Allign Internal Brand - Distribution Nov 2007

7/31/2019 Allign Internal Brand - Distribution Nov 2007

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Or

How to REALLY get people really excited aboutwhere they work!


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Research Sponsor

Allign - Proprietary programs to:

Tap and focus organization intelligenceWe accelerate alignedaction 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 faceyou in terms of connecting withemployees?


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Agenda

How do you create an emotionalbrand/company connection?

4 critical steps to create a true

employer/employee value propositionHow to develop a line of sight between

internal action and brand effectiveness

Case study- bringing a famous brand backto life


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Lets Play

Real or NO Real!


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Lets Play

Look at the following

BrandsIs the Person behind

the brand real or noreal?


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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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Nope!


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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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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, whatyour 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 professionalgrowth 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 ftlevel (Brand, Guest, Operations)

Get emotional connection and involvementfrom everyone on the highest valueinitiatives


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Building the Employee Experience


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Pull Learning

The Visual Experienceincreases:

2-Way Communication

Understanding

Buy-In

Better ideas

90% Learning Retention 010

20

30

40

50

60

70

80

90

Hear See Hear&Say Do Visualize

Understanding


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Step Three- Build EVP

Create a level of satisfaction internally thatequals what you want to achieveexternally


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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 yourorganization for brand awareness andimprovements


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LowPerformers

18%

Agnostic

20% 65%

The Fully

Committed

16%

More Engaged

HigherRetention (87%)

Brand Aware

More

Productive (21%)

Results Focus

The Value of Commitment


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What are the elements of Profit?


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Oscar Meyer


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WeinerMobile


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The Benefits of True InternalBranding

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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ALLIGNScott Hamilton

Senior [email protected]

Allign Internal Brand - Distribution Nov 2007

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