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MEETING March 11, 2014 5:30 pm – 7:30 pm CBIA, 350 Church St., Hartford, CT. Colonial Total Rewards Association. CTRA. Serving Central Connecticut and Western Massachusetts since 2012.

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Colonial Total Rewards Association

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March 11, 2014

5:30 pm – 7:30 pm

CBIA, 350 Church St., Hartford, CT

Colonial Total Rewards Association


Serving Central Connecticut andWestern Massachusetts since 2012

Employed Communication – Apply Marketing Principles and Micro SegmentationGlobal economic volatility, along with rapid shifts in talent markets and workforce demographics, are making the task of managing talent ever more complex. At the same time, HR executives are under increasing pressure to optimize their investments in their workforces in order to ensure the ongoing competitiveness of their organizations during trying economic times.  Innovative companies are realizing that to attract and retain a diverse global talent pool, and to achieve maximum value from that talent pool across geographies and varying business models, they need to look at the distinct segments that make up their workforce and determine how those segments deliver value to the organization and what those segments value from the organization in return.   Taking a page from consumer marketing, Towers Watson uses a fresh approach – micro segmentation – to help employers better understand employees (e.g. significant health risks, spending and saving habits, unique attitudes, lifestyles and behaviors) in order to target them with appropriate engagement strategies and tactics.


Mike Shepherd is a senior consultant located in Towers Watson’s Boston office. Mike’s focus is leading and managing the development and implementation of employer strategies for managing all aspects of organizational change. Mike assists a broad range of employers in creating engagement strategies. Mike leads Towers Watson’s Intellectual Capital Development Team for Health Care Communication. He is supporting the development of a number of new engagement approaches, including, most recently, the firm’s point of view on health care reform communication strategy. Mike also leads the firm’s communication product development team for its private exchange offering, OneExchange. He has been a frequent speaker to employer audiences about emerging engagement strategies, Towers Watson’s global employee engagement research, and the change/communication implications of federal health care reform legislation. Before joining Towers Watson, Mike spent 10 years with PricewaterhouseCoopers in New York City and Los Angeles. He is a graduate of the University of Virginia.

Cost: Members $20, Non-Members $50, Full-time Students $10

RSVP by March 7 to: or 860-244-1982

Note: Approval pending for HRCI and WorldatWork recertification credits.