EVPs - Beyond the Theory: the challenges of EVP implementation
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More and more organisations are viewing a clearly articulated employer brand as a powerful tool to help recruit – and retain – the right talent. However, in our experience, the process can falter when we move beyond the theoretical research and creative development stages and actually implement and activate an Employee Value Proposition (EVP) within an organisation. Graeme Wright, Strategy Director at Havas People; Sarah Cheyne, Global Head of Talent Acquisition Brand and Attraction at Zurich Insurance Group; Nick Francis, Creative Director at Casual Films and Danni Brace, Head of Global Client Development at Havas People explore the issues around EVP implementation – and what you can do to address them. Case studies on the challenges from a marketing/branding perspective as well as the role of video in bringing the employer branding alive are presented. And we look at a successful example of brand creation and activation from a well-known consumer brand.
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EVPs - Beyond the Theory: the challenges of EVP implementation
- 1. #talentbites
- 2. #talentbites EVPs – beyond the theory Graeme Wright Strategy Director, Havas People @Grey101
- 3. #talentbites@Grey101 What is the theory Brand Personality (primarily external) Character & Soul (internal and external change management) Sales proposition (external marketing)
- 8. #talentbites What makes a successful EVP implementation? @Grey101
- 9. #talentbites@Grey101 Be clear as to why
- 10. #talentbites@Grey101 Authenticity Asastarting point weneedtohelp people recognise thestoriestheyhavetotell, andtell theminanatural, believable andcompelling way
- 11. #talentbites@Grey101 Orange Connection 14 sites 2 photo-booths 2 days on each site + 500 testimonials
- 15. #talentbites@Grey101 We’re looking for talented, driven and ambitious people who can become our Future Leaders. The future of our company will be defined by you. Carlos Brito, CEO
- 17. #talentbites Buy-in What is it? Why are we doing it? What is in it for me? How will we be consulted? How will it take in our unique perspective? @Grey101
- 18. #talentbites@Grey101 Research as Buy-in The research phase of any EVP development is as important for buy-in as insight
- 19. #talentbites Ipsen • Accountability • Agility • Team spirit • Result-orientation @Grey101
- 23. #talentbites Respect organisational purpose @Grey101 Organisations with clear organisational purpose do not always need an EVP
- 26. #talentbites This is what we all get out of working here: ‘A job worth doing.’ Network Rail
- 27. #talentbites And this is what it means for particular roles. @Grey101
- 28. #talentbites Personality Knowledge does not equate to emotional engagement. People may understand a message but it makes little difference unless they care
- 29. #talentbites EVPs work when they generate an emotional and experiential connection between an individual and an employer or potential employer. @Grey101
- 31. #talentbites@Grey101 Adaptability – an EVP should last
- 34. #talentbites • Leadership • Buy-in • Authenticity • Respect organisational purpose • Adaptability • Segmentation • Personality @Grey101
- 35. INTERNAL USE ONLY Standing on our own two feet The Zurich Talent Brand Journey Sarah Cheyne – Global Head of Talent Acquisition Brand and Attraction
- 36. ©ZurichInsuranceCompanyLtd INTERNAL USE ONLY Awareness Engage Empower Connect Drive Defining an authentic and credible Talent Proposition ZURICH TALENT PROPOSITION Current employer branding strategy IMAGE & IDENTITY Leadership strategy, vision and goals PROFILE Corporate branding strategy CONSUMER BRAND Competitor positioning Phase 1 Understand Phase 2 Determine and define Phase 3 Create #storiesworthsharing Phase 4 Activate External and Internal research completed Overlap of common themes identifies unique brand positioning. Talent Proposition is turned into a talent relationship activation plan. Topical content and initiatives determined. Topic 1 Topic 2 Topic 3 Topic 4 Topic 5 Talent Proposition Media Social Digital Print Advocacy Events Stories Stories Stories Audiences Graduates Earlytalent 2ndjobbers Alumni Professionals Influencers Employees EssenceThemesThemesAudiences Format and channel activation strategy PEOPLE VISION
- 37. ©ZurichInsuranceCompanyLtd INTERNAL USE ONLY Bringing our brands together
- 39. ©ZurichInsuranceCompanyLtd INTERNAL USE ONLY Talent Proposition with purpose
- 40. ©ZurichInsuranceCompanyLtd INTERNAL USE ONLY Bringing it to life
- 41. ©ZurichInsuranceCompanyLtd INTERNAL USE ONLY Roadmap – making it all mean something
- 43. ©ZurichInsuranceCompanyLtd INTERNAL USE ONLY Our wider community A collaborative process 43 OWNERS SPONSO RS INFLUENC ERS AMBASSAD ORS DRIVERS ACTIVATOR S ENABLERS RECEIVERS Global Talent Acquisition Team Generate, own and run the strategy Overall sponsors of strategy and initiatives. Shape and lead agendas within strategy Provide collective support and leverages strategic initiatives Drive forward initiatives – central point of contacts between owners and activators Users who lead implementation and activation of initiatives. Vendors to deliver initiatives – normally external suppliers/ Partnerships Customers of initiatives Brand advocacy – understanding, sharing and promoting Talent Brand Initiatives Isabelle Welton Claire Ball PVT Global Talent Acquisition Council - GTAC Group Digital • Digital • Social • Analytics Group Brand Strategy Group Marcomms Regional HRLT’s Group Talent & People Development Country Leadership/HR teams Regional Talent Leads Regional Leadership/HR teams Internal Comms Teams Country Talent Managers Global Talent Acquisition Social Media Community - GTASMC Country Recruiters Country Digital Teams Country Brand Teams McCann – IPG Havas People Universum LinkedIn Accentu re HRPB’s Careerif y AMS External candidates Internal stakeholders Business Functions Regions/Cou ntries Idea generation Idea development Idea socialisation Idea testing Idea build Idea communication Idea expansion Idea implementation Idea testing Idea received Multi-layered approach to deliverables
- 44. ©ZurichInsuranceCompanyLtd INTERNAL USE ONLY Communications - Internal 44 Hightouch Technical detail • Team meetings • Business led events • GTASMC Face-to-face events • Strategic updates • Key global initiatives • Analytics • External insights • Future focussed thinking Tools and Training • Playbook • webinars • Recruiter Licenses • eLearning • Why social? • Who is our audience? • Social application • Leveraging Global presence • Global social ecosystem • Governance and measurement Internal Comms • Collaboration site • Yammer • HR pages • Weekly newsletters Strategic detail Lowertouch • Social decks • Playbook • eLearning • Links to social sites • Content generation forms and content calendar • Governance and workflow Social Digest • Review of quarterly activity • Global best practise • Internal awards • Referral opportunitie s • Analytics Quarterly magazine/ Newsletter ADVOCATES Employees ACTIVATORS Talent Managers Recruiters INFLUENCERS Group TA Global SoMe community Group Digital AMBASSADORS Group Leadership teams Local leadership teams Local social teams
- 45. ©ZurichInsuranceCompanyLtd INTERNAL USE ONLY Advocacy Bug, Bug, Bug…… • Training materials • Face-to-face workshops • Webinars • HR Conversation • Intranet content • Collaboration platform • eLearning • Stakeholder monthly calls • Internal campaigns
- 48. EVP Video Bringing the Employer Brand to Life
- 52. • Authentic • Engaging • Energetic • Sharable • Informative What makes great EB content • Personality • Emotive • Memorable • Original / Different • Distribution
- 57. • Audience • What is it • Objective • Background / big picture • Key message • Call to action Things to think about when writing a video brief • Budget • Timeframe • Measurement • Channels • Digital marketing • Environmentals
- 60. #talentbites Chivas Regal Win the Right Way Danni Brace Head of Global Client and Business Development, Havas People @dannib8
- 61. #talentbites WHAT – our product CHIVAS REGAL - A GENEROUS WHISKY, INSPIRED BY GENEROUS, ENTREPRENEURIAL BROTHERS 61@dannib8
- 62. #talentbites James & John Chivas were entrepreneurs with a social conscience. They endeavoured to help others succeed and ultimately enrich the lives of those around them. This was their code of honour. @dannib8
- 63. #talentbites 63 …..to write the next chapter and let the entrepreneurial brothers’ spirit of generosity enrich the lives of even more people around the world. Now it’s our turn… @dannib8
- 64. #talentbites 64 WHY – our brand belief REAL SUCCESS IS NOT MEASURED BY A MAN’S WEALTH ALONE BUT BY HOW MANY LIVES HE HAS ENRICHED @dannib8
- 65. #talentbites Generation Y share our core values… civic, collaborative, entrepreneurial Their idea of success involves having a positive effect on the lives of others This is a key motivation in their lives @dannib8
- 66. #talentbites Generation Y believe the world is changing • Their idea of success involves having a positive effect on the lives of others and this is a key motivation in their lives • “I would like to be part of a truly important cause” 66 • 76% • 76% • 77% • 82% • 79%• 83% • 67% @dannib8
- 67. #talentbites 67 WHERE – our playground WHERE BUSINESS MEETS HUMANITY (SOCIALLY AWARE ENTREPRENEURIALISM) @dannib8
- 68. #talentbitesSource: Global Entrepreneur Monitor 2012 & Deloitte Entrepreneurship study, 2013 Generation Y share our entrepreneurial spirit 1.Highest levels of youth unemployment worldwide since the great depression 2.Trust levels in big business and banking at an all time low – now 80% of Gen Y don’t want to work for big corps 3.70% would like to set up their own business – even higher in BRIC countries
- 69. #talentbites 69 86% • of Gen Y claim that it is important that their work makes a positive impact on the world. • They, like Chivas, want to put the humanity into success. @dannib8
- 70. #talentbites THE SOCIAL ENTREPRENEUR They are entrepreneurs first but also want to make their positive impact on the world. They believe in both Profit and Purpose. THE NEW ROCK STAR OF OUR TIME @dannib8
- 71. #talentbites 71 WHO – our audience ENTREPRENEURIAL THINKERS @dannib8
- 72. #talentbites ENTREPRENEURIAL THINKERS • 28-40 yrs • Forward thinking approach to business • Seek out new ideas & ways of thinking • The career ladder is only one path to success • Want to make a positive impact • Believe that you should put more into the world than you take out • Always make time for friends Source: GWI 2013 Q4 wave Base: 4215 global audience Our key target They agree or strongly agree to: I think it is very important to contribute to the community I live in It is important to stay in touch with what is going on in the world I am proactive about investing money I feel positive about the global economy I feel positive about the future of the environment
- 73. #talentbites New generation with different values and behaviours More civic, collaborative and idealistic than previous generation Generation X Generation Y (Millennials) Accept Diversity Celebrate Diversity Practical Pragmatic Idealists Self-reliant Self-inventive Reject the Rules Rewrite the Rules Live on the Edge Pursue Luxury & Comfort Mistrust Institutions Bypass Institutions Me-centric We-minded Individualist values Communitarian values Work/Life balance Work/Life fusion @dannib8
- 74. #talentbites They are digital natives • Unlike Gen X who entered the workplace and were then subsequently introduced to digital tools/media this generation have never known a World without digital • The internet has had profound effects on people – from the way we communicate to people, our purchasing behaviour, how we entertain ourselves, how we present ourselves to the World, how we meet people and even the way our brains store information • Unlike previous generations, Gen Y recognises the internet can unite people to become a force for good – outing unscrupulous companies, mobilising people to help elect the right person and even toppling dictatorships @dannib8
- 75. #talentbites They crave entertainment with a purpose @dannib8
- 76. #talentbites 76 HOW – our behaviour PROVOKING MEN’S DESIRE TO HAVE A POSITIVE IMPACT ON THE WORLD @dannib8
- 77. #talentbites
- 81. #talentbites Market Feedback • Overall the campaign was received very positively by all markets • Markets felt the inspire films were very strong assets in delivering the brand point of view clearly to the consumer in a modern/contemporary way. ‘A strong campaign which inherently reflects values of LWC, and a territory that has not been exploited by any spirits brands to date in the Gulf. The films are well produced and have worked well on social media films and digital channels.’ PR Gulf ‘Excellent toolkits and assets were delivered for this campaign.’ PR Mexico ‘Video assets are very inspiring and effective to communicate overall campaign idea’ PR Thailand ‘Our best performing piece of creative was the 30s Inspire Film with the most effective channels to deliver this being You Tube pre roll and Facebook ads at an average CPV of £0.08. The film creative was excellent, and production values incredibly high.’ PR UK @dannib8