research Plan
Analyze Data and Draw Conclusions
Revise Program As Appropriate
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Any Questions?
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Photo credits: BigStock and Google Images
NOVACREA RESEARCH CONSULTING Pi Wen Looi, PhD.
www.NovacreaResearch.com
Follow me @Novacrea
Phone: 510-926-2883
Email: [email protected]
Photo credits: Bigstock, unless otherwise noted.