After a weekend of TikTok and Netflix, why do we expect employees to pay attention to emails and SharePoints? The bar for engaging content is high, and if you want to engage your workforce, you shouldn’t miss this episode with Aric Wood (CSO, Tigerhall). Join Aric and Nellie Wartoft as they discuss how to think like a marketer to activate change at scale, how to build strong two-way feedback loops, and create organization-wide movement around change. -----Connect with:Nellie WartoftCEO of TigerhallChair of the Executive Council for Leading Change (ECLC)[email protected] ----Key Topics & Timestamps:[00:01:30] Introduction and BackgroundHow Nellie and Aric connected through Aric’s book “Strategy Activation Playbook”Aric’s transition to becoming Chief Strategy Officer at Tigerhall[00:05:00] The Problem with Email-Based Change CommunicationDiscussion of email overload in organizationsExample of a bank sending 800,000 emails daily for change initiativesResearch showing email communication can actually make transformations less effective[00:07:30] Marketing Approach to ChangeImportance of treating change like a marketing campaignNeed for two-way communication instead of broadcast approachesWhy modern engagement methods matter in the workplace[00:16:00] ROI and Success MetricsMcKinsey research on engagement levels needed for successful transformation2% typical initial engagement7% minimum for positive returns30% needed for high success rateNeed for 24+ different activation touchpoints for 78% success rate[00:22:30] Making the Business CaseHow to communicate value to CFOsUnderstanding the activation curveImportance of both qualitative and quantitative metrics[00:29:10] Practical ImplementationExample of UPS’s culture change approach using “meeting in a box”Importance of team-level implementationMaking commitments public and visible[00:31:50] Technology’s Role in Personalization Three key data layers for personalization:Static Data (40%)Tenure, seniority, geographyBasic organizational contextTransformation Metadata (20%)Stage of transformationIndividual progressWorkflow timingResponse Data (40%)Sentiment analysisIndividual driversEngagement levels----Breathe by RYGO | https://soundcloud.com/francesco-rigolonEverything You Need Is By Your Side by Vlad Gluschenko |Music promoted by https://www.free-stock-music.comCreative Commons / Attribution 3.0 Unported License (CC BY 3.0)https://creativecommons.org/licenses/by/3.0/deed.en_US

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