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Round II: Expanding Communication / Building Relationships Track A: Emerging ERG Leaders: How ERGs
Maximize Personal and Organizational Brands
Facilitator: Pamela Palanque-North, Palanque Associates Presenters: Teresa Correa, Avon Products, Inc. Susan Mallah, Pacific Gas & Electric Company
Round II: Expanding Communication / Building Relationships
Track A: Emerging ERG Leaders: How ERGs Maximize Personal and Organizational Brands
Teresa Correa Associate Manager, Consumer Insights
Avon Products Inc.
ERGs Maximize Personal & Organizational Brands
Facilitates the meeting of executives who may turn into your champion.
It’s an opportunity to challenge yourself in building a strong and sustainable team.
You’re able to drive additional business impact that is outside of your normal role.
Round II: Expanding Communication / Building Relationships
Track A: Emerging ERG Leaders: How ERGs Maximize Personal and Organizational Brands
Susan Mallah Senior Diversity Consultant
Pacific Gas & Electric Company
2013 By Sue Mallah Senior Diversity Consultant, Diversity & Inclusion
Employee Resource Groups Effective Branding
Providing Safe Reliable and Affordable Gas and Electricity
PG&E is the principal provider of electricity and natural gas
Serving more than 15 million customers in Northern and Central California.
PG&E Service Areas
San Francisco
Peninsula
San Jose
Trinity
North Valley
North Bay
Sierra
Yosemite
Fresno
Kern
Los Padres
Central Coast
De Anza
East Bay
Sonoma
Humboldt
Mission
Diablo
Northern Region
Bay Area Region
Central Valley Region
Central Coast Region
Employee Resource Groups @PG&E
ERG Year Established Members Chapters
Access Network 2010 105 1
Black Employees Association
1980 620 4
InspirAsian 1984 775 1
Latino 1984 450 6
Legacy 2010 220 1
Nu NRG 2009 720 1
Pride Network 1986 350 1
Samahan 1971 320 1
Veterans 2012 200 1
Women’s Network
1975 980 4
Why Brand?
BRAND IMAGE Develops recognizable/ identifiable image Engages through visualization
MARKETING Provides consistent messaging Reinforces professional corporate look
and feel
SUPPORT Helps leverage support from senior leadership Broadens scope and impact in communities
Problem Solved!
Top: Samahan Inspir Asian BEA Women’s Network
Middle: Pride Network Access Network NuEnergy Legacy
Bottom: Veterans PSEA Latino
Goals Aligned to Business Performance
WORKFORCE DIVERSITY
COMMUNITY OUTREACH
EMPLOYEE ENGAGEMENT
ENVIRONMENTAL LEADERSHIP
Logos Maximize Potential
Banners posters t-shirts business cards lanyards
Fundraisers, presentations, events Staff meetings; ERG council and board
meetings Career fairs, diversity celebrations;
tailboards Company leadership meetings Non-profit community events Scholarship award events Collaborative local functions
Impact of Effective Branding
Continuous growth across ERGs Focus groups; customer help line; in-language Increased senior leadership involvement Corporate articles highlighting ERGs Increased employee scholarship contributions ERGs recognized for value to company Invited to extended leadership team meetings Included in corporate responsibility report Employees express renewed pride
Impact: Increased Involvement
Access Network ARC of San Francisco
BEA United Negro College Fund
InspirAsian Self Help for the Elderly
Latino Make a Wish Foundation
Legacy Senior Resource Centers
Nu NRG Onboarding and mentoring
Pride Network Aids Walk
Samahan Bayanihan Community Center
Veterans CalVet and EDD Programs
Women’s Network Heart Walk
Workforce Diversity
We are having an impact! ERGs Volunteer at Career Fairs Employee Engagement Events Onboard New Employee Orientations
Community Outreach
We are rebuilding trust in our communities! Awarded over $3M scholarships to deserving students
Environmental Leadership
We are making a difference! Latino ERG 26th Year provided hundreds of students their first camping and fishing experience
Senior Leadership Participation
Ten percent time allocated ERG role Evaluation by Sponsoring Officer Feedback given to Supervisor Included in performance evaluation
Chris Johns, President & CEO of PG&E
Leadership Development
We are developing future leaders! 83% of ERG leaders state their role as ERG leader contributed to career development at PG&E
Next Steps
Revisit Ensure image represent ERGs
as they continue to evolve Expand Continue to utilize in various
communication methodologies Be creative Think of new ways to develop
ERG brand marketing