An introduction to Employee Engagement through the lens of 3 problems and 3 corresponding provocations for exciting, engaging and equipping your employees.

1. Culture shift
How employee engagement
is changing and why
21 November 2018

2. PeopleBrands
FutureBrand 2
&

3. Brands
FutureBrand 3
&
0%
10%
20%
30%
40%
50%
60%
I would like to work for this company
27% average

4. ExperiencePurpose
FutureBrand 4
Build a strong
emotional connection
Redefine the category
Make people’s lives better
Deliver sustainable
business value
Have a compelling
vision for the future
Create engaging
experiences at
every touchpoint
&

5. Entertainment brands
have with consumers.
Distant Indifferent Close Admiration Passionate
Index
Average
Sector
Average
Netflix Walt Disney Naspers Comcast
14%
20%
22%
25%
23%
36%
27%
15%
25%
12%15%
18%
14%
23%
37%
24%
18%
13%
30%
23%
11%
16%
9%
19%
8%
22%
8%
19%
34%
18%
All listed Entertainment brands
43
ExperienceEmotion is the difference
FutureBrand 5
Build a strong
emotional connection
Deliver sustainable
business value
Create engaging
experiences at
every touchpoint
&

6. BHP…is for personality
FutureBrand 6
2016
2018
2014
&0%
5%
10%
15%
20%
25%
30%
35%
40%
45%
50%
55%
60%
PERSONALITY
STORY
ATTACHMENT
CONSISTENCY
SEAMLESSNESS
PEOPLE
PLEASURE
WELLBEING
RESPECT
MISSION
INSPIRATION
AUTHENTICITY
INNOVATION
THOUGHT LEADERSHIP
INDIVIDUALITY
INDISPENSABILITY
RESOURCE MANAGEMENT
PREMIUM

7. FutureBrand 7
Exciting, engaging and equipping
employees around their brand
and business strategy
to build culture, improve
performance and drive change.
Employee Engagement
What it means to us

8. FutureBrand 8
“Employee engagement explains two-
thirds of our client experience scores.
And if we’re able to increase client
satisfaction by five points, we see
an extra 20% in revenue on average,
so clearly there’s an impact. That’s
the business case for change.”
– Diane Gherson, Head of HR, IBM
Employee Engagement
What it means to IBM

9. FutureBrand 9
3 problems
3 provocations
About Employee Engagement

10. FutureBrand 10
When senior groups make strategic
decisions and then cascade the
change – of purpose, values, name,
identity or positioning – ‘down’
through the organisation.
Problem #1

11. FutureBrand 11
Employee engagement is
not just about communications.
Provocation #1

12. FutureBrand 12
Build brands by experience
People are often unsettled
by the implications for change,
even if they see it as necessary.
Consider change as a learning
process – learning new rules,
norms, language and ways of
being – through experience,
not instruction.
As brand is something we learn
through experience – like riding a
bike – and this has real implications
for ways to engage people.

13. FutureBrand 13
When organisational brand initiatives
are led by, and limited to, the marketing
communications function instead of
being owned by the whole company.
Problem #2

14. FutureBrand 14
Employee engagement is
a part of everyone’s job.
Provocation #2

15. FutureBrand
Everyone has a role
Each individual has an important
role to play in bringing the brand
to life.
Connect people with the brand
by ensuring it is integrated with
key organisational strategies and
initiatives, and make it personal
and relevant to their day-to-day.
Avoid activities that feel like an
extra layer on top of people’s
jobs, rather than an integrated
part of their work.
15

16. FutureBrand 16
When the tactical prioritisation of
hard business objectives like sales
growth or shareholder value prevail over
‘nice-to-haves’ like purpose or vision.
Problem #3

17. FutureBrand 17
Employee engagement is
about sales too.
Provocation #3

18. FutureBrand 18
A customer at the end of
every employee experience
Employee engagement is not simply
about connecting employees to
one another and the organisation at
large, it’s ultimately about enabling
the employee experience to deliver
to customers’ needs.
That means it cannot be an internal
‘naval-gazing’ exercise, it has to help
them do their job in order to win
their attention.
Focus on understanding operational
realities and customer experience
requirements to elevate the
employee experience at every step.

19. FutureBrand 19
Employee engagement is
making brands for people.
Not just about communications.
A part of everyone’s job.
About sales too.
Summary

20. FutureBrand 20
Employee engagement is
making brands for people.
All and only communications.
Someone on level 15.
About HR policies.
Symptoms?

21. Sydney
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Redfern NSW 2016
(02) 8231 4575
Melbourne
Level 2, 114 Flinders Street
Melbourne VIC 3000
(03) 9604 2712
futurebrand.com