Driving Brand Growth and Employee/Customer Retention

Connect Employees to Your Brand for Extraordinary Results

Allign Executive Roundtable
October 16, 2007

Or

How to REALLY get people really excited about where they work!

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Research Sponsor
Allign
Tap

- Proprietary programs to:

and focus organization intelligence We accelerate aligned action and results against key initiatives Help you craft innovative HR strategies

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Research Overview
Conducted

over the past 4 years 550 plus organizations Our direct experience Focus Groups

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Research Question
What are the biggest challenges that face you in terms of connecting with employees?

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Agenda
How

do you create an emotional brand/company connection? 4 critical steps to create a true employer/employee value proposition How to develop a line of sight between internal action and brand effectiveness Case study- bringing a famous brand back to life

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Why Talk About Brand?

Brands

create emotional connection They are visible They summarize your value to both customers and employees Head and/or Heart

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Lets Play

Real or NO Real!

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Lets Play

Look at the following Brands Is the Person behind the brand real or no real?
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Chef Boyardee

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Hector Boiardi

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Little Debbie

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Debbie McKee

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Betty Crocker

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Nope!

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Tommy Bahama

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Tony Margolis, Lucio Dalla, Bob Emfield

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Shakeys

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Sherwood Shakey Johnson

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Step One to Connection

Begin

with a Brand Assessment The Shakeys Pizza case Study All industries, high tech to low tech have used this method

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Brand Assessment
Key

elements of the Brand What do employees need to know? What do they need to believe? What do they need to do?

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12 Key Elements of the Employer Brand

Your employer brand must articulate your promise to your employees Employer brand must support business strategy Employer brand must define, for your employees, what your customers experience Must define what your business needs from your employees Must define on-brand behavior Define your internal brand promise- identity, mission, promise

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12 Key Elements of the Employer Brand

Employer brand must focus on employee choice Employer brand clarify the employee WIIFM Must articulate the job experience that will support skills and create opportunity for personal and professional growth Must articulate your desired reputation as a place to work Must define your desired emotional connection with your employees Your employer brand can measurably help in recruiting and retention

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Step Two-Focus on the Big Picture

Give

employees context at the 100,000 ft level (Brand, Guest, Operations) Get emotional connection and involvement from everyone on the highest value initiatives

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Building the Employee Experience

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Visually anchor Key Brand Values

Top 5 Brand Values Show connections between employee roles and brand Ask for employee contribution (ideas, effort, results)

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Knowledge Retention From Traditional Training

100% 80% 60% 40% 33% 20% 0%
30 mins. 48 hrs. Time after course completion 3 Weeks

58%

Source: Research Institute of America

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Pull Learning

The Visual Experience increases:

2-Way Communication

90 80 70 60 50 40 30 20 10 Understanding

Understanding
Buy-In Better ideas

90% Learning Retention

0
Hear See Hear&Say Do Visualize

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Step Three- Build EVP

Create

a level of satisfaction internally that equals what you want to achieve externally

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Employee Value Proposition

Work
People Rewards Development Personal

achievement

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Determine the Situation

Important

What you ask How you ask the question

The order in which you ask questions

How you interpret the information

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Step Four- Tap CIQ

How

to tap collective intelligence of your organization for brand awareness and improvements

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The Value of Commitment

The Fully Committed 16% Agnostic

20% 65%
Low Performers 18%
More Engaged
Higher Retention (87%) Brand Aware More Productive (21%)
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Results Focus

What are the elements of Profit?

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Employees Experience the Brand as Customers Do

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ROC (Return on Commitment)

High

engagement companies realized a 5.75 percent difference in operating margin and a 3.44 percent difference in net profit margin versus low engagement companiesproof that companies that strengthen engagement realize direct and indirect influence on business performance. CLO Research Dec 2005

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Oscar Meyer

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WeinerMobile

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Match Experience to Your Company

Customized to the Organization or Situation

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The Benefits of True Internal Branding

Relevant

Actions at the Right Time More actionable ideas- faster Measurable and multiple returns Accelerated Action Satisfied Customers and Employees Increased Retention Increased innovation
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ALLIGN
Scott Hamilton Senior Partner 888.857.9722 scott@allign-team.com

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