Case Studies
Software Startup Social Media and Content Marketing Strategy
Startups, whether intentional or not, have a founding culture.
More specifically, there is a particular social DNA in their brand that is imprinted by the intrinsic motivations of its visionary founders. It is important to identify this as soon as possible for two reasons. First, startups do not have the same margin of error of an established brand when trying to quickly achieve the hyper growth that defines a startup. Second, by nature, startups are chaotic, so the brand and culture can get lost in the million tasks founders need to execute.
Envision assisted this startup by identifying what we call their Core Brand Culture which is basically the organization's MDNA. Then each of the founding team was assessed to understand their intrinsic motivators in relation to the brand. Finally, with this data, a sales and marketing strategy that generates the quickest revenue, and fits the culture of the founding partners, was drafted. This included an elevator pitch that fused the brand and culture together into one powerful value proposition.
This now allows this startup to create content that aligns with who they really are. Additionally, content analysis data was provided on competitors and other vertical markets. This means this startup can see what is already working online, and inject their own unique identity into it for compelling content. Guess work, and risk, are minimized. Assumptions can be quickly tested. And each founder can work within their core intrinsic motivations while building strong team resilience for all the bumps that startups endure.
We had a lot of fun working with Envision and this client. We love the startup culture and in particular this startup's vision and mission.
To learn how to implement MDNA Cloud and Brand Culture into your organization, please contact us.
Recruiter uses MDNA for Culture Fit and Negotiations
This MDNA Culture Graph is courtesy of certified partner Jennifer Kornfeld. Jennifer uses MDNA as a recruiter to help companies understand how to hire for culture fit and what intrinsically motivates candidates during negotiations.
The most critical step Jennifer takes is to have managers and direct supervisor of the candidate take an MDNA assessment first. This allows Jennifer to predict how a new hire will engage with the current culture and management. On top of this, negotiations are much smoother when both parties understand their Motivational Value Systems and the potential differences of what they expect and why.
After Jennifer has selected a pool of candidates, we have discussions with her on how to interpret live interview data with their assessments.
We always teach that MDNA will not be able to predict whether a new hire will be successful or not. However, MDNA can, with over 90% accuracy, clearly help recognize the signs of a successful or unsuccessful hire, and why, in an accelerated period of time. This is invaluable during a probation period because the cost of a bad hire to an organization is roughly 150% of the employee's wages. Beyond this, MDNA can also help prescribe action plans for any intervention should they desire rehabilitation or transition of the employee.
Beyond this, recruiters are able to use MDNA Cloud to analyze any intrinsic motivational patterns of candidates that apply for advertised positions. Decisions can then be made on any adjustments such as job postings or descriptions.
To learn how to implement MDNA Cloud and Brand Culture into your organization, please contact us.
Annual Employee Reviews for Construction Company
MDNA Cloud can be used for employee reviews. This is the MDNA culture graph of a construction company of all employees participating in an annual review. Each employee takes a series of surveys through MDNA Cloud that are tailored to the review process and desired data parameters defined by management. There are several benefits to using MDNA during employee reviews as experienced with this client.
Tailored to Intrinsic Motivators
Using MDNA, we can take a personalized approach for each employee. This creates an engagement and personal development opportunity where each employee truly feels like an individual and not just a file number. Motivational Value Systems tell us how to acknowledge and accommodate the intrinsic motivations of each employee. For example, some employees are driven by quality of relationships while others look for intellectual development. We are also able to recognize team dynamics and respect each employees differing approaches to social engagement with peers and managers. This was especially important when providing constructive feedback.
360 Degree Feedback
How employees perceive their social interactions within an organizational culture and what everybody else's perceptions actually are, can be two totally different things. By asking every employee to assess the relationships they care about, MDNA Cloud helps every employee with self-awareness while creating a common language for mutual respect. When we explain to employees why they choose a certain style of social engagement based upon their MDNA, there are always "Aha!" moments. This creates openness to receive constructive peer feedback.
Professional Development Planning
Understanding an employee's Motivational Value System allow the company to build customized development paths for long-term engagement. Employees feel like they know where they stand and where they are going. They feel the company acknowledges what motivates them as individuals while aligning to corporate results. Retention increased when every employee feels they have a clear professional and personal development path.
Management Analytics
Finally, MDNA Cloud creates an insights report to provide a culture overview for upper management. Better educated decisions can be made on quantitative and qualitiative data. They can also access every employee's notes and feedback on the MDNA Cloud system. Furthermore, different culture metrics can be tracked over a period of time to measure ROI of engagement efforts.
To learn how to implement MDNA Cloud and Brand Culture into your organization, please contact us.
Manufacturing Company Launches Brand Strategy with Employee Engagement
The client was a manufacturing company that wanted to launch a brand strategy but also desired employee engagement. The objective was to get the company's sales and marketing to a new level while aligning and reinforcing the culture. Upper management wanted to avoid the sense that the strategy was rolling out from the top-down and rather take a bottom-up approach where every employee had an opportunity for ownership.
Working with Envision Brand Culture, we assessed the entire organization using MDNA Cloud then facilitated several workshops to identity the core vision and values. Looking at the above culture graph we immediately understood that the key stakeholders of the company would require detailed information and rational processing time to adopt the new strategy.
There were several other considerations concerning the Motivational Value Systems of the employees, especially in relation to the CEO who was championing the process. Another factor that required sensitivity was working the the union. Key stakeholders from both union and non-union worked together. The client was given culture tools to continue boosting employee engagement. We followed up with employees for engagement feedback and additional coaching. In the end, a new brand identity and website were also successfully launched.
To learn how to implement MDNA Cloud and Brand Culture into your organization, please contact us.