At the 2014 VolunteerMatch Client Summit in Detroit, we learned from experts in CSR, volunteer engagement, technology and program administration. In this series of blog posts, we’ll share with you the valuable insights offered at each session. Up today: REalign: Managing Your EVP During Turning Points & Transitions.
Transitions and turning points in companies can be painful and scary, but they can also open up possibilities and create new efficiency. Alex Price of ADT Corporation and Bill Egan of United Airlines both offered advice on managing an employee volunteer program (EVP) through challenging times at this year’s VolunteerMatch Client Summit.
Alex Price, Community Relations & Corporate Responsibility, ADT Corporation
Alex explained how he led EVP initiatives during ADT’s spin-off from Tyco. They changed from a huge company headquartered far away to a sizable, but much smaller, organization headquartered at home. This created some serious cultural challenges as well as some excellent opportunities. For example, ADT had the chance to reinvent itself. Alex made sure the employee engagement programs were the center of this culture change. ADT has gone on to create an award-winning EVP that continues to grow and improve.
Bill Egan, Manager, Corporate & Community Affairs, United Airlines
United Airlines faced a similar, yet opposite, situation. They were a large company that got much larger when they merged with Continental. The merger created the opportunity to create a program with the best of both worlds, but the transition had to be managed delicately. The atmosphere was tense as people navigated the transition in an uncertain and changing environment. Bill and his team were able to use their EVP as a way to inspire employees to a purpose, work together, and feel better about the new company.
Alex and Bill shared five key steps to create an EVP that not only survives change, but also helps smooth the bumps that are common with any transition.
1. Assess Your Situation
Take a look at your workplace structure, including the culture, programs, workforce and current partners. Whether you are starting from scratch like ADT, or merging like United Airlines, you must evaluate your current situation and pinpoint your own unique needs before moving forward.
2. Develop a Plan Based on Your Situation, Aimed at a New Definition of Success
While change can be unnerving, it allows you to redefine what success means for your newly changed company. Both Alex and Bill recommended plotting your course before acting, determining program focus & branding, making sure focus aligns with the company brand, and deciding which department will house the program.
3. Involve Company Leadership, Obtain Senior-Level Buy-in
Both Alex and Bill could not stress this point enough. They explained that the best way to be successful at this critical step is to get feedback from senior leaders. Learn what they want for the new iteration of the company and discuss their ideas on how the EVP can help get there. Executives should also become champions of key events and connect with the leaders at partner nonprofits.
4. Embed Your EVP into the DNA of the New Entity
Include employee volunteer information in recruiting and on-boarding new employees, weave volunteer engagement into your big moments, and leverage company assets and interdepartmental relationships for your EVP.
As an example, ADT’s corporate structure lent itself to encouraging locations to form their own geographical “Always Cares Committees”. The committees are selected by local executives through an application process. The positions are prestigious and receive leadership recognition.
5. Take Time to Evaluate and Measure
To create ongoing programs that thrive and help your company meet business goals, you must create meaningful measures and metrics that you can track over time. This includes quantifying the value of your program, getting baseline metrics, conducting follow-up studies, reporting on program output, monitoring PR and social media performance, and identifying areas for improvement.
Thank you to both ADT and United Airlines for showing how employee volunteering can use transition as an opportunity to grow and smooth out issues. In both cases, two much stronger companies and brands have emerged. Want to explore this topic further? View the slides from Alex and Bill’s session.