1. Welcome To The WebinarCompany Branding: DevelopingYour Employee Value Proposition(EVP)March 21, 2012 | 10-11 amIn order to hear the presentation please call 1(646) 558-2117, access code 615-230-082followed by the audio PIN you received when you joined the webinar All Participant Phone Lines are Muted at This Time

2. Kimberly Benjamin, PHR,CERPWorkforce Development Specialist, MichiganPrimary Care AssociationEncourage and facilitate Community Health Centerparticipation in national and statewide recruitment andretention programsDesign and implement strategies to assist CommunityHealth Centers in developing an effective recruitmentand retention plan that will include plan evaluation andassessment toolsDevelop a Workforce Planning Center to assistCommunity Health Centers in recruiting and retaining aquality health workforceAssist Community Health Centers in marketingemployment opportunities using a variety of media. 3. Our Main Learning ObjectivesLearn how to develop company branding statementsin order to turn your employee value propositionsinto marketing toolsIdentify your organizations unique identityLearn how to examine various ways to communicateyour employee value proposition to applicants andemployees 4. Todays Agenda What is an employee value proposition? Why you should develop an employee valueproposition? Review employee value proposition examples How to gather data to create employee valuepropositions Review samples employee value proposition documentscreated for Michigan Primary Care Association Learn about the Certified Employee Retention Program Q/A 5. What is an Employee Value PropositionIt Isa written statement that tells applicants and employees what you will provide for themIt Shoulddistinguish you from your competitors for talentIt Mustanswer WIIFM, Whats in it for me?It Also Mustbe true and pass the sniff test of your current employeesIt Canbe developed for individual departments or even for specific jobs versus your entire organizationAnd Our Company Mustlive it every day and keep it fresh in employees minds by reminding them with your words and your behaviors 5 6. Why Develop An EVP?A global study conducted by the Corporate Leadership Councilfound that organizations that developed and managed their EVPseffectively: had higher new-hire commitment levels after both 1 and 12 months of service attracted many more passive job seekers paid less to new hires6 7. EVPs Drive EmbeddednessA classic study by Terence Mitchell, Thomas Lee, et. al.found that employees degrees of job embeddednesspredicts whether they will leave their jobs. The three aspectsof job embeddedness are: Linksbetween the employee and the organization and its people Fitcompatibility between an organization and theemployees own environment Sacrificethe cost of material or psychological benefits that would be lost by leaving the job 7 8. Research-Driven, Process-Based 8 9. 10 Points for Rethinking Retention3 Principles Point #1. Employees quit jobs is because they can Point #2. Employees stay is for things they get uniquelyfrom you**** (what are they?) Point #3. Supervisors build unique relationships thatdrive retentionor turnover 9 10. Rethinking RetentionFor supervisors Point #4. Hold supervisors accountable for achieving retention goals Point #5. Develop supervisors to build trust with their teamsFor people management processes Point #6. Narrow the front door to close the back door Point #7. Script employees first 90 days Point #8. Challenge policies to ensure they drive retentionFor top management Point #9. Calculate turnovers cost to galvanize retention as a businessissue Point #10. Drive retention from the top, as executives have the greatestimpact on achieving retention goals 10 11. Poll Question #1Do you have an Employee ValueProposition Developed for your organization? 12. Poll Question #2 What are some things, benefits,experiences or privileges thatemployees get uniquely from your organization? 13. EVP Example #1: ASK FoodsHealthy foodsFamily-ownedServing the United States fromPalmyra, PAAt ASK Foods, our team is proud of the healthy and tasty foodsthat we make and ship to supermarkets across the country.Founded and managed from the heart by the DiMatteo family, weare driven to make ASK Foods a great place to work.Our jobs are challenging like a NASCAR pit crew- as we workwith speed and skill. If you would like to put your reaction timeto the test and learn the food industry, come join the ASK family!With ASK Foods permission 13 14. EVP Example #2: IPSoftIPsoft is a global, industry-leading managed services and applicationdevelopment organization, offering a complete solution to enterprise customersfor outsourcing global IT infrastructure operations. We succeed through ourcommitment to serving our customers, the strength and intellect of our humancapital and our drive for superior results.We recognize the value of a committed, hyper-driven, rocket-science caliberworkforce. We provide our staff with the opportunity to grow both personally andprofessionally, and to develop skills and knowledge that promote present andfuture success.IPsoft employees come to work every day looking for better ways to improve ourcustomers experience. Theyre on the front lines, answering the phones, behindthe scenes developing new initiatives/solutions, or in one of our global locationsproviding service to our international communities. Theyre the reason were anindustry leader in the Managed Service industry. Our Human Capital is our mostimportant asset!http://www.ipsoft.com/us/careers/employeevalueproposition 14 15. EVP Example #3: StarbucksIts a lot like working with friends.We call each other "partners". We respect our customers andeach other. Were dedicated to serving ethically sourcedcoffee, caring for the environment and giving back to thecommunities where we do business. And were still smallenough to remember your name when you walk in the door. http://www.starbucks.com/aboutus/jobcenter.asp15 16. EVP Development Map Gather DataBalance Facts Against OpinionsConsider WIIFMs: Whats in it for me?Top Management Approves EVPCommunicate EVP to Current Employees Communicate EVP to Applicants Live and Reinforce EVP Every Day16 17. Gathering EVP DataWhat You KnowWhat Employees Tell You Company history, mission Employee survey/exitstatement, strategic plan,targeted markets,survey results, targetedproducts effectiveness, focus groups, rumors andcustomer perceptions,grievances, voluntary andhistoric businessperformance, top 5 involuntary turnover,company stories, pay engagement surveypractices, benefits scores, commoncompetitiveness,development dollarscompliments andspent, career trends,complaintsand Staycompany slogansInterview results 17 18. Possible EVP Inclusions Improve customers lives Company age and historical Continuous learning highlights Strong leadership/supervision Stability via earnings consistency Career advancement/promotions No layoffs Policy/product input Great pay Broad product/service reach Performance pay Family-owned/family environment Outstanding benefits Listen, respect, care Flexible work schedules Recognition Smart, collaborative colleagues Challenge Advanced technology/equipment Environmental commitment Autonomy Company/employment awards Supportive environment Career preparation 18 19. Which Inclusions Matter Most?The Corporate Leadership Council studied 38 possibleinclusions in EVPs and found 3 specific ones drove bothattraction and commitment: Development opportunities Future career opportunities RespectShould you include these in our EVP? Only if you provide them! 19 20. Advantage Small CompaniesA salary.com study pointed out advantages small companies have over large onesthat impact engagement and retention. These advantages reinforce the power ofEVPs and employment branding in small companies: More bang for the buck: employees have more responsibility, accountability, and opportunity to gain self-esteem Shorter line of sight: each has greater impact on achieving organizational objectives and reaching key numbers Collaboration: work groups are more unified, communications are easier,employees work together better Career development: new products and growth produce more per-personleadership roles, coaching is closer Fun: small businesses are more likely to celebrate personal achievements and company successes20 21. Poll Question #3Who do you think should develop your organizations EVP? 22. Who Develops Your EVP?The person responsible for EVP development should follow thispath:1. DATA: Present most important data to your executive teamalong with HR and Marketing executives2. TOPICS: Solicit topics for inclusion and challenge those that are unrealistic, that wont pass the sniff test3. LANGUAGE: Agree on who will draft the EVP language4. AGREEMENT: Achieve stacked-hands support of top team including CEO or local executive 22 23. Communicating Your EVPTo Applicants To Employees Post on company employment Ask Marketing to plan ansite internal product rollout Make 1st interview question CEO/top executive leads,What do you know about ourcompany? and follow with EVP, cascades communicationsposted on wall through management chain Have EVP visible in applicant Reinforce EVP in onboarding,reception area and all areas training, on walls, newsletters,applicants see other publications Add EVP to annual report 23 24. Positioning Statement Development MapStudy EVP Identify Phrases that Trigger EmotionsConsider Your Targeted Employment Market Maybe Connect to Product BrandingDevelop Positioning Statement Communicate Statement to Applicants and EmployeesDrive Statement Through Leaders Spoken and Written Words24 25. Trigger EmotionsConsider the values of your targeted employment market: What is important to them? Who will I help? Does working for your company make me feel like abetter person? Are you green environmentally sensitive? Are you stable or will you lay me off? How do I know I can trust you? Will I be proud to tell others that I work for you? What will I learn? Do you really offer careers or just jobs? Do you care about my life or just my performance? 25 26. Position Statement ExamplesGeneral Mills: A great place to start. A great place to stayeBay: You can find a lot of cool things on eBay. But you wontfind anything cooler than our jobsQuicken Loans: What does the DIFF mean?Delta: Delta employees dont just travel the world. They workto improve itPublix: If you think shopping at Publix is a pleasure, try workinghere26 27. EVP Training Section 28. Poll Question AssignmentIdentify two key words that should be included in your employeevalue proposition statement 29. Poll Question Assignment Create an employee valueproposition sentence (or statement)that includes the keyword that you identified in the last assignment. 30. How We (MPCA) Implemented the Stay Interview Process1. Enrolled in The Retention Institute Certified Employee Retention Program (CERP)2. Completed modules 1 and 23. Watched an online training sessions on how to develop an employee value proposition4. Reviewed company mission statements to determine key words and messages to incorporate in EVP5. Developed a list of potential EVP Statements6. Allowed employees to identify the top EVP statements that best fit the organizations culture7. Developed OFFICIAL Employee Value Proposition Statement Marketing Flyer8. Incorporated the official EVP wording on our web site and recruitment marketing material. 31. Review EVP Supporting Documents31 32. Dick Finnegan, CEOC-Suite Analytics407.694.3390www.c-suiteanalytics.com 32 33. Finnegan Background Recovering HR director who has solved turnover and across 6continents including Siberian banks, African gold mines and the CIAAuthor of Rethinking Retention in Good Times and Bad,endorsed by Business Week as offers fresh thinking for solving theturnover problem in any economy Author of The Power of Stay Interviews for Engagement andRetention, to be published by SHRM in Q3, 2011 Noted as employee retention expert by SHRM, Business Week, ChiefExecutive Magazine, Consulting Magazine, and HR Excellence Centerof China33 34. 6 CERP ModulesModule #1: Building Blocks Module #4: Narrow the FrontDoor Executive Sponsor Hiring Those Who Stay Organizational AreasCheck Progress Turnover Cost StudyModule #5: Script the First 90Module #2: OperationalizingDaysRetentionTipping point Retention Goal-SettingOnboarding Exit SurveysModule #6: Challenge Policies Policy ReviewModule #3: Tool BuildingStrategic Benefits Employee Value PropositionIncludes Stay Interviews! Employment BrandingThe Power of Stay Interviews for Trust Building Engagement and Retention, SHRM, 201134 35. 4 Concluding Thoughts on EVPs Ordinary to Extraordinary: EVPs are your stake in the ground,who you are, what you must measure up toand move you frombeing undefined to defined, from ordinary to extraordinary Executives must participate, buy in, and commit to living thewordsor this is just another short-term management activity Who Defines You? EVPs are like company culture in that youalways have one; your decision is whether you define it orothers define it Current employees must buy inthe sniff testas the CorporateLeadership Council found employees believe the most crediblesource for learning company information is current employees 35 36. More InformationKimberly A Benjamin,PHR 517.827.0468Kbenjamin@mpca.net