How To Activate Your Brand and Engage Employees

transcript

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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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?

Internal Branding and Employee Engagement

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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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

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

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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.

❍ ❍ ❍ ❍ ❍

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).

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? ❍ ❍ ❍ ❍ ❍

¨  Clear, Unbiased, Non-Leading Questions ¤  Include Enabler Questions

¨  Rating Scales Consistent With Questions ¨  Best Practice

¤ Pilot Test Questions Before Survey Launch

Group Activity

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

Get Stakeholders Buy-In

Define Success Measures

Identify Sources of Data

Implement Research Plan

Analyze Data and Draw Conclusions

Revise Program As Appropriate

Any Questions?

Photo credits: BigStock and Google Images

NOVACREA RESEARCH CONSULTING Pi Wen Looi, PhD.

www.NovacreaResearch.com

Follow me @Novacrea

Phone: 510-926-2883

Email: piwen.looi@NovacreaResearch.com

Photo credits: Bigstock, unless otherwise noted.