employees rising
TRANSCRIPT
E M P L O Y E E S R I S I N G A NEW ERA OF EMPLOYEE ENGAGEMENT
I T ’ S A N E W W O R L D O U T T H E R E
EMPLOYEES EXPERIENCE CHANGE IN
THE WORK PLACE LIKE NEVER BEFORE
In Fact
Can describe
what their
employer does
42%
Are deeply
engaged with
their employer
30%
Recently
experienced a
change at their
place of work
84%
EMPLOYEES EXPERIENCE CHANGE IN
THE WORK PLACE LIKE NEVER BEFORE
In Fact
Recently
experienced an
employer change
Can describe
what their
employer does
Are deeply
engaged with
their employer
50% 44% 90%
Content that is:
pervasive
personalized
real-time
(even if it’s unpolished)
transparent
immersive
participatory
and they want it at work, too.
THEY’VE COME TO EXPECT A LOT
Blogs
Communities &
Workspaces Intranet Corporate
“YouTube”
Face-to-face
AND THEY HAVE A VOICE LIKE NEVER BEFORE
EX
TE
RN
AL
IN
TE
RN
AL
EMPLOYEES
LinkedIn Instagram Twitter
Face to Face
YouTube
I T ’ S A TA L L O R D E R F O R C O M PA N I E S L A R G E A N D S M A L L .
SMART BRANDS ARE FORGING A
PARTNERSHIP WITH EMPLOYEES
AUDIENCE
SOURCE
CHANNEL
EMPLOYEE
CONTENT
SOURCE AUDIENCE CHANNEL
E M P L O Y E E -
G E N E R AT E D
C O M PA N Y-
G E N E R AT E D
E M P L O Y E E -
D I S T R I B U T E D C O M PA N Y-
D I S T R I B U T E D
THE OLD WAY
THE NEW WAY
C O M PA N Y-
G E N E R AT E D
E M P L O Y E E -
D I S T R I B U T E D C O M PA N Y-
D I S T R I B U T E D
E M P L O Y E E -
G E N E R AT E D
EMPLOYEE GENERATED COMPANY DISTRIBUTED: PFIZER
SOURCE : Employees | CHANNEL : Company | AUDIENCE : Internal
13 FOR INTERNAL WEBER SHANDWICK USE ONLY!
NOT FOR EXTERNAL USE!
COMPANY GENERATED EMPLOYEE DISTRIBUTED: PEPSICO
SOURCE : Company | CHANNEL : Employees | AUDIENCE : External
14
EMPLOYEES AS A CHANNEL
15
WHAT DROVE OUR THINKING
In Fact
Weber Shandwick partnered with KRC Research to conduct a global
online survey of 2,300 employees in 15 markets
Asia Pacific
Australia
China
Hong Kong
India
Indonesia
Japan
Singapore
South Korea
Latin America
Brazil
North America
United States
Canada
Europe
United Kingdom
France
Germany
Italy
A TREND THAT’S ALREADY UNDERWAY
use at least one
social media site
for personal use
have posted something about
their employer in social media
that they wish they hadn’t
14%
post messages, pictures or
videos in social media about
employer very often, somewhat
often or from time-to-time
50%
have shared praise or
positive comments online
about employer
39%
have shared criticism or
negative comments online
about employer
16%
88%
A TREND THAT’S ALREADY UNDERWAY
use at least one
social media site
for personal use
have posted something about
their employer in social media
that they wish they hadn’t
26%
post messages, pictures or
videos in social media about
employer very often, somewhat
often or from time-to-time
72%
have shared praise or
positive comments online
about employer
70%
have shared criticism or
negative comments online
about employer
46%
94%
M A N Y C O M PA N I E S H AV E J O I N E D T H E M O V E M E N T
TO A C T I VAT E T H E I R E M P L O Y E E S
Does your employer encourage employees to
use social media to share news and information
about your work or your employer?
33%
56%
11% Y E S
N O
N O T S U R E
M A N Y C O M PA N I E S H AV E J O I N E D T H E M O V E M E N T TO
A C T I VAT E T H E I R E M P L O Y E E S
Does your employer encourage employees to
use social media to share news and information
about your work or your employer?
50%
41%
9% Y E S
N O
N O T S U R E
4%
12%
17%
23%
33%
Very often Somewhat often From time to time Almost never Never
employees are posting without
any employer encouragement
33%
WA K E UP CA LL… E M P LO Y E E S P O S T A B O UT WO RK WI T H
N O E N C O U R A G E M E N T F R O M T H E I R E M P L O Y E R S
1 / 3
% employees posting messages, pictures or videos about their
employer or work but whose employers don’t encourage it
the viral reality
22
ENCOURAGEMENT YIELDS EXTERNAL ROI
Encouraged others to buy
company’s products or services 72% 48%
Recommended employer as
place to work 68% 54%
Made positive comments about
employer publicly 63% 32%
Defended employer to friends
and family 60% 44%
Done volunteer work for a
cause employer supports 55% 30%
YES NO
EMPLOYER ENCOURAGES USE OF SOCIAL
MEDIA TO SHARE COMPANY CONTENT
EMPLOYEES HAVE
TAKEN THESE
ACTIONS
Two in 10 employees are all
taking positive actions to
support their employers
THE EMPLOYEE ACTIVIST IS NOW AMONG US
21%
One-third of Brazilian
employees are all taking
positive actions to support
their employers
THE EMPLOYEE ACTIVIST IS NOW AMONG US
34%
WORKFORCE ACTIVISM SPECTRUM
InActives
22%
HyperActives
7%
ProActivists
21%
PreActivists
26%
ReActivists
11%
Detractors
13%
WORKFORCE ACTIVISM SPECTRUM
PreActivists ProActivists InActives
34% 23% 11%
Detractors ReActivists HyperActives
16% 6% 10%
27
5 STEP ACTIVATION GUIDE
4 Flip the right
activism
switches.
Attend to your
igniters.
Embrace the
new reality of
employee
activism.
Leverage the
new reality. 1
Identify your
workforce
segments.
One size
does not fit
all.
2 Activate from
the top.
Leadership
matters. 3
Flip the right
activism
switches. Attend
to your igniters. 4 Encourage
social. Have
a clear plan
and policy. 5
28
IBM
Social Media Stats
• No IBM corporate blog or Twitter
• 17,000 internal blogs
• 100,000 employees using internal blogs
• 53,000 members on SocialBlue (like
Facebook for employees)
• A few thousand “IBMers” on Twitter
• Thousands of external bloggers
• Almost 200,000 on LinkedIn
• As many as 500,000 participants in
company crowd-sourcing “jams”
• 50,000 in alum networks on Facebook and
29
IBM
30
SOCIAL MEDIA PILOT PROGRAM
Powered by
Dynamic Signal
PILOT
PLATFORM
SOCIAL MEDIA
AMBASSADORS
SHARING
STORIES
TRACKING RESULTS AND INCORPORATING FEEDBACK
Giving socially active and motivated employees a platform where they
can share content with their friends, family and peers
EXISTING
DIGITAL
CONTENT
ASSOCIATE-
GENERATED
CONTENT
WAL-MART
SOURCE : Employees & Company | CHANNEL : Employees & Company | AUDIENCE : Internal &
External
O B R I G A D A