allign internal brand - distribution nov 2007
TRANSCRIPT
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Or
How to REALLY get people really excited aboutwhere they work!
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Contact (877) 925-5446
Research Sponsor
Allign - Proprietary programs to:
Tap and focus organization intelligenceWe accelerate alignedaction and results
against key initiatives
Help you craft innovative HR strategies
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Research Overview
Conducted over the past 4 years
550 plus organizations
Our direct experience Focus Groups
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Research Question
What are the biggest challenges that faceyou in terms of connecting withemployees?
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Agenda
How do you create an emotionalbrand/company connection?
4 critical steps to create a true
employer/employee value propositionHow to develop a line of sight between
internal action and brand effectiveness
Case study- bringing a famous brand backto life
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Lets Play
Real or NO Real!
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Lets Play
Look at the following
BrandsIs the Person behind
the brand real or noreal?
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Chef Boyardee
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Hector Boiardi
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Little Debbie
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Debbie McKee
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Nope!
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Tony Margolis, Lucio Dalla,Bob Emfield
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Shakeys
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Sherwood Shakey Johnson
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Brand Assessment
Key elements of the Brand
What do employees need to know?
What do they need to believe?What do they need to do?
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Contact (877) 925-5446
12 Key Elements of the
Employer Brand Your employer brand must articulate your promise to
your employees Employer brand must support business strategy
Employer brand must define, for your employees, whatyour customers experience Must define what your business needs from your
employees Must define on-brand behavior
Define your internal brand promise- identity, mission,promise
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12 Key Elements of the
Employer Brand Employer brand must focus on employee choice Employer brand clarify the employee WIIFM Must articulate the job experience that will support skills
and create opportunity for personal and professionalgrowth Must articulate your desired reputation as a place to
work Must define your desired emotional connection with your
employees Your employer brand can measurably help in recruiting
and retention
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Step Two-Focus on the Big Picture
Give employees context at the 100,000 ftlevel (Brand, Guest, Operations)
Get emotional connection and involvementfrom everyone on the highest valueinitiatives
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Building the Employee Experience
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Pull Learning
The Visual Experienceincreases:
2-Way Communication
Understanding
Buy-In
Better ideas
90% Learning Retention 010
20
30
40
50
60
70
80
90
Hear See Hear&Say Do Visualize
Understanding
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Step Three- Build EVP
Create a level of satisfaction internally thatequals what you want to achieveexternally
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Determine the Situation
Important
What you ask
How you ask the question
The order in which you ask questions
How you interpret the information
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Step Four- Tap CIQ
How to tap collective intelligence of yourorganization for brand awareness andimprovements
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LowPerformers
18%
Agnostic
20% 65%
The Fully
Committed
16%
More Engaged
HigherRetention (87%)
Brand Aware
More
Productive (21%)
Results Focus
The Value of Commitment
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What are the elements of Profit?
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Oscar Meyer
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WeinerMobile
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The Benefits of True InternalBranding
Relevant Actions at the Right Time
More actionable ideas- faster
Measurable and multiple returns Accelerated Action
Satisfied Customers and Employees
Increased Retention Increased innovation
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ALLIGNScott Hamilton
Senior [email protected]