TRULY REWARDING REFERRALS
Ambassadorship Program Assets
Employee Referral Programme Campaign- Big Idea
TRULY REWARDING REFERRALS will be translated to fit the following
Communication Objectives CAPTURE AWARENESS & INTEREST Messaging:
Get rewarded when you refer (What’s in it for you)
Target Audience:
Passive (Audience that merely observes rather than actively responds)
Target Audience Mindset:
“I don’t know/have little knowledge/interest on ERP.”
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EDUCATE
CHAMPION AMBASSADORSHIP
Messaging:
Steps on how to refer.
Messaging:
Share a rewarding career with your peers, and help build our Shell community.
Target Audience:
Active
Target Audience:
Active (“believers” who may need a nudge to refer)
Target Audience Mindset:
“Shell is a great place to work and I’m happy to share the experience and opportunity with my friends/contacts.”
Target Audience Mindset:
“How do I refer?”
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March 2020
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Ambassadorship through ERP (Activities)
Integrate ERP ambassadorship into the company culture to increase its effectiveness. HOW: Encourage employees to speak up
Feature employees who made referrals and make them ambassadors of ERP.
Share their experiences
Amplify these experiences to the SBO community (digital, on-ground)
KEY ACTIVITIES:
Organise employee activities
Online & On-ground activation events
(i.e. Submit your ERP video or quote, share your ERP story, how did your referee feel about having a career at Shell?, ERP standees selfie contest etc.)
Incentivise positive actions or behaviors
Provide incentives to people who participate in our online & offline activities.
Reward & Recognise best performers
Provide incentives to top referrers
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March 2020
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PUTTING THE PLAN TOGETHER…
ON-GROUND/ ONLINE ACTIVATIONS
DIGITAL
OFFICE LOBBIES, PANTRIES, ONLINE
eGuides, Banners, Emailers
Selection of ERP
INTERNAL COMMUNICATIONS
Ambassadors
HUB, YAMMER, PLASMAS, ELEVATOR
REWARDING ERP AMBASSADORS
ADS
Incentivise ERP Ambassadors (on top of monetary reward) and
share their message of ambassadorship in Copyright of Shell International B.V.
SBO Recruitment Marketing
Yammer, Internal Channels
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March 2020
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ERP – CAMPAIGN CALENDAR 2020 Activities
Jan
ERP Awareness Drive
ERP Ambassadorship Drive
Feb
Mar
MLT approval
Apr
May
Jun
ERP Awareness asset rollout
July
ERP Awareness asset refresh
Hum approach- Online nudges & updates
Finalise Strat/ Create Assets
ERP 2019 Ambassador Video Contest
ERP Ambassador Office branding
SBO leadership ERP quote/video
SharePoint Activation
On ground activation 1
Launch
ERP 2020 Ambassador Launch Launch
2020 Activities
Aug
Sep
Oct
Nov
Dec
ERP Awareness Drive
ERP Ambassadorship Drive
Line of business leaders ERP quote-video On ground activation 2
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Hum approach- Online nudges & updates ERP 2019 Ambassador Contest 2
ERP Ambassador Office branding
Referral Rewards for Ambassadors
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March 2020
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ERP Assets 2 types of collaterals will be produced: A. ERP Program Collateral
B. ERP Ambassadorship Collateral
ERP details /Launch assets
User generated ERP content
Company events & updates
Referrer/Referee snippets
ERP contest communication
Vacant job roles & rewards
stories, testimonials, video etc.
We believe that a sustained ERP awareness approach will drive mass ERP adoption and eventually help in creating ERP ambassadors
Note: ERP assets will be visually adapted to suit each SBO location. Common (digital) assets will have an image mix of employee ethnicities. Copyright of Shell International B.V.
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March 2020
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Messaging Architecture CAMPAIGN STRATEGY
Drive pride amongst employees by reminding them that they are working for a purpose-filled driven company that provides them a rewarding career; and encourage them to refer their like-minded peers who may fit well in Shell's culture of purpose.
CAMPAIGN TAGLINE
TRULY REWARDING REFERRALS
CAMPAIGN COMMUNICATION THEMES
A career in Shell is rewarding for your peer Your successful referral will discover that he/she can have a career full of opportunities at Shell.
Your referral will be rewarding for Shell Referrals are rewarding for you Your successful referral may add value to the Shell Every successful referral you make will be rewarding (on a monetary community, as he/she contributes to fulfilling our level where you potentially fund your wants; or at a personal level as purpose of providing more & cleaner energy. you provide an opportunity for a great career to your peer)
CORE MESSAGES
Help your friend discover a rewarding career at Shell. A referral is a compliment to your peer
Your peer can be a great addition to Shell's vibrant community? Your peer has an opportunity to be part of fulfilling our purpose of providing more and cleaner energy.
Every successful referral is rewarding One successful referral. Many rewards.
RTBs
Stories/ quotes from succcessful refererrs & referees on the opportunities they got when they started working in Shell, a career created at Shell*
Stories/ quotes from successful referrers & referees on how they were able to contribute to the fulfilment of Shell’s purpose
Stories/ quotes from succcessful referrers on how it was rewarding for them to refer their peers to Shell. ERP Ambassadorship and rewards
CTA
Gift your friend a promising career. Discover a colleague in your friend. Start referring today.
Copyright of Shell International B.V. *We can consider employees that were referred 2-3 years ago.
Know someone who would be a perfect fit for Shell? Refer them today.
Start referring today and earn exciting rewards.
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March 2020
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Campaign messaging + ERP Ambassador generated user content For ERP, our push messaging will revolve around the communication themes and core messages. A career in Shell is rewarding for your peer Your successful referral will discover that he/she can have a career full of opportunities at Shell. Help your friend discover a rewarding career at Shell. A referral is a compliment to your peer
Your referral will be rewarding for Shell Referrals are rewarding for you Your successful referral may add value to the Shell community, as Every successful referral you make will be rewarding (on a monetary level he/she contributes to fulfilling our purpose of providing more & cleaner where you potentially fund your wants; or at a personal level as you provide energy. an opportunity for a great career to your peer) Your peer can be a great addition to Shell's vibrant community? Your peer has an opportunity to be part of fulfilling our purpose of providing more and cleaner energy.
Every successful referral is rewarding One successful referral. Many rewards.
Generate ambassador stories & quotes endorsing a career at Shell and ERP
Once we identify the ERP ambassadors, the agency/ SBO marketing will interact and mine content from the ambassadors via email, call, or in-person and drive the conversation narrative to support and strengthen our 3 communication pillars.
A transcript of the interaction will be created along with any media (image/video) shared by the employee. A Google drive folder with link only access will be setup with sub-folders for each SBO location and respective ambassador(s) content for consolidation and easy
access.
Copyright of Shell International B.V. *We can consider employees that were referred 2-3 years ago.
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ERP Assets
Awareness Collaterals ERP- Poster
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ERP- Mailer
ERP Complete E-book
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March 2020
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ERP Assets
One-Time Awareness/ Launch Collateral ERP Induction LED display PPT
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ERP- Champion content suggestions mailer
ERP Assets
Ambassadorship Prep toolkit ERP- Champion Prep booklet
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ERP Assets
Ambassadorship Collaterals (Employee Images) Proposed ERP contest mailer design
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Proposed contest poster design
Emailers – 2nd Set
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March 2020
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Referral Contest Video
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September 2019
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ERP photo-booth prop designs revised
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March 2020
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ERP photo-booth design color options
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March 2020
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