Improving brand advocacy among employees is certainly a topic of conversation in many organisations today.…
We had a great evening at the Institute of Internal Communications branch event this week where we listened to two speakers from Nationwide and Kraft.
Nationwide has 17,000 employees and talked about their huge organisation wide transformation programme to prepare the business for the future.
Key nuggets we took away:
- Articulate your story
- Create a strong visual identity for your story
- Bring the journey you’re on to life creatively – and don’t forget to share what you’ve achieved
- Be clear with your key messages
120 leaders had a face to face session and having the CEO on board from the very beginning was hugely powerful. Being honest up front about what has and hasn’t worked with real honesty brings everyone together. An all employee campaign followed where communications were tailored to different groups, so a different approach for branches, to call centres, to customer service.
Another fantastic presentation from Kraft Foods where they took us through the emotional rollercoaster that all staff went through when Cadbury and Kraft got together. Once again story telling played a big part and the biggest break through came when leaders and employees were asked to really share their feelings about the change – this openness and honest approach was the beginning of real bonding and working together.
Fab evening and brilliant presentations.