EVPs - Beyond the Theory: the challenges of EVP implementation

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EVPs – beyond the theory

Graeme Wright Strategy Director, Havas People

@Grey101

#talentbites @Grey101

What is the theory

Brand Personality

(primarily external)

Character & Soul (internal and external change management)

Sales proposition

(external marketing)

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Brand Pillars

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Brand Pillars

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Core Positioning

1 1

2

3

4

5

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A Story Landscape

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What makes a successful

EVP implementation?

@Grey101

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Be clear as to why

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Authenticity

As a starting point we need to help people recognise the stories they have to tell, and tell them in a natural, believable and compelling way

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Orange Connection

14 sites

2 photo-booths

2 days on each site

+ 500 testimonials

#talentbites @Grey101

#talentbites @Grey101

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Senior Leadership Endorsement

@Grey101

#talentbites @Grey101

We’re looking for talented, driven and ambitious

people who can become our Future Leaders. The future of our company will be defined by you.

Carlos Brito, CEO

#talentbites @Grey101

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Buy-in

What is it?

Why are we doing it?

What is in it for me?

How will we be

consulted?

How will it take in our

unique perspective?

@Grey101

#talentbites @Grey101

Research as Buy-in

The research phase of any EVP development is as

important for buy-in as insight

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Ipsen

• Accountability

• Agility

• Team spirit

• Result-orientation

@Grey101

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Leadership management seminar

@Grey101

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‘Letter of commitment’

@Grey101

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Team spirit

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Respect organisational purpose

@Grey101

Organisations

with clear

organisational

purpose do not

always need an

EVP

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Segmentation

@Grey101

#talentbites @Grey101

1,000 BRIC

professionals

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This is what we all

get out of working

here:

‘A job worth doing.’

Network Rail

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And this is what it means for particular roles.

@Grey101

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Personality

Knowledge does not

equate to emotional

engagement.

People may understand a

message but it makes

little difference unless

they care

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EVPs work when they generate an emotional and

experiential connection between an individual and

an employer or potential employer.

@Grey101

#talentbites @Grey101

Adaptability – an EVP should last

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Levi’s – 1980s

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Levi’s 2014

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• Leadership

• Buy-in

• Authenticity

• Respect organisational purpose

• Adaptability

• Segmentation

• Personality

@Grey101

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Standing on our own two feet

The Zurich Talent Brand Journey

Sarah Cheyne – Global Head of Talent Acquisition Brand and Attraction

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Aw

are

ne

ss

En

ga

ge

Em

po

we

r

Co

nn

ect

Driv

e

Defining an authentic and credible Talent Proposition

ZURICH

TALENT

PROPOSITION

Current employer

branding strategy

IMAGE & IDENTITY

Leadership strategy,

vision and goals

PROFILE

Corporate branding

strategy

CONSUMER BRAND

Competitor positioning

Phase 1

Understand

Phase 2

Determine and

define

Phase 3

Create #storiesworthsharing

Phase 4

Activate

External and Internal research

completed

Overlap of common themes

identifies unique brand positioning.

Talent Proposition is turned

into a talent relationship

activation plan. Topical

content and initiatives

determined.

Topic 1

Topic 2

Topic 3

Topic 4

Topic 5

Talent Proposition

Me

dia

So

cia

l

Dig

ital

Prin

t

Ad

vo

cacy

Eve

nts

Stories Stories Stories

Audiences

Gra

duate

s

Early

tale

nt

2nd jobbers

Alu

mni

Pro

fessio

na

ls

Influencers

Em

plo

yees

Es

se

nc

e

Th

em

es

Th

em

es

A

ud

ien

ces

Format and channel activation

strategy

PEOPLE VISION

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Bringing our brands together

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Talent Proposition with purpose

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Bringing it to life

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Roadmap – making it all mean something

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Our wider community A collaborative process

43

OWNERS

SPONSO

RS

INFLUENC

ERS

AMBASSAD

ORS

DRIVERS ACTIVATOR

S

ENABLERS RECEIVERS

Global Talent Acquisition Team

Generate, own and run the strategy

Overall

sponsors of

strategy and

initiatives.

Shape and lead

agendas within

strategy

Provide collective

support and

leverages

strategic initiatives

Drive forward

initiatives – central

point of contacts

between owners

and activators

Users who lead

implementation

and activation of

initiatives.

Vendors to

deliver initiatives

– normally

external

suppliers/

Partnerships

Customers of

initiatives

Brand advocacy – understanding,

sharing and promoting Talent

Brand Initiatives

Isabelle Welton

Claire Ball

PVT

Global Talent

Acquisition

Council - GTAC

Group Digital

• Digital

• Social

• Analytics

Group Brand Strategy

Group

Marcomms

Regional

HRLT’s

Group Talent &

People

Development

Country Leadership/HR teams

Regional

Talent Leads

Regional Leadership/HR teams

Internal

Comms

Teams

Country

Talent

Managers

Global Talent

Acquisition Social

Media

Community -

GTASMC

Country

Recruiters

Country Digital

Teams

Country Brand

Teams

McCann –

IPG

Havas

People

Universum

LinkedIn

Accentu

re

HRPB’s

Careerif

y

AMS

External

candidates

Internal

stakeholders

Business

Functions

Regions/Cou

ntries

Idea

generation Idea

development

Idea

socialisation

Idea

testing

Idea

build Idea

communication

Idea

expansion Idea

implementation

Idea

testing

Idea

received Multi-layered approach to deliverables

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Communications - Internal

44

Hig

h t

ou

ch

Technical

detail

• Team

meetings

• Business

led events

• GTASMC

Face-to-face events

• Strategic

updates

• Key global

initiatives

• Analytics

• External

insights

• Future

focussed

thinking

Tools and Training

• Playbook

• webinars

• Recruiter

Licenses

• eLearning

• Why social?

• Who is our

audience?

• Social

application

• Leveraging

Global presence

• Global social

ecosystem

• Governance and

measurement

Internal Comms • Collaboration site

• Yammer

• HR pages

• Weekly newsletters

Strategic

detail

Lo

we

r to

uc

h

• Social decks

• Playbook

• eLearning

• Links to social

sites

• Content

generation forms

and content

calendar

• Governance and

workflow

Social Digest

• Review of

quarterly

activity

• Global best

practise

• Internal

awards

• Referral

opportunitie

s

• Analytics

Quarterly

magazine/

Newsletter

ADVOCATES Employees

ACTIVATORS Talent Managers

Recruiters

INFLUENCERS Group TA

Global SoMe community

Group Digital

AMBASSADORS Group Leadership teams

Local leadership teams

Local social teams

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Advocacy

Bug, Bug, Bug……

• Training materials

• Face-to-face workshops

• Webinars

• HR Conversation

• Intranet content

• Collaboration platform

• eLearning

• Stakeholder monthly calls

• Internal campaigns

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Takeaways

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Thank you

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EVP Video

Bringing the Employer Brand to Life

• Authentic

• Engaging

• Energetic

• Sharable

• Informative

What makes great EB content

• Personality

• Emotive

• Memorable

• Original / Different

• Distribution

http://www.ownyourfuture.ab-inbev.com/working-at-ab-inbev/a-taste-of-ab-inbev/

• Audience

• What is it

• Objective

• Background / big picture

• Key message

• Call to action

Things to think about when writing a video brief

• Budget

• Timeframe

• Measurement

• Channels

• Digital marketing

• Environmentals

Nick Francis

Managing Director

[email protected]

@casualfilms

#talentbites

Chivas Regal

Win the Right Way

Danni Brace Head of Global Client and Business Development, Havas People

@dannib8

#talentbites

WHAT – our product

CHIVAS REGAL -

A GENEROUS

WHISKY, INSPIRED

BY GENEROUS,

ENTREPRENEURIAL

BROTHERS

61 @dannib8

#talentbites

James & John Chivas were entrepreneurs with a social

conscience. They endeavoured to help others succeed

and ultimately enrich the lives of those around them.

This was their code of honour.

@dannib8

#talentbites 63

…..to write the next chapter and let the

entrepreneurial brothers’ spirit of generosity enrich the lives of even more people around

the world.

Now it’s our turn…

@dannib8

#talentbites 64

WHY – our brand belief

REAL SUCCESS IS NOT MEASURED

BY A MAN’S WEALTH ALONE BUT BY

HOW MANY LIVES HE HAS ENRICHED

@dannib8

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Generation Y share our core values… civic, collaborative, entrepreneurial

Their idea of success involves having a positive effect on the lives of others

This is a key motivation in their lives

@dannib8

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Generation Y believe the world is changing

• Their idea of success involves having a positive effect on

the lives of others and this is a key motivation in their lives

• “I would like to be part of a truly important cause”

66

• 76%

• 76%

• 77%

• 82%

• 79%

• 83% • 67%

@dannib8

#talentbites 67

WHERE – our playground

WHERE BUSINESS MEETS

HUMANITY (SOCIALLY AWARE

ENTREPRENEURIALISM)

@dannib8

#talentbites Source: Global Entrepreneur Monitor 2012 & Deloitte Entrepreneurship study, 2013

Generation Y share our entrepreneurial spirit

1.Highest levels of youth unemployment worldwide since the great depression

2.Trust levels in big business and banking at an all time low – now 80% of Gen Y don’t want to

work for big corps

3.70% would like to set up their own business – even higher in BRIC countries

#talentbites 69

86%

• of Gen Y claim that it is important that

their work makes a positive impact on the

world.

• They, like Chivas, want to put the

humanity into success.

@dannib8

#talentbites

THE SOCIAL ENTREPRENEUR

They are entrepreneurs first but also want to make their positive impact on the world.

They believe in both Profit and Purpose.

THE NEW ROCK STAR OF OUR TIME

@dannib8

#talentbites 71

WHO – our audience

ENTREPRENEURIAL THINKERS

@dannib8

#talentbites

ENTREPRENEURIAL THINKERS

• 28-40 yrs

• Forward thinking approach to business

• Seek out new ideas & ways of thinking

• The career ladder is only one path to success

• Want to make a positive impact

• Believe that you should put more into the world than you take out

• Always make time for friends

Source: GWI 2013 Q4 wave Base: 4215 global audience

Our key target

They agree or strongly agree to:

I think it is very important to contribute to the

community I live in

It is important to stay in touch with what is going

on in the world

I am proactive about investing money

I feel positive about the global economy

I feel positive about the future of the environment

#talentbites

New generation with different

values and behaviours

More civic, collaborative and idealistic than previous generation

Generation X Generation Y (Millennials)

Accept Diversity Celebrate Diversity

Practical Pragmatic Idealists

Self-reliant Self-inventive

Reject the Rules Rewrite the Rules

Live on the Edge Pursue Luxury & Comfort

Mistrust Institutions Bypass Institutions

Me-centric We-minded

Individualist values Communitarian values

Work/Life balance Work/Life fusion

@dannib8

#talentbites

They are digital natives

• Unlike Gen X who entered the workplace and were then subsequently introduced to digital tools/media this generation have never known a World without digital

• The internet has had profound effects on people – from the way we communicate to people, our purchasing behaviour, how we entertain ourselves, how we present ourselves to the World, how we meet people and even the way our brains store information

• Unlike previous generations, Gen Y recognises the internet can unite people to become a force for good – outing unscrupulous companies, mobilising people to help elect the right person and even toppling dictatorships

@dannib8

#talentbites

They crave entertainment with a purpose

@dannib8

#talentbites 76

HOW – our behaviour

PROVOKING MEN’S DESIRE TO HAVE

A POSITIVE IMPACT ON THE WORLD

@dannib8

#talentbites

#talentbites @dannib8

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Campaign highlights

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Consumer Feedback

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Market Feedback • Overall the campaign was received very positively by all markets

• Markets felt the inspire films were very strong assets in delivering the brand point

of view clearly to the consumer in a modern/contemporary way.

‘A strong campaign which inherently reflects values of LWC, and a territory that has

not been exploited by any spirits brands to date in the Gulf. The films are well

produced and have worked well on social media films and digital channels.’ PR Gulf

‘Excellent toolkits and assets were delivered for this campaign.’ PR Mexico

‘Video assets are very inspiring and effective to communicate overall campaign idea’

PR Thailand

‘Our best performing piece of creative was the 30s Inspire Film with the most effective

channels to deliver this being You Tube pre roll and Facebook ads at an average CPV

of £0.08. The film creative was excellent, and production values incredibly high.’ PR

UK

@dannib8

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