Shell India - ERP Assets Creation Case-study

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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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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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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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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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.

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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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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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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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Referral Contest Video

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September 2019

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ERP photo-booth prop designs revised

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ERP photo-booth design color options

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