February 2012 Best Practice Network Webinar series, presented by VolunteerMatch Session Description: Leading companies are recognizing that sustainability can be a competitive advantage, but only if it resounds across the entire organization. Employee engagement can save costs, improve morale, inspire creativity, drive innovation and attract and retain talent. Brand innovation firm BBMG shares how to get started with smart strategies, practical case studies and tips for overcoming some of the most common challenges. About Our Guest Speaker: Raphael is a champion for a new approach to branding that puts values behind every marketing initiative. An expert in brand strategy, cause marketing and public affairs, Raphael has led campaigns that are international in scope and diverse in terms of issues and industries. He has directed recent initiatives for clients such as Seventh Generation, Samsung, Earthbound Farm, Brown-Forman, Ocean Conservancy and Social Venture Network. Raphael also has an extensive background in political communications and public affairs, serving a state governor, senator and U.S. congressman.

1. Green the Team:
Five Practices to Engage Employees in Sustainability
February 29, 2012
Raphael Bemporad
Chief Strategic Officer, BBMG
Confidential and Proprietary 1

2. How To Ask Questions
Type questions into the box on the right
side of the your screen
Submit via Twitter to @VM_Solutions
using “#VMbpn”
We will pose questions at the end of the
presentation
A copy of the sides will be circulated
after the event.
Confidential and Proprietary 2

3. February 29, 2012

4. Introduction
The Moment of Opportunity
Lessons from Walmart’s MSP
Five Practices for Engaging Employees
Discussion
4

5. HI, I’M RAPHAEL
5 Introduction

6. MEET BBMG
• Brand Innovation
for the New Consumer
• Founded in 2003 with studios
in NYC and San Francisco
• 100% dedicated to the
intersection of branding,
sustainability and social
purpose
• First branding firm to embed
conscious consumers into
the way we work
• We are a certified green
business and a founding
B Corporation
• 40+ design awards
6 Introduction

7. OUR CLIENTS
7 Introduction

8. Introduction
The Moment of Opportunity
Lessons from Walmart’s MSP
Five Practices for Engaging Employees
Discussion
The Moment.

9. TRUST
9 The Moment

10. TRUST
“There is an increased perception that business
is bad and exploits rather than contributes to
society’s development. Society’s lack of trust
demonstrates that business needs to embed the
principles of responsibility into core business
strategy and not simply do business plus CSR.”
– Jock Mendoza-Wilson, World Economic Forum Blog
10 The Moment

11. SUSTAINABLE CONSUMPTION
11 The Moment
Introduction

12. SUSTAINABLE CONSUMPTION
“There is an imperative for
companies to act to reduce the
environmental consequences of
consumption.”
– Sarita Nayyar, World Economic Forum, USA
12 The Moment
Introduction

13. MILLENNIALS
13 The Moment

14. MILLENNIALS
88% would choose employers whose social
responsibility values reflected their own.
Millennials at Work, PWC, BusinessWeek.com
14 The Moment

15. MILLENNIALS
88% would choose employers whose social
responsibility values reflected their own.
Millennials at Work, PWC, BusinessWeek.com
55% believe it is very or extremely important
to work for a company that is socially and
environmentally responsible. BBMG Conscious Consumer Report
15 The Moment

16. MILLENNIALS
88% would choose employers whose social
responsibility values reflected their own.
Millennials at Work, PWC, BusinessWeek.com
55% believe it is very or extremely important
to work for a company that is socially and
environmentally responsible. BBMG Conscious Consumer Report
86% would consider leaving an employer
whose social responsibility values no longer
reflected their own. Millennials at Work, PWC, BusinessWeek.com
16

17. THE BUSINESS CASE
The best-performing companies
know that an employee
engagement strategy linked to
corporate goals will help them win
in the marketplace. Engaged
employees are more productive,
more profitable, more customer-
focused, safer, and more likely to
withstand temptations to leave.
17 The Moment

18. THE BUSINESS CASE
Engaged organizations
have 3.9 times the earnings
per share (EPS) growth rate
compared to organizations
with lower engagement in
their same industry.
18 The Moment

19. TOWARD ENGAGEMENT 2.0
ENGAGEMENT 1.0 ENGAGEMENT 2.0
Connected to
Goals Unclear and Self-Selected
Sustainability Strategy
Green Practices Innovation (e.g, operations,
Focus
(office recycling, events) products, services)
Organizational Incentives,
Motivation Personal Passion
Career Path
Self-Organized Institutional + Grassroots
Organization
or Top-Down Initiatives
Track Accomplishments +
Measurement Little or no measurement
Business Value
National Environmental Education Foundation, GreenBiz 2012 Report
19 The Moment

20. So, how might we
leverage employee
engagement to save
costs, increase
performance and drive
innovation?
20 The Moment

21. Introduction
The Moment of Opportunity
Lessons from Walmart’s MSP
Five Practices for Engaging Employees
Discussion
Lessons from MSP.
21

22. STEP 1: UNDERSTAND WHERE YOU ARE TODAY
22 Learning from MSP

23. STEP 2: MAP THE JOURNEY
23 Learning from MSP

24. STEP 3: CRAFT THE STRATEGY
24 Learning from MSP

25. STEP 4: THEME YOUR ACTIONS
25 Learning from MSP

26. STEP 5: TELL YOUR STORIES
26 Learning from MSP

27. STEP 6: TRACK YOUR PROGRESS
27 Learning from MSP

28. STEP 7: CELEBRATE SUCCESS
28 Learning from MSP

29. 5
29

30. TAKEAWAY
Make It
Strategic
30

31. MAKE IT STRATEGIC
• Share a Vision: Co-create a vision statement to define your
program’s vision and goals along with the resources
available to get there.
• Align the Team: Unite sustainability and HR teams to
embed your strategy in recruitment, training, leadership
development, compensation, events and rewards.
• Define Success: Identify key performance metrics at the
onset. Create a baseline to track progress (e.g., job
satisfaction, employees engaged, volunteer hours, water
and energy saved, GSG reduced, etc.).
31 Takeaway 1: Make It Strategic

32. MAKE IT STRATEGIC
STONYFIELD: MISSION ACTION PROGRAM
Transportation Zero Waste Sustainable Packaging
32 Takeaway 1: Make it Strategic

33. MAKE IT STRATEGIC
INTERFACE: SOCIO-METRICS FOR A CULTURE OF RE-INVENTION
33 Takeaway 1: Make it Strategic

34. TAKEAWAY
Make It
Personal
34

35. MAKE IT PERSONAL
• Make it Relevant: Translate environmental issues into
relatable, real life experiences (e.g., the water we drink, the
air we breathe, the source of our food, etc.).
• Make it Actionable: Ask employees to start small by
choosing one goal, activity or action to get started.
• Show, Don’t Tell: Help employees to understand and track
their own energy use, recycling habits and carbon
footprints.
35 Takeaway 2: Make It Personal

36. MAKE IT PERSONAL
UNDERSTANDING OUR ACTIONS AND IMPACT
36
Takeaway 2: Make It Personal

37. MAKE IT PERSONAL
HYATT: EMPOWERING INDIVIDUAL ACTIONS
37 Takeaway 2: Make It Personal

38. TAKEAWAY
Make It
Flexible
38

39. MAKE IT FLEXIBLE
• Offer Freedom Within a Framework: Allow different parts
of your organization to customize engagement according
to their unique needs.
• Invite Co-Creativity: Companies that allow employees to
share ideas are more than 6X as likely to have very effective
programs.
• Respect Your Culture: Match your engagement programs
with your overall corporate culture so there’s authentic
alignment across the organization.
39 Takeaway 3: Make It Flexible

40. MAKE IT FLEXIBLE
WHAT’S YOUR STYLE?
Source: Organizational
Culture and the Success of
Corporate Sustainability
Initiatives
Abbett, L., Coldham, A.,
Whisnant, R.
40 Takeaway 3: Make It Flexible

41. MAKE IT FLEXIBLE
COKE: FREEDOM WITHIN A FRAMEWORK
41 Takeaway 3: Make It Flexible

42. TAKEAWAY
Make It
Rewarding
42

43. MAKE IT REWARDING
• Stay Positive: Keep activities fun and rewarding and
remind people why you’re doing this and how your making
progress.
• Share Your Stories: Create in-person and digital
opportunities for employees to share their activities and
experiences (e.g., morning huddles, weekly staff, milestone
meetings and awards ceremonies).
• Inspire Friendly Competition: Create contests around
concrete actions like recycling or energy use and offer
branded awards for your most committed team members.
43 Takeaway 4: Make It Rewarding

44. MAKE IT REWARDING
INTEL: MEASURING AND RECOGNIZING PERFORMANCE
44 Takeaway 1: Make it Strategic

45. MAKE IT REWARDING
L’OREAL: FRIENDLY COMPETITION INCENTIVIZES ACTION
45 Takeaway 4: Make it Rewarding

46. TAKEAWAY
Make It
Last
46

47. MAKE IT LAST
• Campaign It: Treat employee engagement as an ongoing
campaign with a big idea, launch plan and tent pole
activities to maintain momentum.
• Embed It Every Day: Inspire engagement with perks (paid
volunteer days, incentives for hybrid vehicles), education
(lunch and learns) and buzz (cascading communications,
e-blasts, Post-Its, swag).
• Keep it Going: Close the feedback loop by mapping
progress, celebrating success and defining future goals and
aspirations.
47 Takeaway 5: Make It Last

48. MAKE IT LAST
CLIF BAR: EMBEDDING ENGAGEMENT EVERY DAY
48 Takeaway 5: Make It Last

49. 49

50. RECAPPING THE FIVE TAKEAWAYS
1. Make It Strategic
2. Make It Personal
3. Make It Flexible
4. Make It Rewarding
5. Make It Last
50

51. Resources
http://bbmg.com/how/green-the-team/
• Starter Guide
• Map Your Journey
• MSP Toolkit
51

52. Connect
Raphael Bemporad
rbemporad@bbmg.com
Twitter: @rbemporad
52

53. Stay Informed
Blog (new look!):
www.VolunteeringIsCSR.org
Twitter:
@VM_Solutions
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