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2. 2 Your people can be a unique asset in differentiating your brand through their:
The HCC philosophy: People are the Center Point
3. 3 Targeting your human capital points of business advantage
Characterizing human capital a strength within your organization
Leveraging human capital with your clients, customers, shareholders & key stakeholders
Building market strength through an enhanced reputation
We help HR achieve success by...
4. 4 Media Outreach
National, professional, business, trade & local
Corporate Award Programs
Gaining strategically sound recognition internally and externally
Human Capital Platforms
The right venues and messages for your leaders
Creating sound key messages wherever, whenever you talk to customers, employees and key stakeholders
. . . and by keeping an eye on ROI
5. 5 On average, companies that did a better job of attracting, developing, and retaining highly talented managers earned a 22% higher return for shareholders (?War for Talent,? McKinsey & Co., 2006)
For market-leading companies, a significant improvement in communication effectiveness is associated with nearly a 30% increase in market value (?Connecting Organizational Communications to Financial Performance,? Watson Wyatt, 2004)
Companies that communicate effectively command a 19.4% higher market premium than companies that do not (?Communication ROI Study, Watson Wyatt, 2005)
And yet a gap exists ?
40% of workers feel disconnected from their employers (?Job Satisfaction Falling?, Conference Board, 2005) There?s a lot at stake: Research over the years reveals much
6. 6 Improving employee recruitment & retention
Promoting ?best places to work?
Validating diversity initiatives
Addressing how diversity increases potential
Building a post-merger culture
Engaging employees to re-define the company
Sharing market leadership
Using the Internet to tell an important story
Communicating in a targeted way
Influencing an ?inside? audience with the ?outside? perspective
Taking credit by winning recognition
Creating cost-effective awareness through media relations
Our collaborative approach: Issues our clients have faced
7. 7 Challenge: Win award and use it for advantage in a tough market for premier talent.
Opportunity: Leverage PwC?s recognition as one of Working Mothers ?Top 10 Best Places To Work.?
Results: Reduced recruitment & retention expenses by increasing awareness through more than 25 million media impressions. Targeted media in local key markets where this issue was most acute, including San Francisco, New York, Chicago, Boston, Atlanta, North Carolina, Minneapolis, Maryland, Texas, Orange County and New Jersey. Case StudyMaximizing opportunities from awards
Challenge: Brookdale Senior Living needed to
forge a new identity in the aftermath of a merger.
Opportunity: Work with management from both companies to determine brand attributes for the merged company by soliciting input from inside the company, as well as from potential clients.
Results: Following a series of focus groups (8 external in four major markets & 4 employee groups across all geographies) the following was accomplished:
A new corporate identity selected
Brand elements codified
Target audiences determined
Most importantly, employees were part of the process and became emotionally vested in the success of the ?new company.? Case StudyBuilding employee brand support
9. 9 Challenge: Establish our client?s leadership in diversity initiatives (and consulting) through the most cost-effective means.
Opportunity: Create and share a library of content available to diversity executives via a company-sponsored Website.
Results: This award-winning Website, promoting PwC?s Diversity Initiatives, positively increased perceptions among targeted ?new hire? audiences. Also compressed sales cycle for nascent Diversity Practice. Case StudyUsing the Internet for positive positioning
10. 10 Challenge: Realize company?s full potential following a lengthy and complicated merger of equals.
Opportunity: Unite leadership thru ?third party? validation of comprehensive, ground-breaking learning & education initiative designed to bring senior management together.
Results: Developed Financial Times feature that objectively positioned company as a leader in the professional services industry, raised partners? perceptions on merger success by more than 10%. Case StudyTurning key audiences ?outside-in?
11. 11 Challenge: Gain recognition of leadership role in employing women and minorities with those same audiences.
Opportunity: Develop a series of ghostwritten articles for leadership positioning on a range of diversity & ethics issues.
Results: Stories appeared in targeted national business publications to measurably underscore the firm?s commitment to the critical audiences (women & minorities). Case StudyBuilding awareness/Changing behaviors
Challenge: Extend Waste Management?s (WM) corporate diversity reputation proactively for lasting market and brand advantage.
Opportunity: Create ?high-intensity credibility? around WM diversity with strategically valued audiences through uniquely available media.
Results: Determined that the ?soul of a company? story, based on WM?s diversity philosophy and practices, could best be told in Diversity Journal to achieve the following:
Validate strategic direction with financial audiences.
Prove viable brand differentiation with institutional and individual customers.
Build ?common ground? credibility with managers, employees & other internal groups.
Create visibility with core regulatory audiences.
Attract and retain high-potential people.
Motivate supply chain improvements. Case StudyLeveraging diversity for brand support
13. 13 We have been recognized consistently for our award-winning client work.
Winning client satisfaction
14. 14 We are accomplished communication professionals who partner with Human Resources, not vice versa.
We collaborate transparently with in-house communication resources, brand directives and corporate strategies.
We are a virtual organization of like-minded talents, custom-sizing teams to needs. Our approach
Our mission is to passionately pursue human capital communications excellence while achieving high levels of client service through the energetic development and delivery of elegant, enduring and measurable business solutions.
Michael Beightol 847.277.7353
Ray Lewis 847.205.0072
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