human resources as brand ambassadors: the magic spice, the secret sauce
DESCRIPTION
Human resource professionals are the first impression and motivating force for new and existing employees. Candidates’ and new hires’ opinions are often shaped by those first encounters (in person, by phone and online). What can HR do to enhance the corporate culture that marshals support from new and existing employees? Learn how industry leaders shape their companies’ culture, conversations and connections with their employees to become brand ambassadors. Hear case studies from Aon, Gallup, CME Group and Groupon.TRANSCRIPT
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Lynn HazanPresident, Lynn Hazan & Associates, Inc.Executive Search Firm for Recruitment in Marketing and [email protected]
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What is corporate culture?Stories we tell
ourselves and outsiders about the company, its people, products and reputation
Our experiences
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What makes stories/culture successful?Ingrained, part of
the co’s DNA, genuine, feel passionate, real
Feel it – sometimes hard to articulate
Emotional connection
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The C’s of Social MediaContentCommunityConnectionsConversationConstantly changing
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What Social Media is NOT…NOT equivalent to real time relationshipsClients do NOT hire resumes aloneNot a replacement for HR’s knowledge of
company, expertise in recruiting/screening and understanding fit for company/culture
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Aha! It’s the ThreadSocial media and
corporate culture have more in common than realized
About people, talking, sharing, learning, working together, common experiences. We bond.
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Hungry for real and authentic experiencesTell stories of
companies we interviewed, each different, yet common thread
Culture developed to meet its needs
Social media = 21st century technology to expand messages
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• It’s what we do• Don’t talk about it• Behavior based – in action
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Aim to answer these questions & more:How do you define your corporate culture?How would you describe your brand in 6
words?Who are your ambassadors on behalf of your
brand?How does culture help with
recruiting/retaining staff?In a down economy, what have you done to
keep employees motivated, productive and focused on growing your company’s business?
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Each Company’s Magic SpiceBoar roasts and hula dancers To holding staff position for soldier for 2 yrs.
after only one month of employment
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Interviewed
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Look at titlesMany use social networking as part of job
descriptionHR at vanguard of innovation
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Key Culture Trends: HR…Creates trendsActively seeks
collaborationFosters environment
where all employees are brand ambassadors
Has well-developed procedures to monitor, develop and promote talent
Embraces professional, social and cultural efficiencies of social media
Encourages employee wellness
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Emphasis on Talent – GallupSallie PetersUnique approach to
recruiting and retaining staff
Behavioral based selection tools
People and performance = priorities
Autonomy, freedom and accountability for results
Best friend at work – emphasis on relationships
Emotional attachment – people count
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• Innovative• Worldly• Engaging• Research• Outcomes• Progressive
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Aon Consulting – Brian Baker, VP Employee Engagement & Social NetworkingHuman capital strategies & innovationEncourage staff to move to right direction in
terms of behavior
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Aon Client – HR as Change Agents – Encourage WellnessEngage employees,
families, communities, etc. in elevated dialogue about healthcare
Different approach -holistic- go beyond work, w/families
GoalsDecrease health care
spend Measure over 2 yrs.
Encourage employees to be personally & professionally successful
What is healthy living? National roll out to go
international
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Aon’s client tactics:
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Taking dialogue home = embedded behavioral shift
Interactive web presence for all kidsCalendar contest
Kids Depict healthy living Use logo
Great American Smokeout Facebook pages YouTube as cross finish line – corporate
documentaryMP3 players with catchy music, message
from CEOPreventative + ProvocativeConfession Booth – celebrate finish line
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CDW: Charles Bretz, Sr. Recruiter & Sr. SourcerHis roles:
Internet strategySocial mediaProactive –
Relationship buildingNetworking &
pipeline buildingTwitter & LinkedIn –
identified candidates – good fit
Reached out to candidates – Cisco arena – high level engineers
Competitive intelligence
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CDW – Staff as Brand Ambassadors – Career FairsMilitary Veterans’ Recruiting
Event2 vets participated
CDW-recognizes and values vetsIraq vet returned 2.5 months ago
Gone for 2 yrs CDW held spot for him Married with child, benefits
continued while on duty Incredibly, only been on staff for 30
days47th – 100 Top Military Friendly
Employers (G.I. Jobs 11/9/09)
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• Engaging• Exciting• Challenging• Celebratory• Selfless • Recognition
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CME Group: Challenge of being a 150 year old start upBe more competitiveEvolving biz model
More relationship-based with big banks, financial institutions
Break down internal silosBe more externally focusedHold leaders to high standardsMentor and grow staffNo more brilliant jerks
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CME Group – growth timeline
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CME Group: Dennis Cue, Director Professional Development & Organizational EffectivenessTwo Pronged Learning:
Face to face formal learningOnline learning
Daily online sharing – open to all staffKnowledge Direct – stimulate dialogueDaily posts, updated 2x/wkThe Summit – leadership dev’t program, 15-
20 peopleMaintain network w/alums
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• Execution• Speed• People/staff oriented• Territorial• Overwhelming• Intense
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CME Group – Evolving CultureEmpowermentTeam-basedAccountabilityCourageCustomer-focusIntentionalGlobal
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Groupon – Andrew Mason, Founder & CEOUnique business
concept – group buying power
1 year old start upAndrew featured on
Crain’s 40 under 40groupon.com/learn
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Groupon – Staff profilesManaging Editor – humor in all contentHire humor writers – investment in companySelf expression
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Groupon – CultureFlat – everyone contributesNo titles, offices or status symbolsAndrew buys lunch 3x/wk for 4 staffTransparent – to all, customers, merchants
Unique biz model
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Zany & off the wall – why not?Groupon Tabernacle Choir – Bach
Christmas Mass4 part harmonyIn German!
Surprise birthday party for Hawaiian born stafferGrass skirtsBoar roastSinging
People don’t expect itKeeps work fresh
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Groupon & Social Media = Holistic ApproachTwitter & Facebook
accounts for each city
Daily DealSide Deal of the dayScavenger huntsMeetupsFundraisers – local
support
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• Independent• Humble• Community• Excellence• Passion• Commitment
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5 different companiesDifferent needsBiz modelsFast pacedCommitment to quality
employeesEmployees = Brand
AmbassadorsLow turnover
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The C’s of Social MediaContentCommunityConnectionsConversationConstantly changing
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From thread that runs through to the ribbon that ties it together The Magic SpiceThe Secret SauceSpell Success!
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Find Lynn Hazan & Associates on:Twitter: lynnhazanLinkedIn: Lynn HazanFacebook: Lynn HazanSlideShare: Lynn HazanEzineArticles: Lynn Hazan
Lynn HazanLynn Hazan & Associates55 E. Washington St.Suite 715Chicago, IL 60602312-863-5401lynn&@lhazan.comwww.lhazan.com
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