Genea is an Australian healthcare organization specializing in fertility treatments. They have developed an effective Employee Value Proposition (EVP) to attract, retain, and develop skilled staff. Their EVP focuses on work-life balance policies for women, team-based work, recognition programs, learning and development opportunities, health and wellness benefits, and an engaging company culture. Genea blends traditional training with knowledge sharing among employees to effectively transfer critical knowledge throughout the organization.

1. A compelling Employee Value Proposition
to attract, retain and develop skilled staff
Case study
Alexandra Lederer
The Australian Healthcare Workforce Solutions Forum
Sydney, Australia – 30 July 2013

2.  Alexandra has over 6 years experience as an internal Knowledge Management
Consultant at Amadeus, and over 7 years in the learning and development area.
 She has consulted within Amadeus to design knowledge management strategies
and solutions, delivering uniformity across the business. Alexandra has a
preference for a pragmatic approach and has designed and applied a number of
tools that she is happy to share.
 In her current position as Learning & Development Specialist at Genea, Alexandra
enjoys implementing an innovative learning framework that blends traditional
training and knowledge management concepts. Through her passion she
maintains momentum and keeps L&D continuously on the agenda by engaging
people and adding new opportunities, courses, talks etc. on an ongoing basis.
Alexandra encourages her colleagues to get involved in L&D by sharing their
knowledge with others, which is turn also improves their own skills.
 She enjoys sharing her experience and has been invited regularly to KM
conferences in France and Australia, and as a visiting professor in KM & Change
Management for a French business school.
Alexandra Lederer

3.  Genea, formerly Sydney IVF, has over 25 years experience and is recognized
internationally as a world leading organisation in fertility, IVF and other assisted
reproduction treatments. We are at the forefront of fertility research, genetic
diagnosis and testing. Through our pioneering science and individualized care and
support, our patients can be assured of our dedication at every step towards giving
them the greatest possible chance of becoming pregnant and having a healthy
baby.
 Genea is an organisation that employs over 300 people in 13 locations across
Australia and is an enriching blend of diverse experiences and knowledge from
scientists, geneticists, researchers, nurses, patient support and admin staff.
 Find out more at genea.com.au - Linkedin: Genea - Facebook: GeneaFertility -
Twitter: GeneaAU
Company profile: Genea

4.  Developing a compelling employee value proposition
to attract and retain target profiles
 Sustaining employee engagement thanks to internal
processes and personalised care delivery
 Innovative ways to blend Knowledge Management
and L&D and embed transfer of critical knowledge
This case study explores:

5. Acknowledging past, present and future contributors
 Rome wasn’t built in a day, and neither was our
Employee Value Proposition.
 Please see the end of this slide for the list of
contributors.

6. August 2012
 What is EVP?
 Too many initiatives
 Big picture?
 Valued?
 Used?
 Improvement needed?

7.  Educate
 Involve
 Check
 Prioritise
 Action
November 2012: Genea EVP Workshops

8. April 2013: Employee Engagement Gold Standard Achieved

9. Our EVP for attracting, retaining and developing skilled staff
FarewellDevelopEngageWelcomeAttract

10. ‘EVP’: balancing the ‘give’ versus the ‘get’ for both employee and
employer
Employee ‘gives’:
• Time
• Engagement
• Performance
• Behaviour
• Skills
• Capabilities
• Experiences
• …
Employer ‘gives’:
•Compensation
• Rewards &
Recognition
• Volunteering
• Career opport.
• Corporate Wellbeing
• …
Employee expectations
Employer expectations

11. If you are passionate about EVP
Source: Corporate Leadership Council

12. Our EVP for attracting, retaining and developing skilled staff
FarewellDevelopEngageWelcomeAttract

13. Best things about working at Genea
5. Being part of a prestigious organisation
4. Interaction with patients
3. Teamwork
2. Challenging/satisfying work
1. My colleagues

14. A culture of innovation and R&D
 Genea holds 8 of 9 federal government licenses for
embryo research in Australia

15. Adapted policies and benefits for our
largest employee segment: female 25-35
 Flexible work arrangements
– Working from home
– Compressed hours
– 25% part timers
 Maternity leave policy
– 10-12 weeks paid
– Return to work
 Annual leave
– Cash out
– Purchase

16. Our EVP for attracting, retaining and developing skilled staff
FarewellDevelopEngageWelcomeAttract

17. Welcoming others makes a difference:
an integrated induction framework

18. Being welcome + welcoming others
feels good!

19. Discovering the ART world:
Genea Induction Tour
 Induction Tours held monthly after Induction
presentations
 Rotation by volunteers
 Discover the premises and ART
 Connect to meaning and purpose

20. Our EVP for attracting, retaining and developing skilled staff
FarewellDevelopEngageWelcomeAttract

21. Positive
Emotions
Engagement
RelationshipsMeaning
Achievement
Food for thoughts: positive psychology
@ work
Source: PERMA model by Professor Martin Seligman

22. Our strongest engagement driver:
helping people having healthy families
Arthur
November 2011
Picture removed to respect privacy

23. Individualised care structure: a win-win
relationship for patients and staff
 Dedicated teams: Patients / Doctor / Patient Support /
Nurses / Scientists
 Customer satisfaction = 94%
 “I am impressed by staff who is committed to their
patients to attain the best pregnancy outcome for them.”

24.  “Good teamwork in our department as well as obvious care
and commitment for patients from all departments across
Genea.”
 “Friendly colleagues”
Working with great colleagues in the
Genea family

25. Inspiring Values
Integrity
Accountability
Excellence
Innovation
Passion

26. Celebrating our Values: Value Houses &
Values Days

27. A stronger Executive team to drive the
strategy
 “The new executive team are more open about sharing
the company vision and future goals.”
 “Excellent manager that is open, caring and efficient.”
 “Higher managers are approachable and their doors are
always open and they are happy to talk.”

28. Company strategy &
direction
•March
Annual Performance
Review
•May-June
Performance catch-up
and salary review
• September-October
Performance catch-up
•January-February
Ensuring meaningful individual
contribution to the overall strategy
Company strategy
update
•September
Company results
•August
Developed with Chandler McLeod and Impact Human Performance Technologies

29. • 4 competencies for staff
• 7 competencies for Leaders
Core
Competency
Assessment
• Achieve
• Develop
• Enjoy
• Partner
The past
year in
review
• Achieve
• Develop
• Enjoy
• Partner
The year
forward
Regularly checking engagement &
enjoyment
Developed with Chandler McLeod and Impact Human Performance Technologies

30. Recognising & rewarding outstanding
performance
You’re Tops Awards
• Ad-hoc
• $30-50
Knowledge Sharing
Awards
• Annual
• $50-150
Employee of the Month
• Every 2 months
• Winner: $250
Employee of the Year
• Annual
• One award for each
Value
• Winners: $1,000
Seniority Anniversaries
• 5; 10; 15; 20; 25 years
• $50 per year of
seniority

31. Supporting health and wellbeing thanks
to an in-house program
•Operational needs of the business come first
•Discuss / Advise / Be considerate / Be
accountable
Flexible work
arrangements
• ABC, Circuit, Boxing, Burnout, PT, Power
Walking, Run, Soccer, Toning, Yoga, your
own
Fitness activities
• $9 each (normal price = $22)
Purchase Fitness
First passes at
reduced price
• City2Surf, Nissan Corporate Triathlon
Community
activities
Good for You

32. Making sure our staff are having a good
time!
Social Club
•Matched dollar for dollar by Genea10$/month
• Free or subsidised entry
Social events &
functions
• $8 each (normal price = $19)
Purchase movie
tickets at reduced
price
• Christmas, Valentine’s Day, EasterSpecial occasions

33. Our EVP for attracting, retaining and developing skilled staff
FarewellDevelopEngageWelcomeAttract

34. Blending KM + L&D to embed transfer of
critical knowledge

35. 90% of our learning takes place outside
a classroom

36.  Education Day
 Mini Education Breaks
 Science & A Snack
 Care & Cookies
 Intelligence Conceived
 Tips for …
93% of learning = peer to peer
knowledge transfer

37. A collaborative ‘glocal’ approach to L&D
The Learning Curve Team
Andrology
Patient
Support
Services
Corporate
Nursing
Research
Work Health
& Safety

38.  Vanessa
 Steve
 Lindsay
Stories of careers & growth

39. Our EVP for attracting, retaining and developing skilled staff
FarewellDevelopEngageWelcomeAttract

40. Checking why our employees are
leaving: exit interviews
16.90%
15.50%
11.30%
9.90%
8.50%
7.00% 7.00%
5.60% 5.60%
4.20% 4.20% 4.20%
Exit Reason

41. Where to from here?
 Pay for performance
 Communications
 Process efficiencies
 Leadership development

42. “In comparison to other companies, I find
Genea is streets ahead in regards to their
work environment, culture and values.”
“Most excellent company to work for.”
Employee Opinion Survey April 2013

43. Contact us!
hrteam@genea.com.au
David Elchah
HR Manager
Andy Brown
HR Director
Alexandra Lederer
L&D Specialist
Anne Shen
Payroll Supervisor
 Past contributors:
> Fiona McCallum
> Craig Gander
> Markus Feigl
 Present contributors:
> Genea staff
volunteering in our
projects
> Partners &
providers
 Future contributors!

44. Keep in touch & share!
Alexandra Lederer
KM Consultant
L&D Specialist
alexandra.lederer@genea.com.au
@alexalederer