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Round 3 Track C:Branding Your ERG Within Your Organization For Measurable Impact

FACILITATOR: Paula T. Edgar, Esq. / Partner / Inclusion Strategy Solutions LLC

PRESENTERS:Pam Burke / Senior Associate / New York Life (Advisor and Former Co-Chair, Black Organization for Leadership and Development) Ayo Dahunsi / Head of Event Strategy and Process / UL (Co-Chair, Women in Leadership Business Resource Group)

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Paula T. Edgar, Esq. Paula T. Edgar, Esq. Partner, Inclusion Strategy Solutions LLCPartner, Inclusion Strategy Solutions LLC

www.inclusionstrategy.com Partner, Inclusion Strategy Solutions LLC

www.inclusionstrategy.com www.inclusionstrategy.com IPartner, Inclusion Strategy Solutions LLC

www.inclusionstrategy.com www.inclusionstrategy.com II @Partner, Inclusion Strategy Solutions LLCPartner, Inclusion Strategy Solutions LLCPartner, Inclusion Strategy Solutions LLCPartner, Inclusion Strategy Solutions LLC

@@@@@@PaulaEdgar

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WORKSHOP LOGISTICS! Interactive Workshop!Live Stream !2 Case Studies (New York Life & UL)!Break !Engagement !Listening!Social Media

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BRANDING EXERCISE

In three words or phrases, how would you describe your

ERG Brand?

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BRANDING EXERCISE

In three words or phrases how would others in your

organization describe your ERG brand?

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BRANDING ASSESSMENT EXERCISE

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BRANDING EXERCISE

What are the current challenges and/or barriers to success for

your ERG?

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SENIOR ASSOCIATE

NEW YORK LIFE ADVISOR AND FORMER CO-CHAIR

BLACK ORGANIZATION FOR LEADERSHIP AND DEVELOPMENT

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To serve as a catalyst for individual growth by fostering an environment that values engagementand encouragement of Black employees and promotes a strong organization by empowering our members and colleagues to embrace New York Life's mission and values.

Black Organization for Leadership & Development (BOLD)MISSION STATEMENT

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OUR VISIONBecome a more business focused brand

NYL 360 To remain a dynamic employee resource group and meet our commitment to support diversity and the professional development of our members, we must keep pace with and respond to the needs of our workforce and a rapidly changing business environment…

…go beyond existing approaches with a new initiative that factors in our members’ present needs and addresses future trends.

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Provide members with access and exposure to Company leadersACCESS AND EXPOSURE

Provide members insight into company and business unit goals and challengesCOMPANY KNOWLEDGE AND INSIGHT

Establish a culture of support and accountability for members pursuing advanced degrees and certificationsSUPPORT AND ACCOUNTABILITY

Highlight talent development needs for business units, and opportunities for BOLD membersTALENT DEVELOPMENT

NYL 360: 4 KEY GOALSInitiative to empower its membership through educational programming about New York Life and its leaders.

!

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#EmERGeLeadershipO U R A P P R O A C H

ENGAGE EMC SPONSOR

Changed name from African-American ERG to BOLD

Better align with brand

More inclusive

REBRAND ERG

PROCESS/ADOPTION

ESTABLISH DEDICATED TEAMFocused on strong professional development programming

LEVERAGEPARTNERSHIPS

Worked with existing internal and external partnerships and networks

ENGAGE ADVISORY BOARD

Obtain buy-in

Identify resources for key initiatives

Access and exposure to Company leaders

Insight into company and business unit goals and challenges

Highlight talent development needs for business units, and opportunities

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Intranet site & Communications

Wealth-Building Series!

" #

NYL360

BOLD Coffee

SOLUTION/EXECUTION - NYL 360 COMPONENTS

Certification Fair

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RESULTS/MEASUREMENTS – ADVISORY BOARD

1 EMC SPONSOR10 SENIOR EXECUTIVES

11 DEPARTMENTS

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RESULTS/MEASUREMENTS – CERTIFICATION FAIR

E M P L O Y E E S

Hundreds of employees attended the one-hour

event, representing nearly every department

30+V E N D O R S

Covering a wide area of interests and skillsets

Qualitative feedback from vendors, management, and participating employees.

Cleveland

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RESULTS/MEASUREMENTS – WEALTH BUILDING SERIESRate interest scale of 1-10 (10 being the highest)

Rate session content

Was content relevant?

What topics would you like to see covered more?

How likely are you to attend a future event?

How likely are you to bring a friend?

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RESULTS/MEASUREMENTS – NYL 360

>2xMembershipIn 3 months

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STRONG & RELEVANT PROGRAMMING

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LEVERAGE ADVISORY BOARD AND EMC SPONSOR

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COMMUNICATIONS STRATEGY

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HEAD OF EVENT STRATEGY AND PROCESS

UL CO-CHAIR

WOMEN IN LEADERSHIP BUSINESS RESOURCE GROUP

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Ayo Dahunsi! Purpose Driven ! Passionate about making this world a better place! Global Events at UL ! Co-Chair Women in Leadership BRG! Diversity and Inclusion Council Member ! Founder of the Ajilla Foundation

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Tina Vaughn, Social Sustainability Manager (UL), Co-Chair WILBRG

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ULWorking for a Safer World

www.ul.com

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UL WILBRG Journey

20162017

20192020

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! WILN! NBK Only

! Tina and Ayo co-chair

! WILN becomes WILBRG

! UL’s 1st D&I summit powered by WILBRG

! WILBRGs first global strategy session

! Presented at UL Annual Meeting

! Featured in Diversity Best Practices

! UL’s 2nd D&I summit powered by WILBRG

! Formation of D&I Council

! 10 global WILBRG chapters and growing

! MOE Winners! Invited to Speak at

Diversity Best Practices

! Local WIL Leadership Summits

! Leading a group of 44 passionate volunteers

! 2020 ULIC Women in Leadership Summit

! Local WIL Leadership Summits

! WIL Certification Program

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International Women’s Day 2017

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It all started with an idea and someone that believed in us.

This Photo by Unknown Author is licensed under CC BY

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Our Approach! Met with a majority of the UL exec team to educate them on D&I! We transitioned from WILN to WILBRG! The importance of D&I to the business! BRGs and employee engagement! Case studies of BRGs within other organization! What our customers are doing in D&I! Businesses want to do business with companies that value the same thing! Connect with our customers on another level

! Personal Invitation to the summit! Overall, we received nothing but support from our leadership team

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UL’s 1st Diversity and Inclusion Leadership Summit powered by WILBRG

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Global WILBRG Strategy SessionMission Statement: WILBRG works to accelerate the advancement of women by cultivating a strong community of female leaders through leadership training and business/personal network development. Members advocate for a diverse environment and paths to opportunities that attract and retain top talent, provide strong business results and ensure UL’s continued success.

Values:We BELIEVE all people and input mattersWe operate through the lens of INCLUSIONWe COMMIT to mentoring and development of othersWe CELEBRATE the attributes of others and selfWe are POWERED by passionWe are COMMITTED to holding ourselves and other accountableWe are INTENTIONAL about learningWe STRIVE for excellence

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Lessons Learned and Take Aways!Do things with excellence!Make it a Win/Win! “How can we help you?”!Surveys! It’s a marathon not a sprint!Constant Communication!Just Ask

!Gifts for volunteers!End of year recap report!Customer Engagement!Leadership and BoDinvolvement

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Organization’s Y’s LGBTQ ERG membership is stagnant. There have been no new members in the past year, even though there has been a concerted effort to recruit LGBTQ employees. ERG leadership wants to

increase membership and engagement. What are some recommended steps to address these challenges?

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Organization X’s Asian ERG members are frustrated because the organization only draws awareness to their group during Asian Pacific American Heritage Month and

Chinese New Year. They would like to have more consistent exposure throughout the year in order for their members to have visibility with leaders and professional development

opportunities aligned with the business imperatives.

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The influential and vocal executive sponsor of Organization Z’s Women’s ERG recently retired. The new executive

sponsor’s commitment is not strong, and the ERG’s brand is suffering internally.

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Organization A’s LatinX ERG recently held a backpack giveaway in partnership with a community

organization. During the call for volunteers, a non-member who presented as a white male was discouraged from

participating in the giveaway as a volunteer because “the initiative was developed so the kids can see themselves in

us”. The non-member volunteer is a Latino who was considering membership.

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ERG BrandingDevelop Your ERG Brand! Mission Statement! Goals! ERG Membership ! ERG Audience! Brand Guidelines

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ERG BrandingERG Brand Consistency! Ideate to Innovate! Logo | Color | Imagery | Copy! Consistent Messaging Across Channels! Email | Social | Print | Text | Events

! Recurring Programs! Events | Campaigns

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Develop ERG Communications Plan

Goal/Objectives! Aligned with Strategic Plan! Connected to Deliverables

Target Audience! Outline Demographics! Members Only! Organization Wide! Clients and External

Calendar or Schedule! Determine Signature Event Dates! Annual Month, Commemorations, etc.! Develop Timeline of Messaging (6-4-2)

Methods or Channels! Email, Social, Print, Media, Etc.

Materials/Messaging ! Branding Guidelines (align with org)! Approved Images/Copy Samples! Sign-off Protocols

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ERG Events! Innovate and Ideate and Execute

! Annual ERG survey! Review previous post-event surveys! Member recommendations! Incorporate Executive leadership feedback /

Suggestions

! Designate ERG Member Liaison/Lead for each event

! Photos/Video/Notetakers for content

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ERG Member Engagement ! Call for Membership! Member Spotlights! Member Congratulations! Member liaison/lead for each event (visibility) ! Collaborate with other ERGs

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ERG Branding Opportunities! Logo/Letterhead! Newsletters! Social Media Content! ERG account! Content on Organization’s Accounts! Dedicated Hashtags! Videos and Photos

! Event Flyers/Posters! Elevator Multimedia Content

! SWAG (giveaways/align with ERG & Corporate Mission) ! Pens/Highlighters/Stylus! Cell phone holders/Chargers/Thumb drives

! Water bottles/Stress balls! T-shirts/Tote Bags! Stickers/Temporary Tattoos/Magnets

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ERG Branding Challenges! Develop Action Plan Branding Challenges! Messaging ! Spokespeople ! Executive Sponsor/D & I Professional

Assistance

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BRANDING QUESTIONS

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