District Directors D Host: Dianna Gould, SHRM-SCP, CAE DD Webinar – September 2, 2015 D Host: Dianna Gould, SHRM-SCP, CAE PW Field Services Director Bhavna Dave, PHR Director of Talent SHRM member since 2005

Welcome! Purpose: Provide a forum for District Directors (DD) across the nation to meet “virtually”, share best practices, ask questions, and learn from one another.

SHRM & Chapter Value Development and Brand Guest Presenters: Chantal Rotondo, Membership Acquisition Marketing Manager and Melissa Foldvary, Marketing Communication Manager D Devon Conley Human Resources Manager SHRM member since 2005

Our Goal for Chapters & State Councils Understand the value and benefits of the association with SHRM Develop new ideas, ways to share and reinforce the chapter’s value Help the Chapters grow membership

Affiliates using the National Brand McDonalds Would you be part of a great brand like McDonalds but not use the Golden Arches for your franchise? Mary Kay A good example of a brand that requires its representatives to maintain a strong brand identity through training and marketing materials. Honda Honda and other car dealers are independently owned but would not be able to make sales if they didn’t promote the quality of the brand, specs & features.

Leverage SHRM’s Brand Value Utilize the SHRM name to build credibility SHRM is investing heavily in a variety of communication channels to build awareness of SHRM’s role within the HR profession We are targeting the business community and the C-suite to help increase awareness of SHRM. making it easier for the HR professional to get the buy-in to obtain the resources they need Use that national SHRM brand awareness to benefit your chapter by playing up the affiliation SHRM is investing heavily in TV ads, digital ads, tradeshows, radio and more to help build awareness of Certification and SHRM’s role within the HR profession. We are targeting the business community and the C-suite to help increase awareness of SHRM and the certification, thus making it easier for the HR professional to get the buy-in to obtain the resources they need. Use that national SHRM brand awareness to benefit your chapter by playing up the affiliation.

SHRM’s Marketing Channels Face-to-face Events E-Mail Telephone Marketing Channels Search Engine Marketing Radio SHRM has an active presence and investment in all of these channels, raising the brand awareness of SHRM. Online Advertising Direct Mail Social Media

SHRM Brand Awareness Survey 44% of the total survey respondents mention SHRM as the first association they can think of that serves HR professionals.  79% of current members and 12% of never been members mention SHRM first in an unaided response.  When prompted with a list of HR membership associations, another 10% of never been members have heard of SHRM, bringing the total awareness of SHRM up to 23% of never been members. Among those who said they were familiar with SHRM, 66% of never been members consider it to be a recognized authority for the HR profession. In a brand awareness study conducted in the US with 2,625 total survey respondents including current(1417), lapsed(454), and never been SHRM members that are HR professionals (754): So, 12% of those who have never been a member think of SHRM first when considering HR membership associations, not to mention all the others that still think of SHRM, whether they are a current or lapsed member.

Press Impressions and Earned Media SHRM has been featured in an NPR report once a month since January 2014. SHRM gets regular calls for quotes from Wall Street Journal, Washington Post, CNN Money, Forbes, Entrepreneur, Marketplace Radio, Bloomberg News and more 2014 impressions: 9,690,681,777 2014 total media value: $18,130,931 2014 number of media mentions: 5,856 print articles What does all this mean? That we are building SHRM to be the trusted source of HR info and the voice of the profession. By mentioning your affiliation with SHRM, those who may not have heard of your chapter but have heard of SHRM will be more open to what you are offering because they are already familiar with SHRM and its reputation. FYI- # impressions is the number of people who may have seen an article, heard a radio report, watched a television report, or read an article on a web page or a blog post.

SHRM Advocacy Influence Engagement Thought Leadership Coalition Leadership Advocacy Team (A-Team) Organized Capitol Hill Days (Legislative Conference & VLS HR Policy Action Center (Letter Writing Tool) Influence Testifying Meetings, Roundtables, Listening Sessions Submit Comments Meetings with Policy Makers and Staffs Thought Leadership Amicus Briefs Submit Comments Lawsuits Social Media (Twitter, Facebook, blogs)

Advocacy Engagement on Social Media SHRM has a very powerful presence on social media SHRM on social media: @SHRM (104K followers) @SHRMATeam (3k followers) @SHRMPress (18.6K followers) @SHRM_Research (37.9K followers) @SHRMnextchat (22.3K followers) @SHRMCalif (700 followers) @HRPS (2,500 followers) @Global_imm (CFGI, 500 followers) Recent advocacy highlights: SHRM engagement during November 2014 Midterm Elections (#HRVotes) Congressional visit highlights on Twitter during SHRM’s Volunteer Leaders’ Summit Capitol Hill Day (November) (#SHRMLead) SHRM’s Twitter Chats during President’s 2014, 2015 State of the Union speeches (#HRSOTU2015) Advocate experiences during SHRM Employment Law & Legislative Conference (March) (#SHRMLeg)

SHRM was asked to… Testify in congressional committees on ACA, FLSA, OT Give input on HR practices like ACA, FLSA, I-9 and more Give input on regulatory issues (OT listening sessions, Small Business Assoc. roundtables) Collaborate on public policy issues (CA Paid Leave) Conduct research for on common benefits practices Join the White House for events on Veterans and long-term unemployment issues In total last year there were 71 proactive outreaches from a Member of Congress, Congressional staff, Administration or Agency staff that seeks the expertise, support or thought leadership from SHRM.

SHRM Search Traffic From May 2015 SHRM.org gets 2 million page visits a month and more than 1.3 million unique visitors. (these stats are from May 2015) These are the search terms that drive people to SHRM.org. As you can see, the vast majority of people are searching for SHRM. When your chapter uses the shrm name and spell it out, it can help boost your website in the results listing as well. From May 2015

How Do You Communicate Your Chapter or SHRM’s Value? Website Onboarding Initiatives Chapter Meetings and Events What other ways do you communicate value??

Use SHRM’s Brand Value Website Use SHRM affiliate logo on the homepage (or all pages in a footer) Spell out the words “Affiliate of the Society for Human Resource Management” to help you improve your Google organic search results as well as a description of your chapter or on the membership page Example: “As an affiliate of SHRM, we strive to bring the best HR resources, local compliance information and networking opportunities to the local community of <your location>.” Make sure your membership application pdf download has the affiliate logo

Use SHRM’s Brand Value Onboarding Emails After a new member joins, mention the additional resources SHRM can provide or how to get the most value from both memberships Chapter Conferences and Events Use SHRM affiliate logo next to your logo on postcards, onsite programs and event promotional materials Use SHRM affiliate logo with your logo on banner-ups Utilize the SHRM videos (coming soon) and stories from your members at your events to help educate LMOs or prospective members Tablecloths with both logos Other Places Print advertising

Building a Value Proposition Understand why they joined Understand members’ interests Understand behaviors Understand members’ demographic profiles Regularly communicate your value proposition to your members

How do you find out what is valuable to your chapter members?

Relevance Value Proposition The Networker Face to face events Online community Job opportunities The Information Seeker Articles/White Papers Webcasts Compliance resources Newsletters The Volunteer Leadership opportunities Opportunity to give back Advocate on behalf of the profession These are types of members. Different offerings will be more or less valuable to each type of member and how they wish to engage with you.

Why Value Proposition Matters 2014 MGI Benchmarking: Top Reasons for Not Renewing: Lack of engagement with the organization (17%) Unable to justify membership costs with any significant ROI (12%) Budget cuts/economic hardship of the company (11%) These aren’t about money, they are about value. Source: 2014 MGI Benchmarking Report

What is ?

Value is a Perception

The Things You Have

FEATURE Continuing Education Programs Certification Prep Programs What else….

FEATURE Continuing Education Programs Certification Prep Programs Members-Only Discounts Newsletter or eNewsletters Monthly Magazine/Journal Webinars Face-to-face lunches/dinners/meetings

What People Gain from the Feature Benefits: What People Gain from the Feature

FEATURE BENEFITS Continuing Education Programs Keeps you knowledgeable and relevant as a professional Certification Programs Validates your capabilities Members-Only Discounts Saves you $$$$$$$ Newsletter or eNewsletters Easy access to timely information Monthly Magazine/Journal Covers the hottest topics and trends around <your profession> in your area Webinars Convenient learning at your fingertips Face-to-face lunches/dinners/meetings Networking with other professionals like you to discuss and solve common problems

What People Don’t Want to Experience Avoidance What People Don’t Want to Experience

Continuing Education Programs FEATURE BENEFITS AVOIDANCE Continuing Education Programs Keeps you knowledgeable and relevant as a professional Missing out on essential knowledge for professionals Certification Programs Validates your capabilities Getting passed over for a higher position Members-Only Discounts Saves you $$$$$$$ Paying too much somewhere else! Newsletter or eNewsletters Easy access to timely information Wasting time searching for critical information Monthly Magazine/Journal Covers the hottest topics and trends around <your profession> in your area Not being on top of major employer concerns Webinars Convenient learning at your fingertips Costs of travel, room and board for educational needs Face-to-face lunches/dinners/meetings Networking with other professionals like you to discuss and solve common problems Working in isolation on key issues that would benefit from multiple viewpoints

Speaking to Aspirations Emotional Drivers Speaking to Aspirations

Keeps you knowledgeable and relevant as a professional FEATURE BENEFITS AVOIDANCE EMOTIONAL DRIVERS Continuing Education Programs Keeps you knowledgeable and relevant as a professional Missing out on essential knowledge for professionals Gain confidence in your abilities Certification Programs Validates your capabilities Getting passed over for a higher position Become an authority in your field Members-Only Discounts Saves you $$$$$$$ Paying too much somewhere else! Good steward of organization money Newsletter or eNewsletters Ongoing access to timely information Wasting time searching for critical information Allows you to spend more time on the things that really matter

Putting it All Together Monthly Face-to-Face Meetings – You’re not alone! Dozens of professionals attend our collaborative events to meet, learn and grow alongside other professionals. Members Only Discounts – Exclusive savings on all your local professional networking and professional development needs, lightening the load on your company and your wallet.

Value Confirmation Testing Ask What Your Current Members Think Why did they join? Why did they renew? Use their feedback for your campaigns and pitch Use Your Own Personal Experience Why did I join? Why do I like being part of this chapter?

SHRM & Chapter Membership FROM SHRM: Information and Knowledge, Peace of Mind Access to Knowledge Advisors. Seek advice for a specific situation or to validate your proposed solution to a challenge. Samples. Policies, forms, interview questions, job descriptions. Lots to save time and utilize vetted resources. HRWeek & HR Magazine. Making sure HR pros know what they need to know. Global Best Practices and Robust Research Studies FROM A CHAPTER: Local Connections and Relevance Connections, Community. Discussions on Local Challenges. National News made Relevant Locally Provider of local professional development credits People will remember stories more than they will a simple listing of benefits. Share an emotional story about how membership has impacted someone- saved hours, impressed their boss, etc and then share that so people can remember it. Tell Stories

Value of SHRM We’ve run the numbers for you: You Pay Only $190 10 Issues of HR Magazine $70 Reading 3 of the more than 50 research reports $299.85 Participation in 12 webcasts from other organizations $1,500 Savings by not having to pay some consultant fees Your estimate Public Policy advocacy on behalf of the HR profession Priceless Full access to SHRM sample forms, policies, how-to guides and presentations $300 SHRM Membership Value = $2169.85 or higher You Pay Only $190

Homework: What’s your Value? Chapter Value Feature 1 $XXXX Feature 2 Feature 3 Feature 4 Feature 5 Connections with local practitoners Priceless Membership Value = $ or higher You Pay Only $<Chapter Dues>

Can you tweet your value? #SHRM offers HR practitioners expert guidance, time-saving tools, resources & the largest HR community. Stay compliant, get ahead w SHRM #<Chapter name> offers <the state>’s HR pros the best resources and connections needed for success. Join us. Go back to your chapter’s Board meeting and have every Volunteer come up with one. Use this as the elevator speech. Might be good practice for an HR project too- simplify the value for others to easily understand and want to support.

Thoughts? Feedback? Suggestions? Go back to your chapter’s Board meeting and have every Volunteer come up with one. Use this as the elevator speech. Might be good practice for an HR project too- simplify the value for others to easily understand and want to support.

Contacts: Dianna Gould: Dianna.Gould@shrm.org Chantal Rotondo: Chantal.Rotondo@shrm.org Melissa Foldvary: Melissa.Foldvary@shrm.org

Best Practice Sharing Q & A D Kathryn Medina, SPHR Executive Director SHRM member since 2005

Dianna.Gould@shrm.org 1-703-535-6267