build your brand from within: the power of employee engagement
DESCRIPTION
Slide show delivered at the 2008 American Marketing Association Symposium for the Marketing of Higher EducationTRANSCRIPT
Building Your Brand from Within:
The Power of Employee Engagement
Discovery is at the heart of our University
Discovery is at the heart of our University
Building brands from within takes intense focus on your people.
It is clear that internal marketing must precede external marketing since it makes little business sense to promise the customer a level of service that the firm’s employees are unwilling or unable to provide. - Philip Kottler
Discovery is at the heart of our University
Consistent behaviour cannot be prescribed, nor can cultures be assigned. Cultures are more amorphous that this. Consistent behaviour can be nurtured, however. By nurturing a few desired behaviours, a sought-after organizational culture is more likely to develop. - Patrick Harris
Ekins
Discovery is at the heart of our University
The Nordstrom Way
Motorolans
Proctertized
The HPWay
IBMers
BlueShirtNation
Discovery is at the heart of our University
Easy for companies with an intense focus on the bottom line.
Discovery is at the heart of our University
Not so easy for academic institutions.
• Run like a small city with utilities, classrooms,housing, food service, communications
•Profit and competition not central to the operation
•Shared governance with faculty
•Stronger allegiance to work unit – esp. hospital
Discovery is at the heart of our University
Prescription for Success:
Discovery is at the heart of our University
• Committed Leadership
• Strong HR and Communications Leaders
• Intangibles
• Willingness to stay the course
Uniquely Washington - a test case
• Benchmark survey of organizational climate
• Cross-functional teams to interpret and recommend
• HR and Communications develops tools
• Provost champions change
Discovery is at the heart of our University
Discovery is at the heart of our
University
www.washington.edu/discovery
Process steps:
Discovery is at the heart of our University
• Survey the population
• Form teams to evaluate results
• Address needs with management tools
• Develop the communications plan
• Communicate, communicate, communicate!
But you can’t stop there --
• Commitment to organizational change
• Long term budget commitment
• Measurement and adjustment
• Senior Level personal leadership
Discovery is at the heart of our University
The UW’s issues:
• Leadership and decision making transparency• Shared institutional values• Employee engagement and morale Job satisfaction
RecognitionWork / Life balanceCareer/leadership development
• Provision of resources• Diversity climate
Discovery is at the heart of our University
The Communications Plan:
1. Personal appearances by senior leaders
2. Web and Print materials
3. Video and Blast email
4. Unit and employee engagement
Discovery is at the heart of our University
Personal appearances:
Town meetings
Annual address
Board of Deans
Staff meetings
Cross functional team meetings
Annual all staff lunch
Discovery is at the heart of our University
Web and Print
• Discovery Website
• LCVI Website
• Discovery Flyer
• Framed Poster
• My Team Is Great Poster
Discovery is at the heart of our University
Discovery is at the heart of our University
Discovery is at the heart of our
University
Being Public World Citizens Celebrating Place
Innovation Academic Community Discovery
Video Productions
WordPress Blog
• Feedback loop
• Organizational thermometer
• Response metric
Discovery is at the heart of our University
Unit and Employee engagement
• The employment lifecycle
• Professional development
• Recruit message carriers
• All campus lunch
• My Team is Great!
Discovery is at the heart of our University
All Campus Lunch
Discovery is at the heart of our University
My Team is Great!
Discovery is at the heart of our University
http://www.washington.edu/discovery/myteam/
Campaign Planning
First year – • Introduce the Vision and Values and Uniquely Washington statements• Gain management buy-in from academic and staff units• Develop internal set of message carriers• Respond to findings in the LCVI survey
Second year – • Explore the Values• Empower front line managers as message carriers• Build consistency in the messages across units• Encourage team building and managing by the values
Third year – • Study results of the new LCVI survey – make course corrections• Inject Vision messages into multiple points on the employment life cycle• Deploy manager’s toolkits with Vision video examples and meeting scripts• Develop faculty leadership training
Discovery is at the heart of our University
Key Messages
We walk the walk –
• Senior leader transparency • Invite comments• Consistent communications
Core values told by employee voices
We are all connected
Discovery is at the heart of our University
Discovery is at the heart of our University
Discovery is at the heart of our
University
Top 10 Recommendations• 1 – Survey faculty and staff attitudes first to develop the baseline and work plan.
• 2 – Engage a senior leader to be the champion for internal branding
• 3 – Get help-create a cross-functional team that represents thought leaders across campus
• 4 -- Use the voices and actions of employees to tell the story
• 5 -- Evaluate your communications channels – how do you reach all employees effectively?
• 6 -- Create the buzz, enlist managers as message carriers
• 7 -- Have fun, use your organization’s urban legends to reinforce the brand
• 8 -- Survey often, and correct the course if you need to. Keep the champion engaged.
• 9 -- Celebrate employee success, and share the word
Discovery is at the heart of our University
#10:
Enhance, adapt, preserve --
This is not a campaign, it is cultural change
Discovery is at the heart of our University
We are all Connected
Some thoughts about the future
• How’s your intranet?
• Can you make use of social media?
• What can we learn from our students?
• What can we learn from each other?
Discovery is at the heart of our University
Discovery is at the heart of our University
Some useful books:
“Pour your heart into it” - Howard Schultz (1999)
“Light their Fire: Using internal marketing to ignite employee performance and wow your customers”
- Susan Drake, Michelle Gulman, Sara Roberts (2005)
“Groundswell” - Charlene Li, Josh Bernoff
Discovery is at the heart of our
University
Slides will be available on:
LinkedIn - Harry Hayward - slideshare