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Bringing Smiles to Hershey to Hershey a Case Study a Case Study 1 About the Hershey Company

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BRINGING SMILES BRINGING SMILES TO HERSHEY TO HERSHEY A CASE STUDY A CASE STUDY 1 ABOUT THE HERSHEY COMPANY Founded in 1894 by Milton S. Hershey, The Hershey Company has a longstanding history as the chocolate and confectionery leader in North America. Their portfolio of more than 80 brands includes such iconic favorites as Hershey’s, Reese’s, Hershey’s Kisses, Jolly Rancher, and Ice Breakers. The Hershey Company has been headquartered in Hershey, Pennsylvania, for more than 150 years. Approximately 21,000 Hershey employees worldwide work every day to bring goodness to the world through great tasting snacks. Hershey’s values tell the story of “One Hershey”—a global and diverse team that is open to possibilities, grows together, and makes a difference by having a positive impact on everything they do. 2 A CHOCOLATEY CHALLENGE Hershey’s employee base is diverse and dispersed, with many different generations working in tandem all over the world. Each year, a global employee survey called “Many Voices, One Hershey” is used to track metrics on culture, engagement, and satisfaction across the company. Back in 2013, survey results indicated that recognition had a positive impact on engagement and retention in parts of the business where recognition programs were prevalent. However, Recognition and Reward was the item with the greatest decline on the survey—down 8% from 2012 to 2013. Now leaders have tools to Upon completing an audit of the state of recognition at Hershey, the team found that there were very inconsistent employee experiences. While there empower employees and keep were many functional recognition programs, they had poor visibility and them motivated. Giving recognition offered redundant solutions across the business. “Not all managers had used to involve a lot of process. access to recognize their employees and not all employees had the same experience across the globe. Essentially, we didn’t have a consistent strategy Now they can give recognition for recognition,” says Cesar Villa, Director, Total Rewards International. more frequently with less hassle.” CESAR VILLA DIRECTOR, TOTAL REWARDS INTERNATIONAL THE BIG CHALLENGES poor visibility redundant solutions limited access 3 We needed to create a global experience, the same experience for every employee.” CESAR VILLA DIRECTOR, TOTAL REWARDS INTERNATIONAL 4 5 THE DELICIOUS SOLUTION Founded in 1894 by Milton S. Hershey, The Hershey approach that Globoforce offers and the easy-to-use Company has a longstanding history as the chocolate and technology.” confectionery leader in North America. Their portfolio Working together with Hershey, Globoforce created the of more than 80 brands includes such iconic favorites SMILES recognition and reward program. The program as Hershey’s, Reese’s, Hershey’s Kisses, Jolly Rancher, is uniquely branded and linked to Hershey’s core values and Ice Breakers. The Hershey Company has been of Open to Possibilities, Growing Together, Making a headquartered in Hershey, Pennsylvania, for more than Difference, and One Hershey. It’s open to all employees, 150 years. Approximately 21,000 Hershey employees in 17 countries and five different languages. Employees worldwide work every day To address employee can send their peers SMILES through a website feedback, Hershey set out to develop a true culture of or mobile app. Paper options are also available for recognition. That would start with consolidating all of Hershey’s offline employees in manufacturing facilities. their disparate recognition and reward programs into a global solution to drive engagement and support Points-based rewards are redeemable for thousands of Hershey’s Best Place to Work culture. Success criteria merchandise and gift card options around the world, for the new, global program would involve increased depending on where the employee is based. participation and engagement scores, budget controls “Now leaders have tools to empower employees and and process effectiveness. keep them motivated. Giving recognition used to Hershey chose Globoforce as their partner in this involve a lot of process. Now they can give recognition endeavor. On why they chose to partner with Globoforce, more frequently with less hassle,” says Cesar. to bring Cesar says, “Simply put, it’s the proven experience goodness to the world through great tasting snacks. that Globoforce has in recognition. We interviewed Hershey’s values tell the story of “One Hershey”—a Globoforce’s customers and they said they’ve had great global and diverse team that is open to possibilities, experiences with good coaching and global technology. grows together, and makes a difference by having a And one of the most important things is the global positive impact on everything they do. Every 10 minutes a More than 100,000 recognition Hershey employee is moments delivered since recognized by a colleague launch 2 years ago 6 increase in recognition increase in recognition satisfaction in 2014 satisfaction in 2015 SWEET SUCCESS After just one week, 8.7% of the company was impressive. It proves that their ideas count and that their recognized. And after a year, more than 50,000 SMILES contributions are taken into consideration. They also like were awarded, with 68% of those rewards coming having thousands of options in the awards network. For from leaders. 81% of the recognition occurred across example, they can take their family out to dinner and different countries, which is crucial for Hershey’s global they can say, ‘I’m proud because my ideas have been workforce. Additionally, the program achieved 100% recognized and I can share what The Hershey Company cross-organization recognition within its first year. The has given me.’” team was also pleased to see the frequency of recognition Hershey is well on its way to creating a culture of increase, with 8% of employees being recognized on a recognition. The team is currently building a roadmap weekly basis. Finally, recognition satisfaction increased to include all recognition activities in Hershey SMILES, by 11% after SMILES was implemented. including well-being initiatives, sales contests, and There has been great feedback and stories from life changes. “When you get married, celebrate your employees so far. Cesar notes, “We interviewed birthday or are promoted, you will be recognized in employees in manufacturing plants. One said, ‘I Hershey SMILES.” says Cesar. have been here for 25 years and this is the first time that I have received recognition.’ So that’s something 7 Let Globoforce help you make the case for recognition in your company. VISIT OUR SITE: READ OUR BLOG: EMAIL US: CALL US: globoforce.com » globoforce.com/gfblog » [email protected] » +1 888 7-GFORCE Globoforce (Europe) Globoforce (North America) Founded in 1999, Globoforce is the world’s leading provider of employee recognition solutions. 21 Beckett Way 200 Crossing Blvd. Through its social, mobile, and global technology, Globoforce helps HR and business leaders elevate Park West Business Park Suite 500 employee engagement, increase employee retention, manage company culture, and discover Dublin 12, Ireland Framingham, MA 01702 USA actionable insight about their talent. Today, employees across the world are living their company t // +353 1 625 8800 t // +1 888 743 6723 values and achieving peak performance through the SaaS-based Globoforce platform. A private e // [email protected] e // [email protected] corporation, Globoforce is co-headquartered in Southborough, Massachusetts, and Dublin, Ireland. 8 © 2017 Globoforce Limited. All rights reserved..
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