internal branding and employee engagement
DESCRIPTION
TRANSCRIPT
IABC: Professional Development Conference
Building Brand Ambassadors in Your Employees
Your Workforce May Be Destroying You
18%
48%
33%EngagedNot EngagedActively Disengaged
Source: Gallup Consulting.
World-Class Organizations “Out-Engage”
7%
26%67%
EngagedNot EngagedActively Disengaged
Source: Gallup Consulting.
And Outperform
More Profitable More Productive
Average CompaniesHighly Engaged Ones
16% 18%
Source: Gallup Consulting.
Today’s Discussion Topics
Promise(customer)
Positioning(competitive)
Purpose(employee)
Personality(expression)
1. Internal Brand Strategy2. Measuring Employee Engagement
3. Internal Communications Strategy4. Internal Communications Tactics
1.0 Internal Brand Strategy
The Framework for Internal Branding
Mlicki Brand Framework
Promise(customer)
Positioning(competitive)
Purpose(employee)
Personality(expression)
Logical
Emotiona
l
Motivating Differentiating
Example: American Express
Positioning.For the moderate to wealthy consumer, we offer world-classservice and personal recognition. Every time.
Personality.Exclusive, premium, signature, personalized, accomodating.
Promise.The consumer comes first. Always.
Purpose.Live life to the fullest.
2.0 Employee Engagement
How to Measure It
What is engagement?
What Drives Engagement
Autonomy Mastery
Purpose
Source: “Drive” by Daniel Pink
Questions to Ask.Group into areas of focus, skills and desires.
Industry Consultants
Promise(customer)
Positioning(competitive)
Purpose(employee)
Personality(expression)
1. Gallup2. Engagient
3. DIY or DIFM
3.0 Internal Communications
Strategies to Increase Engagement
Mlicki Framework for Internal Communications
Culture Clarity
Consistency
#1 - Have a Plan.
#2 - Utilize Phases.
#3 - Be Integrated.
4.0 Internal Communications
Tactics We’ve Seen Work
#1 - Lasting Messages. Lasting Media.
Examples
Examples
Examples
Examples
Examples
#2 - Interactive Storytelling.
#3 - Encourage Co-Creation.
#4 - Repeat.
THANK YOU
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