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Because People Matter -- see why H-E-B is rocking their internal communications, company wide, across all channels.
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Because People Matter –Sustaining A Culture of Service
& Appreciation
Company Overview
Founded in 1905 – Florence Butt
Commitment to hard work & community service
1919 – Howard E. Butt takes over the business
1927 – second store opens in Del Rio
1928 – HQ moves to RGV
1938 – HQ moves to CC
1971 – Charles becomes President; $250 million in sales
1981 – HQ moves to SA
Today – 315 stores in Texas & 36 in Mexico; $15 billion in sales
To effectively connect and engage our Partners in a way that celebrates and enhances our culture both internally
and externally.
Objectives:Partner communication -
• Reinforce our internal brand “Because People Matter” through multiple channels, both digital and print, to ensure message clarity & consistency
• Streamline communications flowing from all Corporate Administrative areas to the stores
• Strategically manage new Partner Portal • Continually educate the business on new and creative ways to communicate key
messages to specific audiences • Measure our results - reinvent and administer Partner engagement survey
Rewards & Recognition—• To honor, acknowledge and celebrate all Partners • Reinforce desired behaviors• Continually make Partners feel valued
Partner Communications & Culture - Our Mission
Bold Promise:
H-E-B Partners taking a stand together to build the Greatest Retailing Company
To improve the lives of our Partners and Customers
Customers:
Service, quality and
Value
Partners:
Great Place to
Work
Business Results:
Sales and Profitability
Communities:
Helping Here
Our Culture: Each and Every Person Counts
Mission
Purpose
Foundation
Strategic Pillars
Our Cultural Foundation
Our Core Values
Compete to Win - DRIVE
Care for People - HEART
Customer Service - SERVICE
Work Ethic - COMMITMENT
Community Service – COMMUNITY
INNOVATION
Our Employer Brand
It’s Different Here Because People Matter:Human Touch, Authentic, Meaningful and Purposeful
Developed through extensive focus groups with Partners throughout the company
Our guide for every action we take and every decision we make
Simple, easy to understand language
Emphasis on REAL people and culture
Tools you can use…Brand Guidelines for Because People Matter
Online Resource Library
Communication calendar
Our Goal
An engaged workforce – our Partners understand the mission & purpose of the organization and their role in achieving it each day.
Believe that H-E-B is a great place to work
Over 70,000 loyal ambassadors of the Brand
Knowledgeable about our products and our business
Passion & enthusiasm = a great shopping experience for our customers
Partner Engagement Defined:
Unlocking Partner Potential to Drive High Performance
The extent to which Partners are motivated to contribute
to organizational success, and are willing to apply
discretionary effort to accomplishing tasks important to
the achievement of H-E-B’s goals
9
Our Objectives
Engage the hearts and minds of our Partners through relevant and meaningful communication
Communicate our higher purpose – “to improve the lives of our Partners and Customers”
Define what it takes to lead The H-E-B Way
Recognize and reward desired behaviors
Measure our results – new Because People Matter survey linked to business results
Focus on three key drivers of engagement –communication, leadership and recognition
Communication
A perfect storm…
Now is the time for clarity & transparency:
Uncertain economic environment
Expense reductions
Aggressive change & growth agenda; complexity of the business
Leadership transitions – new H-E-B President named in January, 2010
Our audience demands and expects itOver 40% of our Partner population is Gen Y (1976-1982)
Influenced by friends & peers more than authority
Highly technological, social, and impatient
2008 Communication Audit
What did we learn?Bold Promise Survey – communication consistently rated as an opportunityStore feedback – push versus pull strategy; too many competing messages and prioritiesCommunication audit - “Tower of Babble” – reliance on e-mail as our only channel (100-150 e-mails per day), multiple web sites, newsletters, etc.EOC Research – our Partners couldn’t find information on the basics, i.e. benefits & career opportunitiesMost powerful form of communication is face to faceCulture – Partner experience varies by work location and leadership Our culture is the one thing about HEB that our Partners would never change…
What action should we take?
Communication Strategy for the Future:
Tell the story:Clear and consistent messaging – “connecting the dots”Emphasis on face to face interactionsFocus on behaviors – what action do we want Partners to take?Hear it Here first mentality“Pull” versus “push”Two-way discussion
Balancing the Conversation
Partners want to know:
What to expect: As an H-E-B Partner
How we’re doing: Company info, strategy & results
What’s in it for me: Career opportunities/job postings, 401K, scholarships, training
How I fit in/alignment with my values: My role, my relationship with customers and leaders, where I am in the organization, why our products are better, how my actions have a direct bearing on results
How can I make a difference?
We want to teach them:Passion for our products and servicesActions needed to drive resultsTheir role in the bigger pictureGreat customer service techniques
The Big Picture
Examples
Application
Think
PartnerNet
What do I want
them to know?
Merchant
Roadmaps,
Promotions,
Contests
Task Manager
What do I
want them to
do?
Build Display,
Complete Survey,
Order Product
I want to talk
to you.
Question for UD
or DM at Store
108
Now you’re talking…
Multiple channels where Partners can access information
AnnualLeadership Kickoff Meetings
Bi-annualBecause People Matter Meetings at every work location
QuarterlyStrategic updates/financial results; videos from the CFO posted to PartnerNet for leaders
Bi-MonthlyPrinted newsletter distributed to all work locations
Monthly/PeriodRegional Leadership Exchange Sessions (two/month)Partner Exchange/Admin roundtables
Channels Cont’d.
WeeklyE- mail news updates - one page PDF to be printed & posted (database created through Valued Partner Perks)
BenefitsCareer opportunitiesPartner Perks/Own BrandCompany strategy & cost saving
Daily Personalized web portal; ability to access from home E-mail Partner feedback loopLeadership on Location visits
As NeededPinpoint Messages and Text
A Look at the Last Year
Launched in September 2009
50,642 distinct users over the past 30 days
Since launch, we’ve collected feedback from Partners through:
Partner Focus group sessions
User Interface experts
Feedback form on PartnerNet
• Home page (60,001)• Video: Back-To-School (8,898)• Video: Blooms (8,239)• Video: Eat Better (5,531)• Video: Darrell Cost Conscience (5,058)• My Career & Life (2,794)• Video: H-E-Buddy (1,999)• My Career (1,496)• Search (1,492)• My Money (938)• Phone Directory (935)• Partner Search (902)• WGO (895)
Hits in
last 30
days
PartnerCast
Internal video solution –Think YouTube
BlogsVideo RatingsCommentsMost Popular Rankings
Launched June 14th in conjunction with companywide Get Movin’ eventAll Partners can upload videos (approval required prior to appearing on the site)Videos only available on the H-E-B networkGo Live Channels: Produce, GM/Drug, Shelf Edge, Healthy at H-E-B
More Exciting Updates
Text it to Me!
Partner Text Alerts will give Partners the opportunity to connect with H-E-B on various topics such as Valued Partner Perks, Health and Wellness, Crises Communications, Recalls, etc.
Partners can choose the text channels you want to follow!
Launches Sept. 29th
Leadership
Leading the H-E-B Way
Leadership Statement
A Head for Business. We approach our business with an unwavering focus on integrity, innovation, strategic thinking and high standards.
A Heart for People. People are at the heart of everything we do. Every decision we make and every action we take, we do with our Partners in mind. At H-E-B, the individual ideas and contributions of each and every person really do matter.
A Passion for Results.We thrive on setting aggressive goals for ourselves and continually seeking new ways to drive performance, improve efficiencies and achieve results.
Leadership on Location
Objectives:Stay in tune with the business –
“Closer to the Partners, Closer to the Customer”Focus on cultivating relationships, not looking for problems
“There is nothing more inspirational to our Partners than a visit from a Senior Leader.”
Keep an eye out for key talentEmphasis on quality versus quantityListen & Learn - “You have to be involved to make good decisions.”
Culture is perishable, in other words…“Sell it or smell it!”
Who’s job is it to “sell it?” - Each and Every Leader
Our goal - building Partner engagement one conversation at a time
Launched in January, 2009 – over 1600 visits logged to date
Recognition
People Make the Difference
At H-E-B, we want to recognize and celebrate the hard work of every Partner, because just by being part of the H-E-B team, we know they are special.
When Partners achieve milestones, are promoted, go the extra mile, and do extraordinary things, we recognize, reward and celebrate their achievements.
We are the story tellers and the culture builders, as we honor those Partners who best embody the spirit of H-E-B.
Traditional vehicles – Inside HEB, PartnerNet, etc.
New vehicles – Because People Matter blog, Flickr site, videos, etc.
More Frequent – Less Formal
Spot Recognition: All Partners
• Thanks-A-Lotto• Lottery style scratch off cards awarded to Partners in all areas
of the business (Admin, MWT, Central Market, HFD & SAFD)• Prizes are made up of Own Brand items and H-E-B gift cards
• Range in value from $2 - $100• All Redeemed tickets enter the Partner into a regional
quarterly drawing for $2000• High Fives
• Cards sent via email to Partners from other Partners/Leaders• Ideal for Partners with constant access to computers such as
Administrative Support Partners
More Formal - Less Frequent
Formal Recognition: All Partners
• Because People Matter Recognition Awards• Formal awards ceremony held once a year (February)• Awards are based on our Core Values (9 Total)• Partners are nominated by their peers
• Certificates awarded to all nominees• Lapel pins and badge ribbons awarded to all work location winners• All regional winners are invited to attend the ceremony and are
awarded a trophy and check
• Service Awards• Formal awards ceremony held once a year for Partners
with 20+ years of service (May)• At 5 year increments, Partners receive lapel pins and
can select from a catalog of gifts
Results
Over 38,000 Partners
participated in the survey!
Why was it important?
The survey allowed Partners to make their voices heard!
Highlighted the areas where we can improve
What did it measure?
How Partners feel about the Company
How Partners feel about their Leaders
Areas where the Company can do better
Because People Matter Survey Results
Because People Matter Survey Results
H-E-B responses were better than the industry average for all categories!
How Partners feel about H-E-B overall…
82% favorable response!
Survey items included:
• I am proud to work for the Company
• I am satisfied with the Company as a place to work
How Partners feel about their Leaders…
76% favorable response!
Survey items included:
• My immediate supervisor provides me with recognition for good work
• My immediate supervisor listens and responds to my ideas and concerns
How Partners feel about H-E-B’s performance…
80% favorable response!
Survey items included:
• We regularly use Customer feedback to improve our processes
• Partners cooperate to get the job done
A year of celebrations, focused on renewing our commitment to our Culture and tied to our three pillars: Our Partners, Our Customers, and Our Community
105th Anniversary – A Year of Celebrations!
105th Anniversary – A Reason to Celebrate
At a time when other companies are struggling and even failing, H-E-B continues to thrive
That is all thanks to our amazing Partners
It is the perfect time and the perfect platform to say…
Thank You!“It might look like a simple pin. But to customers and fellow Partners, it’s a symbol of how each of us can make a difference every day. So join us as we celebrate 105 years of service. Because of you, we provide a great shopping experience for millions of customers every day. After all, it’s about giving people more than they expect Because People Matter.”
Leadership Swap – January & February, 2010 • 13 Partners from across the company switched places with a Sr. Leader
(Partners entered themselves on PartnerNet)
• Partners enjoyed time with Leaders that they would not ordinarily have the opportunity to meet
Leadership Swap
A Campaign to Engage Hearts and Minds
Draw a clear connection between our Bold Promise and our purpose to improve the lives of the Customers and communities we serve (future/vision)
Remind our Partners that no matter what their job is – they “make a difference” (involvement & belonging)
Demonstrate our appreciation for the work they do
(recognition and rewards)