Employee Brand Engagement

Situation

This insurance company has aggressive business growth plans which include building a global brand. In Canada, the priority is to grow business by becoming a customer-focused organization and by launching their brand publicly. A large number of employees are proud of the company and the good work that is done. The opportunity was to focus employees’ energy on living the brand in their everyday activities.

Communications and Engagement Approach
  • Developed a three-phased approach to employee engagement
  • Supported the education and communication of Brand workshops delivered by leaders
  • Launched brand with first national employee webcast and local celebrations across the country
  • Engaged 220 brand champions in 3-day event training them in appreciative inquiry approach
  • Collected employees’ stories through on-line tool
  • Provided brand updates through intranet stories
  • Measured and collected feedback through surveys and polling.
Results
  • 95% participation of all employees in brand launch
  • Enthusiastic support from the participants in 3-day event, instilling pride and energy in the organization.
  • 75% of managers completed Brand Manifesto workshops, some with highly creative approaches
  • Over 1,000 employee interviews conducted, engaging employees in customer experiences
  • Employees’ stories helped form best practices
  • Senior management endorsing further employee engagement activities.

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