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5/15/2014

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Welcome

Creating Your Employer Value Proposition

Housekeeping

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Agenda8:00 – 8:30

• Review and discussion of Assignments

• Icebreaker

8:30 – 11:30

• Definition of an Employer Value Proposition (EVP

• Building your EVP

• Applying your EVP

• Branding your EVP Internally and Externally

11:30 – 12:00

• Your Engagement Action Plan – Assignments for Session 3

• Pre-work for Session 4

Break

© The Employee Engagement Group. All rights reserved

Review of Session 2 Action Plan


• Discuss with senior leaders the benefits of gathering

employee input o What did your senior leaders say about gathering employee

input?

o Are you implementing a process? What are you doing to gather

input?

• Conduct a More of, Same as, Less of exercise for a manager (or yourself) with a group of employees

o What worked well?

o Was the feedback well received?

o How did the employees respond to the exercise?

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Icebreaker• Find a partner and go to a pair of flip

chart sheets

• Each person create Section 1o No more than 3 inches from the top

o Write your name in upper right hand

corner

• Each of you in turn will:o Describe why it is great to work for your

organization

o Your partner will ask questions to help

clarify

o Using the feedback, write an ‘elevator

speech’ on why it’s great to work for

your organization

• Divide your flip chart as shown

Rebecca1

2 3

4 5

6 7

Write your elevator speech here

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Definition of an Employer Value Proposition

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Employer Value Proposition Defined:


• A clear and compelling story of why people work for your

organization that:• Differentiates you from your competitors

• Causes candidates to self-select (in or out)

• Engages the existing staff

• Includes:• What you do

• Why you do it

Employer Value Propositions


“Provide choices for

nurturing the body,

the community, and

the planet”

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"To inspire and

nurture the

human spirit --

one person, one

cup, and one

neighborhood at

a time."


The ingredients to

be extraordinary,

people are valued,

and you can make

a difference


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The Happiest

Place on Earth



Freedom to

Travel Around

the Country

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Think

Differently



Regeneron Pharmaceuticals

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© The Employee Engagement Group. All Rights Reserved

Ernest Shackleton

Help Wanted

“Men Wanted for Hazardous Journey.

Small wages, bitter cold, long months of

complete darkness, constant danger.

Safe return doubtful. Honor and

recognition in case of success”



The Employee Engagement Group

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Wow - what an opportunity!

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consultant to help build a HR/OD consulting, speaking, training, and event global business.

We're looking for the unique blend of office manager, sales coordinator, writer, social media

guru, Microsoft Office expert, self starter, entrepreneur, OD professional, and trainer all

wrapped into one!

Requires a minimum of a Bachelors (Masters in OD or MBA preferred), and the flexibility to

travel at a moment’s notice, deliver outstanding client service, work independently, handle

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At this stage, we can’t yet offer insurance, benefits, high pay, etc. (scared yet?). We can offer

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professional growth, and an opportunity to partner with the recognized global thought leader

on Employee Engagement (heck, we even own the domain!). Only optimists, survivors, and

those with a personal commitment to finish what we start need apply.

5/15/2014

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Building your EVP

Definition of an EVP

© The Employee Engagement Group All Rights Reserved

• Set of associations and offerings provided by an

organization in return for skills, capabilities, and

experiences an employee brings• Employee centered aligned to business strategies

• Must be relevant and compelling

• Developed by identifying the overlap between:• Employee behaviors and traits needed to meet your goals

• Reasons why people work at your firm

• Reasons people buy your product

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Steps to Building an EVP


Create your Mission (or Purpose)

Identify your Vision

Define your Values

Define your Strategy

Create your

Employer Value Proposition

Create your Mission (or Purpose)


• Defines the fundamental purpose of the organization• Why it exists

• What it does to achieve its vision

Examples

“Our purpose is to solve unsolved problems innovatively” 3M

“Our purpose is to preserve and improve human life” Mereck

“Our purpose is to make people happy” Disney

#2 - What is the mission / purpose of your organization?• Why do we exist?

• In 100 years, what do we want to be remembered for?

• How are we different than our competitors?

• What is the one thing we do that is admired?

• What inspires you about working here?

Page 3 - 2

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Identify your Vision


• Your vision outlines what your organization wants to be,

or how it wants the world in which it operates to be• Long-term view with a concentration on the future

• Can be emotive and a source for inspiration

• Should be imaginable, energizing, feasible yet bold, focused

and flexible.

• Should be easy to remember and

communicate

Examples

“The world’s premier food company” Heinz

“Be the premier toy brand, today and tomorrow” Mattell

“Become the Harvard of the West” Stanford

“A world without poverty” Oxfam #3 - What’s the vision

of your organization?

A vision is a picture of the future that

captures the imagination of others

and inspires them to follow.

- Walt Disney

Page 3 - 3

Define your Values


• Values are beliefs shared among stakeholder of an

organization – they are your guiding principles• Drive an organization’s culture and priorities

• Provide a framework for decision making

• Normally consist of 3 – 7 values

Examples

“Fun and value” Southwest

“Product excellence” P&G

“Service to customer” Nordstrom

#4 - What are the values at your organization? What

is or could be your value statement?

Page 3 - 4

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Define your Strategy


• Combination of ends (goals) for which the firm is striving

and the means (policies) by which it is seeking to get

there• Sometimes called a road map – with the vision at the end

• Provides direction and checks to ensure organization is going in

the right direction

• Normally unchanged for 3 – 5 years, with annual goals and

objectives

#5 - Summarize your strategy – in other words, how

are you going to reach your vision?

Page 3 - 5

Behaviors and Traits

Behavior: How one acts or reacts to specific circumstances.

Examples:• Expressing self clearly• Meeting project deadlines• Calm under pressure• Participate in meetings

Traits:Characteristics that define someone’s personal nature.

Examples:• Integrity• Enthusiasm• Optimism• Collaborative• Introversion or extroversion

Behaviors can

be changed

Traits are more

difficult to change

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Behaviors and Traits


#6 - Think of 5 - 10 superstars in your organization.

• What behaviors and traits to they bring to the

organization?

• What would you

like to ‘clone’?

• Do they bring any

baggage?

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Why do they work or buy?


Why do employees work for…

• What are the top reasons people

work for you organization?

• Think about both the ‘what’ and the

‘why’• What – specifically what they do,

their job (your organization

produces widgets and they are a

widget designer)

• Why – why your firm versus other

firms (was there something that

your organization does that

attracted them?)

Why to people buy from…

• Why do customers buy from

your organization?• Think beyond price and

product

• Why your organization

specifically? Why not a

competitor?

The best EVPs reinforce co-

branding between product and

employment brand.

What’s the overlap in your

organization?

#7

Page 3 - 7

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Write your EVP


#8 – Create your EVP in quick, memorable, captivating

way. • Re-test it using the ‘Elevator Test’ – can you explain

to a stranger you meet in an elevator what you do,

why you do it, and why they might want to work for

your organization?

Page 3 - 7

EVP Leads to Successful Tri-branding


Employer Value

Proposition

Product or Service Brand

Third Party Branding (customers,

vendors, suppliers)

Tri-Branding

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Applying EVP

Purpose/Values/Vision Barometer

Counsel Over or Out

Stars

Counsel Up,

Over or OutTrain and Mentor

high

high

low

low

Commitment to Firm’s

Purpose/Values/Vision

Pe

rfo

rma

nc

e

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Map your Employees


Page 3 - 8

Create an Action Plan


What actions might you take if an

employee is here?

What actions might you take if an employee is here?

What actions might you take if an

employee is here?

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Create an Action Plan


Create an action plan

for one or two of your

employees by: • Identifying where

he/she is on the matrix

• Listing actions you will

take for improvement

and maintenance

Note: This will be part of

your Session 3 Action

Plan as well

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Branding your EVP

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Branding your EVP

– How do you currently brand your EVP?

• Internally?

• Externally?


Social Media

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Social Media

Social Media Today

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- Over 1 billion unique visitors monthly

- 4 billion videos seen each day

- 100 hours of video uploaded per minute

- 6 billion hours spent on site per month

Social Media

- Over 1.2 billion users- 580 million log in every day

- 50% who use smart phones connect every hour

- 10.5 billion minutes spent on Facebook daily

- Average user spends 5 – 6 hours per week on the site

- 230 million users- 11 accounts added every

second - 500 million tweets daily- 83% Fortune 500 companies on Twitter

- 259 million users- 61% use as primary

professional networking site- 2 new users each second

- Over 50 million users- Quickly become a major

player in social media- Only 3 years old

Katy Perry51+ million

2014 Stats from• Mashable.com• Wikipedia.com• Thesocialskinny.com• YouTube.com/press

Who has the most followers?

Page 3 - 10

Social Media Usage

http://employeeengagement.com/social-media-stats/

http://employeeengagement.com/social-media-stats/

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* Manpower

** Robert Half

Social Media Policies

29 % of companies in the Americas have social

media policies*

54% of CIOs from companies with more than 100

people com-pletely block

employees from social media

sites**

50% of CFOs say that their

concern about social media is

“employees wasting their

time”**

Social Media and your Organization

How does your organization use:

– Twitter

– Facebook

– YouTube

– LinkedIn

– Other?

Are you encouraged or discouraged to use social media?

Does your organization have a policy that addresses social media?


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Branding your EVP

What ideas do you have to brand your EVP?

Internally? Externally?


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Assignment

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Required Assignment

• Share your EVP results with your Leadership Team• Discuss tweaks, improvements, discoveries

• Be prepared to report back on results of the discussion

• Using the information on your flip chart, create

a task team to make a 1 - 2 minute branding

video that describes your EVP:• Who your organization is

• Why someone would want to work in your

organization

• The benefits and features of working in your organization

Be prepared to show the video during the 6th (or sooner) session

Video Examples

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Video Examples

Video Examples

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Video Examples

Video Examples

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Video Examples

Video Examples

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Video Examples

Video Examples

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Video Examples

Video Examples

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Video Examples

Video Examples

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Video Examples

Required Assignment (continued)

• Evaluate your personal and your organization’s

social media presence• Number of followers, friends, contacts, etc.

• How do you participate in activities (send Tweets, join

groups, etc.

• How could your organization use social media more

effectively

• Does your organization place any restrictions on the use

of social media?

• Rate at least 3 employees using the

Purpose/Values Barometer

Record your results on your Engagement Action Plan and submit a copy

next month

X

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Pre-work for Session 4

Leading ChangeEngaging your First-line Leaders

Pre-work for Session 4


• What changes have you been a part of:• Personal

• Organizational (that you delivered)

• Organizational (that you received)

• What went well? Not so well?

• What would you do differently?

• Outline your current selection process for hiring/promoting

people managers• What do you do well? Not so well?

• What training do they receive

• How engaged do you think your first-line leaders are? • 1 = not engaged at all, 10 = extremely engaged

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Thank you

See you on June 20

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