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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