Strategic Ways to Increase Employee Engagement
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Transcript of Strategic Ways to Increase Employee Engagement
Webinar – Feb 27, 2014Strategic Ways to Increase Employee Engagement
Agenda
• Driving the connection to your “Employee Value Proposition” (Joe – 10 mins)
• GuideSpark’s new platform demo (Joe - 15 mins)• Effectively roll-out employee communications (Jay – 15 mins)• Q & A (10 mins)
Jay KrishnanDirector, Product Marketing
Joe LarocqueDirector, Product Management
“The war for talent is over… the talent won”
of Millenials expected to stay in a job for less than 3 years (Multiple Generations @ Work survey)
91%54%of companies cite leadership gaps as their top business challenge (Bersin by Deloitte, 2013)
of employers say skill gaps impact the ability to serve customers to a significant degree (Manpower, 2013)
60%
Employee as Customer, HR as Marketer
EMPLOYEEEMPLOYE
RBenefitsWellnessCompensationPerformanceCareer
VA
LU
E
PR
OP
OS
ITIO
NWhat value
do I gain through
employment in your
org.?
This is a great place to work
MIS
SED
C
ON
NEC
TIO
N
The Benefits of a Well Delivered EVP
5x more likely to report their employees as highly engaged
2x as likely to achieve financial performance significantly above their peers
Less likely to report problems attracting and retaining critical-skill employees
(Source: Towers Watson)
BenefitsWellnessCompensationPerformanceCareer
VA
LU
E
PR
OP
OS
ITIO
N
What value do I gain through
employment in your
org.?
1. Engage with Employees on Their Terms & Timeline
2. Layer & Integrate Your Messages
3. Drive the Year Long Conversation
4. Connections Can’t Be Formed in One Direction
5. Measure, Analyze, Iterate
DRIVING A CONNECTION TO THE EVP
5 Keys to Success
Engage with Employees on Their Terms & Timeline
Video Mobile
6Bhours of video watched per month
62% of US adults have a smartphone
(Gallup Poll, Dec. 2013)
38% of US adults have a tablet
Keep it Short
YouTube
News & Politics
Entertainment People &
Blogs
4:21
5:19 4:1
53:55
Avg. Duration, Online Video
(Sysomos)
I’m too busy for this stuff
Layer & Integrate Messages
Total Rewards
Benefits
Wellness
Career
“Pay for Performance”
“Growth & Development”
“Health/Wealth
Connection”
“Culture of Prevention”
Compensation
Performance
The Big Picture
Layer in the
Details
Overviews
Connect the Dots
Medical
Plans
401(k) Wellness
Programs
Wellness Incentive
s
Bonus Plan
RSUs Goal Setting
Feedback &
Coaching
Competency
Development
Drive the Year Long Conversation
10
Look for opportunities to bundle messages and integrate the story
Make everything available in one place to encourage broad learning
Add recommended content to encourage exploration
KEEP REWARDS TOP OF MIND
Connections Can’t Be Formed in One Direction
Be Inclusive
Treat them as individuals
Ask for their feedback
Measure, Iterate and ImprovePDFsBrochuresGuidesHandbooks
Multimedia + Platform
Did employees read this?If so, how much?Which sections?Was it helpful?
With no feedback, it’s not clear how to improve?
Unique usersViews by videoDrop-off rates
Survey feedback
Benchmark dataShorten
Opener not compellingNeed to rescue middleFailed to answer a key
question
MEA
SU
RE
ITER
ATE
NEXT GENERATION PLATFORMUser Experience
Home Page
Featured content banner
Suggested Content
Visually appealingModernPolished
The entire Value Proposition effectively delivered on a full featured engagement platform
Video PageChapter Navigation
Learning Path
HTML 5 Player
Learning Paths allow you to group relevant content together into a series
HTML5 player provides a consistently rich and engaging experience across mobile devices
Chapter Navigation allows users to bounce around within videos and personalize their experience
Full Screen Mode
Full Screen Toggle
Resources
Links and Documents
Easy access to links to important resources and relevant documents
Closed Captioning
Access to Scripts
Surveys
Up to 5
Customized
Survey
Questions
Get instant feedback from your employees to see if your communication is working
NEXT GENERATION PLATFORMData & Analytics
Customer Dashboard
Administrative Access
Customer Dashboard
Summary dashboard provides a snapshot of recent utilization
Geo Reporting
“Heat map” shows a graphical representation of where utilization is strongest accompanied by detailed data below in table format
Allows you and your HR team to focus on locations that aren’t engaging
Geo Reporting
Support your Value Proposition and track engagement globally
OS Reporting
Understand the percentage of your viewers that are accessing the solution from mobile devices
Engagement Report
Relative views show viewership for each chapter in your video
Engagement Report
Drop-off rates provide a chapter-by-chapter look into where you are losing viewers
Focus in on specific chapters and make tweaks to get more employees to the end
BEST PRACTICES PLAYBOOKEffectively roll-out employee communication to increase reach
Your communication strategy is as good as its implementation
You have chosen the
BEST and most EFFECTIVE method
to communicate with your employees
But do you know
HOW TO REACHall of them?
Your communications roll-out needs to take your employees’ situation into account
• Are your employees dispersed worldwide or in different locations?
• How are they receiving any kinds of communication today?
• Are they on different shifts?
• Do your employees vary in age & job functions, and do you need to communicate to them differently?
• How do they consume information in and outside of work?
• What kind of devices are they on?
Geographies Demographics
Different methods being used to distribute GuideSpark videos to employees
Creative Methods
Common Methods
Email Employee Portal Live Seminars
SMS QR Codes Social Media
Text your employees if you can…Here is why
SMS • Open rates are at about 98%• About 90% of all text
messages are read within 3 minutes of arrival on mobile phones.
Email • Open rates are at about 22%
SMS is 4 times more effective than email. Leverage SMS along with email when doing HR communications.
Your employees are living in a mobile, social world…
• 71% of users access social media from a mobile device(source article)
• About 50 million people in the U.S. now watch video on their mobile phones.(Business Insider)
• About 90% of the response for job-related emails from the company is coming from mobile phones(Fortune)
Take your HR Communications to where your employees spend the most time
Ways to reach your employees through mobile and social
Start a Facebook Closed HR Communication Group • Invite your employees• Post communications such as videos• Initiate contests to encourage employees to
participate
Embed QR Code in all your print communications
Use Push Notifications for alerts in any employee-facing app
Leverage any existing SMS service that company uses and broadcast byte-size messages using texts. • Proactively collect employees’ phone numbers and
keep them up-to-date
Encourage your employees to share and talk about what they have learned• 47% of Internet users share photos or video they
found onlineLeverage all social & mobile channels to maximize your reach
How to get your employees’ attention using email?
Subject line• Create an attention
grabbing, action oriented subject
Email body• Keep it short• Highlight up front that
“What’s in it for them” • Put the Call to Action (video
links) in multiple places and above the fold
Ensure your email is mobile optimized
Email is a common way to communicate hence you have to take a thoughtful approach to grab your employees’ attention
Your employees get a lot of emails.How do you get their attention?
SIMPLIFY!
Sample Email Template – Attention grabbing, Short & Simple!
Subject: HR Alert: Deadline to maximize your benefits
Don’t miss out on making the important changes to your benefits. Open Enrollment starts on 1/1/2014 and ends on 1/11/2014.
3 easy steps and you are done!
1) Watch this short 3-minute video2) Understand which plans are best for you3) Go to site and make the appropriate changes
Don’t procrastinate. This is important start with watching this 3-minute video.Leverage the template as appropriate but don’t forget to keep
testing
Leverage your Email Signature
Don’t forget to leverage your email signature to promote HR communications.
It’s easy, effective and free marketing.
Some challenges HR leaders face reaching remote employees
“Communicating with remote team membersthat do not have company computers”
“Getting information out to all our sites”
“Reaching employees that work out in the fieldwith limited access to computers”
What’s the biggest challenge you facearound HR communication?
Ways to reach your remote employees with no computer access
• Communicate through digital signage, kiosks etc.
• Webinars with managers to distribute the information to every team member
• Social media (they are wired outside of work and may carry mobile devices)
• Blogs, FaceBook, Twitter etc.
• QR codes on all printed communications (posters etc.)
• Push a voicemail
• Other tools you may want to test
• Star Star * - Simply have employees call **<Brand name> and it will text them a link to your communication.
• SnapComms* - Reach your employees using this mobile messaging tool
* Please research these tools directly with the source to ensure they work for you.
Test a combination of ways to reach your remote employees
Voice of GuideSpark customers
Distribute a variety of ways…Every avenue we could think of…
“We used QR codes, meetings with the restaurant managers, posters, putting the QR codes and messaging about the website link on communications to the home, on the marketplace notice, on the outside of the Open Enrollment envelope that was distributed by the managers to every team member....every avenue we could think of.”
“We distribute a variety of ways. I present at least one during our New Hire Orientation for new hires every two weeks. We also refer to them or link them in education sessions, announcement emails etc. And we have them on our benefits portal. We don't have an intranet but we have made them accessible from our benefits site - link to Guidespark. I also link people when they have specific questions.”
Drive to videos prior to answering questions…
“Via email, on portal and in the HRIS system. We strongly encourage usage and we drive our customers to review the videos prior to answering questions to ensure they've hit the videos first”
Take an integrated approach and leverage every avenue to maximize reach!
Effective
reach
Intranet
Push notificati
on
SMSSocial
QR codes
Signature line
Questions
Reminders/Announcements
• Customer event: Monday, June 2nd 2014• Opportunity to participate in thought leadership programs on HR communications• Start planning for your Open Enrollment early• Appreciate your feedback on the customer webinars
THANK YOU FOR ATTENDING!