attract and motivate your talent: - ibm

ATTRACT AND MOTIVATE

YOUR TALENT:ORGANIZATIONAL

CULTURE AND EMPLOYEE ENGAGEMENT

Anthony Coe, Director of Research

Kenexa Employment Branding

June 25, 2013

To us, business is personal

© 2013 Kenexa Corporation 2

“I came to see, in my time at IBM, that culture isn’t just one aspect of

the game—it is the game.”

--Lou Gerstner,

IBM CEO 1993-2002

© 2013 Kenexa Corporation 3

TODAY

• Discovering your Culture and Employee Value Proposition

• A Culture Change Model

• A Case Study

• A Quick Word about Employee Engagement

DISCOVERING

YOUR

CULTURE

© 2013 Kenexa Corporation 55

KENEXA’S CULTURAL ASSESSMENT PROVIDES:

© 2013 Kenexa Corporation 66

CULTURAL ASSESSMENT AND BRANDING CLIENTS

© 2013 Kenexa Corporation 7

A BEST PRACTICE OF THE BEST COMPANIES

Firms that "actively managed" their corporate cultures2:

1.“Realized a 682 percent increase in revenue compared with a 166 percent increase for

firms that did not manage culture.”

2.“Net income increased 757 percent for the firms that attended to culture versus a 1

percent increase for those that did not.”

3.“Stock prices soared 901 percent for firms that actively managed their cultures, while

those that did not realized only a 74 percent rise in stock price.”

Employees who are most

engaged give 57% more effort

and are 87% less likely to resign

than disengaged employees1

1Role of engagement in return to growth, Bloomberg Businessweek Aug 20102 Kotter, J.P., & Heskett J.L. (1992). Corporate Culture and Performance. New York: Maxwell Macmillan International

7

© 2013 Kenexa Corporation 8Copyright Kenexa®, 2013 8

Our collective personality

© 2013 Kenexa Corporation 9

YOUR CULTURAL BRAND

© 2013 Kenexa Corporation 10

© 2013 Kenexa Corporation 11

THE KENEXA CULTURAL INSIGHT™

History and Overview

– Developed by Carol Pearson, PhD, U of MD

– Based on 20+ years of work in the field

– First used in 1991 for organizations, in 2004 it is first published as the OTCI

Theory and Application

– Based on combination of Jungian Psychology and Organizational Development, Human Motivation and Branding theory

– A “Personality Assessment” for your organization

– 96 standardized questions, online survey, approximately 15 mins to take

– Evocative v. Thought provoking

© 2013 Kenexa Corporation 12

THE ARCHETYPES TELLING YOUR CULTURAL STORY

© 2013 Kenexa Corporation 13

Kenexa’s Archetypal Profile

Results,

Challenges,

Prone to

burnout

Freedom,

Independence,

Autonomy

Enjoyment,

Fun,

Brainstorming

Relationships have

a purpose

THE EMPLOYEE

VALUE

PROPOSITION

© 2013 Kenexa Corporation 15

KENEXA’S VALUES

© 2013 Kenexa Corporation 17

© 2013 Kenexa Corporation 1818

EVP EXAMPLE:REGENERON PHARMACUETICALS

© 2013 Kenexa Corporation 19

FOUR STEPS TO CULTURE CHANGE

1. Communicate the Vision

2. Model New Behaviors

3. Reward and Recognize

4. Tell the Success Stories

© 2013 Kenexa Corporation 20

Cabela’s Distilled

CABELA’S IN A WORD…

“Challenging”

“Brand”

“Passionate”

“Family”

“Changing”

“Mission Driven”“Disciplined”

“Uncertainty”

“Pride”

“Small town”

“Hard working”

“Teamwork”

“Tension”

“Customer

Service”

“Disconnected”

“Dedicated”

“Smart”

“Fair”

“Outdoors”

“Tradition”

“Fun”

© 2013 Kenexa Corporation 22

THAT MIDWEST WORK ETHIC

• “Crisis without panic”

• “Firefight from 8-5 do our

jobs from 5-8”

• “Hard work is important

for its own sake here”

• Your performance may

be judged by what time

your car is in the parking

lot

CABELA’S OVERALLPROFILE

Big focus on

process, status &

hierarchy

Evolution and

conformity

Mission

driven fire-

fighters

Family feel,

tradition,

pride,

optimism

Teachers and

mentors

© 2013 Kenexa Corporation 24

The Heroic FamilyA proud family of hardworking men and

women committed to sharing their expertise

The Heroic FamilyA proud family of hardworking men and

women committed to sharing their expertise

Banded together to overcome challenges and share expertise

with passion & pride

Banded together to overcome challenges and share expertise

with passion & pride

TRUTHS:

Small town feel

Crisis without panic

Hard work is demanded

Success in spite of ourselves

Sharing passion and teaching

Favor internal innovations

FACTS:

Small town HQ

New leadership

Retooling and reinventing on the fly

Industry pioneer in direct sales

Still learning retail

Much pride in the brand

EVP*

*EVP – Employee Value Proposition

© 2013 Kenexa Corporation 25

© 2013 Kenexa Corporation 26

NATURE OF CABELA’S EVP

© 2013 Kenexa Corporation 27

CABELA’S EVP TRAINING COLLATERAL

© 2013 Kenexa Corporation 28

© 2013 Kenexa Corporation 29

© 2013 Kenexa Corporation 32

© 2013 Kenexa Corporation 33

© 2013 Kenexa Corporation 38

ResearchResearch

� Secondary

� Qualitative

� Quantitative

Create the meaningful

expression of the culture & EVP

Create the meaningful

expression of the culture & EVP

External

Messaging

External

Messaging

� Recruitment Ads

� Career Site

� “Fit” Quiz

� ERP’s

� Sourcing

Internal

Communication

Internal

CommunicationStrategic

Clarity

Strategic

Clarity

� EVP Rollout

� Cultural Training

� Onboarding

� Recognition Programs

� Story Gathering

� Engagement Surveys

� Assessments

� OD Programs

� M&A’s

Distill and Define

the Culture and EVP

THE EXTENT TO WHICH EMPLOYEES ARE MOTIVATED

TO CONTRIBUTE TO ORGANIZATIONAL SUCCESS,

AND ARE WILLING TO APPLY DISCRETIONARY EFFORT TO

ACCOMPLISHING TASKS IMPORTANT TO THE

ACHIEVEMENT OF ORGANIZATIONAL GOALS

EMPLOYEE ENGAGEMENT

© 2013 Kenexa Corporation 4040

EMPLOYEE ENGAGEMENT DEFINEDDefinition:

The extent to which associates are motivated to contribute to organizational success, and

are willing to apply discretionary effort to accomplishing tasks important to the

achievement of organizational goals.

Engagement Index =

Pride + Satisfaction + Advocacy + Retention

Items:

Index is the average level of agreement for:

– I am proud to work for this company.

– Overall, I am extremely satisfied with this company as a place to work.

– I would gladly refer a good friend or family member to this company for employment.

– I rarely think about looking for a new job with another company.

© 2013 Kenexa Corporation 41

EMPLOYEE ENGAGEMENT AND CULTURE

COM PASS SU R V E Y

E M P L O Y E E

THANK YOU

Anthony C. Coe, J.D.

Kenexa, an IBM Company

tcoe@us.ibm.com

+1 402 304-4052