Leading Inclusively: Case Study of a 21st Century Model

1© Copyright 2010 EMC Corporation. All rights reserved.

Leading Inclusively:Case Study of a 21st Century Model

Polly PearsonVP Employment Brand and Strategy EngagementEMC Corporation

April 2010


A Brand is…

“A relationship, like the one you have with a friend.”

Trusting ~ Genuine

On brand relationship with employees:

“Customer satisfaction does not begin with the customer.”


Backdrop:The Move Away from the Industrial Era Model

“Command & Control”


To the Connected, Knowledge-Era Model

“Leadershipat Every Level”

Illustration: Gary Hamel

“Collaboration & Connection”


Jump-starting the Journey to a

Connection Culture


Internal, Voluntary 2.0 Network… perspective and behavior begins to shift

EveryoneHas aVoice

Today: 170+ communities; >70% of the workforce registered and active


The Community Brought Our Genuine Brand Values to Life: Innovation


The Community Brought Our Genuine Brand Values to Life: Inclusion


People Became More Connected with the Strategy, Culture, and One Another

Free.


People Began To Share More

“Day in the Life”

Photo SharingEvent

Hundreds photos shared from employees in Russia, Japan, Utah, Boston, and more …


... And More

Employee Art Gallery

Employee Gathering Space …

… Personalized

ToneSpills into Hallways


… and, Courageously, Even More

“The Working Mother Experience” Book EMC.com; http://www.workingmotherexperience.com Personal

Stories from EMCWorking “Moms”

15 countries96 women1 man

And a living blog:www.workingmotherexperience.com


Organic Brand Ambassadors Emerged:Home Grown, Enthusiastic, Expert Voices

Today: Dozens of bloggers; hundreds of micro-bloggers

…

And thousands of employees who suddenly feelwelcomed to sharethat they Care.

Free.


Ambassadors Now Engage in “Official” Communities with Customers, Developers, and Partners

Building relationships

Honoring “rock stars”

Developing products

Increasing revenue

Improving service

Reducing support costs

Providing certification on products

Building loyalty

Free.


Ambassadors Engage With Prospective Talent

“100 Job Search Tips” eBook

Free.


Executives Caught On – Sharing with a Genuine, Human VoiceInternal “reality TV”

Free.


The real magic happens in the

“Unofficial” Engagement



Leadership at Every Level: Connecting with Passion

Portrait of Dick Egan, EMC Founder painted and donated by EMCer, Ian Kabat

Free.


Leaders at Every Level: Connecting with the Bottom Line

Free.

“Constructive ideas to save money?” 400 + ideas

30,000 + views

CFO reporting back

Ideas being put to use; employees feel heard

Company saving money


Leadership at Every Level: Connecting with Innovation

Innovation Idea Contest“The Country Cup”

Free.

Grass Roots

Global

Peer votingfosters connection with others, ideas

“Country Cup”competition adds spark


Leadership at Every Level: Connecting with Customers


Free.


Connecting with the World: World Business Forum


Free.


Connecting with Future Employees:“Why I work at EMC”

Free.


Leadership at Every Level: Connecting with Millions … within your target market

Free.


Connecting with Hope

Free.



Fortune 500 Companies with Engaged Employees Report:

Growth in employeeproductivity

$18,600more market value

per employee

$3,800more profits

per employee

$80,000–120,000additional revenue

per month

Higherprofitability

Highercustomer loyalty

Recruitmentcosts 55% lower

Source: Impact of Engaged Employees on Business Outcomes. Ongoing Employee Engagement Research, Hewitt Associates


Results

Snapshot



We’re Finding: ROI

Additional revenue

Highercustomer

engagement

Additional Innovation

More MarketValue perEmployee

Better RecruitmentVolume and

Speed

More +More FavorableMedia Coverage

HigherEmployee

Engagement

Additional profit


Employee Survey Results

Personal Satisfaction

Enjoy Co-workers

95%

63 %3

92% 93%

Manager Integrity

* Based on 30,827 responses from 92% of employees


EMC’s 2009 Score Card

RESULTS

EmployeeSatisfaction

AndMotivation

Ratings

CustomerSatisfaction

RatingsRevenue Cash Flow

InnovationAnd

Market Share

Best PlaceTo WorkAwards

RECORD


Quiz: Commitment Drivers

Which do you think are the top 5 satisfiers for employees today?

*EMC Corp; Corp Exec Board

____ High pay

____ Good benefits

____ Social, environ responsibility

____ Product quality

____ Collegial work environment

____ The right people get recognized and promoted

____ “Great employer” recognition

____ Ethics and integrity

____ Empowerment; ability to innovate

____ Recognition

____ Skill and career development

____ Treated with respect; people management

____ Interesting work; job/skills alignment


Quiz: Commitment Drivers

Which do you think are the top 5 satisfiers for employees today?

*EMC Corp; Corp Exec Board

____ High pay

____ Good benefits

____ Social, environ responsibility

____ Product quality

____ Collegial work environment

____ The right people get recognized and promoted

____ “Great employer” recognition

____ Ethics and integrity

____ Empowerment; ability to innovate

____ Recognition

____ Skill and career development

____ Treated with respect; people management

____ Interesting work; job/skills alignment


New Tricks …

1. Lead with Trust; 100% of our employees are adults; 99.9% do not want to be fired.

2. Listen to the conversations and tone of web 2.0 behavior; supportive, collaborative, peer-to-peer mentoring.

3. Share information openly internally; question why not share this? Why not ask the company community to help with this?

… and Watch the People be Inspired by You,while they help you!

Free + Inclusive


— Dr. John Sullivan

http://www.pollypearson.com;

@[email protected]

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