International Engineering Co. Transforming culture with one word
How we turned a leading international engineering company's brand platform into a cultural movement.
This industry-leader wanted to bring its external brand platform, “Powered by how”, inside the workplace. Enter “How starts with you”, a global internal platform that connected brand, purpose and culture, driving engagement and furthering their ambition to become the best place to work.
3-point
Increase in employee advocacy
55%
Resolution of EX pain points
12-month
Global engagement programme across office, industrial and R&D workforces
THE BACKGROUND
For their 75,000 employees spread across 50+ countries, innovation starts with one three-letter question: how? Their new external brand platform, “Powered by how”, signalled this and their evolution into a global energy, sustainability and innovation leader. But like every brand promise, it needed to radiate from the inside out.
PROBLEM
This world-leading engineering company's internal culture didn’t match their external brand.
SOLUTION
They needed to connect every employee to the external platform, matching its energy with an equally energised internal culture. A platform targeting culture, engagement and EX would be key to delivering this – empowering their people to power the world.
OUR APPROACH
We developed “How starts with you”, an internal brand platform that made employees the agents of innovation – whether they were industrial teams or technologists, from R&D to HR.
Analysis of employee engagement data showed that strong belief in the company's values and direction, as well as four key areas for cultural growth: development, enablement, recognition and care. We used those findings to shape a 12-month integrated “How starts with you” engagement programme, with targeted communications, leadership messaging, management toolkits and localised employee experiences. This blended approach ensured all of their people felt included.
"Hats off to the whole McCann Synergy team. This is why we have experts like you. You have more than exceeded our expectations."
— Senior HR Leader, Industry-leading engineering company
THE OUTCOME
The platform sparked a culture shift, energising colleagues around a shared sense of purpose and progress. It helped them see themselves as part of the bigger picture and brought the company's goal – to become the global and local employer of choice – ever closer.
