Embracing the DoughboyEmbracing the Doughboy

Karen Seal Grafe

December 16, 2002

The ProblemThe Problem

• A successful acquisition requires fast, seamless integration of new employees.

• Without this, • Morale and productivity drop• The company’s financial numbers suffer

BackgroundBackground

• “Value Proposition” = the whole employment package offered to employees, including compensation, benefits, and work-life programs.

• The General Mills value proposition is called “Total Rewards.”

Why do this Research?Why do this Research?

• General Mills needs new employees to integrate quickly.

• General Mills needs “value proposition” communications to WORK for new employees.

The Research QuestionThe Research Question

Does the Total Rewards communications campaign effectively communicate the General Mills compensation, benefits, and work-life value proposition to former Pillsbury employees?

The Survey PopulationThe Survey Population

• Pillsbury “heritage” employees• 5,229 employees• All locations• Non-union, full-time, part-time• Salaried and hourly

The Survey DesignThe Survey Design

• 27 questions

• Paper survey

• Sent to 291 randomly-selected employees through intra-office mail

The NumbersThe Numbers

Population size 5,229 employees

Sample size 291 employees

Number of returned surveys

93

Response rate 32%

Survey ContentSurvey Content

• Asked seven questions about three different communications campaigns:

1. Total Rewards and More

2. Benefits Open Enrollment

3. Employee Stock Option Grant

• Asked two open-ended questions.

Types of QuestionsTypes of Questions • “I found the information in the brochure useful in

explaining Total Rewards and More.” • “The format and design of the Total Rewards and

More brochure made it easy to read.” • “As a result of reading the brochure, I think I have

a good understanding of Total Rewards and More.”

• “The meeting at my location helped me better understand the programs and services listed in the brochure.”

Survey ResultsSurvey Results

Information was useful 4.06

Format/design – easy to read 3.95

Materials - better understand topic 3.86

Meeting - better understand topic 3.78

Total Score (average) 3.91

Ranked 1 – 5 (5 = best)

Total Rewards and More

The average score for this section was 3.91, vs. an overall score of 3.89

Survey ResultsSurvey ResultsTotal Rewards and More

• Differences among employees:• By location:

Sales = highest scores

Headquarters = lowest scores • By age:

56+ = highest scores

18-25 = lowest scores

Survey ResultsSurvey Results

Ranked 1 – 5 (5 = best)

Benefits Open Enrollment

The average score for this section was 3.95, vs. an overall score of 3.89

Information was useful 3.95

Format/design – easy to read 3.92

Materials - better understand topic 3.88

Meeting - better understand topic 4.03

Total Score (average) 3.95

Survey ResultsSurvey ResultsBenefits Open Enrollment

• Differences among employees:• By location:

Sales = highest scores

Headquarters = lowest scores • By age:

56+ = highest scores

18-25 = lowest scores

Survey ResultsSurvey Results

Ranked 1 – 5 (5 = best)

Employee Stock Option Grant

The average score for this section was 3.80, vs. an overall score of 3.89

Information was useful 3.82

Format/design – easy to read 3.78

Materials - better understand topic 3.74

Meeting - better understand topic 3.87

Total Score (average) 3.80

Survey ResultsSurvey ResultsEmployee Stock Option Grant

• The largest difference in the campaign was differentiated by age• Employees aged 36-45 gave the campaign

the highest scores. • Employees aged 18-25 gave it the lowest

scores.

““Total Rewards”Total Rewards”

– “Benefits”– “Total package, everything that

encompasses my job – base pay, health, dental, etc. All programs and benefits to help me succeed at my job.”

– “Our total HR package” – “Being accepted as a true General Mills

employee.”

What does “Total Rewards” mean to you?

Suggestions for ImprovementSuggestions for Improvement

– “Easier access to a real, live person to answer my questions.”

– “HR staff could use more info on the Total Rewards to better inform them.”

– “Please continue to highlight/bold key information – specifically what employees are responsible for.”

The ResultsThe Results

Does the Total Rewards communications campaign effectively communicate the General Mills compensation, benefits, and work-life value proposition to former Pillsbury employees?

Yes!

RecommendationsRecommendations

• Analysis of supply chain employees• Overall lower response rate• Production employees under-represented

• Analysis of headquarters employees• Over-represented• Lower scores than sales and supply chain

employees

Recommendations, cont.Recommendations, cont.

• Analysis of employees aged 18-25• Lower scores than all other age groups

Questions?Questions?