Shell India - EVP Localisation Case-study

Bringing to life Shell’s EVP in India EVP localization |Creative expression| Launch campaign

TALKING ABOUT A CAREER WITH SHELL INDIA Aligning our global EVP to win the hearts of our candidates in India

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Chapter 1: INTRODUCTION • Our EVP

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• Dimension 1: Make An Impact That Matters

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• Dimension 2: Win Together

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• Dimension 3: Explore A World Of Opportunities

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Chapter 2: AUDIENCE SEGMENTATION

TABLE OF CONTENTS

• Our audience

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• Early Talent persona

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• Commercial persona

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• Technical persona

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• Women persona

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• Entrepreneur persona

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Chapter 3: CONTENT STRATEGY • Conversion funnel

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• Content types - Case example: APAC Downstream Campaign

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- Case example: Bring IT on campaign • Principles of creating good content

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Chapter 4: USEFUL LINKS • Resource links

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CHAPTER1

INTRODUCTION Having a strong Employee Value Proposition (EVP) is our way, as an employer, to connect with our candidates and show them all the professional and personal benefits they can enjoy at Shell India.

This document aims to articulate the attributes that make up who we are at Shell India and how we can translate this into creative assets that addresses your communication needs.

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OUR EVP DIMENSION 1

DIMENSION 2

DIMENSION 3

MAKE AN IMPACT THAT MATTERS

WIN TOGETHER

EXPLORE A WORLD OF OPPORTUNITY

Have a world-class career at the forefront of global energy that contributes to the prosperity and wellbeing of billions of people.

Be part of a talented, proudly diverse, performance-oriented team with shared values who look out for each other.

Work on global-scale projects that provide many opportunities for you to broaden, stretch and realise your full career potential.

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ATTRIBUTES

DIMENSION 1

MAKE AN IMPACT THAT MATTERS

Market Position, Great Employer Recognition, Customer Portfolio, Company Growth, Industry Desirability, Compensation, Work/life Balance, Corporate Social Responsibility, Company Mission & Vision, Impact on Society, Empowerment, Product, Technology Level, Innovation.

TALKING POINTS • Great Employer recognition in India.

• R&D innovation at scale: IH2 Technology, Prelude.

• Active across sectors & industries: Aviation, Marine, Trading & Supply, LPG, Metals, Mining, Power, Home Energy.

• Digitisation: Apps - LubeMatch and Motorist, IT expansion, SAP integration, Agile methodologies, Modelling.

• Competitive compensation, generous benefits, pension schemes, flexible working, CSR commitment.

WHAT OUR PEOPLE SAY “There are very few companies on a scale like Shell.”

“Employees can expect very good quality of professional life.”

“We cover every part of this industry. You can leave a mark on the region, on customers. We make an impact.”

“There is empowerment in terms of how power is given to the frontline for them to make decisions on their own.”

“AI and machine learning…Contribution to global projects…

You can take things apart.”

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ATTRIBUTES

DIMENSION 2

WIN TOGETHER

Diversity & Inclusion, Ethics/Integrity, Respect, Meritocracy, Recognition, Co-Worker Quality, Manager Quality, People Management, Senior Leadership, Camaraderie, Safety, Working Environment, Teamwork & Collaboration.

TALKING POINTS • Respect/D&I: Shell People Survey, AON, LinkedIn, UN, AVATAR. • Encoded standards: resilience, global helpline, ethics & integrity induction, quality standards, D&I sessions, equal opportunities, zero tolerance of non-compliance.

• Trust & Care: flexible work, sabbaticals, medical support, compassionate leave, sick-leave, open communication.

• Strictly enforced safety policies & practices, low accident rate.

• Great infrastructure, supportive working environment.

• ‘Swarming’ culture: help is always at hand.

WHAT OUR PEOPLE SAY ”Great colleagues and great environment. People are willing to learn from experience. Everyone is very open.”

“In India, many companies don’t prioritise safety. Shell has prevention measures. It takes safety very seriously.”

“We are very diverse…in terms of industries, skill pools, background, and that’s how Shell represents itself. Multigenerational, multi-cultural, multi-dimensional, diverse.”

“Help is always at hand. You never feel alone.”

“People are well-connected through multiple devices.

The company is working hard to connect you.

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ATTRIBUTES Global Scale Participation, Development Opportunities, Job-Interest Alignment.

DIMENSION 3

EXPLORE A WORLD OF OPPORTUNITY

TALKING POINTS • Close day-to-day regional international co-operation and collaboration.

• Global opportunities: Shell Graduate Programme, One-Young World Programme, Young Shell, India 2020.

• Shell University: world-class training and development for employees.

• Global-scale projects: Prelude, the world’s first FLNG operation.

WHAT OUR PEOPLE SAY “Shell really has an impact worldwide. Projects cover a wide variety of industries that support a wide array of businesses... which makes our work very global.”

“The quality of work and training provided by Shell enrich career growth.”

“There is flexibility in how the employee’s career stage map is being plotted out at Shell.”

“My day might start with a call with somebody who is based in Singapore, colleagues in the Hague by the afternoon.”

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CHAPTER 2

AUDIENCE SEGMENTATION To engage with people, you need to identify the type of people you are talking to. This section will define Shell India’s target groups and their individual brand personas.

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OUR AUDIENCE An overview of key attributes within each target group persona mapped against Shell’s brand dimensions.

EARLY TALENT

COMMERCIAL

DIMENSION 1

DIMENSION 2

DIMENSION 3

MAKE AN IMPACT THAT MATTERS

WIN TOGETHER

EXPLORE A WORLD OF OPPORTUNITY

TECHNICAL

WOMEN

ENTREPRENEUR

Empowerment

Customer diversity

Innovation

Company growth

Empowerment

Flexible working

Digitisation

Digitisation

Corporate social responsibility

Innovative work

Innovation

Industry diversity

Market position

Company mission and vision

Size & scale

Work/life balance

Market position

R&D Investment

Work/life balance

Technology level

Camaraderie

Product position

Technology level

Flexible working

People management

Working environment

Camaraderie

Camaraderie

Diversity & Inclusion

Recognition

Development opportunities

Collaboration

Co-worker quality

Respect

Global scale participation

Co-worker quality

Development opportunities

Development opportunities

Respect Development opportunities Global scale participation

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AUDIENCE PERSONA

ATTRIBUTES

TALKING POINTS

Empowerment

Shell India awarded United Nation’s Best Innovative Practices award 2018 for “Women at Workplace” category.

Flexible working

EARLY TALENT

Innovation

Shell India enables successful careers for people with disabilities.

Work/life balance Camaraderie Working environment Development opportunities

Facilities such as gym in the office, and amenities.

Virtual working is one of the biggest statistics we have.

Shell India puts a lot of effort to increase connection among colleagues.

Employees speak very highly of their colleagues.

Very good reviews on external platforms such as Glassdoor regarding the working environment of Shell India.

E.g. Great infrastructure, supportive working environment.

LOCATION

Global opportunities: - Shell Graduate Programme, - One Young World Programme, - Young Shell India 2022.

AGE

World-class training and development: e.g. Shell University.

NAME

Varun Baniya Bangalore, India 25

WHAT OUR PEOPLE SAY “You can have a purpose-driven career at Shell. The work you’ll do every day will have a positive impact on your life, your community, and the world.”

“There are very few companies who would give you the space for work-life balance. I think Shell gives you that space. You won’t be around people giving you unrealistic demands.”

“We are committed to each other’s well-being and success within a culture of collaboration, respect, and integrity. Imagine all that we can achieve together.”

“Our global scale and business diversity give you the flexibility to explore a variety of opportunities within Shell, enabling you to continuously grow your career.”

“In India, it is perceived prestigious to join big companies’ leadership training program or internship.”

“Over 90% of the students are interested in internship opportunities to kick start their career in India. Students find skill trainings and internship as good channels to learn about their jobs which support them in making informed career choices.”

CURRENT ROLE

Graduate Program in Commercial PAST

Internship at KPMG EDUCATION

MBA, Marketing

MAKE AN IMPACT THAT MATTERS

WIN TOGETHER

EXPLORE A WORLD OF OPPORTUNITY

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AUDIENCE PERSONA

ATTRIBUTES

TALKING POINTS

Customer diversity

Business customers across sectors: e.g. Aviation, Marine, Trading and supply, LPG.

Digitisation

COMMERCIAL

Industry diversity

Shell lubricant has a 70 - year history of innovation. The company has its presence in various industries worldwide, including metal, mining, power generation and home energy.

Market position Product position Camaraderie Collaboration

Digitalisation application – lubes.

Especially in conventional business.

Co-worker quality Respect Development opportunities Global scale participation

Employees speak very highly of their colleagues.

High level of perceived co-worker quality among the employees.

Shell India has a culture of ‘swarming’.

Help is always at hand and employees are not left alone.

Shell India’s respect towards people is recognised both internally (Shell People survey) and externally (recognition by AON and LinkedIn).

NAME

Theresa Pragasam

Global key account managers and a lot of best practices globally are implemented.

LOCATION

Gurgaon, India AGE

Global opportunities: - Shell Graduate Programme, - One Young World Programme, - Young Shell India 2022.

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CURRENT ROLE

Business Development Manager PAST

Account Manager EDUCATION

WHAT OUR PEOPLE SAY “Shell has been embracing digital in many ways for a very long time.

Now, Shell is changing rapidly and there is a new way to link digital to the rapid escalation in computation, cloud, mobile and various angles of digitalisation. Shell recognises the advantages of these new technologies in reducing the costs and improving efficiency of the current businesses as well as creating new business opportunities.”

“When it comes to fuel retail, it is coming to a tipping point and the industry is going to change and expand. The industry is going to grow significantly in years to come. When it comes to lubricants, Shell is the largest player and they are looking to really expand and grow in India. It is a Fortune 10 company and it is one of the most valued brands in the world.”

“High quality of employees and healthy competition. People who are recruited in Shell are usually sharp. All of them come with a very sound profession as well as educational background.”

“To me, Shell is a very employee-centric organisation and that has always been what we’re selling. Within the industry, we generally find that there’s no reason to sell Shell because as a brand Shell can sell for itself.”

“As an organisation, Shell invests a lot in their people through function training programs. Compared to other companies in the oil and gas industry, Shell is at the top.”

MBA, Marketing

MAKE AN IMPACT THAT MATTERS

WIN TOGETHER

EXPLORE A WORLD OF OPPORTUNITY

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AUDIENCE PERSONA

ATTRIBUTES

TALKING POINTS

Innovation

For the past 2-3 years, Shell India has been focusing on making ourselves more visible in the talent ecosystem externally.

Digitisation

TECHNICAL

Market position

It has almost every single operation, line of business and project technology.

R&D Investment Technology level

It has a very unique complexity and opportunities to leverage full diversity of the country in the market.

Camaraderie Co-worker quality Development opportunities

High level of perceived coworker quality among the employees.

Shell India puts a lot of effort to increase connection among colleagues.

Employees speak very highly of their colleagues.

Global opportunities: - Shell Graduate Programme, - One Young World Programme, - Young Shell India 2022.

NAME

Vijay Narayani

WHAT OUR PEOPLE SAY “We’re living proof of what attracts people and what some start ups are driven by. Digitalisation such as AI and machine learning. Within P&T, our contribution to global projects and strategic breakdown where you can take things apart.”

“People are well-connected through multiple devices. The company is working hard to connect you with other colleagues. You will not see much negative vibe, and people are very positive. Culture wise, it is good and positive.”

“There is a lot of competition among the employees with different things, but no negative competition. It is quite healthy in a way. I can safely say that 90% of people work towards the common goal which is to benefit the company.”

“The quality of work and trainings provided in Shell enrich our career growth. Employees feel that they are growing professionally and getting exciting jobs every year.

“What I like the most about Shell is that there are many things I could try out as a technological professional. There is a wide variety of technology that we can use to change.”

LOCATION

Bangalore, India AGE

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CURRENT ROLE

Transformational IT Change Manager PAST

IT Project Manager EDUCATION

BA Hons Computer Science MAKE AN IMPACT THAT MATTERS

WIN TOGETHER

EXPLORE A WORLD OF OPPORTUNITY

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AUDIENCE PERSONA

ATTRIBUTES

TALKING POINTS

Company growth Corporate social responsibility

WOMEN

Company mission and vision Work/life balance Flexible working Diversity & Inclusion Respect Development opportunities

Flexi work environment from home and part time working.

Facilities such as gym in the office, and amenities.

Virtual working is one of the biggest statistics we have.

Awarded among best companies for women in India: LinkedIn, UN, AVATAR. There are multiple D&I sessions organised for employees within the group as well as the team. In every meeting, there is a D&I segment that employees are supposed to discuss about D&I relevant topics.

Ample career opportunities within the organisation.

Horizontal transfer opportunities.

NAME

Nithiya Elangowan

WHAT OUR PEOPLE SAY “Shell is evolving and expanding right now. Unlike an established brand like Unilever within the consumer space, you can get to learn about Shell as it grows and expands in the market.”

“There are very few companies who would give you the space for work-life balance. I think Shell gives you that space. You won’t be around people giving you unrealistic demands.”

“Shell’s diversity and inclusion is beyond gender. Before I joined Shell, my idea of D&I was more about gender. But it is amazing how Shell has various components that include D&I such as language, culture, physical challenge, generation, working styles, religions etc. While Shell is a very diverse organisation, the emphasis on D&I is absolutely amazing.”

“Shell has a culture of its own. Shell as a company has a culture of respect, diversity and inclusion. It is phenomenal how the company operates.”

“If you identify the development opportunities for yourself, they are ready to have a discussion with you.

They will not shut down and say, “No, you are a resource that is dedicated for vertical movement, you only focus on what you do”. The fact that we can have such conversations is pretty motivating.

You can actually have your aspiration and share it with your management.

You might not win all the conversations, but you can express what you want to do in Shell, and they are ready to listen.”

LOCATION

Chennai, India AGE

36, Married, One Child (4 years) CURRENT ROLE

Network Manager PAST

Aditya Birla Group

“Within Shell, there are so many opportunities across the globe, so you don’t have to change the company.

There is an ample focus on employee retention and career development.”

EDUCATION

BA Hons, Marketing

MAKE AN IMPACT THAT MATTERS

WIN TOGETHER

EXPLORE A WORLD OF OPPORTUNITY

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AUDIENCE PERSONA

ATTRIBUTES

TALKING POINTS

Empowerment

Shell India encourages entrepreneurship and supports those who are entrepreneurial to grow and make an impact.

Innovative work

ENTREPRENEUR

Size & Scale Technology level People management Recognition Global scale participation

Shell India has a focus on taking on challenges and exploring innovative fields like blockchain, new energy, etc.

Our Entrepreneur workshop group believes “Technology level” is Shell India’s top strength.

Shell India is committed to providing an empowered working environment.

With its people-first and safety-first mindset, Shell India has policies based on care for their people.

“Recognition” is one of the key attributes to successful employee motivation, which is also linked to a higher level of entrepreneurial satisfaction.

Our Entrepreneur workshop group agrees that “Global-scale participation opportunities” is Shell India’s most important value that leads to more entrepreneurial satisfaction.

NAME

Harish Agarwal LOCATION

Ahmedabad, India

Global key account managers and a lot of best practices globally are implemented.

AGE

33

CURRENT ROLE

Fuels Marketing Analyst PAST

B2C Sales Account Manager EDUCATION

BA Hons Business Studies

MAKE AN IMPACT THAT MATTERS

WIN TOGETHER

EXPLORE A WORLD OF OPPORTUNITY

WHAT OUR PEOPLE SAY ”Shell is very different from the government organisation or stateowned companies in India. Shell gives you the role and allows you to be the driver of the project.

Not many companies in India provide such opportunities.”

“Shell is very big and it covers every part of this industry. You can leave a mark in the region, in customers, and to me that is impact. We have very big coverage in India and that’s how we make an impact.”

“In Shell India, I am respected for who I am and where I am from. I don’t have to try to be somebody else and copy somebody else’s culture. To me, that’s a great workplace where people can be themselves. In Shell India, you can be yourself.”

“When we conduct CIP (an assessment), an employee may be very capable, but not performing, yet they want to stay in Shell. They will try to request for longer time to prove themselves because they like Shell’s people development plan.”

“In India, employees have access to small and medium enterprises worldwide. The global projects Indian employees are working on has impact on a global scale” “Truly global company. Shell really has an impact worldwide. Projects we are working on cover a wide variety of industries. We are working on the technology that supports wide array of businesses. Many countries and many industries need it which makes our work very global. Different countries have their own climate and we adjust our measurement and technology according to that. We have markets all over the world and we have projects from all over the world. Also, we have employees from all over the world.”

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CHAPTER 3

CONTENT STRATEGY In this chapter you’ll be introduced to a quick overview of our content strategy, which you can use as a guide to help you align your communication objectives to a content idea that can be published.

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CONVERSION FUNNEL Tailoring relevant content for each step of the candidate’s journey through the conversion funnel.

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CONTENT OBJECTIVE

CONTENT FUNCTION

CONTENT TYPE

RAISE AWARNESS

EMPLOYER BRAND

• Company stories

Making audience aware of our employer brand

• Who Shell really is • What Shell believes in

• Brand / Product stories

PROMOTE ENGAGEMENT

CONSIDERATION

• Thought leadership

Targeting Passive job seekers

• Things that happen at Shell • What it’s like to be in a role

• Culture stories

DRIVE COMMITMENT

RECRUITMENT

• Recruiter stories

Targeting Active job seekers

• How to get hired • Roles that are available

• Job postings

• People stories

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CONTENT TYPES Transforming ‘Content Type’ into published content.

CASE EXAMPLE:

“With my function you get the opportunity to shape the future.”

- SANJAY

SHELL APAC DOWNSTREAM CAMPAIGN AUDIENCE PERSONA COMMERCIAL

Programmatic banner ad: 300 x 600px

ATTRIBUTES Market position Product position Industry / Customer diversity

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CONTENT OBJECTIVE: RAISE AWARENESS CONTENT FUNCTION: EMPLOYER BRAND CONTENT TYPE: • Brand / Product stories

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CONTENT TYPES Transforming ‘Content Type’ into published content.

CASE EXAMPLE:

“There are lots of opportunities to progress both in India and elsewhere.”

- MANSI

SHELL APAC DOWNSTREAM CAMPAIGN AUDIENCE PERSONA COMMERCIAL

Careers Website Landing Page

ATTRIBUTES Market position Product position Industry / Customer diversity

2

CONTENT OBJECTIVE: PROMOTE ENGAGEMENT CONTENT FUNCTION: CONSIDERATION CONTENT TYPE: • Brand / Product stories

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CONTENT TYPES Transforming ‘Content Type’ into published content.

CASE EXAMPLE: SHELL IT CENTRE BANGALORE AUDIENCE PERSONA TECHNICAL ATTRIBUTES Direct Mail

Innovation Camaraderie Development opportunities

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CONTENT OBJECTIVE: DRIVE COMMITMENT CONTENT FUNCTION: RECRUITMENT CONTENT TYPE: • Direct Mail to Active Jobseekers

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PRINCIPLES OF CREATING GOOD CONTENT Using the power of ‘D’ to create authentic and relevant content.

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DOCUMENT WHAT YOU DO

Record not just what you do, but the process you went through to do it, and the experience you had doing it.

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DO

SOMETHING Which reinforces or reflects the spirit of your employer brand. Don’t state your values, demonstrate them.

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DISTRIBUTE AS CONTENT

Share the reality of your employer brand by adapting what you documented into content to publish.

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CHAPTER 4

USEFUL LINKS You can contact us if you need advice about any aspect of our EVP brand or communications.

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RESOURCE LINKS

Communications Checkpoint This is the mandatory visual identity checking service on behalf of Shell Brands International AG for all Shell Branded Communications. The team review your submissions for accurate application of the principles set out in this policy. vi.shell.com

AskBrand This is an online helpdesk on behalf of Shell Brands International AG for Shell staff, contractors, contracted agencies and the general public. AskBrand provides guidance on current Shell group wide Brand and Visual Identity policies, including, of course, this one!

On the site, you’ll find lots of self-help and FAQs. If you can’t find what you need, you can ask the team directly.

They will be happy to assist. askbrand.shell.com

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Proposed Creative Expressions Diversity & Inclusion Focused themes

Shell’s recruitment messaging framework We believe that we are best when we are ourselves.

Brand belief

Shell EVP statement

Join bold thinkers, enterprising do-ers and passionate specialists to be part of Shell’s global business. Shell creates the space for employees to be individuals, enabling them to feel confident as part of a community that empowers them to achieve extraordinary things for themselves, for Shell and for the world.

Shell EVP creative expression

Bring your true self to work

Be your true self

Message pillars

We value who you are, but more importantly, how you are. We are committed to providing you with the support you need to be confident about yourself at Shell, feeling empowered and motivated to achieve extraordinary things.

Make an impact that matters You can have a purpose-driven career at Shell. The work you’ll do everyday will have a positive impact on your life, your community and the world.

Win together We’re committed to each other’s well-being and success within a culture of collaboration, respect, and integrity. Imagine all that we can achieve together.

Explore a world of opportunities Our global scale and business diversity give you the flexibility to explore a variety of opportunities within Shell, enabling you to continuously grow your career.

SHELL’S GLOBAL EVP DIMENSIONS

Reasons to believe

• Individual development plan, regularly reviewed by business leaders who provide support with the moments and transitions that happen in life.

• Approachable leaders. We believe that accessible colleagues accelerate learning.

• Improve performance with hands on coaching and gain clarity on your career aspirations through mentoring.

• Training programmes that gives you all the support you need to succeed.

• Professional HR tools to help your personal development.

RTBs transferred from the ‘Win together’ dimension

• The world’s leading and most valuable oil and gas brand • Build your own career at Shell – We help you build your core skills and enable you to move across different parts of the business • Strong compensation and benefits packages, plus paid time-off • Flexible working arrangements to help you maintain a fulfilling work-life balance • Opportunity to give back to the community through various activities • Shell’s R&D premium to innovate products that will have a positive impact on the lives of billions

• The Company’s values and behavioural imperatives help create a shared language.

• We value performance, growth, authenticity and collaboration.

• Rewards linked to individual, team and global performance so individuals encourage each other.

• ‘On-boarding buddy’ and ‘Graduate buddy’.

• Supportive network to help you settle in, build friendships and lead business/community activities.

• Team work – Delivering exciting project work through a combination of physical, remote and virtual teams, leveraging cross-cultural differences.

• Extremely diverse organisation with ethnic community and disability groups.

• Employee safety is a top priority.

• 16 weeks paid maternity leave.

• Strong global presence – Shell employs an average of 92,000 employees in more than 70 countries.

• You’ll benefit from a range of opportunities to exchange expertise and contribute as part of a highly diverse international team.

• Opportunity to actively participate in external conferences and round tables.

• Involvement in projects that deliver results beyond the country in which you’re working.

• Partnerships with global companies and bodies.

• Variety of roles – We provide the right combination of job rotations, short-term assignments and site experience.

Diversity is in the brand DNA It starts with a brand belief.

Shell embraces difference for a reason, and that is why it is central to its EVP.

We believe that we are best when we are ourselves

EVP expression Explicit creative expression of the employee value proposition.

Bring your true self to work

What’s behind the EVP expression?

Shell’s strategic advantages

Critical and fulfilling roles

Individual-focused culture

Vibrant and inclusive community

Career growth opportunities

Global scale and business diversity

High-purpose jobs with positive impact

Recrafting the EVP Bring Your True Self to Work MAKE AN IMPACT THAT MATTERS

WIN TOGETHER

EXPLORE A WORLD OF OPPORTUNITY

Have a world-class career at the forefront of global energy that contributes to the prosperity and wellbeing of billions of people.

Be part of a talented, proudly diverse, performance-oriented team with shared values who look out for each other.

Work on global-scale projects that provide many opportunities for you to broaden, stretch and realise your full career potential.

Impactful work/ Make a difference

Diverse community/ Best talent

Global Opportunities/ Unparalleled careers

Proposed EVP Creative Expression 1

BE (yourself at Shell)

BE We Believe

Everyone performs at their highest levels when they’re true to who they are EVP core message Be empowered by a workplace free of judgement or bias; a culture that fosters collaboration and learning; a global community that lifts you to new levels of fulfilment, enabling you to make a difference to your department, the business, and the world we work and live in.

Note: The expression should not be restricted to a single message. It’s flexibility is its uniqueness and strength. When it’s meaning will usually be implicit in the headline or copy. If not, it can—and should—be added to deliver an unambiguous takeaway. e.g. (Be Yourself). Be a difference maker.

BE Message Pillars BE a difference maker

BE all you can be

BE authentic

Discover the satisfaction of doing meaningful work that makes a difference to your career, the business, and the world at large.

Interact, learn, grow in an innovative, supportive, collaborative, global work environment

Shell gives you the freedom to be who you truly are in an inclusive environment where your contributions are valued, and your abilities and passions empowered

Help in building core skills: Shell University, Shell Graduate Programme, One-Young World Programme, training programmes Flexibility: Opportunities to move across different aspects of the business Meritocracy: rewards linked to diverse performance metrics Lead/work on exciting projects across geographies, global ethnicities Work security and employee safety

Defined standards: Committees/cells for ethics & integrity, equal opportunities, zero tolerance for noncompliance Personal: Individual development plans, approachable leaders HR tools for personal development support Supportive: On-boarding buddy, Graduate buddy, swarming culture

Proof points Opportunities to make a difference include: Projects across the world of Shell—a global company, with 92K employees and a global footprint Active participation in diverse conferences and round tables CSR opportunities Innovating products that can change the lives of billions

Proposed EVP Creative Expression 2

Bring your pride to work

Bring your pride to work We Believe People with pride in their performance and things they do, hold themselves accountable for better and higher standards of performance (at home, the workplace, in life).

EVP core message

We believe that success is no accident. It takes hard work, perseverance and love for what you do. We believe everything that you do every day at work matters.

At Shell, be a part of a culture that takes pride in having you and the work you do.

That allows you to make a difference and explore what the future holds. Be empowered by a workplace where diverse perspectives, cultures and values are accepted, celebrated and worn like a badge of honour.

Bring your pride to work Message Pillars

Make it with pride

Collaborate with pride

Be more with pride

Thrive in an environment that prides in continuous learning and development and see your work make a global impact in billions of lives every day.

Be part of an empowering work environment as you work together with diverse yet highly-skilled, likeminded professionals in building sustainable energy solutions.

Drive your career to new heights as you work on global opportunities in an organization that constantly encourages new ways of thinking and working.

Help in building core skills: Shell University, Shell Graduate Programme, One-Young World Programme, training programmes Flexibility: Opportunities to move across different aspects of the business Meritocracy: rewards linked to diverse performance metrics Lead/work on exciting projects across geographies, global ethnicities Work security and employee safety

Defined standards: Committees/cells for ethics & integrity, equal opportunities, zero tolerance for noncompliance Personal: Individual development plans, approachable leaders HR tools for personal development support Supportive: On-boarding buddy, Graduate buddy, swarming culture

Proof points Opportunities to make a difference include: Projects across the world of Shell—a global company, with 92K employees and a global footprint Active participation in diverse conferences and round tables CSR opportunities Innovating products that can change the lives of billions

Proposed EVP Creative Expression 3

We’re at our best when you are yourself

We’re at our best when you are yourself We Believe Letting your real self shine starts internally. You can’t proudly strut your stuff without first knowing who you are and embracing it.

EVP core message

We are all created equal yet different and we want these variances to show, and be celebrated. Whether you are reclaiming your authenticity, or flaunting your eccentricity, we want you to be comfortable. Be empowered by a workplace where your perspective, culture and unique values and differences are respected, understood and celebrated. At Shell, we believe that we’re at our best when we’re letting you be you.

We’re at our best when you are yourself Message Pillars

Together, we are impactful Together, we are winners Together, we are limitless Join Shell and make an impact in a company that is a global energy leader.

Leverage your talents as you work on initiatives that make a difference to the energy needs of our changing world.

Collaborate with the best minds and develop world-class solutions at a workplace that recognizes and rewards you for your contributions.

Discover and develop your strengths and tap into your potential through challenging jobs and continuous learning opportunities across the globe.

Help in building core skills: Shell University, Shell Graduate Programme, One-Young World Programme, training programmes Flexibility: Opportunities to move across different aspects of the business Meritocracy: rewards linked to diverse performance metrics Lead/work on exciting projects across geographies, global ethnicities Work security and employee safety

Defined standards: Committees/cells for ethics & integrity, equal opportunities, zero tolerance for noncompliance Personal: Individual development plans, approachable leaders HR tools for personal development support Supportive: On-boarding buddy, Graduate buddy, swarming culture

Proof points Opportunities to make a difference include: Projects across the world of Shell—a global company, with 92K employees and a global footprint Active participation in diverse conferences and round tables CSR opportunities Innovating products that can change the lives of billions

Proposed EVP Creative Expression 4

Bring all you are, become all you want.

Bring all you are, become all you want.

We Believe People are more than who they show up as to work everyday, they shine when they can be authentic and express themselves freely.

EVP core message

We believe that you are more than the person who comes to work everyday. That you are capable of doing more than the minimum. That you are meant to thrive and not just survive.

And we want you to become all you can. At Shell, be a part of a workplace that provides opportunities for you to broaden, stretch and realize your full potential.

Where we value your quirks as much as what you bring to the table. At Shell, we let you be the best you.

Bring all you are, become all you want.

Message Pillars Bring Yourself.

Become the Change-maker

Bring Yourself.

Become the catalyst

Bring Yourself.

Become the innovator

Bring your best ideas every day and help deliver solutions across the globe to make a positive change in the lives of billions.

Bring your unique skills and talents to work every day and drive valuable outcomes within a smart, motivated team amid a collaborative culture.

Bring your multi-skill set and make a global difference in partnership with Shell businesses worldwide to create better solutions

Help in building core skills: Shell University, Shell Graduate Programme, One-Young World Programme, training programmes Flexibility: Opportunities to move across different aspects of the business Meritocracy: rewards linked to diverse performance metrics Lead/work on exciting projects across geographies, global ethnicities Work security and employee safety

Defined standards: Committees/cells for ethics & integrity, equal opportunities, zero tolerance for noncompliance Personal: Individual development plans, approachable leaders HR tools for personal development support Supportive: On-boarding buddy, Graduate buddy, swarming culture

Proof points Opportunities to make a difference include: Projects across the world of Shell—a global company, with 92K employees and a global footprint Active participation in diverse conferences and round tables CSR opportunities Innovating products that can change the lives of billions

EVP Communications Rollout Snapshot

Executional considerations In line with key audience behaviours, these executional considerations will help make increase campaign visibility and relevancy.

Personal

Visual

Frictionless

Target the moment and use content formats and media that fit seamlessly into audiences’ lives.

Be mobile-first and use visual, thumb-stopping formats that fit seamlessly in the social web.

Deliver messages through great UX/CX to increase visibility, availability and engagement.

Advocacy

Show don’t tell

Repurpose

Push employees and hiring managers to the front of the campaign awareness activity to increase the reach and authenticity of the messages.

Make employees the heroes of the campaign by sharing their inside stories to persuasively communicate their experiences at SBO.

Efficiently repackage content to sweat the assets in a variety of different formats.

Tone of voice The campaign follows the tone of voice set by the Shell global employer brand.

Straightforward, easy to understand language.

Upbeat, energetic and positive.

Confident and intelligent when speaking about the future.

O pen and inclusive, speaking to ‘You’.

Passionate about our achievements and our responsibilities.

Joyous about our work and about working with our colleagues.

Campaign Channels Utilise the power of non-social and social channels as a collective ecosystem, to ensure consistent in-brand experiences, efficient use of creative assets, cross-pollination of audiences, and optimisation of individual platform strengths.

LAUNCH EXTERNAL • Campaign champions (ERP) • Recruitment events In line with the EVP focus, use media that support personal and emotional connections, in a way that also deliver the campaign principles of transparency, support and reward .

• Videos series

EMBED INTERNAL

• Internal events • Email • Notice boards /

• Website comms

• Intranet comms

• Social media

• Internal social media

posters • Internal social media

• PPC • OOH

• Email • Notice boards / posters

• Social media

• Display

champions (ERP)

• Internal events

• Recruitment events

• Intranet comms

paid)

• Campaign

INTERNAL

• Video series

• Website comms (owned and

EXTERNAL

EV OLVE

(Yammer and Spark) • Physical items (desk branding)

• Physical space (popup banners)

(owned and paid) • PPC • Hiring managers / selected external recruiters

(behaviours) • Candidate

• Print

experience portal

• PR

(UX) and emails • ‘Hero’ stories

Introduce Shell’s updated EVP with high reach, visibility and impact.

Educate and activate campaign champions.

Educate employees on the ERP mechanics.

(Yammer and Spark)

EXTERNAL

INTERNAL

Reignite campaign with updated messaging using high impact media (launch channels) at regular intervals.

Transfer updated messaging into candidate and employee experiences (embed channels).

• Physical space (pop-up banners) • Team leaders (behaviours)

• Diversity-related internal programmes • Internal meetings / workshops / sessions • ‘Hero’ stories (content)

(content) Embed the EVP at all touchpoints of the candidate and employee experiences to drive engagement.

Bring the EVP to life through employee stories.

Keep the EVP relevant by optimising and evolving messaging to secure top of mind and maintain engagement.

Campaign champions education Equip campaign champions with the right materials and tools to embody and deliver the messages effectively.

BEFORE LAUNCH Audience

EXTERNAL (campus ambassadors and selected recruiters)

Social media Video

FROM LAUNCH

INTERNAL (employees – ERP) Supply employees with campaign material they can share directly on their social networks

Video explaining the EVP and informing about the mechanics of its communication

Video explaining the purpose of the ERP and informing about the mechanics of the programme

Events Campaign champion events explaining the EVP and informing about the mechanics of its communication

ERP campaign branding (celebrate employees as champions and ERP progress and success) at internal events

Email

• Email from CEO about the role employees could play in making a better Shell (inspire) • Email from HR with details about the mechanic of the ERP (inform) • Supply employees with ERP material they can share directly via email with their contacts

Physical Supply campaign champions with instructive EVP and campaign material they items can share directly with potential candidates

ERP campaign branding desk-drop (t-shirts, cups, etc.)

One-to- Shell HR and campaign champion meetings to explain EVP and communication Manager and employee meetings to discuss ERP purpose and mechanics, as well one mechanics as progress and success

Launch Tactics are vehicles to deliver the campaign principles of transparency, support and reward. They should present SBO as a culturally vibrant and pluralistic environment, and inspire, celebrate and facilitate people to share what they’re proud about themselves.

Audience Mass media

EXTERNAL

INTERNAL

Inspiring and impactful ‘BYTSTW’-focused campaign messages on social media (paid), display (recruitment platforms), PPC, OOH, Print, PR

Social Media

Inspiring and impactful ‘BYTSTW’-focused campaign messages on Shell owned social media • Inspiring and impactful ‘BYTSTW’-focused campaign messages on owned internal: Yammer channels and Spark • UGC – get people to share what they’re proud about themselves. ’What makes you a…’? (e.g. What makes you a pacesetter/crowd pleaser?). Use hashtags to track, aggregate and make messages visible.

Video

Inspiring and impactful ‘BYTSTW’-focused video series that explain and bring the EVP to life (candidate focused)

Website Events

Inspiring and impactful ‘BYTSTW’-focused video series that explain and bring the EVP to life (employee focused)

‘BYTSTW’-focused messages on banners, carousels, articles, etc.

Campaign branding at external recruitment events and conferences

Email

• Campaign branding at internal events • Raise awareness of the EVP. Recognise employees for who they are, their achievements and the community they built together (use exercises/games/cues to engage them) Email from CEO introducing the updated EVP (inspire and inform)

Posters

Generic and area/location specific posters with campaign branding

Physical space

Pop-up banners, printed soft furnishings, floor vinyls, etc, with campaign branding. Make them work in context, and use them as fun, engaging, drivers for employees to think about their true selves and the EVP

Physical items

Freebies and desk-drops (t-Shirts, cups, etc.) with campaign branding. Make them practical elements that celebrate the ‘true self’ and help start interactions and conversations with colleagues to discuss the EVP

One-to-one

• • • •

Hiring managers delivering EVP message when interacting with candidates Employee sharing the EVP with their social circles (ERP activity) Candidate outreach with EVP message by external recruiters Candidate outreach with EVP message by Shell campus ambassadors

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