What’s Your Story?

by Tara Greco, Vice President, APCO Worldwide

Corporate responsibility, including volunteerism, has a significant impact on overall corporate reputation, driving up to 50 percent of consumer decisions*. If you are not sharing your employee engagement story with key stakeholders, you are missing an opportunity to positively impact your company’s reputation.

Companies invest hundreds of thousands of dollars in employee engagement strategy and implementation each year. How are you sharing the outcomes of this investment with the stakeholders that matter most to your business?

These days, recognition is commonly included in the management and execution of an EVP. Communication around recognition is usually only shared through internal channels, and occasionally the company PR department is engaged to issue a press release that acknowledge a milestone, new element or special characteristic of the program.

By limiting your communication to these channels and audiences, you can’t maximize the reputational value for your company.

In the “How to Communicate Your EVP” session, participants will hear from three companies—UPS, Microsoft and Disney—who have mastered the art of telling the company’s EVP story to reach both internal and external key audiences.

Each panelists will cover how the company communicates about its EVP on a local and global level, with an emphasis on how to:

• Identify your unique story
• Leverage your employees as brand ambassadors
• Show how volunteerism provides a real business value for the company

Then, all session participants will engage in an interactive breakout session to share successful tactics as well as identify current communication challenges and get advice from peers in addressing them.

If you aren’t able to attend the session, please reach out to me directly – tgreco(at)apcoworldwide(dot)com..

I’ll be happy to share the learnings with you.

Sharing your story is a critical, yet often neglected element to a company’s EVP.

Join our session so you can learn how to better tap into this resource.

Speakers: Tara Greco (APCO Worldwide), Jill Bolton (Disneyland Resort), Ken Sternad (The UPS Foundation), Karen Casanova (Target Corporation)

Twitter Hashtag: #EVPComm

*APCO Return on Reputation Research Indicator, 2010