Employee Value Proposition Campaigns: Part 1
SalesForce is widely recognized for its commitment to its employees. Through a robust Employee Value Proposition campaign (EVP) SalesForce has earned top reviews from candidates, employees and alums. The SalesForce EVP consists of three pillars:
1. Meaningful work and enabling employees to accomplish that work through technology and global collaboration
2. Positive environment comprised of good people to enable work to get done. Values such as trust, transparency, innovation and customer success underpin this commitment as well as shared vision.
3. Recognition and reward for work as well as celebrating company successes
By focusing on those pillars, SalesForce has set the bar for EVP programs.
TURNING NEGATIVES TO POSITIVES
In looking for a suitable multi-national company that has launched and maintains a successful Employee Value Proposition campaign (EVP), one company stood out. That company is SalesForce. Consistently listed as one of the top companies to work for, SalesForce is reaping the benefits of a robust EVP program. By compiling data from multiple sources, the success story of the SalesForce EVP campaign is an excellent study for any company looking to improve employee perception and performance.
One area where that impact is evident is in what prospective and current employees are reporting. When they started their campaign, their overall positive interview experience rating score on Glassdoor was around 57%. After 18 months, that score increased by more than 20 points. The result is a Glassdoor rating of 4.3/5.0. 87% of employees state they would recommend to their friends. In fact, over 50% of new hires result from employee referrals.
SalesForce achieved these improvements by introducing innovative technologies, new ways of working and an open culture. Leveraging the Instagram hashtag, #dreamjob, employees can share information from their personal lives and highlight company events. SalesForce social networking tool, Chatter, simplifies work and provides employees the ability to collaborate on tasks. SalesForce Trailhead support employees in coming up to speed on company technology as well as offering professional development. In addition to technology initiatives,
With its worldwide presence with employees in North and South America, Europe and Asia, SalesForce established communities to encourage open exchange and provide support and collaboration across regions. Via Instagram, Snapchat and Omnichannel, SalesForce offers employees multiple ways to collaborate and build global alliances. They set up groups such as Latinoforce and Asiapacforce to serve as a "unifying resource to empower SalesForce employees" and build "allies globally."
SalesForce's commitment to building an employee-centric culture was present from the beginning. Believing that when employees understand the company vision and path to get there, they instituted V2MOM ("vision, values, methods, obstacles, and metrics.") Additionally, they introduced the "Ohana" culture that emphasizes that the company is a family that respects and values each other. Their employee value proposition consists of three pillars:
1. Meaningful work and enabling employees to accomplish that work
2. Positive environment comprised of good people to enable work to get done. Values such as trust, transparency, innovation and customer success underpin this commitment.
3. Recognition and reward for work.
In recent years, SalesForce has expanded the way it celebrates accomplishments. In the past, the focus was on communicating success to the external marketplace. There was not much emphasis on celebrating internally. Over the last few years, though, SaleForce has recognized the value of advocating for their employees through the entire job life cycle including for their alums. From improving interviewing skills of managers and new hire on boarding to building pride and loyalty by sharing business success, SalesForce provides an excellent model of a successful EVP campaign.
SalesForce is a global leader in employee advocacy and it shows in their results. Through their EVP program, SalesForce improved public perception through improved interviewing that resulted in a 20 point increase in positive reviews. Their shared vision through V2MOM, recognizing the importance of celebrating company accomplishments internally builds pride and loyalty that extends far beyond an individual employment with SalesForce. Their promotion of an open, family-oriented Ohana culture that values 365 degree feedback has resulted in an engaged and committed workforce that boasts an 87% approval rate and robust referral program that accounts for more than 50% of new hires. Through innovative collaborative technologies like Instagram, SnapChat and Omnichannel as well as numerous internal collaboration tools SalesForce provides its employees opportunities to connect on a personal level with colleagues around the globe while also supporting and enabling each other's work success. It's this recognition of the intrinsic value of its people that keeps SalesForce on the Fortune 100 Best Companies list as well as Great Place To Work lists in all the prominent countries they operate.