It's universal: people are searching for deeper meaning, for a closer sense of "fit" in all aspects of their lives. In this 30-minute webinar, we take a closer look at the power of purpose-driven messaging and how to connect it to our employer brand.

1. HR’s ad agency.
Connecting Purpose-Driven Messaging to Your
Employer Brand
A Workforce Communications Practice Webinar │October 25, 2016

2. HR’s ad agency.
Today’s Agenda
1) Why It’s Powerful
2) The Talent and Business Cases
3) Connecting Purpose to Employer Branding
(with a Quick Look at EY’s Purpose Transformation)
N. Robert Johnson
Practice Leader, Workforce Communications Practice
2

3. HR’s ad agency.
HR’s ad agency.
Our clients apply advertising and marketing practices to
attract and retain talent in competitive talent markets.
The focus of The David Group’s Workforce
Communications Practice is to strengthen employer
brands, engage people and cut the cost of talent.
3

4. HR’s ad agency. 4Part One Why It’s Powerful

5. HR’s ad agency.
“High-performing employees
want to work for a company that
has an identity of sound values,
a well-articulated brand, and a
reputation for making a
difference in customers’ lives.”
5
83% of workers
say that it is “very
important” for
them to believe
their life and work
is meaningful and
has a purpose.
Gallup
Gallup

6. HR’s ad agency.
1) All generations of the workforce are
looking to connect in a deeper and more
meaningful way
2) This trend is growing
3) People will connect when there is
alignment between values
4) This puts pressure on us to define and
articulate our culture, mission and values
6
75% of workers
believe that work
should have a
deeper meaning
than just bringing
home the bacon.
Monster, 2016

7. HR’s ad agency. 7
iCIMS, 2016
Part Two The Talent and Business Cases
“In business, as in life,
all that matters is that
you do something
positive.“
Sir Richard Branson

8. HR’s ad agency.
The Talent Case
• Purpose-driven employees have a stronger
sense of belonging
• They score higher than non purpose-driven
employees on every measure studied
• They are likely to:
• Be in leadership positions, denoting leadership traits
(50%)
• Be advocates for the company (47%)
• Stay longer (39%)
• Be more satisfied with their jobs (73%)
8
Workforce Purpose Index, 2015
40% of U.S.
workforce was
identified as
purpose-driven or
seeking.
Workforce Purpose
Index, 2015

9. HR’s ad agency.
22% of all
employees would
consider leaving
their employers
because they no
longer believe in the
company’s mission
and values.
9
iCIMS, 2016
In addition to being highly
productive, purpose-driven
employees serve as internal and
external change-makers that
enhance workplace culture and
customer perceptions.

10. HR’s ad agency.
The Business Case
A company filled with purpose-driven
employees will experience less turnover.
• Reduced recruitment costs
• Reduced recruiting pressure and stress
• Greater ability to invest in other HR
strategies and programs
10
Workforce Purpose
Index, 2015
The average cost
of turnover is 90 to
200% of the exiting
employee’s base
salary and
represents 12% of
an average
company’s
operating budget.
PwC/Saratoga Institute

11. HR’s ad agency.
85% of purpose-led
companies showed
positive growth
while 42% of non
purpose-led
companies showed
a drop in revenue.
11
Ernst & Young Bacon
Institute and Harvard
University
The Business Case
A company filled with purpose-driven
employees will experience greater
employee engagement and
connection.
• Increased employee referrals
• Increased employee engagement
• Increased productivity and stronger
profit performance

12. HR’s ad agency. 12
Part Three Connecting Purpose to Employer Brand

13. HR’s ad agency. 13
Use Validated Messaging When Building Your
Purpose-Driven Employer Brand
• Factual findings from engagement surveys, focus
groups, stay and exit interviews, etc.
• Data from external branding/marketing initiatives
(new product launches, new ad campaigns, etc.)
• Data gathered from achievement awards as well as
community involvement
Create a framework to outline and document the elements of purpose that
need to be communicated1

14. HR’s ad agency. 14
Think like a brand manager2
Communicate Values and Mission Through All
Employment Touchpoints
Apply purpose-driven messages to not only
recruitment, but to all communications, including:
• On-boarding communications
• Retention/engagement programs
• Mentoring and team-building programs
• Leadership communications
• Learning and development activities

15. HR’s ad agency. 15
Become storytellers3
Hone Your Purpose-Driven Communication Style
• Become an active-listener and be open for “all-way”
communication
• Use the emotional appeals of “employees for life”
attributes found in your employer brand promise and
attributes
• Be open for new and different storytelling platforms,
media and channels (a “day in the life” profiles, new
work adventures, etc.)

16. HR’s ad agency. 16
Create a purpose-driven work environment4
Emulate Cultures Found in The Best Companies to
Work For®
• Trust and empower employees to do their jobs
• Make your workplace a community
• Foster a workplace that focuses on talent well-
being
• Recognize employee contributions

17. HR’s ad agency. 17
EY’s Building a better working worldQuick
Look
Multi-Year Business and Brand Transformation
• Developed purpose, strategy, ambition, positioning and
values
• Created new name, logo, tag line and ways in which to
talk about the firm
• Sprang from EY’s response to financial crisis and
perceived “new normal” in global business
Disclaimer EY is not a client of The David Group

18. HR’s ad agency. 18
EY’s Building a better working world
Disclaimer EY is not a client of The David Group
Our purpose
Building a better working world
Our strategy
• Relentless focus on winning the market
• Create the highest-performing teams
• Strengthen global, empower local
Our ambition
By 2020, we will be a US$50 billion distinctive
professional services organization.
Our positioning
Point of competitive differentiation: highest-
performing teams delivering exceptional client
service, worldwide.
Source: EY Building a better working world
Quick
Look

19. HR’s ad agency. 19
EY’s Building a better working world
Disclaimer EY is not a client of The David Group
Our quality and values
Running through everything are our
shared values, which inspire our
people worldwide and guide them to
do the right thing, and our
commitment to quality, which is
embedded in who we are and in
everything we do.
Quick
Look
Source: EY Building a better working world

20. HR’s ad agency. 20
EY’s Building a better working world
Disclaimer EY is not a client of The David Group
Source: betterworkingworld.ey.com
Quick
Look

21. HR’s ad agency. 21
EY’s Building a better working world
Disclaimer EY is not a client of The David Group
Source: betterworkingworld.ey.com
Quick
Look

22. HR’s ad agency. 22
EY’s Building a better working world
Disclaimer EY is not a client of The David Group
Source: betterworkingworld.ey.com
Quick
Look

23. HR’s ad agency. 23
EY’s Building a better working world
Disclaimer EY is not a client of The David Group
Source: Google search
EY’s Brand Standards
http://www.ey.com/Publication/vwLUAssets/Building
_a_better_working_world/$FILE/EY-Building-a-
better-working-world.pdf
Quick
Look

24. HR’s ad agency. 24
Next Webinar
All Together: The David Group’s All-Way Branding Approach
Tuesday, December 6
2:00 to 2:30 ET
Registration
https://attendee.gotowebinar.com/register/5630111240893449473

25. HR’s ad agency. 25
N. Robert Johnson
Practice Leader, Workforce Communications
216.685.4486 │nrjohnson@davidgroup.com
davidgroup.com
The David Group Inc. All rights reserved.