changing behavior through purposeful work: the journey to 100% engagement presented by: greenbiz.com...

Changing Behavior Through Purposeful Work:

The Journey to 100% Engagement

Presented by: GreenBiz.com

Hosted by: WeSpireJune 23, 2015

Susan Hunt StevensFounder and CEO, WeSpire

@goWeSpire

Melissa ChelminiakDirector of Mission Engagement & Education,

Aveda Corporation@aveda

Malika HarrisonCommunity Engagement and Program Manager

@alcoa

John DaviesVice President & Senior Analyst

@greenbizjd

Webcast Hashtag: #GrnBz

TODAY’S SPEAKERS

THE POWER OF POSITIVE ACTIONS

Employees are far more engaged

when their work gives them an opportunity

to make a positive difference in the world.1

1. Aon Hewitt’s “2014 Trends in Global Employee Engagement” (Wall Street Journal, April 30, 2014)

info@wespire.com | www.wespire.com

Fogg Behavior Design Model

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Intent to Action

• Become of aware of unconscious assumptions that get in the way of action.

• Don’t motivate but tap into the places people care about.

Behavior Change: how to get people to care enough to take action?

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4 Quadrants of Engagement

1. Behavior Change: using tools-based levers delivering content at the right time to the right user

2. Culture: targeted values based work, storytelling, belief systems, etc. with messaging = purpose

3. Technology: applying systems and platform infrastructure to make systemic impact

4. Emotional/Affective/Experiential: affecting how do people feel and relate at that unconscious level

"Real engagement unleashes our potential and leverages our innate need to experience ourselves as creative beings."

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The Science of BehaviorBehavioral science and the power of social and game mechanics create an interactive platform that encourages employee motivation, collaboration, and communication.

Employee Engagement Goal: Volunteering

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Run behavior-based engagement programs

Measure impact on outcomes data

Drives Positivebusiness impact

Use data to create better programs targeted more intelligently

A Proven Methodology

Customer Spotlight: Sony Electronics

Motivation for Using WeSpire

•Engage employees in Sony Group’s Corporate wide Environmental Vision

•Scale offline programs & initiatives to reach more employees

•Track & measure program participation & impact

6 months after launching their

Green Workspace Certification

project using WeSpire, Sony

Electronics saved

$84 per participating employee.

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Customer Spotlight: MGM Resorts International

$600+ saved per employee in one year

18,000+ employees participating, 30% of their total workforce, and still growing

3.4% increase in employee opinion score from 2013-2014, directly correlated to MGM’s WeSpire iteration, “My Green Advantage”

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Customer Spotlight: eBayeBay’s 2013 Social Innovation Report showcased their first two months of impacts from their WeSpire iteration, “Little Bits of Good”:

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With the only configurable library

consisting of hundreds of action-based

programs backed by applied behavioral

science, WeSpire enables individuals and

entire organizations to

create brand value for customers,

shareholders and employees alike.

info@wespire.com | www.wespire.com

Susan Hunt StevensFounder and CEO, WeSpire

@goWeSpire

Melissa ChelminiakDirector of Mission Engagement & Education,

Aveda Corporation@aveda

Malika HarrisonCommunity Engagement and Program Manager

@alcoa

John DaviesVice President & Senior Analyst

@greenbizjd

Webcast Hashtag: #GrnBz

TODAY’S SPEAKERS

Deeply Connect: What Matters to

You?Aveda Employees

Commit to Protecting Biodiversity

•Global Climate Change•Habitat Destruction•Toxins in the Environment•Waste Generation•Air and Water Pollution

Earth Month

Earth Month

• Aveda Honey Bees managed with support of UMN Bee Squad

• 58 acres of NWF certified wildlife habitat including Organic Community Garden

Pollinator Protection

Pollinator Protection

• Program helped create positive change across the industry

• Many municipalities now recycle caps-on

• Encourage participation and advocate for adoption everywhere

Recycle Caps with Aveda

Aveda Mission Leader

Activism for the Earth

• Activism for the Earth Program now interactive via WeSpire platform

• Participation doubled in FY15!

• 50% of Blaine employees active

Susan Hunt StevensFounder and CEO, WeSpire

@goWeSpire

Melissa ChelminiakDirector of Mission Engagement & Education,

Aveda Corporation@aveda

Malika HarrisonCommunity Engagement and Program

Manager@alcoa

John DaviesVice President & Senior Analyst

@greenbizjd

Webcast Hashtag: #GrnBz

TODAY’S SPEAKERS

Engaging employees through environmental education

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June 23, 2015

Alcoa Foundation is one of the largest endowed corporate foundations in U.S.

Invested more than US$615 million globally since 1952

Contributed more than US$22 million to nonprofit organizations in 2014

Employees volunteered 900,000+ hours

58% employee participation rate for Month of Service (every October)

100% participation rate from senior executives including Chairman and CEO

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Alcoa Foundation seeks to create shared value

Build innovative partnerships that drive desired outcomes:

• Improve the environment.

• Educate tomorrow's leaders.

• Engage our people.

• Increase visibility.

Earthwatch Institute’s environmental expeditions supports engagement and aligns with business objectives

Impacts to Date Engagement Visibility

Executive Summary

Paid-time off (not vacation time)

Dual-language expeditions

Expeditions Conserving Brazil’s Atlantic Forest Climate Change in Bees Island,

Australia Wildlife in the French Pyrenees

Nearly 200 applications

Daily blog posts

Social media

Intranet and newsletter

12,000+ hours of research

220+ employees participated

80%+ increased understanding of sustainability

13-year partnership that engages 25 employees annually in environmental and sustainability issues

• Research critical environmental issues alongside scientists• Support personal development (engagement and retention) • Raise awareness of Alcoa’s sustainability efforts

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Alcoa Foundation has strengthened its environmental education portfolio

International engagement: Earthwatch engages Alcoa employees from 10+ countries each year Three week-long expeditions in key regions (Australia, Brazil, France)

Opt-in structure: Application process and supervisor approval increases quality of candidates

High-touch engagement: Hands-on environmental education serves as an “anchor” experience and

changes long-term behavior Action project in the workplace and community

Connection to the business: Increasing alignment to Alcoa’s business and sustainability practices Local Alcoa EHS leaders invited to expeditions

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Challenges Challenges

Best Practices Best Practices

Lessons learned for driving engagement

• Set Target and Goals Across the Globe

• Expectations

• Designated timeframe for tracking / measurement

• Be in constant communication with partners

• Support from senior executives, including Chairman and CEO

Susan Hunt StevensFounder and CEO, WeSpire

@goWeSpire

Melissa ChelminiakDirector of Mission Engagement & Education,

Aveda Corporation@aveda

Malika HarrisonCommunity Engagement and Program Manager

@alcoa

John DaviesVice President & Senior Analyst

@greenbizjd

Webcast Hashtag: #GrnBz

TODAY’S SPEAKERS

Thank You!For more information, visit:

wespire.com

alcoa.com

aveda.com

greenbiz.com