reinventing the workplace and starting with...
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Reinventing the Workplace and Starting with YOUAugust 2017
Kimo Kippen, VP Global Workforce Initiatives
Today’s Content
21-Aug-17 © 2017 Hilton Confidential and Proprietary 3
Morning, Part 1: Branding YOU
Morning, Part 2: Storytelling
Afternoon, Part 1: Stories from Kimo and Our Audience
Afternoon, Part 2: Hilton’s Story and a Changing Environment
Afternoon, Part 3: Engagement Case Study
Afternoon, Part 4: Debrief Results and Conclude
Branding Content
21-Aug-17 © 2017 Hilton Confidential and Proprietary 5
The Brand is YOU: Developing YOUR Story
What is Personal Branding?
Why is Personal Branding Valuable?
Managing Your Personal Brand
What’s Your Personal Branding Statement
People buy YOU before they buy what you are
selling; even if what you are selling is YOU!
Think about it…
Developing YOUR Personal Brand
• What is Personal Branding?
• Value of a Personal Brand
• Managing your Personal Brand
How Do YOU Define a Brand?
✓ A brand is a collection of personal perceptions
in the mind of a consumer
✓ A brand reflects core personality
✓ A brand is a unique feature or an image
representing a company or individual
✗ A brand is not a trademark or a logo
EXERCISE: How do you define a brand?
1. Select a company or brand to which you have been
a loyal customer.
2. What traits or characteristics make you loyal to that
company?
Taylor Swift is the master of
personal branding, connecting
with her hyper-social,
surprisingly diverse audience
daily on Twitter, Tumblr,
Facebook and Instagram.
With every interaction, she
delivers what her fans
specifically love about her:
humor, intelligence, accessibility
and gratitude.
How do you define a PERSONAL brand?
✓ Personal Branding is how you market yourself to the
world.
✓ It is essentially what other people think of you.
✓ In some ways it is out of your control but you have
some influence.
How is personal branding valuable?
1. Differentiation in a competitive environment
2. Expand Influence
3. Enhance engagement levels
4. Relationship Building
5. Create a lasting impression
EXERCISE: Developing Your Personal Brand
1. Select a person whose qualities you admire.
2. List the qualities that you admire and why.
Building your Personal Brand
✓ Be Relevant
✓ Be Consistent
✓ Be Appealing
✓ Be Yourself
✓ Be Intentional
Tips for you…
✓ Stay True to Your Values
✓ Strive to influence others
✓ Sacrifice to accomplish something
✓ Building a Brand Is Dynamic and must always be re-
engineered
✓ Keep in mind that everything you do is discoverable
Examples
1. I am a relationship builder. I develop and maintain relationships at all levels of an
organization creating a network of resources that support organizational
strategies and drive revenue growth. – Sales Executive
2. I energize, focus and align manufacturing organizations, resulting in sustainable
acceleration of processes, reduction in waste, and growth of profits. –
Consultant
3. I am a high-end service provider giving the sophisticated traveler a stylish and
tailor-made experience at my Marrakech boutique hotel. – Hotel Owner
4. Using my holistic insight and innovative Total Performance Scorecard principles,
I promise to help my customers to realize their financial dreams. – Financial
Consultant
5. Inspire people to transform "stuck" career management plans to vibrant
opportunity creating strategies. – Career Coach
6. I love collaborating with forward-focused corporate leaders who know where
they’re going. – Executive Coach
Storytelling Content
21-Aug-17 © 2017 Hilton Confidential and Proprietary 32
What is Storytelling?
The Elements of Storytelling
Element 1: Empathy
Element 2: Distillation
Element 3: Visuals
Element 4: Structure
# of daydreams per day for the typical adult
The ChallengeAdult Learning and Retention
2,000
% of information retained 2 days after being
told10
% of information retained 2 days after being presented
visually65
35
Why?
• Visualizing
• Imagining
• Risking
• Understanding
• Persuading
• Relating
• Conceptualizing
Analyzing
Criticizing
Controlling
Number crunching
Detailing
Implementing
Validating
• Right Brain• Left Brain
36
Our History
– 1919 - Mobley Hotel was purchased
– 1927 - Hilton expands to Waco, Texas, and opens its first hotel with cold running water and air-conditioning in public areas
– 1943 - With the purchase of the Roosevelt and Plaza hotels in New York City, Hilton becomes the first coast-to-coast hotel group in
the United States.
– 1946 - The Hilton Hotels Corporation is formed, and files to list on the New York Stock Exchange.
– 1947 - New York City's Roosevelt Hilton becomes the first hotel in the world to install televisions in guest rooms.
– 1949 - Hilton International is born, with the opening of the Caribe Hilton in Puerto Rico. Legendary barman Ramon "Monchito"
Marrero creates the Pina Colada.
– 1949 - Conrad Hilton purchases "The Greatest of Them All," the original Waldorf Astoria in New York, NY.
– 1949 - Conrad Hilton appears on the cover of Time magazine, the first hotelier to achieve such recognition. (He appears again on
the cover in 1963.)
– 1954 - Conrad N. Hilton buys Statler Hotel for $111 million dollars, which at the time was the largest real estate deal ever.
– 1955 - Hilton creates its first central reservation office, called HILCRON. Reservations can be made at any Hilton by telephone,
telegram, or Teletype.
– 1955 - Hilton launches a program to bring air-conditioning to every hotel in the Hilton portfolio.
– 1955 - Opening of the Hilton Istanbul, the first modern hotel built from the ground up in post- World War II Europe. The landmark
property earns its own postal code and stamp.
– 1958 - Barron Hilton introduces the new Hilton Carte Blanche credit card, the premier travel and entertainment card owned by Hilton
Hotels.
– 1959 - Hilton pioneers the airport-hotel concept by opening the 380-room San Francisco Airport Hilton.
– 1964 - Hilton International forms as a separate company, with Conrad Hilton as president. Two years later, Conrad Hilton's son
Barron succeeds him as president of the domestic Hilton Hotels Corporation.
42
1919 1964
First Hilton property
purchase; called the
Mobley Hotel
Conrad Hilton becomes
president of Hilton
International
43
Our History
Character
Who is your
protagonist?
• You
• Another guest(s)
• Family member
• Another group, relatable
47
Situation / Character
Obstacle/Villain
Who/what was
in opposition?
• Travel Problems
• Weather
• Lack of Availability
• Time Constraint
• Budget Constraint
49
Incident
The workhorse
of the story.
• What happened?
• Obstacle, conflict
• Formidable
• “After that, everything changed…”
50
Solution
How was this
overcome?
• Initial skepticism
• Customized Solution
• Mutual agreement reached
• Successful implementation
51
Moral, conclusion
Something
learned.
• Universal message
• Directs future action
• Can be positive or negative
• “Left out” motivator
52
Kimo Goes First!
Never judge a day by the weather
The best things in life aren’t things
Tell the truth – there’s less to remember
Speak softly and wear a loud shirt
Goals are deceptive – the unaimed arrow never misses
He who dies with the most toys – still dies
Age is relative – when you’re over the hill, you pick up
speed
There are two ways to be rich – make more or desire
less
Beauty is internal – looks mean nothing
No Rain – No Rainbows
Waldorf Astoria Orlando
• We are a leading hospitality company, spanning
the lodging sector from luxurious full-service
hotels and resorts to extended-stay suites and
mid-priced hotels.
• Since 2007, we have surpassed all major hotel
companies in global room growth.
• A portfolio of 13 world-class brands supported by
hundreds of thousands of team members across
Hilton's corporate offices and
owned/managed/franchised properties.
• More than 812,000 hotels rooms inside of nearly
5,000 hotels across 103 countries.
• More than 62M members in its award–winning
customer loyalty program, Hilton HHonors.
Hilton Overview
59
“To fill the earth with the light
and warmth of hospitality.”– Conrad N. Hilton
Hilton OverviewOur Vision
60
We will be the preeminent
global hospitality company –
the first choice of guests, team
members and owners alike.
Hilton OverviewOur Mission
61
63
L&D Department to Corporate Academy
Copyright © 2017 Deloitte Development LLC. All rights reserved.
DEPARTMENT
LEVEL
SCOPE
CORPORATE
LEVEL
SCOPE
64
Facilitating the Change Management Process
Executive
SponsorshipLearning
Councils
Business
Objectives
• Budget Authority
• Priority Setting
• Ultimate Accountability
• Insight to the Business
• Represents Company
Demographics
• Trusted Advisors
• Tied to Business
Outcomes
• Tied to Employee
Performance Outcomes
• Quantifiable
• Expandable
• Improved parental and maternity leave benefits for U.S. and U.K.
Team Members
• Implemented enhancements to our PTO/Scheduling policies
• Celebrated our Team Members during International
Housekeeping Week
• Launched GED Assistance program for U.S. Team Members
• Kicked off 2015 Global Month of Service
• Introduced upcoming enhancements to Go Hilton: Team Member
Travel
Recent Heart of Hilton Highlights…
A sizeable portion of our U.S. workforce does not have a High School Degree
79
Facts Impact on Hilton Worldwide
18% of the US population have self-
declared that they did not graduate high
school.
Assuming the 18% national statistic, this suggests that greater
than 11,000* US Hilton team members may not have graduated
high school.
5,000 US team members show in our HR
systems that they “Did Not Graduate High
School.”
This represents over 5% of our US workforce. We assume that
many more were not willing to self declare.
Companies benefit through this investment.
American Council on Education states that employers providing
General Education Development (GED) programs for employees
get a more educated workforce, and see increased retention and
improved productivity.
GED success rate is high. Nearly 88% of test takers pass the GED exam.
US Employers are catching on
Employers offering support for high school or GED completion
include McDonald’s, Walmart, Department of Defense, and
American Hotel and Lodging Association.
* Based on 62,000 US-based employees
Our competitors do not offer a GED
81
GED Proposed No No No
Financial
Assistance
with
University
Bachelors
Yes Yes Yes Yes
Financial
Assistance
with
University
Graduate
Yes Yes Yes Yes
Offering support to obtain a GED will help our Team Members
82
Increased
Job Opportunities
Improved
Living
Standards
Societal
Benefits
A high school diploma or GED is preferred for a number
of positions
• Lifetime earnings are average 34% higher
• Average annual earnings are roughly $9,000 higher per year
• Unemployment rates are 50% for those without a high school diploma or GED
Parents’ education attainment strongly influences their
children’s educational attainment
RESULTS TO DATE
200Inquiry calls
from Hilton
Team
Members
128scheduled
initial intake
appointments
3Team Members
passing at
least one test
Team Members
assessed as
”ready”
72
RESULTS THRU 6/30/2017
3Team
Members
graduated by
passing all 4
exams or by
meeting all
requirements
for GED*
* Through this offering some Team Members have been able to provide the equivalent to meet U.S. GED completion
requirements.
9 Active
(13%)
13 “Not Ready”
(18%)
17 Struggling
(24%)
32 Evasive
(45%)
What’s Next in Lifelong Learning?
• High School Completion
• Tuition Free Associates Degree
• Apprenticeships
• Programs for engaging the Mature Workforce
PURPOSEMIND-
FULNESS
W
H
O
L
E
N
E
S
S
How we show up. How we engage. How we make a difference.
HOSPITALITY
INTEGRITY
LEADERSHIP
TEAMWORK
OWNERSHIP
NOW
SELF
AUTHENTICITY
SOUL
TRUST
PRIDE
PRESENCE
THE
COMPANYTHE
TEAM MEMBER
Creating a Sense of Wholeness
85
90
Key Strategic Priorities
Continue building purpose-
led, performance-driven
culture
Continue to make Hilton a
great place to work
Improve organizational
efficiency and alignment
Build a true talent culture
and mindset
ALIGN CULTURE &
ORGANIZATION
STRENGTHEN
BRANDS &
COMMERCIAL
SERVICES PLATFORM
EXPAND GLOBAL
FOOTPRINT
MAXIMIZE
PERFORMANCE
Activate Hilton master
brand, refresh existing
brands and strategically
add new brands
Lead in digital and advance
personalization capabilities
Drive deeper loyalty and
more direct relationships
with guests through Honors
Reinvigorate marketing,
revenue management and
sales functions
Deliver industry-leading,
high-quality organic net unit
growth
Fill market gaps with the
right brand in the right
location at the right time
Expand luxury and resort
portfolio
Execute China growth
strategy
Grow market share
Be the hotel company of
choice for owners
Maximize free cash flow
per share, preserve strong
balance sheet and
accelerate return of capital
Modernize IT infrastructure,
and protect and leverage
data as a strategic asset
© 2017 Hilton Worldwide Confidential & Proprietary 1
OUR ETHICAL FOUNDATION
•Set the Example
•Build a Learning Culture
•Celebrate Continuous Learning
•Communicate Openly
•Be a Leader
What Can You Do Now?
91
Lessons Learned
1. Executive Sponsorship is critical for success
2. Have the right strategy, people, structure and process
3. Develop your team and celebrate victories
4. Tell them, tell them and tell them again
5. Learning must be part of the mission, vision and values
92
Reflections From Our Lessons
1. Rome wasn’t built in a
day! Transformations take
time.
2. Change is a marathon
--- not a sprint!
3. It takes a village! Successful
transformations require the right
team under the right leadership.
4. Pause, reflect and
learn throughout your
journey.
5. Celebrate and
recognize!
93
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