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ALIGNING 
EMPLOYEES 
WITH CHANGE 
A Communicator’s Point of View 
Bill Faust 
Managing Partner 
@ologie 
@williamfaust
Internal Communications 
Every year, organizations spend millions to 
extend their messages through external 
media like advertising and public relations. 
Strong brands, however, also communicate 
from the inside out. Because what good is 
a strategy or brand if your associates don’t 
know how to deliver on it? Or why they 
should care?
Working from the Inside Out 
A strong brand is grounded by a clear purpose 
and a strategy that translates it to internal and 
external audiences. 
The strategy: 
• informs employees about the 
purpose (mindset) 
• engages associates by helping 
them understand their role (skill set) 
• inspires associates by making 
the purpose tangible and 
meaningful (motivation) 
This approach ensures consistent 
delivery of the strategy and 
strengthens employee engagement. 
EXTERNAL AUDIENCE 
INTERNAL AUDIENCE 
STRATEGY 
PURPOSE
A Word about Purpose 
To make life easier 
and more fun 
through innovation 
To be hospitable 
To be a relentless 
ally for every 
investor 
To be a place to 
meet, work, relax, 
and enjoy 
To enable people to 
experience the joy 
of driving 
To give people the 
freedom to fly 
To create happiness 
for people of all 
ages 
To save people 
money so that they 
can live better 
To fuel the athlete 
in everyone 
To provide choices 
for nurturing 
the body, the 
community, 
and the planet
Creating Alignment 
Above all else, internal communications create alignment 
across all segmenta of the employee population: 
Philosophical 
Alignment 
(Mindset) 
About the strategy 
Purpose 
Vision 
Values 
Behavioral 
Alignment 
(Skill set) 
About their actions 
Experience 
Brand 
Story 
Emotional 
Alignment 
(Motivation) 
About their role 
Engagement 
Inspiration 
Incentive
Creating Alignment 
Bottom line: Strong internal alignment is closely linked to 
business performance. And associates want it. 
High associate engagement can improve 
employee performance by 20%. 
A global survey on employee engagement shows that: 
• 33% of employees feel satisfied with their level of 
engagement today 
• 92% say they want to improve their performance 
• 82% want to better understand their company’s vision 
• 87% want to know what role they can play in helping 
the company realize its vision
Employee Value Proposition 
Some internal communication programs include a 
promise to employees. That promise is the Employee 
Value Proposition (EVP). It defines the commitment 
between employee and company, and strives to balance 
the needs of both. 
EVP 
Balance the 
needs of 
company and 
employees 
Create a great 
place to work 
What’s in it for me? 
(The reason I work here) 
Deliver the 
experience 
externally 
What’s expected of me? 
(My role in delivering the brand promise 
and executing the business strategy)
But is interpreted as: 
• Reorganization 
• Streamlining 
• Business as usual 
Change Communication 
Tends to focus on: 
• Technology investments 
• Process changes 
• Structure changes 
TOP-DOWN BOTTOM-UP 
mentality reactions 
Most common question: Is my job safe?
When We Listen To Our Teams 
We Learn Some Interesting Things: 
+ – 
• Most people want 
to change 
• They crave collaboration 
• They are open to 
new ideas 
• They want to 
be proactive 
• But they don’t feel 
empowered 
• But they are siloed 
• But aren’t used to 
being customer-driven 
• But are used to 
being reactive
We Also See Some Common 
Subcultures Within Companies: 
HAND-RAISERS 
FENCE-SITTERS 
SKEPTICS 
“We can do this. 
Let me help.” 
“I'm going to wait 
and see.” 
“We will never 
change.” 
+ 
+– 
–
The Big Takeaway 
Don’t 
over-emphasize 
And don’t 
under-emphasize 
SKILL SET + MINDSET 
To create meaningful change, we need BOTH.
Communicating Internally 
Through a systematic approach, a strategy can be reinforced 
at every turn. Over time, it grows stronger, even more 
authentic, and self-reinforcing as it’s translated to: 
1 FUNCTIONAL TOOLS 
2 BEHAVIORAL TOOLS 
3 INSPIRATIONAL TOOLS
1 FUNCTIONAL TOOLS 
PNC brand video 
(embedded)
1 FUNCTIONAL TOOLS
2 BEHAVIORAL TOOLS
2 BEHAVIORAL TOOLS
3 INSPIRATIONAL TOOLS
3 INSPIRATIONAL TOOLS 
univita brand video 
(embedded)
In Summary, Internal Communicators 
Need to Consider: 
THE BIG 4 
1. Top down and bottom up 
2. Mindset and skill set 
3. Inspire and inform 
4. People support what they help create
thank you

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Aligning Employees with Change

  • 1. ALIGNING EMPLOYEES WITH CHANGE A Communicator’s Point of View Bill Faust Managing Partner @ologie @williamfaust
  • 2. Internal Communications Every year, organizations spend millions to extend their messages through external media like advertising and public relations. Strong brands, however, also communicate from the inside out. Because what good is a strategy or brand if your associates don’t know how to deliver on it? Or why they should care?
  • 3. Working from the Inside Out A strong brand is grounded by a clear purpose and a strategy that translates it to internal and external audiences. The strategy: • informs employees about the purpose (mindset) • engages associates by helping them understand their role (skill set) • inspires associates by making the purpose tangible and meaningful (motivation) This approach ensures consistent delivery of the strategy and strengthens employee engagement. EXTERNAL AUDIENCE INTERNAL AUDIENCE STRATEGY PURPOSE
  • 4. A Word about Purpose To make life easier and more fun through innovation To be hospitable To be a relentless ally for every investor To be a place to meet, work, relax, and enjoy To enable people to experience the joy of driving To give people the freedom to fly To create happiness for people of all ages To save people money so that they can live better To fuel the athlete in everyone To provide choices for nurturing the body, the community, and the planet
  • 5. Creating Alignment Above all else, internal communications create alignment across all segmenta of the employee population: Philosophical Alignment (Mindset) About the strategy Purpose Vision Values Behavioral Alignment (Skill set) About their actions Experience Brand Story Emotional Alignment (Motivation) About their role Engagement Inspiration Incentive
  • 6. Creating Alignment Bottom line: Strong internal alignment is closely linked to business performance. And associates want it. High associate engagement can improve employee performance by 20%. A global survey on employee engagement shows that: • 33% of employees feel satisfied with their level of engagement today • 92% say they want to improve their performance • 82% want to better understand their company’s vision • 87% want to know what role they can play in helping the company realize its vision
  • 7. Employee Value Proposition Some internal communication programs include a promise to employees. That promise is the Employee Value Proposition (EVP). It defines the commitment between employee and company, and strives to balance the needs of both. EVP Balance the needs of company and employees Create a great place to work What’s in it for me? (The reason I work here) Deliver the experience externally What’s expected of me? (My role in delivering the brand promise and executing the business strategy)
  • 8. But is interpreted as: • Reorganization • Streamlining • Business as usual Change Communication Tends to focus on: • Technology investments • Process changes • Structure changes TOP-DOWN BOTTOM-UP mentality reactions Most common question: Is my job safe?
  • 9. When We Listen To Our Teams We Learn Some Interesting Things: + – • Most people want to change • They crave collaboration • They are open to new ideas • They want to be proactive • But they don’t feel empowered • But they are siloed • But aren’t used to being customer-driven • But are used to being reactive
  • 10. We Also See Some Common Subcultures Within Companies: HAND-RAISERS FENCE-SITTERS SKEPTICS “We can do this. Let me help.” “I'm going to wait and see.” “We will never change.” + +– –
  • 11. The Big Takeaway Don’t over-emphasize And don’t under-emphasize SKILL SET + MINDSET To create meaningful change, we need BOTH.
  • 12. Communicating Internally Through a systematic approach, a strategy can be reinforced at every turn. Over time, it grows stronger, even more authentic, and self-reinforcing as it’s translated to: 1 FUNCTIONAL TOOLS 2 BEHAVIORAL TOOLS 3 INSPIRATIONAL TOOLS
  • 13. 1 FUNCTIONAL TOOLS PNC brand video (embedded)
  • 18. 3 INSPIRATIONAL TOOLS univita brand video (embedded)
  • 19. In Summary, Internal Communicators Need to Consider: THE BIG 4 1. Top down and bottom up 2. Mindset and skill set 3. Inspire and inform 4. People support what they help create