employment branding and employee engagement in a web 2 0 world
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1© Copyright 2009 EMC Corporation. All rights reserved.
Polly PearsonVP Employment Brand and Strategy EngagementEMC Corporation
January, 2010
Employment Branding andEmployee Engagementin the Web 2.0 World
2© Copyright 2009 EMC Corporation. All rights reserved.
Our Employment Brand Goal
… “and those on the Inside
will know that this is the ultimate place to
be.”
- Polly Pearson
- Dr. John Sullivan
3© Copyright 2009 EMC Corporation. All rights reserved.
A Brand is …
“A relationship, like the one you have with a
friend.”
Trusting ~ Genuine
“Do You Want to Get
The Shiny Best Place to Work Awards?”
-- Or --
“Do you want to Be
a Best Place to Work?”
Our work began with a Question to the C-suite…
5© Copyright 2009 EMC Corporation. All rights reserved.
We Started on the INSIDE … with a (Voluntary), Engaging, Internal, 2.0 NetworkMantra: “Fear Not. We’ll teach you to swim.”
Today: 160 + Communities; > 50% of the Workforce Registered & Active
6© Copyright 2009 EMC Corporation. All rights reserved.
The Community Brought ourGenuine Brand Values to Life
7© Copyright 2009 EMC Corporation. All rights reserved.
People Became More Connected with the Strategy, Culture, and One Another
8© Copyright 2009 EMC Corporation. All rights reserved.
Organic Brand Ambassadors Emerged:Home Grown, Enthusiastic, Expert Voices
Today: Dozens of Bloggers; Hundreds of Micro-Bloggers
9© Copyright 2009 EMC Corporation. All rights reserved.
Experts Now Engage in “Official” Communities for Developers, Customers and Partners
Developing products
Increasing revenue
Improving service and reducing support costs
Providing Certification & education on products
Building relationships, and loyalty
10© Copyright 2009 EMC Corporation. All rights reserved.
Experts and Brand Enthusiasts Now Lead/ Fuel “Unofficial” External Social Communities
Consistently Reaching and Engaging Millions
11© Copyright 2009 EMC Corporation. All rights reserved.
Engagement Opportunities become like Viral Fly Paper
EMC.com: EMC CareersEMC.com: EMC CareersCampus: EMC CareersCampus: EMC CareersEMC ONE, Culture TalkEMC ONE, Culture TalkBlogs on EMC Culture & CareersBlogs on EMC Culture & CareersFacebook: EMC CareersFacebook: EMC CareersSEO Site: EMC-Careers.comSEO Site: EMC-Careers.comTWITTER: EMC CareersTWITTER: EMC CareersYouTube: EMC CareersYouTube: EMC Careers
EMC.com; www.workingmotherexperience.com“The Working Mother Experience” Book
EMC.com; www.workingmotherexperience.com“The Working Mother Experience” Book
EMC.com; “100 Job Search Tips” Book
EMC.com; “100 Job Search Tips” Book
Shown:EMC.com/Careers
Campus: EMC CareersEMC|ONE Network
EMCer BlogsFacebook: EMCCareers
Twitter: EMCCareersYouTube: EMCCareersSEO site: EMC-Careers
eBooks by/about EMCers
The Real Magic Happens
In the “Unofficial”
Engagement
13© Copyright 2009 EMC Corporation. All rights reserved.
World Business Forum
Genuine Voices Speak To Why They Work at EMC
An Engagement Minute
13:37 – 13:38, January 19
California, Portugal, Massachusetts
Social Responsibility Kudos
Talent Outreach/Career Tips RTs
Enthusiastic IT User
16© Copyright 2009 EMC Corporation. All rights reserved.
The Real Magic Happens in the Unofficial Engagement
17© Copyright 2009 EMC Corporation. All rights reserved.
The Ultimate Engagement: A Defining Moment: Hope
18© Copyright 2009 EMC Corporation. All rights reserved.
The World is Moving Away from the Industrial Era Model
“Command & Control”
19© Copyright 2009 EMC Corporation. All rights reserved.
Transitioning to the Knowledge Era Model
“Collaboration & Connection”
Engagement & Leadership at Every LevelIllustration: Gary Hamel
20© Copyright 2009 EMC Corporation. All rights reserved.
Contributing to Satisfaction & Engagement
83% Satisfied
86% Engaged
*July, 2009 Based on 30,827 responses from 92% of employees
Why are they Engaged?
22© Copyright 2009 EMC Corporation. All rights reserved.
Highest Performing Results
* Based on 30,827 responses from 92% of employees
Personal Satisfaction
Enjoy Co-workers
95 %
63 %3
92%
93 %
Manager Integrity
* Based on 30,827 responses from 92% of employees
23© Copyright 2009 EMC Corporation. All rights reserved.
Quiz: Commitment Drivers
____ High pay
____ Good benefits
____ Social, Environ Responsibility
____ Product Quality
____ Collegial Work Environment
____ The right people get recognized and promoted
____ “Great employer” recognition
____ Ethics and Integrity
____ Empowerment; Ability to Innovate
____ Recognition
____ Skill and Career Development
____ Treated with Respect; People Mgt
____ Interesting Work; Job/Skills Alignment
Which do you think are the top 5 satisfiers for employees today?
*EMC Corp; Corp Exec Board
24© Copyright 2009 EMC Corporation. All rights reserved.
Quiz: Commitment Drivers
____ High pay
____ Good benefits
____ Social, Environ Responsibility
____ Product Quality
____ Collegial Work Environment
____ The right people get recognized and promoted
____ “Great employer” recognition
____ Ethics and Integrity
__5__ Empowerment; Ability to Innovate
__4__ Recognition
__3__ Skill and Career Development
__2__ Treated with Respect; People Mgt
__1__ Interesting Work; Job/Skills Alignment
Which do you think are the top 5 satisfiers for employees today?
*EMC Corp; Corp Exec Board
So What?
26© Copyright 2009 EMC Corporation. All rights reserved.
Fortune 500 Companies with Engaged Employees Report:
Growth inemployee
productivity$18,600
more market valueper employee
$3,800more profits
per employee
$80,000–120,000additional revenue
per month
Higherprofitability
Highercustomer loyalty
Recruitmentcosts 55% lower
Source: Impact of Engaged Employees on Business Outcomes. Ongoing Employee Engagement Research, Hewitt Associates
27© Copyright 2009 EMC Corporation. All rights reserved.
We’re Finding: ROI
More Market Valueper Employee
Additional revenue
Highercustomer
engagement
Better RecruitmentVolume and Speed
More +More Favorable Media Coverage
HigherEmployee
Engagement
Additional Innovation
Additional profit
28© Copyright 2009 EMC Corporation. All rights reserved.
Some Tips
1. Start Inside – not on Award Nomination Forms
2. Practice leading with Trust
3. Tap Into Those Who Are Already Engaged and Involve them in your Business Objectives
4. Try One of the Free Social Networks or Explore an Enterprise-Class Version. Start Small
5. Let Others do the work; it is about results, not control
6. Publicize business-centric/WIIFY victories
7. Inform Leadership Mistakes will Happen
8. Watch Your People Bloom and Do Your Job for You!
29© Copyright 2009 EMC Corporation. All rights reserved.
Employment Branding “Resources”
29
$0.00 program budget
Creativity
Commitment
Collaboration
31© Copyright 2009 EMC Corporation. All rights reserved.© Copyright 2009 EMC Corporation. All rights reserved.
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