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TRANSCRIPT
5/15/2014
1
Welcome
Creating Your Employer Value Proposition
Housekeeping
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Agenda8:00 – 8:30
• Review and discussion of Assignments
• Icebreaker
8:30 – 11:30
• Definition of an Employer Value Proposition (EVP
• Building your EVP
• Applying your EVP
• Branding your EVP Internally and Externally
11:30 – 12:00
• Your Engagement Action Plan – Assignments for Session 3
• Pre-work for Session 4
Break
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Review of Session 2 Action Plan
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• Discuss with senior leaders the benefits of gathering
employee input o What did your senior leaders say about gathering employee
input?
o Are you implementing a process? What are you doing to gather
input?
• Conduct a More of, Same as, Less of exercise for a manager (or yourself) with a group of employees
o What worked well?
o Was the feedback well received?
o How did the employees respond to the exercise?
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Icebreaker• Find a partner and go to a pair of flip
chart sheets
• Each person create Section 1o No more than 3 inches from the top
o Write your name in upper right hand
corner
• Each of you in turn will:o Describe why it is great to work for your
organization
o Your partner will ask questions to help
clarify
o Using the feedback, write an ‘elevator
speech’ on why it’s great to work for
your organization
• Divide your flip chart as shown
Rebecca1
2 3
4 5
6 7
Write your elevator speech here
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Definition of an Employer Value Proposition
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Employer Value Proposition Defined:
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• A clear and compelling story of why people work for your
organization that:• Differentiates you from your competitors
• Causes candidates to self-select (in or out)
• Engages the existing staff
• Includes:• What you do
• Why you do it
Employer Value Propositions
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“Provide choices for
nurturing the body,
the community, and
the planet”
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Employer Value Propositions
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"To inspire and
nurture the
human spirit --
one person, one
cup, and one
neighborhood at
a time."
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The ingredients to
be extraordinary,
people are valued,
and you can make
a difference
Employer Value Propositions
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Employer Value Propositions
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The Happiest
Place on Earth
Employer Value Propositions
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Freedom to
Travel Around
the Country
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Employer Value Propositions
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Think
Differently
Employer Value Propositions
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Regeneron Pharmaceuticals
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Employer Value Propositions
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Ernest Shackleton
Help Wanted
“Men Wanted for Hazardous Journey.
Small wages, bitter cold, long months of
complete darkness, constant danger.
Safe return doubtful. Honor and
recognition in case of success”
Employer Value Propositions
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The Employee Engagement Group
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those with a personal commitment to finish what we start need apply.
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17
Building your EVP
Definition of an EVP
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• Set of associations and offerings provided by an
organization in return for skills, capabilities, and
experiences an employee brings• Employee centered aligned to business strategies
• Must be relevant and compelling
• Developed by identifying the overlap between:• Employee behaviors and traits needed to meet your goals
• Reasons why people work at your firm
• Reasons people buy your product
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Steps to Building an EVP
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Create your Mission (or Purpose)
Identify your Vision
Define your Values
Define your Strategy
Create your
Employer Value Proposition
Create your Mission (or Purpose)
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• Defines the fundamental purpose of the organization• Why it exists
• What it does to achieve its vision
Examples
“Our purpose is to solve unsolved problems innovatively” 3M
“Our purpose is to preserve and improve human life” Mereck
“Our purpose is to make people happy” Disney
#2 - What is the mission / purpose of your organization?• Why do we exist?
• In 100 years, what do we want to be remembered for?
• How are we different than our competitors?
• What is the one thing we do that is admired?
• What inspires you about working here?
Page 3 - 2
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Identify your Vision
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• Your vision outlines what your organization wants to be,
or how it wants the world in which it operates to be• Long-term view with a concentration on the future
• Can be emotive and a source for inspiration
• Should be imaginable, energizing, feasible yet bold, focused
and flexible.
• Should be easy to remember and
communicate
Examples
“The world’s premier food company” Heinz
“Be the premier toy brand, today and tomorrow” Mattell
“Become the Harvard of the West” Stanford
“A world without poverty” Oxfam #3 - What’s the vision
of your organization?
A vision is a picture of the future that
captures the imagination of others
and inspires them to follow.
- Walt Disney
Page 3 - 3
Define your Values
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• Values are beliefs shared among stakeholder of an
organization – they are your guiding principles• Drive an organization’s culture and priorities
• Provide a framework for decision making
• Normally consist of 3 – 7 values
Examples
“Fun and value” Southwest
“Product excellence” P&G
“Service to customer” Nordstrom
#4 - What are the values at your organization? What
is or could be your value statement?
Page 3 - 4
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Define your Strategy
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• Combination of ends (goals) for which the firm is striving
and the means (policies) by which it is seeking to get
there• Sometimes called a road map – with the vision at the end
• Provides direction and checks to ensure organization is going in
the right direction
• Normally unchanged for 3 – 5 years, with annual goals and
objectives
#5 - Summarize your strategy – in other words, how
are you going to reach your vision?
Page 3 - 5
Behaviors and Traits
Behavior: How one acts or reacts to specific circumstances.
Examples:• Expressing self clearly• Meeting project deadlines• Calm under pressure• Participate in meetings
Traits:Characteristics that define someone’s personal nature.
Examples:• Integrity• Enthusiasm• Optimism• Collaborative• Introversion or extroversion
Behaviors can
be changed
Traits are more
difficult to change
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Behaviors and Traits
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#6 - Think of 5 - 10 superstars in your organization.
• What behaviors and traits to they bring to the
organization?
• What would you
like to ‘clone’?
• Do they bring any
baggage?
Page 6
Why do they work or buy?
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Why do employees work for…
• What are the top reasons people
work for you organization?
• Think about both the ‘what’ and the
‘why’• What – specifically what they do,
their job (your organization
produces widgets and they are a
widget designer)
• Why – why your firm versus other
firms (was there something that
your organization does that
attracted them?)
Why to people buy from…
• Why do customers buy from
your organization?• Think beyond price and
product
• Why your organization
specifically? Why not a
competitor?
The best EVPs reinforce co-
branding between product and
employment brand.
What’s the overlap in your
organization?
#7
Page 3 - 7
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Write your EVP
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#8 – Create your EVP in quick, memorable, captivating
way. • Re-test it using the ‘Elevator Test’ – can you explain
to a stranger you meet in an elevator what you do,
why you do it, and why they might want to work for
your organization?
Page 3 - 7
EVP Leads to Successful Tri-branding
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Employer Value
Proposition
Product or Service Brand
Third Party Branding (customers,
vendors, suppliers)
Tri-Branding
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Applying EVP
Purpose/Values/Vision Barometer
Counsel Over or Out
Stars
Counsel Up,
Over or OutTrain and Mentor
high
high
low
low
Commitment to Firm’s
Purpose/Values/Vision
Pe
rfo
rma
nc
e
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Map your Employees
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Page 3 - 8
Create an Action Plan
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What actions might you take if an
employee is here?
What actions might you take if an employee is here?
What actions might you take if an
employee is here?
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Create an Action Plan
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Create an action plan
for one or two of your
employees by: • Identifying where
he/she is on the matrix
• Listing actions you will
take for improvement
and maintenance
Note: This will be part of
your Session 3 Action
Plan as well
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34
Branding your EVP
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Branding your EVP
– How do you currently brand your EVP?
• Internally?
• Externally?
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Social Media
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Social Media
Social Media Today
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- Over 1 billion unique visitors monthly
- 4 billion videos seen each day
- 100 hours of video uploaded per minute
- 6 billion hours spent on site per month
Social Media
- Over 1.2 billion users- 580 million log in every day
- 50% who use smart phones connect every hour
- 10.5 billion minutes spent on Facebook daily
- Average user spends 5 – 6 hours per week on the site
- 230 million users- 11 accounts added every
second - 500 million tweets daily- 83% Fortune 500 companies on Twitter
- 259 million users- 61% use as primary
professional networking site- 2 new users each second
- Over 50 million users- Quickly become a major
player in social media- Only 3 years old
Katy Perry51+ million
2014 Stats from• Mashable.com• Wikipedia.com• Thesocialskinny.com• YouTube.com/press
Who has the most followers?
Page 3 - 10
Social Media Usage
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* Manpower
** Robert Half
Social Media Policies
29 % of companies in the Americas have social
media policies*
54% of CIOs from companies with more than 100
people com-pletely block
employees from social media
sites**
50% of CFOs say that their
concern about social media is
“employees wasting their
time”**
Social Media and your Organization
How does your organization use:
– YouTube
– Other?
Are you encouraged or discouraged to use social media?
Does your organization have a policy that addresses social media?
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5/15/2014
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Branding your EVP
What ideas do you have to brand your EVP?
Internally? Externally?
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Assignment
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Required Assignment
• Share your EVP results with your Leadership Team• Discuss tweaks, improvements, discoveries
• Be prepared to report back on results of the discussion
• Using the information on your flip chart, create
a task team to make a 1 - 2 minute branding
video that describes your EVP:• Who your organization is
• Why someone would want to work in your
organization
• The benefits and features of working in your organization
Be prepared to show the video during the 6th (or sooner) session
Video Examples
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Video Examples
Video Examples
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Video Examples
Video Examples
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Video Examples
Video Examples
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Video Examples
Video Examples
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Video Examples
Video Examples
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Video Examples
Video Examples
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Video Examples
Required Assignment (continued)
• Evaluate your personal and your organization’s
social media presence• Number of followers, friends, contacts, etc.
• How do you participate in activities (send Tweets, join
groups, etc.
• How could your organization use social media more
effectively
• Does your organization place any restrictions on the use
of social media?
• Rate at least 3 employees using the
Purpose/Values Barometer
Record your results on your Engagement Action Plan and submit a copy
next month
X
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Pre-work for Session 4
Leading ChangeEngaging your First-line Leaders
Pre-work for Session 4
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• What changes have you been a part of:• Personal
• Organizational (that you delivered)
• Organizational (that you received)
• What went well? Not so well?
• What would you do differently?
• Outline your current selection process for hiring/promoting
people managers• What do you do well? Not so well?
• What training do they receive
• How engaged do you think your first-line leaders are? • 1 = not engaged at all, 10 = extremely engaged
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Thank you
See you on June 20