After a weekend of TikTok and Netflix, why do we expect employees to pay attention to emails and SharePoints? The bar for engaging content is high, and if you want to engage your workforce, you shouldn’t miss this episode with Aric Wood (CSO, Tigerhall). Join Aric and Nellie Wartoft as they discuss how to think like a marketer to activate change at scale, how to build strong two-way feedback loops, and create organization-wide movement around change.

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Connect with:

Nellie Wartoft

CEO of Tigerhall

Chair of the Executive Council for Leading Change (ECLC)

nellie@tigerhall.com

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Key Topics & Timestamps:

[00:01:30] Introduction and Background

How Nellie and Aric connected through Aric’s book “Strategy Activation Playbook”

Aric’s transition to becoming Chief Strategy Officer at Tigerhall

[00:05:00] The Problem with Email-Based Change Communication

Discussion of email overload in organizations

Example of a bank sending 800,000 emails daily for change initiatives

Research showing email communication can actually make transformations less effective

[00:07:30] Marketing Approach to Change

Importance of treating change like a marketing campaign

Need for two-way communication instead of broadcast approaches

Why modern engagement methods matter in the workplace

[00:16:00] ROI and Success Metrics

McKinsey research on engagement levels needed for successful transformation

2% typical initial engagement

7% minimum for positive returns

30% needed for high success rate

Need for 24+ different activation touchpoints for 78% success rate

[00:22:30] Making the Business Case

How to communicate value to CFOs

Understanding the activation curve

Importance of both qualitative and quantitative metrics

[00:29:10] Practical Implementation

Example of UPS’s culture change approach using “meeting in a box”

Importance of team-level implementation

Making commitments public and visible

[00:31:50] Technology’s Role in Personalization Three key data layers for personalization:

Static Data (40%)

Tenure, seniority, geography

Basic organizational context

Transformation Metadata (20%)

Stage of transformation

Individual progress

Workflow timing

Response Data (40%)

Sentiment analysis

Individual drivers

Engagement levels

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