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The Cultural Fit Factor: understanding
culture and values for better fit
Lizz Pellet, Felix Global Vice President USA
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Books by Lizz Pellet
mailto:[email protected]?subject=Order-Getting-your-Shift-Together7/27/2019 FelixGlobal_CulturalFitFactor_Dec10_2012
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Program Information on This Session
How to assess and define an organizations cultural frame work
What is Attract, Retain, Repel
The Cultural Fit Factor
Employee Value Proposition and Brand
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Can you conduct a culture assessment todetermine what fit will be?
Identity employment
brand
Leadership
Relationships
Communication
Infrastructure
Employee
Engagement
Change Management
Finance
What should be measuredand why?
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The Cost of the Disengaged
1,000 Employeesx average hourly wageof $15/hour = $15,000
$15,000 x 2 hours/day in lost
productivity = $30,000
$30,000 x 20 days worked in amonth = $600,000
$600,000 x 12 mon ths= $7.2 M in los t produc t iv i ty.
These figures are based on a MF, 85pm operation.
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Ask your employees to participate in helping tounderstand your current brand: They KNOW!
Add questions in your employeesatisfaction engagement surveys
Pulse survey use mobile apps
On-boarding topic and discussion
Exit interviews
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Benefits of Quantitative Data
Identity
Relationships
Leadership
Employee Engagement
Infrastructure
Communication
Finance
78
72
59
58
58
55
38
13
18
25
26
25
25
39
9
10
16
16
17
20
24
Healthy Neutral Unhealthy
Quantitative data allows you to determine who you are and who
you are NOT! No more guesswork or assumptions.
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Employee Satisfaction and engagement
To Create a Sustainable Competitive Advantage
What We Stand For Versus What We Do
To Create Internal Brand Loyalty and Trust
To Compete With Other Employers for the Best Talent
To Communicate the Value Proposition to employees
What happens in the case of M&A whose identity wins,whose identity loses, whose identity do you use?
Why do organizations need to understandorganizational culture?
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Why is Culture and Important?
Numerous studies show that organizations withperformance-driven cultures have better:
o Revenue growth
o Employment growth
o
Stock Price growtho Net Income growth
Bottom line: Companies that live their culture are high
performing and better places to work
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How Is Culture Created?
Executives
Actions and Behaviorof Executives
Allocation of Attention& Resources
What Gets Rewarded& What Gets Punished
Culture
What Leaders PayAttention To
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HRs Role in Shaping Culture
Recruiting &Staffing Compensation& Benefits Training &Development TalentManagement PerformanceManagement
Hire people
who will fit
in with thecurrent
culture.
Hire for
fit/aptitude,
not skills
Create
compensation
and benefitpackages that
help reinforce
and drive the
company
culture.
Instill
corporate
values anddesired
behaviors/skills
that will help
promote the
current culture.
Measureculture and
identify
potentialderailers.
Attract the
best of the
bestRetain top
talent.
Repel the
ones that just
dont fit
Create a
culture where
employeesknow what is
expected of
them and hold
them
accountable.
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June 2012 Felix - PGi Study on TalentAcquisition Trends Results on Cultural Fit
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Executives Agree that Culture Can Be aSignificant Advantage
We do a lot of things right but all those things can be copied by acompetitor tomorrow. The only thing they cant copy is our culture.Culture provides us a competitive advantage.
Colleen Barrett, President Southwest AirlinesWe have had firms study our processes and benchmark us for years,but they are hard-pressed to duplicate our success. When it comes toa sustainable competitive advantage, our GE culture is one of the
most difficult things for others to copy.Jeff Immelt, CEO General Electric
We have no patent on anything we do, and anything we do can becopied by anyone else. But you can't copy the heart and the soul andculture of our company and that distinguishes us from everyone else.
Howard Schultz, Founder Starbucks
We have a culture dedicated to creating a place where talentedpeople want to work. This gives us a tremendous advantage when itcomes to attracting, developing, exciting and retaining exceptionalpeople.
Ian Davis, Managing Director McKinsey & Company
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Employees are looking for a
meaningful, authentic and
congruent work experience
Cultural fitis paramount in
finding a job you
Potential employees are
twittering about their jobinterviews, the people who are
interviewing them and how they
are being treated. Potential PR
nightmare or outstanding
exposure opportunity.
Todays Employees Want Transparency
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Poll Question:
Did you ever take a job that when you started the culture/ jobwas NOT the way it was positioned to you? How long did youstay?
90 days
6 months
One year Five years
You are still there today
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What is Attract, Retain, Repel as itRelates to Culture?
The ability to understand who you are from a culturalperspective.
Being crystal clear on what your culture is as you create anemployment brand
Employees will be either attracted to your organization or berepelled by this brand
Employees who do come to work for you and enjoy an
authentic and congruent work experience will stick aroundretain and talk to other people about how pleased they are
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Attract, Retain, Repel as it Relates toRecruitment and Retention = ROI
Attract how can you get the best of the best from the currentand future talent pool?
Retain how will you keep the good ones you have that reallyare a good fit?
Repelhow can you keep the ones that just dont fit fromapplying in the first place?
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Boomer Fit
This was an actual picture on the career site for
Harrahs Casino in Las Vegas
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The Next Gen Challengesand you
know what they are!
Social networking is KEYFacebook, YouTube andTwitter are the new norms incommunication and havechanged the brandinglandscape
UAB Emergency Room Raphttp://tinyurl.com/6zvmj7
Read the ERE.net article byDr. John Sullivan re: whoowns your brandhttp://tinyurl.com/yzfmspb
http://tinyurl.com/6zvmj7http://tinyurl.com/yzfmspbhttp://tinyurl.com/yzfmspbhttp://threeminds.organic.com/images/threeminds_legacy/uncategorized/doostang.jpghttp://tinyurl.com/yzfmspbhttp://tinyurl.com/yzfmspbhttp://tinyurl.com/6zvmj77/27/2019 FelixGlobal_CulturalFitFactor_Dec10_2012
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How Does Organizational Cultural Fit Relateto Your Employment Branding Efforts?
Vision, Mission, Values - leaders create and sustainorganizational culture
A common way of thinking, which drives a common wayof acting
Shared assumptions and beliefs: the silent code ofconduct. It is the glue that holds an organizationtogetheror not
It is your employment BRAND in the truest formwhether you have consciously created it or not
How employees feel they fit and identify with theorganization
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Poll Question:
A cultural assessment would allow us to build an authentic andcongruent employment brand.
Yes
No
Not Sure
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18%
81%
Agree
Neutral
Disagree
Key Findings From Branding Study
A cultural assessment would allow us to understand
gaps that may exist between what we are and what we
desire to be as it relates to retention and recruitment.
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Statement Agree Neutral Disagree
Employment branding efforts
provides a competitive edge in our
recruiting efforts. 89% 9% 3%Our companys employment brand
helps attract top talent. 67% 30% 4%
Our companys employment brand
helps retain top talent. 60% 33% 6%
Key Findings From Branding Study
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Statement Agree Neutral Disagree
Employment branding is important to
my company. 85% 13% 3%
Employment branding is one of thetop five strategic initiatives for my
company in the upcoming year. 49% 30% 22%
We have budgeted dollars for next
year to work on our employment
brand. 36% 19% 45%
Key Findings From Branding Study
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Cult-like Cultures - What do they have incommon?
Strong sense of identityBRAND - a core ideology.They are VERY clear aboutwho they are and who they arenot
Greater tightness of fit.Employees either buy-in orget out
Self selection process... this is
just not for me
Show evidence of elitism. Theycreate a sense of belonging[internally] and superiority[externally]
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Who Has a Cult-like Culture? Built to Last
Southwest Airlines hasearned its reputation asone of the mostoutstanding companiesin consumer and
employment branding:Fast, FUN and Friendlyis who they are bags
fly free
You want to be aNordee?
Mayo Clinics Mission
Zappos!Photo Source: Libby Sartain
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Encourage & Promote ExecutiveSponsorship: On boarding commitment
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The Starbucks Brand: Its all Green to Meand to Them!
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Poll Question
Does your organization have a formal Employee ValueProposition (EVP)?
Yes
No
No but planning to
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What is Employee Value Proposition (EVP)?
A narrative proclamation to the employees of how anemployer will carry out the promise and uphold the valuesin the employment relationship. It needs to be bothrational and emotional.
Make sure you have a clear understanding of EVP beforegoing to the C-suite. Create a proclamation before yououtline any creative approach
Values alignment is KEY to retention
New gate keeper tactics
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Creative Approach to EVP
While your internal marketing departments know your companys
brand, they may not have the psychometrics or external exposureto pinpoint the EVP or employment brand perception. Peoplerelate best to visual images. Consistency is quality!
Source: Southwest Airlines
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EVP and the New Addition of SocialNetworking and Sustainability
Social
Networks
Company Commitment
Employee Value Proposition/Brand
Recruiting/
Orientation
Training and
Career
Development
Pay,
Recognition,
Performance
Health and
Well-beingFinancial
Security
Work/
Life
Balance
Work
Environment
Sustainability
programs
Program
ContentCommunication
Vehicles
Delivery
Channels
Employees
Leadership
Source: Libby Sartain, co-author Brand from theInside
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Example of positioning your EVP.Start each top line with we offer.
Compensation Benefits Amenities ConnectionsLife ToolsCareerDevelopment
CompetitiveSalary, StockOptions, Bonus,and PromotionalOpportunities
So that youcan grow withus and create
the career andexperienceyou want.
More choices,more options,morepossibilities
So that youCanCustomizeyour Packageto meet yourneeds
Free Latte,Health Club,Foos Ball,Sport Courts,Covered
Parking
So that youCan take a
break andhave fun atwork
MoreOpportunitiesto learn andgrow
So that youcan grow yourcareer with usand get themost important
thingsin your life.
More solutionsto help youplan your lifeand futureFinancial
Planning, ChildCareAssistance,401(k)
So that youCan Create
FinancialSecurity..
You can workwith some ofthe brightestpeople around,in a dynamic,
challengingenvironment.
So that yourwork Makes aDifference
Source: Libby Sartain, co-author Brand From the Inside
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Employment Brand Promise:Delivery Timeline
Time
Results
1 to 3 Months
Diagnostic, Data Collection, AnalysisDelivery of action plan
3 to 6 MonthsEstablish value propositionDevelop brand message
Roll out initiatives
1 to 3 YearsFull alignmentSignificantly better business resultsIncreased ROI of recruitment & retention programs
12 MonthsRedeploy diagnostic to measure progressTrack ROI
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Social Media
We cannot talk about culturalfit without talking about howSocial Media is changingtodays Talent Acquisitionlandscape
Social media has created afundamental shift in the waypeople communicate viareal-time conversationsonline globally
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Social Recruitment Efforts
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The World of Social Networking ChangesEvery Day! January 2012
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December 2012
http://static5.businessinsider.com/image/4fb5077becad045f47000003-960/buddy-media-social-marketing.jpg7/27/2019 FelixGlobal_CulturalFitFactor_Dec10_2012
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Social Media Revolution Clip
Social Media Revolution 3
(4:15 version via Erik Qualman)
http://www.youtube.com/watch?v=x0EnhXn5boM
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Hires Through Social Media
Have you or your company
successfully hired a candidatewho was identified orintroduced through a socialnetwork or social media?
YES
73%
58%63%
2010 2011 2012
Through which of these networks
have you hired?
89
%
26%
15%
Jobvite SOCIAL RECRUITING SURVEY RESULTS 2012
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Using Social Media to Reach Candidates
Facebook and Twitterrecruiting adoptiongrowing rapidly while
LinkedIn becomesnearly universal
Jobvite SOCIAL RECRUITING SURVEY RESULTS 2012
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ROI: The Cost of Using Social Media vs.Other Methods
$$$ $$
Corporate
Niche boards
Micro sites
Web advertisements
Free
(word press)
(application)
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Questions?
Lizz Pellets Contact information:
Invite me on LinkedIn:
www.linkedin.com/in/lizzpellet
(480) 221-9649
Follow me on Twitter:
www.twitter.com/lizzpellet
http://www.linkedin.com/in/lizzpelletmailto:[email protected]://www.twitter.com/lizzpellethttp://www.twitter.com/lizzpelletmailto:[email protected]://www.linkedin.com/in/lizzpelletmailto:[email protected]Recommended