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Sep 25, 2019
Our lives our busy and stressful these days. But what if our employers helped us face those things that are stressing us out? Things like #studentloandebt or becoming a #1sttimehomebuyer or finding the right doctor for your new baby? Cassie Buckroyd of Columbia Sportwear is leading the way for companies to take a holistic approach to employee well-being. Cassie knows that employees who are healthy and happy are more productive, efficient, innovative and tend to stay with their employers longer!
Cassie (Romano) Buckroyd is the Manager of Wellness Programs. As the first person to fill the Wellness Program Manager role in 2014, she spent 4 years building a comprehensive, robust corporate initiative focused on holistic wellbeing and employee development through self-care. Her programming is centered on physical, social, financial, career and community health.
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Disclaimer: This transcript was created using YouTube’s translator tool and that may mean that some of the words, grammar, and typos come from a misinterpretation of the video.
[00:00:00.060] -
Amanda Hammett
Welcome to
the Next Generation Rockstars podcast. If you are trying to figure
out how do you recruit and retain this next generation of rock star
talent while you are in the right place.
[00:00:14.490] -
Amanda Hammett
Hey, this
is Amanda Hammett and this is the Next Generation Rockstars
podcast. And today we have an amazing gas. Her name is Cassie
Buckroyd and she is with Columbia Sportswear where she is the
manager of wellbeing programs. Cassie welcome to the
show.
[00:00:29.790] -
Cassie Buckroyd
Thanks for
having me.
[00:00:31.230] -
Amanda Hammett
Wonderful.
I'm super excited to talk to you today.You guys are doing some
really amazing things you you guys are really meeting your
employees where they are in life and in their professional lives.
And we're going to dive into that. But before we do much to tell
the audience a little bit about you.
[00:00:50.310] -
Cassie Buckroyd
Sure. So I
am a native Oregonian born and raised near Portland which is where
Columbia is headquartered just. In my spare time I enjoy the
outdoors which is of course aligned with our brand. So it's great
to work at a company like Columbia where I can live my my interest.
I've been at Columbia for about five years now where I started as a
wellness program manager really a bit of an individual fellow lone
lone wolf. I like to call myself I was the first person in that
position tasked with building wellness initiatives and kind of
determining what that looks like.
[00:01:29.730] -
Cassie Buckroyd
And so I've
done that over the last five years about a little over a year ago
we changed our model of how we look at total rewards and I was then
promoted to manager Wellbeing Program. So that includes many of our
total rewards programs that would benefit wellness. Leave of
absence. And we've got a new H.R. tool digital communications arm
that we're building up right now.
[00:01:55.830] -
Amanda Hammett
Very cool
so just just a couple of things that affect people's lives not busy
at all not at all at all. So let's use a little bit about this
Total Rewards program.I mean before we turned on the recording you
and I were having a little bit of conversation about it. But know
tell us about the pillars and tell us all about it.
[00:02:14.370] -
Cassie Buckroyd
Yeah it's
super exciting. I developed it based on rap and Hadas five elements
of well-being which is from Gallup really well research lots of
data to support kind of the different components that that factor
into an individual's well-being. So we modified them a little bit
based on our population and who we are the company. So the five are
physical. Social emotional community financial and career. So we
really bucket our programs into those five areas. And I think it's
important to know also that you know that my team is not running
all of these programs.
[00:02:57.180] -
Cassie Buckroyd
So for
example community is a pillar that we really work a lot with our
corporate responsibility team on. They're very active in the
outdoor community. There's all kinds of sustainability programs
going on that really that are important to employees. So we really
work with them on stuff like that. There's a volunteer program and
then career is. Things that are tied into compensation and career
path as well as learning development and how we're doing
performance management and things of that nature. Financial for one
K compensation again I mean there's a lot that goes into all of
these things and then social emotional.
[00:03:38.070] -
Cassie Buckroyd
We're
really into kind of. Building community here. Creating those
special connections within our employee population and giving
people the opportunity to get to know each other outside of the
meeting room for example that we have a number of programs that
tied to that as well as things like traditional ERP programs and
the physical is really kind of where we've got it dialed in. I mean
we're we're active brand. We're an active Albany one. Yeah. One of
our core values is to enjoy an active life. So you know I walked
into a situation where there was already a lot of fitness programs
and outdoor excursions and things like that. So that one's been
dialed in for a long time but we're really focused on building the
other four.
[00:04:17.610] -
Amanda Hammett
That's
amazing. So I mean you guys have a lot going on but give the
audience a little bit of some context here because your your
employees are age wise maybe a little bit different than some of my
other clients who are on the older side.
[00:04:36.490] -
Cassie Buckroyd
Yeah well.
Absolutely. I I've been working in corporate wellness for 13 years
and have. Before I came to Columbia I was more on the consulting
side and program management and so I worked with. I've worked with
lots and lots of employers. And the thing that really struck me
when I looked at our data was how young our population is and the
fact that we have so many of the people who would be considered
millennials and our population and now we've got Generation Z
coming up. So it's really important to look at kind of the things
that appeals that that population and the other thing that I
noticed is that because we're younger we are healthier we don't
have things like chronic conditions that impact our employees so we
want to keep them healthy and we want to look outside of the box of
traditional well-being which.
[00:05:26.400] -
Cassie Buckroyd
Typically.
Includes. The physical aspects of well-being and maybe emotional.
And I think that's really what today's workforce is looking for is
kind of that holistic view into wellbeing. So including the other
pillars are really important the community the financial and the
career pathways. And so because our our employees are so much they
are younger than than your average workforce. Those are the things
that we're really focused on to show value as an employer and
attract our barber force.
[00:05:56.490] -
Amanda Hammett
Absolutely.
Oh gosh. So I have a lot of questions and I'm trying to just dial
in school one but let's actually let's share some stories about
what you are doing under each of these pillars because you know you
mentioned five and obviously you're working with some of the
different teams on different things but let's focus in on on some
of the ones that would be most important to this younger workforce
like oh I don't know the financial piece of it.
[00:06:21.850] -
Cassie Buckroyd
Right. I
think that's a great example and that's something that we've really
been focused on. So. We're financial. We've got our 4 1 k program
things that are more traditional. Compensation and things like that
bonus all that. So but really today's workforce the younger
workforce they're entering with things like student loan debt
they're looking at potentially you know buying a home and then, we
do. People are pretty focused on the phone game saving for
retirement so how are you today. Our workforce is looking at how to
how to balance all of that.
[00:06:59.970] -
Cassie Buckroyd
So we've
got. A lot of resources that we've put in place to help support
that. So anything from onsite classes on home buying and retirement
planning. And things of that nature to a race a tool that we've put
in place where that helps employees prioritize how they're going to
pay down their student loan debt and it type in their personal
situation into the platform. So really understanding that yeah
retirement is important but our workforce. Probably has other
things that they are concerned at before they can look at. Putting
away money for Fraulein K so paying down the student loan. Debt.
Yeah.
[00:07:40.820] -
Amanda Hammett
Absolutely.
I mean I can tell you from personal experience just traveling
across the world and all across the country in this particular case
and talking to students or talking to young people. This is a
number one concern for them and it's keeping them from you know.
Buying a house or being able to move and do the things that they
want because they're constantly. It is built into this emotional
fear and it manifests itself physically and and it just becomes a
nasty spiral. So a great head on and giving them the resources to
do that. It actually affects other pillars that you guys talk
about. So. Yeah right.
[00:08:22.130] -
Cassie Buckroyd
Yeah. And
then from our other pillars so one of my favorites his career and
we worked really closely with our learning and leadership
development team to look at. What. Classes are being offered and
how we can tie well-being into the classes. But they've done
something really cool where they've worked with our senior
leadership team to identify what are the key. Skills that our
workforce needs to kind of build for the future to make sure that
work for the company of the future that we want to be and I think
that the younger workforce are these days are looking for things
like that they want to be developed and they want those
opportunities to expand their skill set and so the learning and
leadership development team has developed or has identified
twelve.
[00:09:07.640] -
Cassie Buckroyd
Capabilities that they
work with our senior leadership team to kind of hone in on and
they're now building out their curriculum on these top capabilities
so that no one where we're providing opportunities for employees to
develop themselves. And then we're also building that workforce
that we need for the future. So I think that's a really cool
program. And I think it's a good example of how my team. Works
functionally with other teams within each hour that are. Impacting
employees.
[00:09:37.130] -
Amanda Hammett
Yes
absolutely. And I think that's really important because some
companies they really do silo their their H.R. functions and it's
really almost to the detriment of the employee long term right.
Circling back though to the to the leadership and development that
you just talked about. So these programs are the individuals
selected to go into these programs or can they self select like oh
I have an interest in X how does that work.
[00:10:07.700] -
Cassie Buckroyd
Well there
are a number as leader. There are a couple of different programs
and so there is a leadership. Program that people are nominated for
and it's a year cohort cohort but they go through and they have
these capabilities they're woven into the curriculum along with
other things that's really meant to develop the leaders here. But
then there is I know that the team is developing classes that can
be offered ad hoc that people can go in and sign up for. And it
really you know they're creating kind of a blueprint that's help
people determine where they fit in based on their level and where
they're at in their career and the things that they want to
develop. And kind of create that. Blueprint or that path. And so
people can just select into different classes.
[00:10:52.430] -
Amanda Hammett
That's
really really cool. I love this. I love everything that you guys
are doing. All right. So we talked a little bit about the financial
and the career. Let's talk about the the community pillar because
that is. Uber. Uber important to the young employees.
[00:11:10.790] -
Cassie Buckroyd
Yeah.
[00:11:12.230] -
Amanda Hammett
All the
time. So how are you guys really taking that in and helping them do
that.
[00:11:18.050] -
Cassie Buckroyd
Well I
think so I mentioned that we have a corporate responsibility team
here and they work on things from sustainability. And employees
really care about that. So I think in that. Regard making sure that
employees are. Aware and we're telling the stories that that team
is working on is one component of that. But then we also have a
team that focuses on kind of our relationships with different
nonprofits that are working on issues that tie into our brand. So
environmental issues are national parks things of that
nature.
[00:11:54.410] -
Cassie Buckroyd
And so
again that that's really important to our workforce. We work with
one nonprofit and the name is escaping me right now. But recently
that team sent out a survey and employees got to give their voice
to which environment environmental issues that nonprofit was going
to focus on within the next year. So having a voice and and what
issues are being worked on is really important. And then we also
have volunteer a volunteer program where employees can use hours
and long those hours toward volunteering with a nonprofit of their
choice or the issue or you know. What have you of their choice. We
have 15 hours a year where employees can can do that.
[00:12:42.930] -
Amanda Hammett
How many
hours so your did you say.
[00:12:44.990] -
Cassie Buckroyd
15.
[00:12:46.110] -
Amanda Hammett
All right.
I mean that's that's a sizable. Well those are paid days so they
can take and do any kind of volunteering that they choose. Careful
I love that I love companies that do that and that really put their
money where their mouth is really there because a lot of times
companies are like oh yeah we want you to be involved we want you
to volunteer and give to the community but you guys are really
actually enabling that to happen because we do. Such busy lives
between work and haul. It's hard to really kind of step away from
it all and be able to be supported in that way to do that. So thank
you for doing that. Thank you for enabling the
wonderful.
[00:13:27.040] -
Amanda Hammett
All right.
So we've talked a lot about some of the different pillars some of
the different programs that you guys have going on. And I'm sure
that we could sit here all day and talk about other wellness
programs that have in motion and but how are you seeing this affect
the younger employees. I mean have I know that you guys are just
really starting to get this kicked off but right effect.
[00:13:54.800] -
Cassie Buckroyd
Know I
think we hear stories and things like that from employees who get
emails. But I think you know. Is a feeling I suppose and the
relationship that we have with employees that they're feeling
supported. So for example with our paid parental leave program we
just launched that last November. When we launched that it was done
in an employee meeting and employees applauded and danced in their
chairs and were excited. And so I mean those those types of things
mean a lot to employees. And then.
[00:14:31.660] -
Cassie Buckroyd
For me it's
important to have relationships with with our employees and so I
just I mean I get employees walking up to me and telling me how
different programs or initiative or what have you affect them
personally. So we don't I don't have a lot of data. I do have some.
We do surveys every once in a while but it's really those kind of
anecdotal qualitative things that we have right now. And I think
you know. That.
[00:14:59.760] -
Amanda Hammett
You know I
love that. So since you brought up parental leave or parental
policies let's dive in and because this is a hot topic in the
United States. Unfortunately. And so I'd love to hear what you guys
offer from the beginning stages of parenting are you just a
parenting through to support parents as their children are
growing.
[00:15:26.720] -
Cassie Buckroyd
Right. Well
so, In addition to at the time that we launched our paid parental
leave program which offers time off paid time off to all new
parents. So men and women. Those who adopt children or obtain legal
guardianship as well as birthing parents. There's that and then we
put a resource in place with a new program where employees are
supported from the from the time that they're planning to have a
family. So this platform supports employees through fertility and
things of that nature. We've also put some benefits in place to
support employees through that and then pregnancy.
[00:16:14.040] -
Cassie Buckroyd
And it ties
into it's very personally that ties into our benefit programs. And
so this platform knows for that specific employee what health plan
they're on and direct them directly to the resources for the
benefit program that they've enrolled in. That's really useful
during pregnancy so that they can look at things like where do I go
to get breast or something like that or where can I go if I'm if
I'm having you know postpartum depression where do I go for
emotional support and things of that nature. And then there's the
new parents and so the platform supports new employees on the
return to work and integrating that that new family life with their
work life and things of that nature.
[00:16:59.600] -
Amanda Hammett
Wow. Well I
have a feeling that people are going to hear this upswing in
applications to. That is that's wonderful support that so many
companies aren't offering but it is a struggle for young millennial
families that the two. Dual working parents and Something's Got To
Give. Yes it's unfortunate. And you've got to meet your employees
where they are. We don't live in an economy where you can just
dictate. This is how it is. It's just not the world we live in
anymore. So all right I applaud you guys for even thinking about
and doing something about that. That's really wonderful stuff. And
I'm sure the employees appreciate it tremendously.
[00:17:47.070] -
Amanda Hammett
OK. All
right. So as we have mentioned we could probably talk all day long
about those. But do you feel that. And my question I guess is for
someone who is looking to start a brand new program a brand new
wellness program. Do you have any use for them that they have.
Let's say nothing in place or what advice would you give to
them.
[00:18:15.550] -
Cassie Buckroyd
I will.
I'll just talk about how I started here and I really think that if
I were to go back and do it again I would do it exactly the same
way. Yeah. And so really there are a number of. Wellness corporate
wellness oriented organizations out there like Alcoa hero and they
have different checklists and kind of assessments that you can
measure your organization again. And so I think kind of conducting
that initial needs analysis based on you know you can use the
pillars of wellness. From wrath and harder and gallop or you can
use you know other pillars of illness but really kind of looking at
what is there and what is not there and then
prioritizing.
[00:18:58.350] -
Cassie Buckroyd
So for
example when I did this assessment way back when. I mentioned that
we had physical health dialed in but I noticed there were some kind
of foundational pieces that were missing. Like a good communication
strategy a branding and things like that. And so I really kind of
started there with kind of our communications and things like that
and then built the programs and things of that nature. And I did
because we were so dialed in and we have a healthier workforce than
what I've seen in the past. I looked at topics that were a little
bit outside of the box.
[00:19:36.850] -
Cassie Buckroyd
So I
remember I launched in that first year with a mindfulness program
and financial wellness and things that I really thought our
employees would value and kind of latch on to. And so I think that
that needs analysis is critical to understand you know who your
employee population is what their needs are what you already have
in place and what you can leverage as well as who you can
collaborate with within your organization. So partnerships have
been really critical for me here at Columbia. You know I mentioned
our Corporate Responsibility team learning and development and then
even our facilities team has been a really critical partner for me
and getting our fitness room you know improved and holding events
and getting rooms set up for lunch and learns and things like that.
And so I really don't know that I would have been able to get
things where they've gone without those partnerships.
[00:20:31.610] -
Amanda Hammett
And that's
wonderful. I love that you have been able to launch these things
and get these cross-functional teams these different departments
really on your side. Do you have any advice for someone who is
looking to start something like that within their own company and
how to approach a different department about about forming a
partnership.
[00:20:54.780] -
Cassie Buckroyd
Yes I do.
Actually I think it's pretty. I think it's really critical to
listen and a lot of times folks are very engaged. Their wellness is
cool it's something that people want to be a part of and they see
the value in it. But other times they may not and they might feel
like you know you're just adding to their already huge workload.
And so I think going in with a curious mentality and really
listening to what they're trying to achieve and then figuring out
how a wellness initiative could kind of leverage or augment but
they're doing. I just I really think a protein with curiosity and
listening is critical.
[00:21:39.030] -
Amanda Hammett
I think
that that's critical in a lot of things. If we see a lot. OK
wonderful. Oh yes. This has been just a wealth of knowledge and I
really really do appreciate it.
[00:21:52.740] -
Amanda Hammett
I mean
you've just thrown so much out there and I you're actually kind of
thrown out a gauntlet for other companies that need to take a look
at this and say how can we do better for our employees. So thank
you for setting that standard. I appreciate it. And I know that
your employees are doing so well thank you for being on the
show.
[00:22:12.510] -
Cassie Buckroyd
You're
welcome. Thanks for having me.
[00:22:14.160] -
Amanda Hammett
Wonderful.
And thank you guys for joining us today. And we will see you in the
very next episode of The Next Generation Rockstar
podcast.
[00:22:21.630] -
Amanda Hammett
Thanks so
much for joining us for this episode of The Next Generation rock
stars where we have discussed all about recruiting and retaining
that next generation of talent. So I'm guessing that you probably
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Disclaimer: This transcript was created using YouTube’s translator tool and that may mean that some of the words, grammar, and typos come from a misinterpretation of the video.
The post Cassie Buckroyd: How Holistic Wellness Programs Can Take the Stress Out of Your Employees Lives appeared first on Amanda Hammett | The Millennial Translator.