Skip to main content

Leo Burnett Worldwide Surveys Its Global Workforce Using IBM’s Behavioral Analytics Technology


ARMONK, N.Y. - 27 Jan 2014: IBM (NYSE: IBM) today announced that Leo Burnett Worldwide is using its workforce talent management software to analyze people surveys, strengthen its global workforce, drive revenue and increase retention.

Through IBM’s data analytics, Leo Burnett is able to glean valuable insights from its annual global people survey to better understand the needs of the workforce. With this pulse of their people, Leo Burnett, one of the world’s top advertising agencies, is able to identify a link between its overall corporate philosophy and greater business results through higher retention rates and a more productive workforce, saving the company valuable resources.

Leo Burnett’s “HumanKind” philosophy demonstrates how creativity can transform behavior. Leo Burnett partnered with IBM’s Smarter Workforce consultants, who use employee engagement analytics software to look at what drives their people to contribute to agency accomplishments. The information collected provided insights that helped generate suggestions that the agency can implement to better engage their people and improve productivity.

Leo Burnett used IBM’s analytics solutions to survey their 8,500+ people and applied IBM’s powerful analytics to synthesize the perspectives their people shared regarding agency strengths and weaknesses. The company then identified those agency characteristics that lead to an engaged workforce. Additionally, the results helped Leo Burnett’s senior executives identify the most engaged agencies.

In analyzing survey data, Leo Burnett discovered that agencies in the top half of engagement had retention rates 8.2 percent higher than those in the bottom half. This discovery is important in that the agency has the potential to save valuable financial resources and reduce recruiting costs. Agencies where people felt they were encouraged to be innovative were also 2.2 times more likely to meet their annual financial goals, which led to a greater belief in and adoption of its “HumanKind” focus.

A key contributor to Leo Burnett’s success is its commitment to listening and responding to its own people. By surveying its people, Leo Burnett leaders are quickly able to gain a deeper understanding of their workforce and how it impacts the business. This understanding helps them establish action plans to improve specific areas of their business.

“With IBM, we now have the ability to more fully understand the perceptions that our people share about working in the agency. As a result, we’re able to use that information to improve our agency work environment and, ultimately, our business,” said Sidney Chapon, Executive Vice President of Leo Burnett. “The quantitative and qualitative data shows a definite correlation between our investment to educate our people in HumanKind and provide them with the necessary resources to apply its mindset and tools toward agency results, both from a financial and creative perspective. The data proves it – when we invest in HumanKind and take the time to talk to our people and provide the necessary resources to apply it, we have positive results that dramatically impact the business.”

“The success of any organization rides on having a talented and engaged workforce. By investing in behavioral analytics, organizations can truly tap into the pulse of their employees,” said Jonathan Ferrar, VP, Smarter Workforce at IBM. “Using the insights gained from analyzing comments from employees, companies not only attract top talent, but assemble a more enduring and engaged workforce that can lead to success over time.”

IBM’s Smarter Workforce initiatives help businesses capture and understand data and then use these insights to empower their talent, manage expertise and optimize people-centric processes. It includes IBM’s 2012 $1.3B acquisition of Kenexa, a leading recruitment, talent management and workforce sciences company.

For more information about IBM’s social business initiatives and creating a smarter workforce, please visit http://www.ibm.com/press/socialbusiness or follow #IBMSocialBiz on Twitter. For more information about Leo Burnett, please visit www.leoburnett.com or follow @LeoBurnett on Twitter.

Contact(s) information

Doug Fraim
IBM Media Relations
1 (617) 501-6376
dfraim@us.ibm.com

Related XML feeds
Topics XML feeds
Aerospace & Defense
News about IBM solutions for the aerospace and defense industries
Analytics
News about IBM solutions that turn information into actionable insights.
Automotive
News about IBM solutions for the automotive industry
Banking and Financial Services
News about IBM solutions for the banking, investment banking, and insurance industries
Chemicals & Petroleum
News about IBM solutions for the chemicals and petroleum industries
Cloud Computing
Gain access to your applications from anywhere, at any time.
Consumer Products
News about IBM solutions for consumer products companies
Education
News about IBM solutions for K-12 and higher education
Electronics
News about the electronics industry.
Energy & Utilities
News about IBM solutions for the energy and utility industries
Government
News about IBM solutions for federal, state, and local governments
Healthcare and Life Sciences
News about IBM solutions for the healthcare and life sciences industries
Insurance
Insurance
Manufacturing
Manufacturing
Media & Entertainment
News about IBM solutions for media and entertainment companies
Retail
News about IBM retail solutions
Technologies
Telecommunications
News about IBM solutions for the telecommunications industry
Travel & Transportation
News about IBM solutions for the travel and transportation industries

Document options