& Creating a people- Creating a people- centric organisation centric organisation – the role of training – the role of training WOLCE Oct 2001 WOLCE Oct 2001 Angus Jenkinson, Angus Jenkinson, Chairman, Stepping Stones Consultancy Ltd & Patty Lyon, & Patty Lyon, Worldwide Chief Knowledge Director, Ogilvy
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Creating a people-centric Creating a people-centric organisation organisation
– the role of training – the role of training
WOLCE Oct 2001WOLCE Oct 2001Angus Jenkinson, Angus Jenkinson, Chairman, Stepping Stones Consultancy Ltd& Patty Lyon, & Patty Lyon, Worldwide Chief
Knowledge Director, Ogilvy
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Agenda and aimsAgenda and aims
• Sharing the OgilvyOne experience• Creating the right culture for success• Linking personal and business objectives• Managing the development and training
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TrufflesTruffles
• The aim of truffles is to support training of people and ongoing management of their work.
““We pursue We pursue knowledge the knowledge the
way a pig pursues way a pig pursues truffles.truffles. David OgilvyDavid Ogilvy
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OgilvyOne worldwideOgilvyOne worldwide
• Founded in 1972 by David Ogilvy• US 2.8 billion dollars in billings• 116 offices in 55 Countries in 70
Cities• 4,500 employees including 1,500
interactive specialists• 12 clients served in 5 or more
markets, the number one in the world
• Ranked number 1 in many markets, almost everywhere amongst the top 3
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Stepping Stones partners with clients to achieve more value for customers and employees and the organisation.
• We develop skills and teams, facilitate We develop skills and teams, facilitate breakthrough or take responsibility for breakthrough or take responsibility for added value projects.added value projects.
• Ten years oldTen years old• InnovativeInnovative• CaringCaring• EffectiveEffective• EthicalEthical• UK and global associatesUK and global associates
win-win-win win-win-win good for customersgood for customersgood for employeesgood for employeesgood for the organisation.good for the organisation.
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Customer OwnershipCustomer OwnershipCustomer Ownership is the brand name
of the OgilvyOne proprietary knowledge and practice system
designed to support OgilvyOne in enabling people to work smarter.
Facts:•There are 2,305 knowledge objects on Truffles
•Documents vary from over 10,000 accesses to those only accessed once
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Knowledge team principlesKnowledge team principles• Involving people from different
offices so there would be buy-in from those offices later
• Ensuring that there was involvement and participation by some of the best minds in the network
• Getting a spirit of ownership in everything that happened
• Training does not just happen from a centre but also can happen by people training each other across the organisation network
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12 principles to share12 principles to share• Interaction is always better one to one• VIPs must sustain responsibility• “Grass Tops” alone never make it• Practicality matters• Be like oysters• Every system needs planning and overhauls • Discovery online is individual• Measure success• Visuals are a universal language• Workflow is the game of entry, learning
path raises the bar• Language cements community• Fun matters
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Interaction is always better one Interaction is always better one to oneto one
• Face to face is importantFace to face is important• PersonalisePersonalise• Create relevanceCreate relevance• Meet all needsMeet all needs
• Take it from the topTake it from the top• Stay the course on strategy: Stay the course on strategy:
Adoption is geometricAdoption is geometric• One breakthrough can pay for itOne breakthrough can pay for it• Leaders need to leadLeaders need to lead
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““Grass Tops” alone never make Grass Tops” alone never make it it - it needs “Grass Roots”- it needs “Grass Roots”
• The value of the heavy user!The value of the heavy user!• Show recognitionShow recognition• Think global, act localThink global, act local
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Practicality matters - Practicality matters - training in training in everything important related to the everything important related to the jobjob• Cases • Theory• Tools• Discussion Papers and Think Pieces• Discussion areas where people can exchange
views• Electronic copies of articles from major
journals such as the Harvard Business Review and the Interactive Journal
• Speeches• Sales presentations made to clients• Examples of work• And most importantly the best of creative
material that has been done with clients around the world.
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Be like oystersBe like oysters
Surround yourself with people who Surround yourself with people who make you into a gemmake you into a gem
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Every System needs regular Every System needs regular overhauls and good planningoverhauls and good planning
• Implementing improvements and enhancements takes a lot of planning and communication. Take the launch of Essentials…
Learning Linked to What’s New
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Discovery Online is individual Discovery Online is individual and unpredictableand unpredictable
• Moments of Discovery are different for everybody
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Impressions countImpressions count
• First visitFirst visit• Visuals are a universal languageVisuals are a universal language• Design and QADesign and QA• ListenListen
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Measure successMeasure success
• Success needs measurement to make the business case for the future