EEA Class 2 - Strategic Culture

Turning culture from posters in the lunchroom into guiding principles of the organization is the focus of Class 2 of the new Enterprise Engagement Alliance (EEA) Stakeholder Management and Enterprise Engagement curriculum and certification program, which focuses on the implementation of human capital management, measurement, and reporting strategies across the enterprise. 

 

In this one-hour EEA webinar, Ralf Specht, Co-Founder, Spark44, an international ad agency, and author of Building Corporate Soul: Powering Culture & Success with the Soul System, shares a simple to understand system leaders can use to build a company with spirit, along with a case study on Linkedin and Procter and Gamble.

 

The purpose of the EEA for sharing Specht’s methodology is to demonstrate the benefits of and process for baking an authentic purpose, mission, and values into every facet of the organization to ensure that everyone is singing from the same score and to create a community of brand ambassadors.  

 

His Soul System™ provides a framework that powers culture and success for any business through a systematic process that starts with some simple questions everyone can ask of their own organizations to evaluate their level of “soul.”  He has based his approach on a lengthy career involved with startups. 

 

• Do most people at your organization know the purpose of the organization, including management and employees?

• Does the organization and its people have a spirit that manifests itself in behaviors demonstrating commitment and authenticity?

• Is there integrity at all levels?  Do people clearly know what is right and wrong?

 

For organizations to optimize performance and create brand ambassadors of its employees, customers, and other stakeholders, organizations must implement a fully synchronous ongoing communications effort connecting the board room to the entire management team so that everyone is on the same page, a major challenge, he says, because often they are not. 

 

He cites an EY survey published in a report, “The Business Case for Purpose,” finding that: 89% of respondents believe that companies with a shared purpose will have a higher level of employee satisfaction; 84% of respondents say that business transformation processes occur more efficiently if conducted with a sense of purpose; and 80% believe that purpose is linked to a higher level of customer loyalty. However, only 50% of respondents say their organization’s strategy was reflective of a sense of purpose; only 38% of staff have a clear sense of the organization’s values; and 37% say their business plans were aligned with a clear sense of purpose. Specht says that purpose, vision, and values need to be consistent across all audiences—customers, employees, partners, communities, etc., and address:

 

• Purpose—the organization’s reason for being. What does organization the organization stand for?

• Vision—an inspiration statement that is idealistic and points to the future of the company—not just who we are but who we want to be.

• Mission—what is it we’re seeking to accomplish.

• Spirit—what are the behaviors that model our spirit. 

• Values---what are principles that drive our business.

 

In the show, Specht provides a detailed case study of how Linkedin has succeeded by baking these principles into its operating system since its inception. 

 

The Enterprise Engagement Alliance curriculum program is specifically designed to help build the organization’s purpose and principles into the very operating system of the organization. Click here for details. 

 

To Contact the Speaker

Ralf Specht

ralf@buildingcorporatesoul.com

 

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• Founded in 2008, the Enterprise Engagement Alliance provides outreach, learning and certification in Enterprise Engagement, an implementation process for the “S” or Social of Stakeholder Capitalism and Human Capital Management and measurement of engagement across the organization.
• The Enterprise Engagement Alliance provides a training and certification program for business leaders, practitioners, and solution providers, as well as executive briefings and human capital gap analyses for senior leaders.
• The EEA produces an education program for CFOs for the CFO.University training program on Human Capital Management.
• Join the EEA to become a leader in the implementation of the “S” of ESG and Stakeholder Capitalism. 

• The ESM information portal and The Enterprise Engagement Advisors Network solution provider marketplace cover all aspects of stakeholder engagement, and the EEA information library lists dozens of resources.
• The RRN information portal and Brand Media Coalition marketplace address the use of brands for gifting, incentives, recognition, and promotions. The BMC information library provides information and research resources.

• Enterprise Engagement for CEOs: The Little Blue Book for People-Centric Capitalists. A quick guide for CEOs.
• Enterprise Engagement: The Roadmap 5th Edition implementation guide. A comprehensive textbook for practitioners, academics, and students.

• Organizations of all types develop strategic Stakeholder Capitalism and Enterprise Engagement processes and human capital management and reporting strategies; conduct human capital gap analyses; design and implement strategic human capital management and reporting plans that address DEI (Diversity, Equity, and Inclusion), and assist with managed outsourcing of engagement products and services.
• Human resources, sales and marketing solution providers profit from the emerging discipline of human capital management and ROI of engagement through training and marketing services.
• Investors make sense of human capital reporting by public companies.
• Buyers and sellers of companies in the engagement space or business owners or buyers who seek to account for human capital in their mergers and acquistions. 

Click here for complete information on Enterprise Engagement Alliance benefits and to join.