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The Importance of Authenticity In Executive Communications Steven Handmaker, CMO | @handmaker

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WHAT WE DO

BUSINESS

INSURANCE

EMPLOYEE

BENEFITS

PRIVATE

INSURANCE

FINANCIAL

SERVICESSURETY

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BASICALLY – WE SELL

INSURANCE

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AND YET …

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MORE THAN JUST HAPPY

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The

Bu

sin

ess

Ca

se f

or

a

Hig

h-T

rust

Cu

ltu

re

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National average for employee engagement is 34%.

Assurance is 98%.

Source for National Average: 2015 Gallup Poll

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Half of Industry Peers

Voluntary

Turnover

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SECRET, SECRET,

WE’VE GOT A

SECRET.”

Styx,

Domo Arigato Mr. Roboto

“

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PARTIES AREN’T AS IMPORTANT –

BUT THEY’RE STILL FUN.

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DEFINE PURPOSE

TRUST EMPLOYEES & GIVE VOICE

SHOWECASE CUSTOMER

WORKPLACE AS COMMUNITY

RECOGNIZE CONTRIBUTIONS

GIVE BACKBU

ILD

ING

CU

LTU

RE

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THE ASSURANCE CULTURE• Right people on the bus

• Clearly defined goals

• Engagement is a goal

• Transparency is vital

• Pain behind the pain

• Fun and humor doesn’t make you less smart

• Starts and ends with the why

• Appreciation and authenticity are free

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THE ASSURANCE CULTURE• Right people on the bus

• Clearly defined goals

• Engagement is a goal

• Transparency is vital

• Pain behind the pain

• Fun and humor doesn’t make you less smart

• Starts and ends with the why

• Appreciation and authenticity are free

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Organizational leadership beyond transparency

Authenticity

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AUTHENTICITY GAINS & MAINTAINS

Employee

TrustCommitment

OverallJob

Satisfaction

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HOW TO BE AUTHENTIC LEADERS

HOW TO BE AN AUTHENTIC COMPANY

Today’s Talk

Not About

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Self-awareness

Insight

Emotional IntelligenceIn

itia

tive

Manage FearInfluence

Envision Brighter Future

De

live

r Im

pa

ct

Express Themselves

Possess Integrity

Seek Second Opinions

Leave Their Mark

AU

THE

NTI

C L

EA

DE

RS

HIP

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GR

EA

T LE

AD

ER

S Share Authentically

Express Authentically

Listen authentically

Acknowledge Authentically

Serve Authentically

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THE IMPORTANCE OFToday’s Talk

Is About AUTHENTICITYIN EXECUTIVE COMMUNICATIONS

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STOP(hammer time)

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AUTHENTICITY by Handmaker ☺

They are then often:

GENUINE.HONEST.REAL.

Relatable.Aspirational.Inspiring.

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HOW DO YOU GET GENUINE? HONEST? REAL?

EXECUTIVE COMMUNICATIONS

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» 4M: Match the Medium, Message & Messenger

» Content Aimed at the Heart

» Allow Room for Interaction

COMMUNICATING

EXECUTIVE

AUTHENTICITY

STRATEGY

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INTERNAL VOICES | People and Brand

Video. Voice. Written Word. Images.

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Face-to-Face

Written Communication

Voice Mail

Video

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» Tone matters

» Avoids perfection

» Humor and self-deprecation

» Admits mistakes

» Asks for help

CONTENT THAT’S

GENUINE.

HONEST.

REAL.

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Warren Buffett

The Authentic Communications Master

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HOME RUN TOPICSaimed at the heart

Fa

milie

s

Hobbies/Passions

Music/Movies/Pop Culture

Lessons, LearnedExcitement About Future

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ALLOW ROOM FOR

INTERACTION

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Examples of Authenticity in our

Executive Communications

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EX

AM

PLE

S Stay Connected Blog Posts

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EX

AM

PLE

S Stay Connected Blog Posts

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EX

AM

PLE

S Sharing Success Videos

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EX

AM

PLE

S McMinute Videos

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EX

AM

PLE

S Annual Meeting Pop Culture References

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EX

AM

PLE

S Handwritten Messages

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EX

AM

PLE

S Thoughts of the Day

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EX

AM

PLE

S Thoughts of the Day

“We’re Going Streaking!” – Will Ferrell

“We are young. Heartache to heartache

we stand. No promises, no demands.

Love is a battlefield.“ – Pat Benatar

"Guess who's back. Back again.

Shady's back. Tell a friend.“– Eminem

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EX

AM

PLE

S Stock Photos Suck

Meeting Coffee talk Reception

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EX

AM

PLE

S Annual Theme History

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GENUINE.

HONEST.

REAL.

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GENUINE.

HONEST.

REAL.

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Contact Me

Steven HandmakerChief Marketing Officer, Assurance

Twitter: @handmaker

LinkedIn: linkedin.com/in/stevenhandmaker