Breathe New Life Into Your Stock Plan Education Program. Barbara Baksa, NASPP
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1 Breathe New Life Into Your Stock Plan Education Program Barbara Baksa, NASPP
2 Ten Ways to Breathe New Life Into Your Stock Plan Education Program Pass the Buck Touchpoints Modernism Self-Improvement Leverage Managers Preemptive Strike Clickbait! Teach Yourself Leverage Peers Enter the Blogosphere Listicles Vocabulary Focus Groups Cat Video Go Hollywood Set Goals Get Some Help The Morning Edition Have Fun Write Better Examples Rate Yourself: 2 pts for every idea you have already implemented 1 pt for every idea you ve thought about implementing
3 Pass the Buck
4 1. Leverage Managers Require managers to discuss stock awards with employees One-on-one and/or more general discussions at staff meetings Host train-the-trainer sessions to educate managers Keep it short! Managers are busy and don t need to know all the technical details o Be careful about relying on managers to disseminate critical or legally required information Provide written talking points o Include what to discuss AND what not to discuss with employees Helpful to have high-level executive support
5 2. Leverage Peers People pay attention to their peers Use employee testimonials to promote the plan - Publish short interviews with employees about the plan - Have employees speak briefly about their participation at presentations, webcasts, etc. - Include testimonials from employees in educational materials If my friends like it, maybe I ll like it.
6 3. Focus Groups Utilize an employee focus group - Form an employee committee to help review and/or design program communications - Use focus groups to: o Review new educational materials o Test new ideas or designs o Address complaints and naysayers Next
7 3. Focus Groups Who to invite to the group: - Employees that are particularly outspoken or that have demonstrated a strong interest in and/or understanding of the stock program - Employees that show leadership and won t be afraid to speak up o Ask department managers for recommendations - Make sure a wide range of departments and job levels are represented o But only invite employees that are eligible to participate in the stock plan - Don t put your friends on the committee
8 4. Get Some Help Get some help from your service providers - Many of your providers may have ready-made materials that can be distributed to employees o Articles o FAQs - Some providers may even be able to conduct employee presentations o Stock plan basics o Tax considerations o Financial planning - Invite brokers and other providers that interact directly with employees to company benefit fairs, etc.
9 Touchpoints
10 5. Preemptive Strike Anticipate most common questions employees are likely to ask and include in auto-reply to - Auto-reply is always on o Sets expectation for a response o Includes links to online resources o Answers most common questions, e.g.: How do I get additional copies of statements? How do I reset my password to the website? o Questions can change over time, based on needs E.g., if a merger, stock split, or other corporate transaction has been announced, update information in to address questions about these events
11 6. Enter the Blogosphere Consider a blog - If your company has an internal blog (e.g., an HR or benefits blog), ask if you can guest author an entry every few months - If your company doesn t have an internal blog, see if your colleagues in HR, payroll, and benefits would join in helping you start one - You might be surprised: o If lots of people are involved, the burden on any one person isn t that great o Writing blog entries is more fun than you might think
12 7. Cat Video
13 8. The Morning Edition Publish a periodic (e.g., quarterly) newsletter - Your 401(k) plan probably has one, why shouldn t your stock plan? - Provides a regular schedule for distributing new (or not so new) messages about the plan Ideas for content: o Reminders of key deadlines (e.g., ESPP enrollment) and events (e.g., annual grants or award vesting) o Interviews with plan participants o Contests/giveaways (e.g., Question of the Quarter Challenge) o FAQs o Did You Know? column - Keep it short one to two pages is great, no more than four pages o Ask your marketing group to help you design a template - Publish online or on paper or both, whichever is most appropriate for your culture
14 Modernism
15 9. Clickbait! Learn the 10 Most Important Tips to a Happy Marriage Clickbait plays a psychological trick there is information that you really want to know, but not in the headline 7 Keys to Being an Effective Boss Clickbait is defined as content whose main purpose is to attract attention and encourage visitors to click on a link to a particular web page.* 3 Tips for an Irresistible Resume Consider: Taxation of Restricted Stock Units Or 5 Tax Mistakes You Don t Want to Make With Your RSUs Next
16 9. Clickbait! Before After ESPP enrollment window closes on Friday. Enroll today. Three benefits you ll miss out on if you don t enroll in our ESPP by Friday. Accept your grant agreement today. Ways you benefit from accepting your grant. Equity plan FAQ. 10 most important things to know about your stock grant.
17 10. Listicles Take a lesson from LinkedIn, Buzzfeed, and other successful content websites - Distill educational material into easily digestible lists o Which would you (and your employees) be more likely to read: Tax Implications of Stock Awards or Don t Make These Three Mistakes When Paying Tax on Stock Awards o Keep each item on the list short Include links to additional articles for employees that need more information Listicles make good clickbait Next NASPP 2017, All Rights Reserved.
18 Examples from MyStockOptions.com Shared with permission from MyStockOptions.com
19 11. Go Hollywood The irresistible works - People like videos; nobody wants to read these days - A great way to get employees interested enough to seek out more information A few tips: - Don t wait for people to click, just start playing the video - Queue up the next video - Keep it short and interesting (less than a minute) - Grab people s attention in the first few minutes - Consider a style your employees respond to Next
20 11. Go Hollywood Technology is important, but a wide range of options are available - Off-the-shelf videos (Guidespark, mystockoptions.com) - Custom solutions may be more affordable than you think, especially if you are will to do some of the work (Bendystraw, Upwork) - Do-it-yourself solutions o Webcast recording solutions o PowerPoint
21 12. Have Fun Learning through puzzles, quizzes and games - Fun for employees AND fun for you! - A great way to evaluate employee knowledge and to drive home key concepts - Keep it short, 5 to 10 questions at most (true/false is ok this isn t a certification program) o No trick questions it s okay (better, even) if everyone scores 100% o It s okay if the right answer is obvious you want everyone to score well o Use questions to highlight the concepts you are most concerned about employees knowing Don t waste questions on trivia - Provide feedback on wrong answers - Use off-the-shelf tools available o Google online quiz tools Next
22 12. Have Fun! Only 1 in 25 people can name these national monuments. Can you? Imagine: Only 1 in 50 employees understand our stock plan. Do you? Let s Play
23 Self-Improvement
24 13. Teach Yourself Develop your own communication skills - Consider taking a few courses: o Public speaking o Writing o Developing trainings - Practice makes perfect o Always practice your presentations before giving them live
25 14. Plain English Don t use words you have to define - For example, use closing price instead of fair market value Be careful with acronyms - Just another word you have to define - Acronyms are faster for you but harder for employees to understand Keep English-as-a-second-language speakers in mind Glossaries are not effective - No one wants to stop reading to look up a word - Having to look up a word interrupts the reader s focus; people often have to start over after looking up the word - If you have to define a word, do so in the text NASPP 2017, All Rights Reserved.
26 15. Set Goals Set manageable goals with reasonable deadlines - For example, o Reducing employee inquiries on a particular topic o Updating the stock plan FAQ o Increasing participation in the ESPP - You don t have to do everything all at once o Pick four ideas from this presentation that you d like to accomplish over the next 12 months (one per quarter)
27 16. Write Better Examples Tips for writing examples Check it Out: - Math you can do in your head - Round it off o Do: 1,000 shares for $10 per share o Don t: 1,250 shares for $11.25 per share - Don t go halfsies o Do: 10 6 = 4 o Don t: 10 5 = 5 - Don t use amounts that are higher than realistic - Review examples periodically for revelance - Assume the worst o Include some examples where the stock price declines Top Ten List: Spruce Up Your Examples, in the Nov/Dec 2011 NASPP Advisor NASPP 2017, All Rights Reserved.
Breathe New Life Into Your Stock Plan Education Program. Barbara Baksa Executive Director NASPP
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