Filament - Power your Internal Communications

Power Your
Internal Communication

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• About Us
• Our Happy Clientele
• Communication Frameworks
• Illustrative Credentials
• Annexure
– Moulding the Employer Brand across all Stages
Overview

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About us
Helping you convey your brand promise
to your employee across all touch points
at work.
Path-breaking ideas and vast experience in the
corporate communications and employee
branding space.
A team that can seamlessly integrate great
ideas through print, web, video and beyond.
A core team with HR and Design experience to
create stunning communication.

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Why Choose Us?
Consideration of Factors Filament
Corp Communication /
Marketing
Traditional
Ad Agency
Understanding of Employer Branding
Dynamics
✔ ✔ ✔
Priority of Service ✔ - ✔
Experience in Employee/Internal
Communication
✔ ✔ -
Support in HR Process Design ✔ - -
Understanding of Industry Best Practices ✔ - -

So how do we
go about it?
Communication
Frameworks

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Develop communication strategy based on stage of employee experience
• The employee experiences the brand value proposition at various stages of his work life
• The brand offering at each stage should be measured to define an wholesome brand experience
Notice Consider Apply Join Work Leave Remember
Brand Awareness and
Introduction
Brand Experience
Understand purpose
Brand Sustenance and
Propagation

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Assess brand reach
Effective brand communication frameworks
Experience Understand Believe Do
Source : Brand from the Inside by Libby Sartain & Mark
Schumann
Opportunities to experience the brand promise (entertaining,
stimulating and motivating the employee in a multisensory
way)
Understanding of the reasons behind the
value proposition and why it is important
Repeated experiences, statistics and testimonials
build belief to compliment the understanding
Ensuring necessary support to live and
deliver the brand value proposition and
become Evangelists!
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1st week
(Experience)
New compressed work week policy to be announced. Experience
to be stimulated through Senior Leadership videos or
Demonstrative videos.
Message from top management (Video /
Event backed by Posters)
4th Week
(Understand)
Is the buzz created? Is the system being implemented? Are
employees taking it seriously?
Show the audience the importance of the initiative
Reminders
(Viral animated videos, Posters)
12th Week
(Believe)
Advertise statistics / live stories increasing the belief of the
employees in the initiative
Poster, online portals, newsletters with
statistical data
….
(Do)
Continuous survey to access success of initiative
Dipstick surveys, Focus Group
Discussions
Structure a plan

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Communication Checkpoints
• Your employee experiences your brand
through multiple touchpoints in his/her
work-life
• Your Communication architecture should
serve to reinforce your core value
proposition at each touchpoint
Pre-Joining
Joining
Business
People
Policies and
Processes
Employee
Engagement
Compensation
and Benefits
Learning and
Development
Rewards and
Recognition
Performance
Management
Exit
Alumni

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Performance Appraisal
For this campaign, the onus was on taking a
constructive approach to ‘build’ the employees’ future at
our client rather than scrutinize their past performance.
We took up the challenge and fused their thoughts with
our interpretation. The result is in front of you!

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Learning and Development
Back to Basics! The motive of this campaign for our client was to promote ‘learning’ through visuals that complimented
the simplicity of the actual learning process. The focus was on reaching out to the employees at all levels and invite
them to take part in the process. The ‘classroom’ concept did the trick.

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The main focus for this campaign was to promote the idea of ‘my learning’ among the employees. The visuals needed
to be as simple as possible so that all the employees would relate to the it. The idea was to let the employees know
that all relevant information was readily available and easily accessible to all. The warm hues added that extra feel to a
rather successful campaign..
Learning and Development

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Rewards and Recognition
This campaign marked the launch of the recognition portal for our client. It
was important to communicate that quality work and dedication would be
rewarded. Pure elegance was the genius behind the visuals.

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Introduction of Policies
Our Client had to introduce its new travel partner,
Thomas Cook to the employees by a grand opening.
Here are the series of teasers that went before the
launch.

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Engagement Surveys
A comprehensive approach addressing every phase of the Effective brand communication framework. Structured and
specific communication targeting different employee groups ensured great reach and acceptance amongst the
audience. The result was outstanding participation and great results!

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Corporate Wellness
This particular campaign posed a number of
challenges. Our client’s earnest attempt to provide a
well-rounded work-life to it’s employees needed to be
communicated effectively. The focus was on showing
that the client cared for its employees genuinely, and
that life at our client wasn’t all about work. .
Arrangements for better ‘de-stressing’ had been made.

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A number of new policies were drafted to make our
client a good place to work for all, especially female
employees. We complied all the relevant details from
this campaign. A presentable newsletter meant to be
sent to the global team, was our end product.

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Create memorable campaigns on campus to get the best talent. Shock and awe
your prospective employees with meaningful yet inspiring campaigns to make
them flock to a great employer!

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Training Kits
Our program kits are carefully crafted to meet the client’s requirements. We try to come up with
practical yet innovative designs to compliment the image of the company!

Offline Campaigns
For this program, Filament devised an offline
campaign to create a buzz and spread awareness.
The campaign involved the employees interacting
with a live cutout of Rahul, the campaign mascot to
learn more about the program. For an audience of
engineers, this was an instant success!

Offline Campaigns
Our client celebrated a Week of Service by creating
an offline campaign called Make a Wish.
Idea was to place a Wish Tree to enable the under
privileged kids to reach out the employees and find
some help.
It was a major success across the company and
further implemented in the Gurgaon office as well.

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E-Learning
E-Learning promises employees learning at the click of
a button, anytime, anywhere at their convenience. We
supercharged the program with a storyline to keep the
audience hooked while ensuring maximum learning in
the form of quick quizzes.

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Employee Engagement
• Great Place to Work Campaign
For this campaign, we had to take a neutral approach to
get the employees to take part in the survey. The work
style and the communication pattern was the unique
elements of Intuit. The result is in front of you!

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Employee Engagement
The focus was to celebrate the spirit of diversity.
This day was but a small way of expressing our
client’s appreciation to all its women employees.

Annexure
Reinforcing your Core
Value Proposition

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Pre-Joining
• Company Champion: HR Recruitment,
Managers, Leadership
• Key Message
– We are a great place to work
– We hire only the best talent
– I work with cutting edge technology and industry
best practices
– I am continuously learning and have a fast
growing career
– I will earn the best-in-industry compensation for
my skills
• Filament Recommends…
– Identification of the Employee Value
Proposition (EVP)
– Recruitment Ads aligned to the EVP
– Campus Sponsorship / Campaigns
– EVP Alignment of Recruitment Collaterals
(Application Forms, Selection Process
Collaterals, Career Website)
– Facebook Campaign to increase subscriber
base

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Joining
• Internal Customer: HR Business
Partners, Managers
• Key Message
– I am proud to have a joined a great
workplace
– I feel really welcomed here
– The Company ensures that I am comfortable
in my new role
– I understand the business and can’t wait to
start work
– EVP Branded handholding communication to
increase Joining/Offer ratio
– Induction Memorablia (Kits, T-Shirts etc)
– E-Induction Decks helping the employee to
discover the company for themselves
– Employee Handbook
– Onboarding Mailer Series (Gradual
introduction to company Culture - Employee
groups, systems, parlance and so on.)

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Business
• Internal Customer: Leadership, HR
• Key Message
– The company is growing at a tremendous
pace
– My Company employs cutting edge
technology in its products
– My Company is an industry leader in
workplace practices
– My Company is a great place to work
– Business Newsletters (Footprints, In
Conversation, etc)
– Regular CEO Intranet Videocast
– View from the Top – fortnightly publication of
pertinent questions asked to the CEO
– Intranet activation

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People
• Company Champion: HR
• Key Message
– I work with the best minds in the industry
– My colleagues are fun and share some of my
passions
– My Manager is fair-minded and recognizes my
contribution to the team
– My team supports and encourages me in
executing my duties
– The Company is led by an outstanding
leadership team
• Filament Recommends
– The Company Digital Brand Library
– Community Email Templates along with
identification of Employee -Journalists
– Signature Picture Badges (to be used in mails)
– Branded Standees for each employee
community
– Diversity Campaigns
– Employee Referral Programs
– ‘Know your Leader / Colleague’ mailer series –
Get up close and personal with your leaders

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Policies, Processes and Environment
• Company Champion: HR, Admin Team
• Key Message
– Company provides a workplace that
encourages me to deliver my best at work
– Work policies at the Company ensure that I
have great work life balance
– The administrative processes at the
Company ensure that I am highly effective
during work hours
– Detailed Policy Manual outlining guidelines at
work
– Environment Branding (Lifts, Cycle Stands,
Cafetaria – Calorie Chart, GPTW, Culture
stories)
– Employee Wellness Campaigns
– E-learning programs on Policies
– Screensaver campaigns for best practices (Save
Water, Cycle to Work etc)
– Green campaigns
– Women Friendly Policy Roadshows

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Employee Engagement
• Company Champion: Engagement Cell,
Community SPOCs,
• Key Message
– I love working for my Company
– I am constantly engaged and enjoy working
at my Company
– My Company takes extra care to ensure that
all my needs at work are met
– Structured Engagement Survey
Communication
– Greetings on Festivals/Achievements
– Communication of Everyday Birthdays –
Birthday Bums, Mailers
– CSR Initiatives and Invites
– Social updates from Employee Communities
through Communication Templates

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Compensation & Benefits
• Company Champion: C&B Team
• Key Message
– My Company is a fair paymaster and
remunerates me with the best compensation
in the industry
– The benefits provided by my Company takes
care of needs outside work
– My Company takes care of my life outside
work
• Filament Support
– Compensation Reference Kits
– Benefits Ready Reckoner

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Learning & Development
• Company Champion: L&D Department
• Key Message
– My Company is a great place to learn and grow my
skills
– I interact with the best minds in the industry at work
– I choose the direction for my career and the learning
platform at My Company helps me bring it to reality
– I choose what, when and how to learn my topics of
interest
– My Company goes the extra mile to ensure that my
learning is not hampered in any way
– L&D Guides
– Training Program Invites
– L&D Calendar
– Training Kits

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Rewards & Recognition
• Company Champion: HR
• Key Message
– My Company is a fair and transparent
company
– My Company rightly rewards top
performance
– The Recognition at Intuit spurs me to
perform better and achieve even higher
goals
– Thank You Boards
– “Cheers, Vijay” branded post-its, to be used
by Vijay for handwritten personal recognition
– Event Branding

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Performance Management and Career
• Internal Customer: L&D/OD, HR
• Key Message
– My performance targets ensure that I grow
and develop in my role at my Company
– My Company listens to my career needs and
ensures that I am provided all support to
perform at my best.
– My Company recognizes great performers
and ensures that they receive the recognition
and growth in their careers
– Performance Management Reckoner
– PMS Communication Campaign

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Exit
• Internal Customer: HR Business
Partners, Managers
• Key Message
– My Company has given me great memories
– I have had a great time working here.
– I am proud to be an alumni of the company
– I have contributed to the success of the
company and my company values it
– EVP Aligned - Final Settlement
Communication
– Thank You Kits and Memorablia
– Great Last Day Experiences – Company
Mailer with brief Summary of Achievement(
For 2 years and over)

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Alumni
• Company Champion: HR, Managers
• Key Message
– I would love to keep in touch with my ex-
colleagues
– I am proud to have been part of my
company’s culture and growth story
– My Company values my experience and
competence and seeks my guidance for
future generations
– Creating an Alumni forum for networking and
socializing
– Alumni Update Newsletters

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