Stop measuring internal communications.Ethan McCarty,

Employee & Innovation

Communications, Bloomberg

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Ethan McCarty

GREW UP IN OHIO; NYC 20 YEARS Confusing Politics

FORMER JOURNALIST Sell out

UNDERGRAD IN CREATIVE WRITING Bad at math

MASTERS IN LIBERAL STUDIES Pretentious

SPENT 13 YEARS AT IBM Will talk reverentially about data

I should send him my nephew’s resume!

FATHER OF 2 DELICIOUS LITTLE BOYS Wow, you’re, like, so relatable

BROOKLYN CITIZEN Enjoys kale

@ETHANMCC What, you’re not on Instagram?

EMPLOYEE & INNOVATION COMMS AT BLOOMBERG

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‘Digital’ Disrupts Historical Power Asymmetries

CAPITAL NETWORKSINFORMATION INFRASTRUCTURE TRAINING

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Where Employee Activation Creates Value

CMO

Employees

CCO CHRO

CEO

Strategic Alignment

Marketing Mix Reputation Employer Brand

Career Success

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CEO: Strategic Alignment

INFORM ENGAGE ENABLE INSPIRE

Service to clients

A sense of purpose

Great work New ideas

Professional

Communities Programs

Our values Each other

Company strategy

Products & services

Marketplace

Productivity

Collaboration

Understanding

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CMO: Marketing Mix

Turn company expertsinto brand assets

Generate clarity for client-facing employees

Create effective content andcontent-sharing programs

ADVOCACY

LOYALTY

PURCHASE

PREFERENCE

CONSIDERATION

AWARENESS

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CCO: Reputation

The identity of the firm and its individual

employees are comingled in new ways, which

has a profound effect on reputation.

Your employees have more followers than

your brand channel…maybe more than the

media your PR team is trying

to reach!

You

Family

Neighborhood

Workplace

Professional

Community

Nation

Global Society

19,000 Employees x

300 Contacts =

5.7M Connections

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Rewarding employees for candidate referrals is a

long-standing practice; employee referrals almost

universally enjoy higher acceptance rates and

faster time-to-productivity

However, many programs are poorly optimized for

social networks and rely primarily on expensive

incentives

CHRO: Employer Brand

Employee

Social

Sharing

Higher-Quality

Referrals

Great

workplace

story

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Get Yourself on the Hook for Results, Not Awareness

Build greater understanding among sales of

our suite of products, our clients and the

marketplace.

Present the firm as innovative,

a technology company and an employer of

choice for technical talent by building

reputation and connections with influencers

in the technical community.

Build a Protect the firm by supporting

anti-phishing campaigns, fire & crisis

communications and partnering with

Incident Management.

SALES ENGINEERING SECURITY

Enhance employee productivity by raising

awareness of the best ways to work,

productivity tools, facilities and collaboration

methods.

PRODUCTIVITY

Maximize our return on investment in

benefits and employee programs by

communicating how to use them wisely;

communicate policy changes and

organizational changes.

HUMAN RESOURCES

Generate interest in jobs at the firm by

publishing content aligned with open

positions externally both through employee-

social-sharing and digital channels.

RECRUITING

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How My Team Is Organized

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Employee and Innovation Communications

Media & Influencer Editorial & Platforms Multimedia Organizational

SOFTWARE

METHOD = AGILITY

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The Skills On The Team

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A Contemporary Communicator

Content

Programs

Distribution

Platforms

Collaboration

& Influence

Listening, Measurement

and Analysis

STRATEGIC COMMUNICATORS

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A Modern Platform

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Our Platform to Build Belief in Bloomberg

Employee &

Innovation

comms Team

Bloomberg Content

HR Collaboration

Bloomberg Content

PR Collaboration

Bloomberg Content

Marketing Collaboration

Bloomberg Content

Employee Expert

ContributionCo

nte

nt

Cre

ati

on

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Our Platform to Build Belief in Bloomberg

Employee &

Innovation

comms Team

Bloomberg Content

HR Collaboration

Bloomberg Content

PR Collaboration

Bloomberg Content

Marketing Collaboration

Bloomberg Content

Employee Expert

Contribution

Dis

trib

uti

on

Co

nte

nt

Cre

ati

on

ONBBEmail

Newsletter

Executive

Message

Internal

Blog

Digital

Signage

Branded

Entertainment

YouTube

Channel

External

Blogs

Social

Media

Career Press TechArcade Link DesktopCove Diversity

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Our Platform to Build Belief in Bloomberg

Employee &

Innovation

comms Team

Bloomberg Content

HR Collaboration

Bloomberg Content

PR Collaboration

Bloomberg Content

Marketing Collaboration

Bloomberg Content

Employee Expert

Contribution

Dis

trib

uti

on

Em

plo

ye

e

En

ga

ge

me

nt

Co

nte

nt

Cre

ati

on

ONBBEmail

Newsletter

Executive

Message

Internal

Blog

Digital

Signage

Branded

Entertainment

YouTube

Channel

External

Blogs

Social

Media

Career Press TechArcade Link DesktopCove Diversity

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Examples…

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Tip Sheet / Sales Speed Video

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Activating employees to be more efficient & productive at work

Tribal Knowledge

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Digital Signage

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Organically Amplify Employee Networks

www.youtube.com/InsideBloomberg

• Inside Bloomberg launched in late 2014

• Drove ~985 clicks to recruiting pages in the first 8 months

• More than 744,000 video views to date

• More than 7200 subscribers to day

• $000000.00 in paid promotion

Outcomes since we started tracking in January 2016

• 1,480 applications submitted,

• 207 interviews,

• 9 offers extended…

• …and 9 offers accepted.

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• Inspired by popular Reddit forum

• Unique way for employees and

senior leaders to interact

• Ready technology (cost efficient)

• Content can be re-

published/shared

Ask Me Anything

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Social Ambassador

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Brace for a Metaphor

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Math. What?

SA = 4πr2

SA = 4πr2

SA = 1017.9 in2

V = (4/3)πr^3

V = 3053.6 in^3

4*π*92

(4/3)π*9^3

4*π81

(4/3)π*729

972π

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300%

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Why should this magical moment end?

It shouldn’t! Connect with me ☺

@ethanmcc

www.linkedin.com/in/ethanmccarty/

www.ethanmccarty.com

Thank you!

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Appendix

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Principles For Our Work

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Principles Guide Our Work

01 02 03 04 05

Data-driven and

measurable

Personal, specific

and actionable

Sensitive to

employee

time and attention

Collaborative

and enabling

Creatively

designed