Embracing the Doughboy Karen Seal Grafe December 16, 2002

The Problem A successful acquisition requires fast, seamless integration of new employees. Without this, Morale and productivity drop The company’s financial numbers suffer

Background “Value Proposition” = the whole employment package offered to employees, including compensation, benefits, and work-life programs. The General Mills value proposition is called “Total Rewards.”

Why do this Research? General Mills needs new employees to integrate quickly. General Mills needs “value proposition” communications to WORK for new employees.

The Research Question Does the Total Rewards communications campaign effectively communicate the General Mills compensation, benefits, and work-life value proposition to former Pillsbury employees?

The Survey Population Pillsbury “heritage” employees 5,229 employees All locations Non-union, full-time, part-time Salaried and hourly

The Survey Design 27 questions Paper survey Sent to 291 randomly-selected employees through intra-office mail

The Numbers Population size5,229 employees Sample size291 employees Number of returned surveys 93 Response rate32%

Survey Content Asked seven questions about three different communications campaigns: 1.Total Rewards and More 2.Benefits Open Enrollment 3.Employee Stock Option Grant Asked two open-ended questions.

Types of Questions “I found the information in the brochure useful in explaining Total Rewards and More.” “The format and design of the Total Rewards and More brochure made it easy to read.” “As a result of reading the brochure, I think I have a good understanding of Total Rewards and More.” “The meeting at my location helped me better understand the programs and services listed in the brochure.”

Survey Results Information was useful4.06 Format/design – easy to read3.95 Materials - better understand topic3.86 Meeting - better understand topic3.78 Total Score (average)3.91 Ranked 1 – 5 (5 = best) Total Rewards and More The average score for this section was 3.91, vs. an overall score of 3.89

Survey Results Total Rewards and More Differences among employees: By location: Sales = highest scores Headquarters = lowest scores By age: 56+ = highest scores = lowest scores

Survey Results Ranked 1 – 5 (5 = best) Benefits Open Enrollment The average score for this section was 3.95, vs. an overall score of 3.89 Information was useful3.95 Format/design – easy to read3.92 Materials - better understand topic3.88 Meeting - better understand topic4.03 Total Score (average)3.95

Survey Results Benefits Open Enrollment Differences among employees: By location: Sales = highest scores Headquarters = lowest scores By age: 56+ = highest scores = lowest scores

Survey Results Ranked 1 – 5 (5 = best) Employee Stock Option Grant The average score for this section was 3.80, vs. an overall score of 3.89 Information was useful3.82 Format/design – easy to read3.78 Materials - better understand topic3.74 Meeting - better understand topic3.87 Total Score (average)3.80

Survey Results Employee Stock Option Grant The largest difference in the campaign was differentiated by age Employees aged gave the campaign the highest scores. Employees aged gave it the lowest scores.

“Total Rewards” –“Benefits” –“Total package, everything that encompasses my job – base pay, health, dental, etc. All programs and benefits to help me succeed at my job.” –“Our total HR package” –“Being accepted as a true General Mills employee.” What does “Total Rewards” mean to you?

Suggestions for Improvement –“Easier access to a real, live person to answer my questions.” –“HR staff could use more info on the Total Rewards to better inform them.” –“Please continue to highlight/bold key information – specifically what employees are responsible for.”

The Results Does the Total Rewards communications campaign effectively communicate the General Mills compensation, benefits, and work-life value proposition to former Pillsbury employees? Yes!

Recommendations Analysis of supply chain employees Overall lower response rate Production employees under-represented Analysis of headquarters employees Over-represented Lower scores than sales and supply chain employees

Recommendations, cont. Analysis of employees aged Lower scores than all other age groups

Questions?