catherine hernandez-blades - ragan …catherine hernandez-blades senior vice president, corporate...

Catherine Hernandez-BladesSenior Vice President, Corporate Communications

Aflac, Incorporated

Employee Engagement

A definition:

Being positively present during the performance of work by willingly contributing intellectual effort, experiencing positive emotions and meaningful connections to the other.

-CIPD and Kingston Business School

More words:

• Mutual gains

• Win-win

• Internal state of being

• Going the extra mile

• “Discretionary effort” 2

Another definition:

Asks. . .a psychological marriage between the employee

and the company

- Decisionwise

3

Employee Engagement

RepTrak Methodology

4

RepTrak dimensions are the rational explanation of emotional connectionsTrack perceptions about your company’s ability to deliver on 7 keydimensions and23 deep dive attributes of reputation.

Reputation Drivers & Scores

5

2015 U.S. RepTrak Drivers: Insurance Industry.

October - December average.

RepTrak Methodology

6

Track your reputation with confidence using RepTrakConnect the emotional bond stakeholders have with your company withRational behaviors.

RepTrak Methodology

7

How corporate reputation links to stakeholder supportCompanies with excellent or strong reputations get significantly moresupport from the public.

Does CSR Matter?

8

Companies with excellent or strong CSR reputations have significantly higher stakeholder support. CSR reputation has an even larger impact on support than overall reputation.

Reputation Tracker: Aflac’s 2015 Reputation Continues to Trend Upward

9

There is a strong link between reputation and stock price (U.S.)

10

The chart on this slide demonstrates that the RepTrak Portfolio has outperformed the S&P500 Index since 2006. It has also done so by an increasingly wide margin since the financial crisis of 2008. An investment of $100 in the RepTrak Portfolio would be worth $250 in 2013, whereas investing in the S&P would net approximately half of that, at ~$140.

Recommendation goes up 6.5% for each 5 point score improvement. Propensity to buy goes up over 5% for each 5 point score improvement.

Reputation Tracker: Aflac vs. Benchmarks

11

Reputation Tracker: Aflac’s 2015 Reputation Continues to Trend Upward

12

What’s next

• Cure Fest

• CSR Survey

• Chasing Cancer

13

Curefest

14

Internal Measurement

Engagement, Enablement and High Performance Engagement Model

-IBM

Index

• Pride

• Advocacy

• Satisfaction

• Commitment

Assign attributes

15

Creating a model

based on your own data that yields bigger returns

Are you solving for the right x?

Satisfaction: Performance Enablement

Instead of: My supervisor keeps me informed with the information I need to do my job

Try: My supervisor holds me in esteem

Instead of: I have the tools and technology required to do my jobTry: I know exactly what I need to do to be promoted to my next job

16

Setting priorities

Why it matters. . .

InformedSolution: Meetings in a box

EsteemSolution: Relevant leadership training resulting in culture

change

Tools and technologySolution: Purchase requisition

PromotedSolution: Career Success Center

17

Career Success Center

586 Employees

1,200 Sessions

35% Success rate

18

Ensuring Efficiencies and Maximizing Benefits

Corporate Social Responsibility: The Aflac Cancer Center

19

20

21

22

23

Thank You

24

Q&A