Strategy

Brief for Values Rollout

August 8, 2018

Overview
● At ABC Company, we’re building a culture where employees feel inspired to do – and to be – their
absolute best. We want to create experiences that represent the “personality” of our company –
that’s why we’ve identified the beliefs, attitudes and behaviors that represent where we are today,
and define who we aspire to be in the future.
● This brief shares our suggested approach for introducing ABC’s values within the organization and for
socializing these values with employees. The goal of this campaign is to help employees understand
how these values were selected, what they mean to our organization and why they will empower us
to drive the continued success of our business (now and in the future).

Objectives
● Increase employees’ awareness and understanding of the new organizational values
● Rally employees around a common set of attitudes, beliefs and behaviors to inspire action

Strategies
● Engage employees in the co-creation of the values to inspire ownership and excitement
● Demonstrate a clear link between living the values and delivering on our long-term strategy and
purpose
● Align leaders around the organizational values, ensure they demonstrate the desired behaviors from
the top and equip them to communicate the values with their teams
● Create an infrastructure to socialize the values and reinforce our behaviors at every opportunity
● Utilize storytelling and testimonials to provide employees with tangible examples of living the values

Phased Tactical Approach

Phase I: Prepare
● Finalize and socialize the values

● Develop a visual identity system to create a branded look-and-feel for the values that will be carried
throughout our campaign.

Phase 2: Educate
● Video/email from Emily Smith, sent on the morning of the values campaign launch, explaining how
these values were chosen (high-level), why they represent our aspirational future state and how
employees can bring them to life in their day-to-day work.
Details: The video will be hosted on a private Vimeo channel and posted to our Portal; we will include a link
to the video in the email.
o Timing: Sept. 10

● Create an infographic to provide a visual representation of our values and demonstrate how they’re
connected to and contribute to our shared goals, strategic imperatives, purpose and mission. The
goal is to demonstrate how these elements work together to help us deliver on our purpose.
Details: The infographic will live on the portal and will also be linked within Emily’s email. It will also be
repurposed as an evergreen digital sign/poster.
o Timing: Sept. 10

● Ethics Guide – Work with REC team to ensure values are weaved into the updated guide.
o Timing: Sept. 12

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Strategy Brief for Values Rollout
August 8, 2018

● CEO’s Take. Following Emily’s all-employee values launch email, CEO can dedicate the following
CEO’s Take to discussing how living the values helps us deliver on our long-term strategy, and
ultimately, our purpose.
o Timing: Sept. 17

Phase III: Engage
● CEO’s Team Talks. During his Team Talks following the values campaign rollout, we also encourage
CEO to weave the values launch into his talking points (e.g., highlighting examples he’s seen
throughout his “tour” of ABC Company employees living the company values).
o Timing: Oct. 22 – Nov. 26

● Quarterly Business Update (QBU). Dedicate a portion of the next QBU to the values and share
tangible examples of each value in action.
o Timing: Week of Nov. 12

● Develop Manager tool kits with customizable tools and materials for People Managers to discuss
ABC Company values and content shared during the QBU with their teams. The toolkit will cover
topics from the QBU and will include guides and suggested group activities (e.g., let’s discuss a time
where we’ve seen this value in action – what was the situation, action and result; what does the
value of xxx mean to you, etc.) to help facilitate a robust discussion about our values and strategy.
● Details: Partner closely with HR on the content for the toolkit to ensure it’s aligned with other
enterprise-wide engagement efforts. An email will be sent to People Managers following the QBU,
with a link to the toolkit, which will be housed on the People Manager Communications Resources
page on Portal.
o Timing: Launch week of Nov. 12; give managers several weeks to host meetings with their
teams

● Buzzfeed-style poll/quiz titled, “Which ABC Company Value Are You?” Encourage employees to take
the quiz and see/discuss their results.
Details: The poll will be sent out via Waggl to all employees with an open-ended question (e.g., what value
do you live most in your day-to-day role?). The Waggl will also be accessible on the Portal homepage.
o Timing: November - December

Phase IV: Reinforce – 2019 and beyond
● Smiling it Forward. Work with HR to ensure values are weaved into ABC Company’s ongoing CSR
efforts.

● Employee Value Proposition & Talent Acquisition. Ensure the values are incorporated into our
employee value proposition and reflected in all our materials used throughout the employee
lifecycle (e.g., employer branding materials, job descriptions, new hire orientation, etc.)

● Employee recognition. Partner with HR to develop a reward and recognition program that celebrates
individuals and teams who deliver on our strategy and purpose, while living our values.

● Promote our values externally. Work with Marketing to ensure the company’s external decisions are
consistent with its internal positioning, branding and desired image.

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