Enterprise Engagement Alliance Certifications - Enterprise Engagement Alliance

Engagement With Impact: The Only Education Programs Focusing on Tangible Value Creation Through Stakeholder Management

New independently verified research by Irrational Capital as well as a Great Places to Work analysis of share price performance in the UK and the US have found a clear alpha in share price performance in companies with high levels of employee commitment.

The Enterprise Engagement Alliance education and certification programs have two objectives:

1) Help management at all levels of any organization achieve their purpose, goals, and objectives and create tangible value by applying the same processes to people management that have transformed quality in manufacturing,

2) Develop a new generation of salespeople with the skills and knowledge necessary to sell any type of engagement solution, from strategic to tactical.

To apply for one-time certification, contact Bruce Bolger, Founder, Enterprise Engagement Alliance at 914-591-7600, ext. 230; Bolger@TheEEA.org.

Click here to join the EEA, which includes certification along with additional support services outlined below and on the membership page.

Background

Dozens of valuable education programs exist in human resources, recognition, incentives, meeting planning, various aspects of sales and marketing, and yet employee, customer and general stakeholder engagement remains at record lows. This education program is based on the same holistic management and measurement principles that have transformed quality in manufacturing.

The concept of enterprise engagement was first published in Wikipedia by the Enterprise Engagement Alliance in 2009 based on over 10 years of research conducted by the Forum for People Performance Management and Measurement at the Medill School at Northwestern University identifying a clear link between having highly engaged employees, customers, and financial results.

The process is closely aligned with the principles of total quality management in that it focuses on achieving organizational or team purpose, goals, and objectives by harmonizing the interests of all stakeholders required for success. It does not replace traditional engagement tactics, it integrates and aligns them toward the achievement of a clear purpose, goals, objectives, values focused on tangible value creation.

This strategic and systematic approach to value creation is supported by extensive research from multiple sources and can be applied to almost any organization or planning process.

Two Types of Stakeholder Engagement Certification

EEA membership is not required for certification.

1) Design and implementation. For management in all areas of business who wish to master the basic principles of enterprise engagement process design, implementation, metrics, and reporting, and

2) Engagement services selling. For sales professionals who seek to enhance and demonstrate their abilities to sell engagement products and services.

Both certifications are included with the annual EEA membership but can be purchased separately at the costs below.

The Certified Engagement Professional: Designed for anyone in management seeking to master the principles of total quality management for people: harmonizing the interests of all stakeholders toward the purpose, goals, objectives, and values of the organization or team, with clear impact measurement and internal or external reporting. The outcome is an easy to apply process for achieving organization or team goals in a way that engages all relevant stakeholders in a manner that creates clear value to the organization. The Advanced Engagement Professional designation is for those with demonstrated implementation experience who submit a qualifying case study.

One-time cost (valid for three years): $450, including training materials, 30-minute live prep meeting, and the 30-45 minute live and recorded oral exam. Provides access to EEA assessment and measurement tools.

2. The Certified Engagement Sales Professional: This designation is specifically for sales professionals who wish to demonstrate their ability to sell engagement solutions, including sales and non-sales employee engagement; customer and channel engagement, and all the related tools: communications, learning, rewards and recognition, assessment and feedback, and measurement.

One-time cost: $300 (valid for three years), including learning materials and a one-half hour live and recorded oral examination.

To apply for one-time certification, contact Bruce Bolger, Founder, Enterprise Engagement Alliance at 914-591-7600, ext. 230; Bolger@TheEEA.org.

Click here to join the EEA, which includes certification.

Curriculum Details

The Certified Engagement Professional

Successful completion designates that the individual has mastered the principles of stakeholder management: an enterprise approach to engagement necessary to align the focus of all related stakeholders on the purpose, goals, objectives, and values of the enterprise, department, or team. Certification designates that the individual has a firm understanding on the principles, metrics, processes, tactics, metrics, reporting, and continuous improvement processes. Advanced certification is based on years of experience in engagement oversight and/or design and submission of a case study demonstrating the implementation of an enterprise approach to engagement either for an entire organization or department

Benefits: Master the application of the principles of total quality management to people in a way that enhances performance and stakeholder experiences by harmonizing the interests of all stakeholders in an organization, a department or team toward a common purpose, goals, and objectives. It can be utilized to enhance the effectiveness of an entire organization or a small department of any organization to achieve tangible value creation that supports the team’s or organization’s purpose, goals, and objectives.

Who can benefit: This certification is designed for anyone who manages an organization and team (including general management and leaders in sales, marketing, operations, human resources, operations, administration, etc.) who seek a sustainable means of achieving goals by:

Identifying the key stakeholders required for success and the purpose, goals, objectives and values of the organization or team;
Implementing an operating system to manage the process based on tangible value creation;
Aligning and integrating all the engagement tactics and leaders involved;
Developing effective results- and process-based metrics;
Meaningful reporting across the organization;
Implementing a continuous improvement process.

Subjects covered: The program, developed starting in 2009, covers the key theory, economics, and tactical issues involved with implementing a total quality management approach to people in business, including such topics as:

What is enterprise or stakeholder engagement? How does this relate to total quality management, stakeholder management, or stakeholder capitalism?
What are the key principles of stakeholder engagement? How do these principles differ from current management practices.
Stakeholder theory. What are the interrelationships between shareholders, sales and non-sales employees, customers, distribution and supply chain partners, communities, and the environment.
What is a business operating system? How do organizations develop a clear purpose, goals, objectives, and values and translate that into an action plan with clear metrics.
What are the key tactics involved with engagement? An overview of the key tools along with how to make sure they are aligned and integrated to achieve the stated purpose, goals, and objectives. Tools covered include: the role of purpose, goals, objectives, values, and culture; business operating systems; assessment and voice; communications (digital, face-to-face, three dimensional, etc.); learning; job design; incentives, recognition, and appreciation; rewards (cash, merchandise, travel, gift cards); technology; measurement and metrics.)
What are the key measurement process and metrics used to evaluate the impact of the effort, based on the purpose, goals, and objectives and financial or other metrics.
Continuous improvement. How to ensure that all that is learned from the process is used to improve future efforts.
Sustainability reporting. Basic principles for creating meaningful sustainability reports.

Preparation: Choice of Enterprise Engagement for CEOs, Enterprise Engagement: The Roadmap, and/or book and/or 10-part video series.

Exam: 30- 45 minute oral live and recoded exam. In addition to being asked general questions about the definitions, principles, tactics and metrics of enterprise engagement, the applicant will be given a case study of a company in advance with all necessary information to develop an overall enterprise engagement strategy demonstrating the basic principles of identifying and harmonizing the interests of all stakeholders.

Cost: $450, including learning materials and oral examination; $150 for a repeat examination. Includes access to EEA assessment and measurement tools.

The Certified Engagement Sales Professional

Successful completion of this certification demonstrates the ability of sales professionals to sell engagement solutions, including sales and non-sales employee engagement and recognition; customer and channel engagement, and all the related tools: communications, learning, rewards and recognition, assessment and feedback, job design, measurement, reporting and more. As opposed to the certification for implementation, which focuses on the why, how, and all aspects of implementation, this certification focuses on a discovery selling process that focuses on understanding the why and how and how to identify opportunities and/or areas of pain.

Who can benefit. Sales professionals who wish to master the key knowledge and discovery sales processes needed to identify opportunities for any type of engagement solution provider, from leadership coaching, assessment, communications, and learning, to job design, rewards and recognition, an ROI-based approach to DEI (diversity, equity, inclusion), metrics and measurement, sustainability reporting, and more.

Subjects covered: This program is designed to provide any business-to-business sales professional with the skills and knowledge needed to sell any type of engagement solution. It will not only prepare salespeople entering the field for the first time but offer engagement solution providers a new way to ensure their salespeople have the right type of sales skills and general understanding of the field.

The program consists of less-exacting general education on the field than the program for practitioners, focusing on the types of selling skills required to sell any type of solution, as well as a general understanding of all aspects of engagement and how the various tactics work together to create value for organizations.

What is enterprise or stakeholder engagement? How does an enterprise approach to engagement differ from how people are motivated today?
What are the key principles of stakeholder engagement? How do these principles align with those that have successfully enhanced quality in manufacturing?
Stakeholder theory. What are the interrelationships between shareholders, sales and non-sales employees, customers, distribution and supply chain partners, communities, and the environment.
Value creation. What types of financial lift can one expect through an enterprise approach to engagement.
Alignment. How does one decide which stakeholders need to be involved with a performance effort?
What are the key tactics involved with engagement? An overview of the key tools along with how to make sure they are aligned and integrated to achieve the stated purpose, goals, and objectives. Tools covered include: the role of purpose, goals, objectives, values, and culture; business operating systems; assessment and voice; communications (digital, face-to-face, three dimensional, etc.); learning; job design; incentives, recognition, and appreciation; rewards (cash, merchandise, travel, gift cards); technology; measurement and metrics.
Measurement. What are the key measurement process and metrics used to evaluate the impact of the effort, based on the purpose, goals, and objectives and financial or other metrics.
Sustainability reporting. Basic principles for creating meaningful sustainability reports for either internal and/or external use.
Discovery selling. How to move from the traditional focus on presenting products and features to instead starting by learning about the prospect’s needs, priorities, and areas of pain. This includes tactics to help open doors, build trust, and close sales.

Preparation. Selected chapters in Enterprise Engagement: The Roadmap, a one-hour video, Art and Science of Rewards and Recognition, and various other white papers.

Exam: 30- 45 minute oral live and recorded oral exam.

One-time Cost: $300, including learning materials and oral examination; $150 for a repeat examination. Good for three years.

To apply for one-time certification, contact Bruce Bolger, Founder, Enterprise Engagement Alliance at 914-591-7600, ext. 230; Bolger@TheEEA.org.

Click here to join the EEA, which includes certification.

About the EEA Academy

Since its inception in 2008, the Enterprise Engagement Alliance is the only outreach and learning organization focused on the strategic and systematic approach to achieving organizational purpose, goals, and objectives by aligning the interests of all stakeholders.

Click here for a syllabus outlining all aspects of stakeholder management and implementation.

Join the Enterprise Engagement Alliance Academy as an individual professional, corporation, or as an enterprise or solution provider to gain access to the formal self-learning training program, and a library of books and and free or discounted measurement, assessment, referral charitable giving tools, and implementation tools outlined below.

A Library of Books on Purpose Leadership (Both books included in EEA Academy membership)

This learning focuses specifically on the personality and emotional characteristics of Purpose Leaders and on how to align individual purpose with that of the organization.

The number and selection of books depends on the Academy membership level. Click here for detail.

Enterprise Engagement: for CEOs–the Little Blue Book for Stakeholder Capitalists, by Bruce Bolger. The practical guide for executives seeking to bake stakeholder management into current organizational processes.
Enterprise Engagement: The Roadmap, by Bruce Bolger, Allan Schweyer, and Richard Kern. A detailed guide to all the tactics involved with stakeholder management.
The Power of And–-Responsible Business Without Tradeoffs, by Edward Freeman. The theory and principles of stakeholder management from the academic founder of the field.
Grow the Pie: How Great Companies Deliver Both Purpose and Profit, by Alex Edmans. The financial principles of Stakeholder Capitalism based on research.
Building Corporate Soul: Powering Culture & Success with the Soul System, by Ralph Specht, on the new approach to leadership and culture in the world of stakeholder management.
Humanizing Human Capital: Invest in Your People for Optimal Business Returns, by Dr. Solange Charas and Stela Lupushor. The information needed to drive today’s people-oriented organization.
The New ROI—Going Behind the Numbers, by Dave Bookbinder. This valuation expert continues to unravel ways to better value human capital and determine how it can be quantified to truly represent what every organization’s people actually bring to the table.
5 Languages of Appreciation in the Workplace, by Paul White and Gary Chapman. The book prescribes a system for appreciation any size organization can use to support a culture that supports its purpose, goals, and objectives consistent with its values.

Stakeholder Curriculum and Faculty Overview

9 EEA Video Learning Program; 7 For Members-Only Training

Private YouTube video links to the EEA members-only certification program are sent to members upon joining with courses updated courses during the summer. Click here for two of the nine courses to sample the format and content. All programs are hosted by: Bruce Bolger, on Enterprise Engagement; Founder, CEO of the EEA; author of Enterprise Engagement for CEOs and Enterprise Engagement: The Roadmap. The EEA classes program provide training necessary for formal EEA certification; the others are designed to add depth.

1. EEA Curriculum Class 1 Stakeholder Management Theory and Practice (Public). Presenter: Edward R. Freeman, Professor, Darden School of Business at the University of Virginia; author of the field’s original 1983 textbook: Stakeholder Management, who focuses on the foundational principles of stakeholder management implementation.

2. How Great Companies Deliver Both Purpose and Profit. Presenter: Alex Edmans, Professor, London Business School; author of Grow the Pie, How Great Companies Deliver Both Purpose and Profit.

3. Human Capital Management and Reporting: Are CEOs Driving With One Eye on the Road? Presenters: Dr. Solange Charas, Founder, CEO, HCMoneyball; adjunct Professor on Human Capital Management, Columbia University, New York University, and University of Southern California; co-author Humanizing Human Capital: Invest in Your People for Optimal Business Results, on human capital management, reporting, and the links to financial reporting; Stela Lupushor, Chief Reframer at Reframe.Work Inc.; co-author Humanizing Human Capital: Invest in Your People for Optimal Business Results,

4. EEA Curriculum Class 2: Strategic Culture—Baking Purpose Into Process. Presenter: Ralph Specht, Co-Founder, Spark44, an international ad agency; Author of Building Corporate Soul: Powering Culture & Success with the Soul System.

5. EEA Curriculum: The Return on Investment of Individuals. Presenters: Dave Bookbinder, Principal, New ROI Advisers, Author of The New ROI—Return on Individuals; Amy Armitage, Founder, Co-Chair, Human Capital Reporting and Investing Council; Laura Queen, Founder, CEO, 29Bison

6. EEA Curriculum: The Tactics of Enterprise Engagement. Presenters: Todd Hanson, Founder, Catalyst Performance Group; Jervis DiCicco; Founder, CEO, ProsperBridge; Darwin Hanson, Founder, CEO TM Evolution

7. EEA Curriculum: ROI of Engagement. Presenters: Todd Hanson, Founder, Catalyst Performance Group; Allan Schweyer, Principle—Human Capital, The Conference Board; Co-Chief Research Advisor for the Center for Human Capital Innovation and Chief Academic Advisor to the Incentive Research Foundation.

8. ROI of DEI—Diversity is a Business Opportunity, Not a Compliance Issue (Public). Presenters: Marvin Owens, Chief Engagement Officer, Impact Shares; Eric Darrisaw, Principal, Lazarus Advisors, a boutique advisory firm focused on Environmental, Social, and Governance; Renee Redwood, CEO of Redwood Enterprise LLC, an organizational strategy advisory firm.

9. EEA Curriculum—Case Studies Featuring Sunovion Pharmaceuticals. Presenter: Richard “Rick” Beers, Senior Director, Sales Training, Sunovion Pharmaceuticals, a leader in treatments for central nervous system conditions.

Additional EEA Academy Membership Benefits

A one-hour onboarding meeting to chart your membership path and book selection based on your goals and objectives.
A one-year, single company license to the People Value Impact Calculator, a platform used to easily correlate the impact of almost any people investment on organizational purpose, goals, and objectives.
A 15% discount to the Appreciation at Work certification and system implementation framework ($850 versus $1,000).
A 25% discount on the formal training program for use of the Stakeholder Management Assessment Calculator ($1,800 versus $2,500 training for 10 hours of training broken into several sessions.)
Free use of the Charity Choice charitable giving platform for not-for-profits offering a 15% fund-raising fee for qualified companies.
Access to a help desk to find information, experts, or solution providers to address your organization’s needs.

Professional services advisory program: $2,500 per year. This service is for professional services and related advisory firms that wish to develop a formal practice or for organizations seeking to train inhouse faciliators. It includes additional live training customized for each organization, along with support with marketing, sales presentations, proposals, and more. Contact Bruce Bolger at Bolger@TheEEA.org or 914-591-7600, ext. 230 for more information.