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The Importance of Authenticity In Executive Communications Steven Handmaker, CMO | @handmaker
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2Executive Authenticity @handmaker
WHAT WE DO
BUSINESS
INSURANCE
EMPLOYEE
BENEFITS
PRIVATE
INSURANCE
FINANCIAL
SERVICESSURETY
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3Executive Authenticity @handmaker
BASICALLY – WE SELL
INSURANCE
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4Executive Authenticity @handmaker
AND YET …
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5Executive Authenticity @handmaker
MORE THAN JUST HAPPY
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6Executive Authenticity @handmaker
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7Executive Authenticity @handmaker
The
Bu
sin
ess
Ca
se f
or
a
Hig
h-T
rust
Cu
ltu
re
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8Executive Authenticity @handmaker
National average for employee engagement is 34%.
Assurance is 98%.
Source for National Average: 2015 Gallup Poll
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9Executive Authenticity @handmaker
Half of Industry Peers
Voluntary
Turnover
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10Executive Authenticity @handmaker
SECRET, SECRET,
WE’VE GOT A
SECRET.”
Styx,
Domo Arigato Mr. Roboto
“
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11Executive Authenticity @handmaker
PARTIES AREN’T AS IMPORTANT –
BUT THEY’RE STILL FUN.
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12Executive Authenticity @handmaker
DEFINE PURPOSE
TRUST EMPLOYEES & GIVE VOICE
SHOWECASE CUSTOMER
WORKPLACE AS COMMUNITY
RECOGNIZE CONTRIBUTIONS
GIVE BACKBU
ILD
ING
CU
LTU
RE
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13Executive Authenticity @handmaker
THE ASSURANCE CULTURE• Right people on the bus
• Clearly defined goals
• Engagement is a goal
• Transparency is vital
• Pain behind the pain
• Fun and humor doesn’t make you less smart
• Starts and ends with the why
• Appreciation and authenticity are free
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14Executive Authenticity @handmaker
THE ASSURANCE CULTURE• Right people on the bus
• Clearly defined goals
• Engagement is a goal
• Transparency is vital
• Pain behind the pain
• Fun and humor doesn’t make you less smart
• Starts and ends with the why
• Appreciation and authenticity are free
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15Executive Authenticity @handmaker
Organizational leadership beyond transparency
Authenticity
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16Executive Authenticity @handmaker
AUTHENTICITY GAINS & MAINTAINS
Employee
TrustCommitment
OverallJob
Satisfaction
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17Executive Authenticity @handmaker
HOW TO BE AUTHENTIC LEADERS
HOW TO BE AN AUTHENTIC COMPANY
Today’s Talk
Not About
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18Executive Authenticity @handmaker
Self-awareness
Insight
Emotional IntelligenceIn
itia
tive
Manage FearInfluence
Envision Brighter Future
De
live
r Im
pa
ct
Express Themselves
Possess Integrity
Seek Second Opinions
Leave Their Mark
AU
THE
NTI
C L
EA
DE
RS
HIP
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19Executive Authenticity @handmaker
GR
EA
T LE
AD
ER
S Share Authentically
Express Authentically
Listen authentically
Acknowledge Authentically
Serve Authentically
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20Executive Authenticity @handmaker
THE IMPORTANCE OFToday’s Talk
Is About AUTHENTICITYIN EXECUTIVE COMMUNICATIONS
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21Executive Authenticity @handmaker
STOP(hammer time)
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22Executive Authenticity @handmaker
AUTHENTICITY by Handmaker ☺
They are then often:
GENUINE.HONEST.REAL.
Relatable.Aspirational.Inspiring.
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23Executive Authenticity @handmaker
HOW DO YOU GET GENUINE? HONEST? REAL?
EXECUTIVE COMMUNICATIONS
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24Executive Authenticity @handmaker
» 4M: Match the Medium, Message & Messenger
» Content Aimed at the Heart
» Allow Room for Interaction
COMMUNICATING
EXECUTIVE
AUTHENTICITY
STRATEGY
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25Executive Authenticity @handmaker
INTERNAL VOICES | People and Brand
Video. Voice. Written Word. Images.
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26Executive Authenticity @handmaker
Face-to-Face
Written Communication
Voice Mail
Video
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27Executive Authenticity @handmaker
» Tone matters
» Avoids perfection
» Humor and self-deprecation
» Admits mistakes
» Asks for help
CONTENT THAT’S
GENUINE.
HONEST.
REAL.
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28Executive Authenticity @handmaker
Warren Buffett
The Authentic Communications Master
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29Executive Authenticity @handmaker
HOME RUN TOPICSaimed at the heart
Fa
milie
s
Hobbies/Passions
Music/Movies/Pop Culture
Lessons, LearnedExcitement About Future
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30Executive Authenticity @handmaker
ALLOW ROOM FOR
INTERACTION
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31Executive Authenticity @handmaker 31
Examples of Authenticity in our
Executive Communications
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32Executive Authenticity @handmaker
EX
AM
PLE
S Stay Connected Blog Posts
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33Executive Authenticity @handmaker
EX
AM
PLE
S Stay Connected Blog Posts
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34Executive Authenticity @handmaker
EX
AM
PLE
S Sharing Success Videos
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35Executive Authenticity @handmaker
EX
AM
PLE
S McMinute Videos
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36Executive Authenticity @handmaker
EX
AM
PLE
S Annual Meeting Pop Culture References
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37Executive Authenticity @handmaker
EX
AM
PLE
S Handwritten Messages
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38Executive Authenticity @handmaker
EX
AM
PLE
S Thoughts of the Day
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39Executive Authenticity @handmaker
EX
AM
PLE
S Thoughts of the Day
“We’re Going Streaking!” – Will Ferrell
“We are young. Heartache to heartache
we stand. No promises, no demands.
Love is a battlefield.“ – Pat Benatar
"Guess who's back. Back again.
Shady's back. Tell a friend.“– Eminem
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40Executive Authenticity @handmaker
EX
AM
PLE
S Stock Photos Suck
Meeting Coffee talk Reception
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41Executive Authenticity @handmaker
EX
AM
PLE
S Annual Theme History
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42Executive Authenticity @handmaker
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43Executive Authenticity @handmaker
GENUINE.
HONEST.
REAL.
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44Executive Authenticity @handmaker
GENUINE.
HONEST.
REAL.
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45Executive Authenticity @handmaker
Contact Me
Steven HandmakerChief Marketing Officer, Assurance
Twitter: @handmaker
LinkedIn: linkedin.com/in/stevenhandmaker