WeSpire GreenBiz Webinar_Changing Behavior Through Purposeful Work: The Journey to 100% Engagement

Changing Behavior Through Purposeful Work:

The Journey to 100% Engagement

Presented by: GreenBiz.com

Hosted by: WeSpireJune 23, 2015

Susan Hunt StevensFounder and CEO, WeSpire

@goWeSpire

Melissa ChelminiakDirector of Mission Engagement & Education,

Aveda Corporation@aveda

Malika HarrisonCommunity Engagement and Program Manager

@alcoa

John DaviesVice President & Senior Analyst

@greenbizjd

Webcast Hashtag: #GrnBz

TODAY’S SPEAKERS

THE POWER OF POSITIVE ACTIONS

Employees are far more engaged

when their work gives them an opportunity

to make a positive difference in the world.1

1. Aon Hewitt’s “2014 Trends in Global Employee Engagement” (Wall Street Journal, April 30, 2014)

[email protected] | www.wespire.com


Fogg Behavior Design Model

• Become aware of unconscious assumptions that get in the way of action.

• Tap into the places people care about.


Behavior Change: how to get people to care enough to take action?

Intent to Action

1. Behavior Change: using tools-based levers delivering content at the right time to the right user

2. Culture: targeted values based work, storytelling, belief systems, etc. with messaging = purpose

3. Technology: applying systems and platform infrastructure to make systemic impact

4. Emotional/Affective/Experiential: affecting how do people feel and relate at that unconscious level

Quadrants & Quote Source:Renee Lertzman, PhDhttp://reneelertzman.com


4 Quadrants of Engagement

"Real engagement unleashes our potential and leverages our innate need to experience ourselves as creative beings."

http://reneelertzman.com/

http://reneelertzman.com/

Behavioral science and the power of social and game mechanics create an interactive platform that encourages employee motivation, collaboration, and communication.

Employee Engagement Goal: Volunteering


The Science of Behavior



Run behavior-based engagement programs

Measure impact on outcomes data

Drives Positivebusiness impact

Use data to create better programs targeted more intelligently

A Proven Methodology

Customer Spotlight: Sony Electronics

Motivation for Using WeSpire

• Engage employees in Sony Group’s Corporate wide Environmental Vision

• Scale offline programs & initiatives to reach more employees

• Track & measure program participation & impact

6 months after launching their

Green Workspace Certification

project using WeSpire, Sony

Electronics saved

$84 per participating employee.


Customer Spotlight: MGM Resorts International

$600+ saved per employee in one year

18,000+ employees participating, 30% of their total workforce, and still growing

3.4% increase in employee opinion score from 2013-2014, directly correlated to MGM’s WeSpire iteration, “My Green Advantage”


Customer Spotlight: eBayeBay’s 2013 Social Innovation Report showcased their first two months of impacts from their WeSpire iteration, “Little Bits of Good”:


Target Population

Program Maturity

Small Large

Just starting

Embedded in culture

Digital Programs: personal focus

Digital Program: role based focus

Green Teams

Workshops/Seminars

Short duration experiences

Short duration experiences

Long duration, transformative experiences

Volunteer Days

Storytelling

Skill-based volunteering

Key change initiatives

Framework for the Journey


With the only configurable library

consisting of hundreds of action-based

programs backed by applied behavioral

science, WeSpire enables individuals and

entire organizations to

create brand value for customers,

shareholders and employees alike.



@goWeSpire




@alcoa


@greenbizjd

TODAY’S SPEAKERS


Deeply Connect: What Matters to

You?

Aveda Employees Commit to Protecting Biodiversity

• Global Climate Change

• Habitat Destruction

• Toxins in the Environment

• Waste Generation

• Air and Water Pollution

Earth Month

1999 2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 2013 2014

Corporate Network

Earth Month

• Aveda Honey Bees managed with support of UMN Bee Squad

• 58 acres of NWF certified wildlife habitat including Organic Community Garden

Pollinator Protection

Pollinator Protection

• Program helped create positive change across the industry

• Many municipalities now recycle caps-on

• Encourage participation and advocate for adoption everywhere

Recycle Caps with Aveda

Aveda Mission Leader

Activism for the Earth

• Activism for the Earth Program now interactive via WeSpire platform

• Participation doubled in FY15!

• 50% of Blaine employees active


@goWeSpire




@alcoa


@greenbizjd


TODAY’S SPEAKERS

Alcoa Foundation is one of the largest endowed corporate foundations in U.S.

Invested more than US$615 million globally since 1952

Assets worth approximately US$475 million

Contributed more than US$22 million to nonprofit organizations in 2014

Themes: Environment and Education

Alcoa Foundation manages global volunteerism (engagement) programs for Alcoa:

In 2014, employees volunteered more than 900,000 service hours

58% employee participation rate for Month of Service (every October) is more than double the average rate of corporate volunteering for U.S. company-sponsored volunteer programs.

100% participation rate from senior executives including Klaus Kleinfeld, Chairman and CEO

24

Alcoa Foundation seeks to create shared value

Build innovative partnerships that drive desired outcomes:

• Improve the environment.

• Educate tomorrow's leaders.

• Engage our people.

• Increase visibility.

Alcoa Foundation strategy and structure: Global and Local

25

Dollars For Doers Service Program Skills-Based

Volunteering Targeted Giving

Grants for volunteering Joint volunteerism Pledge to dedicate resources

Employee directed donations

26

Targeted programs are sustaining communities year-round

Earthwatch Institute supports employee engagement

Impacts to Date Program Specifics Visibility

Executive Summary

Paid-time off Dual language expeditionsExpeditions

Conserving Brazil’s Atlantic Forest

Climate Change in Bees Island, Australia

Wildlife in the French Pyrenees

25 Alcoa Fellows, 14 countries

Nearly 200 applications

Daily blog posts promoted internally and externally

Social media: #AlcoaEWFellows

Alcoa Update, MyAlcoa, Yammer

15,000+ hours of research

175+ Alcoans participated

80%+ increased understanding of sustainability at Alcoa

A 12-year partnership that engages 25 Alcoans annually in environmental and sustainability issues. Inspires action and ambassadorship at work, at home, and in communities.

• Work alongside scientists on critical environmental projects• Raise awareness of Alcoa’s sustainability efforts• Promote appreciation of ecosystems• Support personal development and job satisfaction (engagement and retention)

Grant amount: $360,000/year

27

Alcoa Foundation awards two-year grant for Earthwatch expeditions

25 Alcoans selected to participate in scientific research related to sustainability

Three week-long expeditions in key regions Alcoa-specific curriculum aligned with sustainability report Local Alcoa EHS leaders invited to expeditions

Expected results 1,000+ hours of data collection annually 50 environmental action projects designed and implemented by Fellows

$725,800 over two years Program components – recruiting materials, application, curriculum

workbook, facilitated learning – delivered in three languages

28

Alcoa Foundation has strengthened its environmental education portfolio

International engagement: Earthwatch engages Alcoa employees from 15 countries each year

Opt-in Structure: Self-selection increases applicant quality

High-touch engagement: Hands-on environmental education serves as an “anchor” experience

and changes long-term behavior

Connection to the business: Increasing alignment to Alcoa’s business and sustainability practices

29

Program alignment with priorities: reach, structure, engagement, business connection

30

Challenges

Best Practices

Lessons learned for driving engagement

• Set Target and Goals Across the Globe

• Expectations

• Accuracy/Consistency

• Designated timeframe for tracking / measurement

• Be in constant communication with partners

• Support from senior executives and the CEO


@goWeSpire




@alcoa


@greenbizjd


TODAY’S SPEAKERS

Thank You!

Additional Resources1. WeSpire’s Employee Engagement

Network Effect(Originally presented at GreenBiz Forum 2015)

– Recorded Presentation: http://www.greenbiz.com/video/susan-hunt-stevens-employee-engagement-network-effect

– Presentation slides: http://www.slideshare.net/WeSpire/the-network-effect-of-employee-engagement

2. WeSpire’s New Research Report: “The Evolution of Employee Engagement” Published June 2015

http://www.wespire.com/resource/evolution-of-employee-engagement-research-2015/

http://www.greenbiz.com/video/susan-hunt-stevens-employee-engagement-network-effect

http://www.greenbiz.com/video/susan-hunt-stevens-employee-engagement-network-effect

http://www.slideshare.net/WeSpire/the-network-effect-of-employee-engagement

http://www.slideshare.net/WeSpire/the-network-effect-of-employee-engagement




Thank You!For more information, visit:

wespire.com

alcoa.com

aveda.com

greenbiz.com

WeSpire GreenBiz Webinar_Changing Behavior Through Purposeful Work: The Journey to 100% Engagement

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Transcript of WeSpire GreenBiz Webinar_Changing Behavior Through Purposeful Work: The Journey to 100% Engagement