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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
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KENEXA’S VALUES
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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
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© 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