SAP EVP Refresh Campaign by Andrea Woolley

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SAP â&#x20AC;&#x201C; EVP Refresh Campaign

Overview What is an Employee Value Proposition (EVP)? It is the desired strategic approach we want to achieve in the hearts + minds of employees and candidates. It is the candidate facing side of our brand. What we did about it… SAP had the same EVP since 2012. It was time for a refresh. We sought out to clearly define the landscape and articulate a compelling EVP that aligned with our company’s growth as a leader in the cloud and acquisitions. The impact… As our EVP continues to roll-out, we are better positioned to reach out to candidates and build stronger connections with employees. It is the basis for our HR offerings and all of our internal and external communications.

Here is our story…

Agenda •

Background •

Market Research

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How We Run

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EVP China Project

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Refresh Strategy

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Refresh Creative

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Roll-out Overview

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Background

Background – Doing our Market Research

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39 Global EVP Workshops in 15 Countries

Employee Value Proposition + Brand Business Case Impact on Retention

Impact on Attraction §

Increase brand recognition in key talent markets: A compelling positioning will drive differentiation

Reduce new hire attrition from 25% within first two years to below 10% and save ~79k€/employee**

Winning the brightest minds in the Talent Market is a pre-requisite for an amazing growth company

A globally consistent employee experience will increase employee’s engagement from day one

A strong EVP reduces compensation increase for new hires by 50%*

Delivering on our key promises will create SAP Ambassadors to drive attraction

Selecting attributes of the work experience to differentiate and promote globally ensures that employees and candidates develop a clear understanding of the features that differentiate SAP

* Source: Corporate Leadership Council

**Source: SAP HR Analytics

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Global – Top 10 Importance and SAP‘s Delivery Delivery

Gap to desired value

1 0

0 Development Opportunities

Work-Life Balance

Empowerment

Innovation

Compensation Future Career Risk Taking Opportunities

Meritocracy

Job-Interests Alignment

Respect

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Determining the Global EVP Focus The EVP attributes were developed from an extensive discovery Below are attributes selected for SAP EVP based on their importance to candidates, the opportunity to differentiate our experience, the alignment with corporate goals and our alignment with the corporate brand

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Comparison to Technology Benchmark SAP employees would prefer control over stability

Preferences of Employees in Technology Benchmark*

Preferences of SAP Employees

1. 2. 3. 4. 5. 6. 7. 8. 9. 10.

Compensation Work-life Balance Development Opportunity Future Career Opportunity Stability (#19 for SAP Employees) Location (#27 for SAP Employees) Innovation Job-Interest Alignment Ethics (#13 for SAP Employees) Recognition (#11 for SAP Employees)

Development Opportunities Work-life Balance Empowerment (#15 for Benchmark) Innovation Future Career Opportunities Compensation Risk taking (#38 for Benchmark) Meritocracy (#14 for Benchmark) Respect (#13 for Benchmark) Job-Interest Alignment

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Student Interview Results Secondary Strengths

Strength of the Offer

Future

Future Development Opportunities Environmental Responsibility

Respect

Future Career Opportunities

Product/Service Quality

Effectiveness of SAP Delivery Today

Development Opportunities Ethics/Integrity Recognition Product Brand Awareness Work-Life Balance Job- Interests Alignment Product/Service Quality Health Benefits "Great Employer” Innovation Recognition Manager Quality Collegial Work Environment Camaraderie Risk Meritocracy Compensation Retirement Benefits Taking Market Position Job Impact Coworker Quality Empowerment Customer Technology Level Reputation Vacation Location Industry Organizational Organizational Stability Growth Rate People Management Social Responsibility Diversity Informal Work Environment

Senior Leadership Reputation

(Satisfaction Ratings Provided by Focus Groups)

Business Travel

Organization Size

Low Priorities

Risk

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Comparison of SAP Preferences to Student Preferences Risk tolerance and empowerment are much more important for current SAP employees.

Preferences of Students

Preferences of SAP Employees

1. 2. 3. 4. 5. 6. 7. 8. 9. 10.

Work-life Balance Future Career Opportunities Compensation Development Opportunities Coworker Quality (#17 for SAP Employees) Respect Job-Interest Alignment Innovation Location (#27 for SAP Employees) Meritocracy

Development Opportunities Work-life Balance Empowerment (#16 for Students) Innovation Future Career Opportunities Compensation Risk taking (#36 for Students) Meritocracy Respect Job-Interest Alignment

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EVP Around the World Top three attributes for each Country

Two Emerging Stories to Personalize the Work Experience INNOVATION

RESPECT

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Work-Life Balance Job-Interest Alignment Empowerment Development Opportunities

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Technology Level Risk-Taking Market Position Project Opportunities

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The Freedom to Perform INNOVATION

FREEDOM TO ACT An environment that supports risk-taking and empowers employees to make decisions and take actions to improve the impact of their work.

FREEDOM TO FIND BALANCE An environment where employees are encouraged to structure work arrangements that allow them to meet the challenges of working in a fast-paced global company.

FREEDOM TO PURSUE AND DEVELOP PROFESSIONAL INTERESTS An environment where employees can pursue work content and careers that are aligned with their professional interests.

RESPECT

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Background – Defining our Culture How We Run

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How We Run â&#x20AC;&#x201C; Overview

A little over a year ago, thousands of employees helped to define the unique culture we needed as a company to achieve our strategic goals...and How We Run was created.

Created by Employees, For Employees A grass roots effort was created by asking SAP employees to share what drives success at SAP. The initiative was defined by employees, for employees. This bottom-up approach empowered employees to openly contribute to SAP’s strategy. The team conducted workshops in more than 70 locations worldwide representing 29 countries. Key themes and trends were identified from thousands of employee contributions. All employees were invited to validate and edit creating a virtual sounding board with 500+ employees providing feedback. And a final draft was submitted to SAP’s Board/Leadership for approval and launch. Since then, How We Run has been embraced in many creative and inspiring ways. It has grown from an initiative to being part of our DNA. And we are proud of its success as testified in the most recent People Survey, revealing that 81% of employees strongly believe in the behaviors.

Source: 2015 People Survey conducted November 2015

Employee Participation: •

1500+ employees provided input

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Workshops held across 70+ locations, 29 countries, all Board Areas, Acquisitions

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One of the most active sites on SAP JAM

SAP’s Culture – How We Run What is SAP culture? The best way to describe it is through our How We Run behaviors – 5 simple principles that give us purpose and help us achieve our goals. They are:

At all SAP locations, our employees know what we stand for. Ask any employee, and they’ll tell you exactly how we run.

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EVP China Project Scope To better understand SAPâ&#x20AC;&#x2122;s presence in key emerging markets we conducted a unique project in China which further validated our earlier market research. SAP conducted internal surveys amongst employees in China (1,130 respondents) as well as 5 management interviews and 3 focus groups with employees. In addition, We partnered with Universum to -

Conduct a student survey in China (36,508 respondents)

Custom talent survey for SAP among professionals in China (300 respondents)

Research with key competitors

A workshop in Shanghai with key representatives from SAP China

Output from the research on EVP China Project EVP Attributes & Preferences for China

4 Key Messages

EVP Mini Movie To deliver on the 4 key EVP messages, we developed a video highlighting SAP employee stories to translate each message. All actors/actresses are all SAP employees and they are actually playing themselves, based on their personal story of how they came to SAP. We have posted the video on Life at SAP Channels such as WeChat, Weibo, YouTube, and others. Due to the popularity we have developed behindthe-scene content and are partnering with Communications for a local channel pick up.

EVP Refresh Strategy

Aligning the EVP strategy to the evolving SAP Brand platform BEST RUN.

RUN SIMPLE.

(BRAND PROMISE)

(BRAND IDEA)

Core of our equity and what we are most remembered for

Compelling articulation of ‘best run’ in today’s digital economy

RUN LIVE. RUN SIMPLE. (NEW CAMPAIGN PLATFORM)

Unique proposition only we can deliver from end-to-end

“SAP is enabling companies to Run Simple. The HANA platform is the foundation for a ‘live system strategy’. Together with our application, network and cloud solutions, we enable our customers to digitize their business end-to-end.” - Bill McDermott, Q3 Earnings call

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Unpacking what Live Business Means Helping our customers master their most challenging business complexities Working from one version of the truth. On one platform. Across your entire organization. Giving instant clarity. Unprecedented agility. Continuous control. And above all simplicity. For everyone. From anywhere. Which means you always have what it takes to win.

When you Run Live, you Run Simple. And when you Run Simple, you win.

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What Live Business means for EVP Top talent around the globe are empowered by a world-class network and resources to help the most demanding and progressive companies transform and invent what’s next — all in the moment. Thrive in a culture where you innovate with other creative thinkers and be recognized for your unique contributions, work in an environment that helps you be your best self, and build your career at a company where you can see your ideas become reality. Run Live with SAP to help the world Run Simple.

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EVP 2016 STRATEGIC MAIN MESSAGE SAP EMPLOYEES HELP ORGANIZATIONS MASTER THEIR MOST CHALLENGING COMPLEXITIES SO THE WORLD CAN RUN SIMPLE

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2016 Messaging Framework How EVP connects to the 2016 brand platform SAP CAMPAIGN MESSAGE

RUN LIVE. RUN SIMPLE.

SAP CAMPAIGN PLATFORM

Live Business Run Simple by helping master complexity so that our customers can run at their best

SAP EMPLOYER BRAND MAIN MESSAGE

SAP EMPLOYEES HELP ORGANIZATIONS MASTER THEIR MOST CHALLENGING COMPLEXITIES SO THE WORLD CAN RUN SIMPLE

Top talent around the globe are empowered by a world-class network and resources to help the most demanding and progressive companies transform and invent what’s next — all in the moment. Thrive in a culture where you innovate with other creative thinkers and be recognized for your unique contributions, work in an environment that helps you be your best self, and build your career at a company where you can see your ideas become reality. Run Live with SAP to help the world Run Simple.

SAP EMPLOYER BRAND’S VALUE

FOR THE AUDIENCE, IT MEANS

Your Success Matters at SAP, so seize the moment.

KEY OUTCOMES (BENEFIT PILLARS)

OPPORTUNITY

PURPOSE

GROWTH

Flexible work experience maximizes personal performance

Empowered to contribute and take action

Career paths are built around your interests

You are elevated to leave a lasting legacy by working with today’s most demanding and progressive brands as well as the communities that they affect. Become part of a team that contributes to the success of SAP’s customers and all the people that they serve, employees realize a larger aspiration.

You have the resources to improve your skills and competencies – including mentorship groups, learning curriculums, and career success centers that guide self-enrichment. SAP also has recognition programs to show employees that they are valued at the company.

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Career development is on your own terms. Talent have the freedom to set their own priorities and build their own career paths. The pursuit of new ventures is encouraged with crosspollination opportunities to expand their horizons, a global network of diverse colleagues to tap into, and hackathons to crowdsource fresh ideas. • • •

Cross-pollinating and innovating teams Encouraged to contribute and voice ideas Ongoing, iterative relationship with leaders

Flexible work arrangements Personal and work-life support services

Upskilling Job management and coaching program

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2016 Creative

How We Bring the 2016 Messaging to Market GET: Prospective candidates and current employees (employees for purposes of retention and inspiration)

CHALLENGE

TO: Recognize SAP as the employer of choice BY: Demonstrating that SAP helps make possible each employee’s own version of success Our audience consists of existing employees and prospective ones. This combined audience – be they seasoned professionals or newly minted graduates, long-time SAP employees or recent recruits - all have strong visions of what “success” means in terms of their career and personal

AUDIENCE

lives. SAP supports each employee in his/her own definition and pursuit of success, realizing that individual employee success means broader company success.

SINGLE MOST IMPORTANT THING TO COMMUNICATE

Your success matters at SAP, so seize the moment.

Opportunity: Career development is on your own terms. Talent have the freedom to set their own priorities and build their own career paths. The pursuit of new ventures is encouraged with cross-pollination opportunities to expand their horizons, a global network of diverse colleagues to tap into, and hackathons to crowdsource fresh ideas. Growth: You have the resources to improve your skills and competencies – including mentorship groups, learning curriculums, and career

KEY PILLARS

success centers that guide self-enrichment. SAP also has recognition programs to show employees that they are valued at the company. Purpose: You are elevated to leave a lasting legacy by working with today’s most demanding and progressive brands as well as the communities that they affect. Part of a team that contributes to the success of SAP’s customers and all the people that they serve, employees realize a larger aspiration.

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EVP 2016 Creative Campaign

BRING EVERYTHING YOU ARE. BECOME EVERYTHING YOU WANT.

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2016 EVP Campaign Creative We believe you should treat the whole person, not just the person who comes to work everyday. It is the sum that defies who you are. And we illustrate that in our creative. The headshot dominates but the mosaic tells the life stories. We all have bigger stories to tell outside of work that is what shapes us. SAPâ&#x20AC;&#x2122;s EVP campaign is about making our real employees the stars by capturing testimonials and including real moments from their personal collection on what success means to them.

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4 Creative Options for EVP Execution Allows for flexibility in Creative Execution

5 mosaic

3 mosaic

5 mosaic

w/real life moments

w/ stock photography only

And stock photography

Sample Work Email Templates

Video series â&#x20AC;&#x201C; employee life stories Static banner ad

Social Media Posts Animated banner ad

Roll-Out Overview

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Quantitative & Qualitative research conducted to understand Employee and candidate preferences and perceptions

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Identification of EVP attributes

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EVP China Project rolled out

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How We Run

Brief to define • Identify Employees to competitive, global SAP profile (on-going) EVP that supports strategic priorities and • Photo shoot(s) to strengths capture diversity & inclusion (on-going) • Messaging Framework •

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Creative positioning/Approach

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Build out style guide, templates, brand tips

Rollout EVP via internal communication channels for key stakeholders and then all SAP employees (ongoing)

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Regular measurement of SAP’s attractiveness as an employer via established KPIs

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What Live Business means for EVP Defining our message and support pillars The success of a business lies in the hands of the individuals who work in it. The same people who go up and down the elevator every day, in pursuit of the next breakthrough. Digital innovations have brought upon us profound changes in how we work and live. It has also brought on unprecedented and crippling complexity for organizations worldwide. SAP employees come together to pull the most demanding and progressive organizations out of the expanding quagmire of complexity so the world can Run Simple. Empowered by a world-class network and resources, our employees solve the most intractable issues of our time and invent what’s next to achieve their own definition of success. The most creative thinkers thrive at SAP, an environment that embodies the entrepreneurial spirit and recognizes your voice. They are inspired to express not only how things can be done better, but also what better things can be done. They are credited for their unique contributions and rewarded for risk taking. Being part of a team that contributes to the success of SAP’s customers and all the people they serve. Purpose. Colleagues at SAP are supported with a flexible way of working. They have the freedom and encouragement to operate in whichever ways that enable them to reimagine the world’s most complex organizations while building their own career paths. And the mentorship and learning programs that guide the way to help them be or become their best self. Opportunity. SAP is a special company where talent can see ideas that they are passionate about come to reality. SAP provides the resources to improve upon your skillset while supporting your career based on personal and professional interests. And the opportunity to develop and shape their own future as well as the future of their clients. Growth.

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2016 Messaging Framework Tailoring the language to audiences SAP EMPLOYEES HELP ORGANIZATIONS MASTER THEIR MOST CHALLENGING COMPLEXITIES SO THE WORLD CAN RUN SIMPLE SAP is Live. Top talent around the globe are empowered by a world-class network and resources to help the most demanding and progressive companies transform and invent what’s next — all in the moment. Thrive in a culture where you innovate with other creative thinkers and be recognized for your unique contributions, work in an environment that helps you be your best self, and build your career at a company where you can see your ideas become reality. Run Live with SAP to help the world Run Simple. FOR THE AUDIENCE, IT MEANS KEY OUTCOMES (BENEFIT PILLARS)

PILLARS BY AUDIENCE (ILLUSTRATIVE MESSAGING) INTERNAL

SEASONED PROFESSIONALS

YOUNG PROFESSIONALS

Your Success Matters at SAP, so seize the moment.

OPPORTUNITY

PURPOSE

GROWTH

Flexible work experience maximizes personal performance

Empowered to contribute and take action

Career paths are built around your interests

The most creative thinkers thrive at SAP, an environment that values innovation. Work with leaders across the organization and provide your perspective on not only what things can be done better, but also what better things can be done. Cross-pollinate across teams and get rewarded for risk taking.

Love your work and maintain balance. To flourish in a world besieged by complexities, our employees have the freedom to operate in ways that optimizes problem-solving and help them be their best self. Take advantage of learning opportunities and career coaching so you can work smart and keep growing.

SAP is a special company where talent can see ideas that they are passionate about come to reality. Get the support of the SAP to build your career based on what interests you most. Seize the extraordinary opportunity to develop and evolve your own future.

Top talent around the globe thrive at SAP, an environment that values fresh perspectives and recognizes individuals’ contributions. Become inspired to reimagine not only what things can be done better, but also what better things can be done. Spark the next breakthrough and get rewarded.

SAP is a special company where talent can see ideas that they are passionate about come to reality. Get the support of the SAP to expand your career based on what interests you most. Seize the extraordinary opportunity to develop and evolve your career.

Creative thinkers around the world thrive at SAP, an environment that embodies the entrepreneurial spirit, where your voice mattters. Propose new thinking on not only what things can be done better, but also what better things can be done. Create ongoing, iterative relationships with leaders and get rewarded for thinking outside the box.

Get the coaching you need to succeed. To flourish in a world besieged by complexities, our employees operate in ways that optimizes problem-solving and help them become their best self. Get the most out of your career with learning opportunities and mentorship programs and keep growing — all while maintaining a healthy work life balance.

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