volunteermatch solutions bpn webinar: five practices for engaging employees w/ bbmg
DESCRIPTION
February 2012 Best Practice Network Webinar series, presented by VolunteerMatch Session Description: Leading companies are recognizing that sustainability can be a competitive advantage, but only if it resounds across the entire organization. Employee engagement can save costs, improve morale, inspire creativity, drive innovation and attract and retain talent. Brand innovation firm BBMG shares how to get started with smart strategies, practical case studies and tips for overcoming some of the most common challenges. About Our Guest Speaker: Raphael is a champion for a new approach to branding that puts values behind every marketing initiative. An expert in brand strategy, cause marketing and public affairs, Raphael has led campaigns that are international in scope and diverse in terms of issues and industries. He has directed recent initiatives for clients such as Seventh Generation, Samsung, Earthbound Farm, Brown-Forman, Ocean Conservancy and Social Venture Network. Raphael also has an extensive background in political communications and public affairs, serving a state governor, senator and U.S. congressman.TRANSCRIPT
1Confidential and Proprietary
Green the Team:Five Practices to Engage Employees in Sustainability
February 29, 2012
Raphael BemporadChief Strategic Officer, BBMG
How To Ask Questions
2Confidential and Proprietary
Type questions into the box on the right side of the your screen
Submit via Twitter to @VM_Solutions using “#VMbpn”
We will pose questions at the end of the presentation
A copy of the sides will be circulated after the event.
February 29, 2012
4
Introduction
The Moment of Opportunity
Lessons from Walmart’s MSP
Five Practices for Engaging Employees
Discussion
HI, I’M RAPHAEL
5 Introduction
MEET BBMG
6 Introduction
• Brand Innovation for the New Consumer
• Founded in 2003 with studios in NYC and San Francisco
• 100% dedicated to the intersection of branding, sustainability and social purpose
• First branding !irm to embed conscious consumers into the way we work
• We are a certi!ied green business and a founding B Corporation
• 40+ design awards
OUR CLIENTS
7 Introduction
The Moment.
Introduction
The Moment of Opportunity
Lessons from Walmart’s MSP
Five Practices for Engaging Employees
Discussion
9 The Moment
TRUST
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TRUST
“There is an increased perception that businessis bad and exploits rather than contributes to society’s development. Society’s lack of trust demonstrates that business needs to embed the principles of responsibility into core business strategy and not simply do business plus CSR.”
– Jock Mendoza-Wilson, World Economic Forum Blog
The Moment
11 Introduction
SUSTAINABLE CONSUMPTION
The Moment
12 Introduction
SUSTAINABLE CONSUMPTION
“There is an imperative for companies to act to reduce the environmental consequences of consumption.”
– Sarita Nayyar, World Economic Forum, USA
The Moment
13
MILLENNIALS
The Moment
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MILLENNIALS
88% would choose employers whose social responsibility values re!lected their own.
The Moment
Millennials at Work, PWC, BusinessWeek.com
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MILLENNIALS
88% would choose employers whose social responsibility values re!lected their own.
55% believe it is very or extremely important to work for a company that is socially and environmentally responsible.
The Moment
Millennials at Work, PWC, BusinessWeek.com
BBMG Conscious Consumer Report
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MILLENNIALS
88% would choose employers whose social responsibility values re!lected their own.
55% believe it is very or extremely important to work for a company that is socially and environmentally responsible.
86% would consider leaving an employer whose social responsibility values no longer re!lected their own.
Millennials at Work, PWC, BusinessWeek.com
BBMG Conscious Consumer Report
Millennials at Work, PWC, BusinessWeek.com
17
The best-performing companies know that an employee engagement strategy linked to corporate goals will help them win in the marketplace. Engaged employees are more productive, more pro!itable, more customer-focused, safer, and more likely to withstand temptations to leave.
THE BUSINESS CASE
The Moment
18
Engaged organizations have 3.9 times the earnings per share (EPS) growth rate compared to organizations with lower engagement in their same industry.
THE BUSINESS CASE
The Moment
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TOWARD ENGAGEMENT 2.0
National Environmental Education Foundation, GreenBiz 2012 Report
ENGAGEMENT 1.0 ENGAGEMENT 2.0
Goals Unclear and Self-Selected Connected to Sustainability Strategy
Focus Green Practices (office recycling, events)
Innovation (e.g, operations, products, services)
Motivation Personal Passion Organizational Incentives, Career Path
Organization Self-Organized or Top-Down
Institutional + Grassroots Initiatives
Measurement Little or no measurement Track Accomplishments + Business Value
The Moment
20
So, how might we leverage employee engagement to save costs, increase performance and drive innovation?The Moment
21
Lessons from MSP.
Introduction
The Moment of Opportunity
Lessons from Walmart’s MSP
Five Practices for Engaging Employees
Discussion
22
STEP 1: UNDERSTAND WHERE YOU ARE TODAY
Learning from MSP
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STEP 2: MAP THE JOURNEY
Learning from MSP
24
STEP 3: CRAFT THE STRATEGY
Learning from MSP
25
STEP 4: THEME YOUR ACTIONS
Learning from MSP
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STEP 5: TELL YOUR STORIES
Learning from MSP
27
STEP 6: TRACK YOUR PROGRESS
Learning from MSP
28 Learning from MSP
STEP 7: CELEBRATE SUCCESS
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5
30
TAKEAWAY
Make ItStrategic
31 Takeaway 1: Make It Strategic
MAKE IT STRATEGIC
• Share a Vision: Co-create a vision statement to define your program’s vision and goals along with the resources available to get there.
• Align the Team: Unite sustainability and HR teams to embed your strategy in recruitment, training, leadership development, compensation, events and rewards.
• Define Success: Identify key performance metrics at the onset. Create a baseline to track progress (e.g., job satisfaction, employees engaged, volunteer hours, water and energy saved, GSG reduced, etc.).
32 Takeaway 1: Make it Strategic
Transportation Zero Waste Sustainable Packaging
MAKE IT STRATEGICSTONYFIELD: MISSION ACTION PROGRAM
33 Takeaway 1: Make it Strategic
MAKE IT STRATEGICINTERFACE: SOCIO!METRICS FOR A CULTURE OF RE!INVENTION
34
TAKEAWAY
Make ItPersonal
35
MAKE IT PERSONAL
• Make it Relevant: Translate environmental issues into relatable, real life experiences (e.g., the water we drink, the air we breathe, the source of our food, etc.).
• Make it Actionable: Ask employees to start small by choosing one goal, activity or action to get started.
• Show, Don’t Tell: Help employees to understand and track their own energy use, recycling habits and carbon footprints.
Takeaway 2: Make It Personal
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MAKE IT PERSONALUNDERSTANDING OUR ACTIONS AND IMPACT
Takeaway 2: Make It Personal
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MAKE IT PERSONALHYATT: EMPOWERING INDIVIDUAL ACTIONS
Takeaway 2: Make It Personal
38
TAKEAWAY
Make ItFlexible
39 Takeaway 3: Make It Flexible
MAKE IT FLEXIBLE
• Offer Freedom Within a Framework: Allow different parts of your organization to customize engagement according to their unique needs.
• Invite Co-Creativity: Companies that allow employees to share ideas are more than 6X as likely to have very effective programs.
• Respect Your Culture: Match your engagement programs with your overall corporate culture so there’s authentic alignment across the organization.
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Source: Organizational Culture and the Success of Corporate Sustainability InitiativesAbbett, L., Coldham, A., Whisnant, R.
MAKE IT FLEXIBLEWHAT’S YOUR STYLE?
Takeaway 3: Make It Flexible
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MAKE IT FLEXIBLECOKE: FREEDOM WITHIN A FRAMEWORK
Takeaway 3: Make It Flexible
42
TAKEAWAY
Make ItRewarding
43 Takeaway 4: Make It Rewarding
MAKE IT REWARDING
• Stay Positive: Keep activities fun and rewarding and remind people why you’re doing this and how your making progress.
• Share Your Stories: Create in-person and digital opportunities for employees to share their activities and experiences (e.g., morning huddles, weekly staff, milestone meetings and awards ceremonies).
• Inspire Friendly Competition: Create contests around concrete actions like recycling or energy use and offer branded awards for your most committed team members.
44 Takeaway 1: Make it Strategic
MAKE IT REWARDINGINTEL: MEASURING AND RECOGNIZING PERFORMANCE
45 Takeaway 4: Make it Rewarding
MAKE IT REWARDINGL’OREAL: FRIENDLY COMPETITION INCENTIVIZES ACTION
46
TAKEAWAY
Make ItLast
47 Takeaway 5: Make It Last
MAKE IT LAST
• Campaign It: Treat employee engagement as an ongoing campaign with a big idea, launch plan and tent pole activities to maintain momentum.
• Embed It Every Day: Inspire engagement with perks (paid volunteer days, incentives for hybrid vehicles), education (lunch and learns) and buzz (cascading communications, e-blasts, Post-Its, swag).
• Keep it Going: Close the feedback loop by mapping progress, celebrating success and defining future goals and aspirations.
48 Takeaway 5: Make It Last
MAKE IT LASTCLIF BAR: EMBEDDING ENGAGEMENT EVERY DAY
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RECAPPING THE FIVE TAKEAWAYS
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1. Make It Strategic2. Make It Personal3. Make It Flexible4. Make It Rewarding5. Make It Last
Resourceshttp://bbmg.com/how/green-the-team/• Starter Guide• Map Your Journey• MSP Toolkit
51
Stay Informed
3Confidential and Proprietary
Blog (new look!):www.VolunteeringIsCSR.org
Twitter:@VM_Solutions