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HT	 RIGHT	 RIGHT

  EMPLOYEE ENGAGEMENT
  Engagement strategy | Communications | Enterprise social
The board are excited,                                                                1
                                                                                                                                                               Introducing
                                                                                                                                                               Case studiesSAS
                                                                         now for the bored.




                                                                                                                      2
Getting your people marching in the same            Contents	           For twenty years we’ve helped our
                                                    1	 Introducing SAS   clients to get their people joined-up
direction takes both sides of the brain. The left   4	 Case studies      and moving in the right direction.
to grasp complex strategy; the right for creative   4	GSK
                                                    6	Lilly              This is what we’ve learned:
that gets people out of bed in the morning.         8	 BT Openreach                                                   The imaginative
                                                    10	KPMG              –  onsultants, reports and strategies
                                                                           C
                                                    12 	The Coca-Cola
                                                                           make interesting reading for
                                                                                                                      right-brain bit.
                                                         Company
So we put astute business minds (ours and           14 	 BT
                                                    16	Randstad
                                                                           the board and the people who               No one gets out of bed on Monday
                                                                           wrote them. Nobody else gets               morning to implement a business
yours), digital obsessives, and creative free       18	Solvay
                                                                                                                      strategy – so even the smartest
                                                                           very excited.
spirits in a room.                                                                                                    management consultant can’t really
                                                                         –  reativity can be powerful
                                                                           C                                          change the way people think and work.
                                                                           and motivating.                            	 Great, creative ideas can and do
The result?
                                                                         –  hings get interesting when
                                                                           T                                          though. The evidence is everywhere.




                                                                                                                      3
                                                                           we stop thinking about human
Employee engagement that actually engages                                  resources and start thinking
and motivates.                                                             about human beings.
                                                                         So today we bring three groups of
                                                                         people, skills and ideas to every            A compulsion to understand
                                                                         engagement issue and build                   and move people.
                                                                         programs that the board love,
                                                                                                                      That’s what has kept us interested –
                                                                         and the bored get excited about.
                                                                                                                      inspired even – all these years.



                                                                         1
                                                                                                                      Whether we’re persuading blue-chip
                                                                                                                      investors or nudging telecoms
                                                                                                                      engineers to work smarter, we aim to
                                                                                                                      get under people’s skin. So across
                                                                         The grown-up left-brain bit.                 generations and industries and media
                                                                                                                      we have one benchmark: will this piece
                                                                         In other words the strategic and digital     of work make people feel something,
                                                                         know-how to see the issues and               then do something?
                                                                         opportunities that you can’t and the
                                                                         credibility and confidence to get HR,
                                                                         internal communications and corporate
                                                                         communications people working as one.
                                                                         No refuseniks, no gaps for the good
                                                                         stuff to fall between and digital delivery
                                                                         that sends ideas forth with impact.
Clients                                                                     2
                                                                            Introducing SAS      Our specialists                                                        3
                                                                                                                                                                        Case studies

                                                                                                 Our team of experienced specialists
                                                                                                 know how to ask the right questions
                                                                                                 and see the important things faster.



                Engagement Strategy                    Activation              Social
                   and Research                                              Engagement

                                                                                                                      Jason Frank                           Leslie Rogers




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                                                                                                                      Joint Managing Director, SAS          Consultant, SAS




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                                                                                                                      Jason’s 14 years’ experience spans    Leslie is a Consultant in our




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                                            D e am
                         a n om




                                                                                In
           di
                                                                                                                      research, strategy and brand          Brand and Talent practice,




                                                              E
                                               C
                            C
          Au
                                                                                                                      expression with a particular          leading insights into Employer
                                                                                                                      emphasis on employer branding         Branding and Engagement.
                                                                                                                      and employee communications.          Over the past 6 years she
                                                                                                                      Having evolved SAS’s talent and       has produced research for
                                                                                                                      engagement offer over the last        global companies in the
                                                                                                                      seven years, his clients have         energy, telecoms, fmcg,
                                                                                                                      included KPMG, Freshfields,           professional services and
                                                                                                                      Coca-Cola, BP and BT.                 pharmaceuticals industries.



                                                                                                                      Louisa Moreton                        Claire Herriott
                                                                                                                      Head of Employee                      Recruitment Marketing
                                                                                                                      Engagement, SAS                       Director, SAS
                                                                                                                      Louisa is a Client Partner within     Claire has worked within talent
                                                                                                                      our Brand and Talent practice         communications for 20 years,
                                                                                                                      specialising in Employer Branding     with expertise centred on
                                                                                                                      and Engagement, leading SAS           directing and developing
                                                                                                                      projects for Lilly, Ernst  Young     recruitment marketing strategy
                                                                                                                      and GSK. With over 10 years’          for leading global clients across
                                                                                                                      experience, Louisa is a member of     digital and social media, to ensure
                                                                                                                      the UK Engage for Success ‘Guru       they meet their recruitment and
                                                                                                                      Group’ on employee engagement.        marketing objectives.



                                                                                                                      Dean Parker                           Rosanna Covacich
                                                                                                                      Digital Consultant                    Strategy Consultant
                                                                                                                      With over 15 years’ experience,       Rosanna has extensive experience
                                                                                                                      Dean leads our expertise in digital   of developing global brand
                                                                                                                      strategy and communications.          strategy and employee
                                                                                                                      Dean combines an intuitive            communications, having worked
                                                                                                                      knowledge of digital with             with companies such as RBS,
                                                                                                                      interaction design and user           Deutsche Bank, Intercontinental
                                                                                                                      experience, advising clients          Hotel Group and Standard Life.
                                                                                                                      on a wide range of platforms          Her role is to formulate and advise
                                                                                                                      and technologies.                     on strategic development of
                                                                                                                                                            employer brand campaigns.
4
                                                                                       Case studies



                                                                                       Images
                                                                                         	Newsletter
                                                                                         	Exhibition stands
                                                                                         	Interactive exhibition
                                                                                           screen
                                                                                         	 Visual identity




Fostering Olympic spirit –
from Brentford to Bangkok
GSK decided that its 100,000 employees     Days – under one memorable ‘banner’.        Results
                                                                                        	2,067 ticketing
would benefit from its partnership with    	 The ongoing engagement activity              competition
the Olympic and Paralympic Games and       consists of an intranet site, travelling       nominations received
                                                                                        	 ominations in 83
                                                                                          N
involve, inspire and thank GSK people.     exhibition, ticketing competitions, an         countries
	 First we devised a messaging             ambassador programme, daily blogs            	 9,000 visitors to the
                                                                                          2
                                                                                          site in February
strategy which made a clear link between   from the Games, online toolkit and a         	 8 volunteers to be
                                                                                          9
the shared ideals, the sponsorship and     monthly newsletter to name a few.              champions for the
                                                                                          programme
employee engagement and involvement.       	 We’ve seen strong participation with       	 49 teams from 42
                                                                                          2
	 Next we created an exciting visual       tens of thousands of intranet site visits      countries took part in
                                                                                          the Gold Challenge
identity and name – ‘Team GSK’ – that      and over 2,000 ticketing competition         	 he fastest adoption rate
                                                                                          T
would unite their vast range of Olympic    nominations – and a global reach of            they’ve seen amongst
                                                                                          their corporate partners
related initiatives – from ticketing       98% of GSK employees.                        	 ver £169,000 pledged
                                                                                          O
competitions to ‘Orange’ (Volunteering)                                                   in fundraising
6
                                                                                   Case studies



                                                                                   Images
                                                                                     	 iant canvas letter
                                                                                       G
                                                                                     	Employee engagement
                                                                                       toolkit




Re-invigoration through
communication
Following focus groups, interviews         easy to use and, following training
and engagement with the UK MD to           sessions, employees at Lilly are now
understand Lilly UK’s vision, strategy,    able to use the tools for themselves.
and focus on the service value chain, we   	 To get people talking we launched
developed an internal communications       the campaign with genuine thank you
strategy based on the importance of        letters from the MD, customers and
connections. The aim was to raise the      patients that focused on the positive
bar on the current internal                effects Lilly employees have on their
communications, get people talking         customers and end patients.
and sharing experiences and engage         	 These letters were reproduced
them with Lilly UK as a whole.             as giant canvases and placed around
	 The central theme was “creating          Lilly House as well as being emailed
connections every day”. The toolkit is     to field staff.
8
                                                                                                   Case studies



                                                                                                   Images
                                                                                                     	 Screensaver
                                                                                                     	 YouTube game
                                                                                                     	 Campaign poster




An interactive YouTube                     slightly tongue-in-cheek interactive    “In an environment where
                                           “create your own adventure” series of    there is lots going on and
adventure for employees                    videos showing the importance of         many different messages
Openreach supports broadband               passing work down the line efficiently.  to communicate to a wide
services for numerous providers in the     To help ensure the message got across, audience, getting the RFT
UK, ultimately ensuring millions of        employees could enter a competition to message heard and
Britons have internet access. Doing this   win prizes by answering key questions    acted upon has driven our
job requires a wide range of skills and    about what happens in the videos.        business success.”
teams, all of which are interdependent                                              Director
                                                                                    BT Openreach
on one another.
	 With many workers on the road and
without intranet access, Openreach and
SAS made the bold move of using an
external communication channel to
connect with employees outside the BT
firewall. We created an entertaining and
10
                                                                                               Case studies



                                                                                               Images
                                                                                                 	 romotional film stills
                                                                                                  P
                                                                                                 	Brochure




A global approach to global
talent issues
Our work with KPMG’s Global People,      The proposition emphasised the             “The team at SAS are great
Performance  Culture team has           professional, personal, commercial          to work. The objectives were
spanned almost every phase of the        and cultural benefits of global mobility.   met and the feedback
employee journey.                        SAS developed a communications              received within KPMG has
	 The project featured here was a        strategy that segmented audiences,          been excellent.”
key programme in helping the business    ensuring that the messages, materials       Senior Manager, Marketing 
meet its global growth objectives.       and methods were relevant to each. The Communications, Global People,
                                                                                     Performance  Culture Group
	 The challenge was to develop a         programme encompassed face-to-face          KPMG International
global communications programme          communications, a presentation toolkit,
that would increase employee awareness   an intranet with rich interactive modules,
of KPMG’s Global Opportunities           printed guides and an online global
Programme (GO) and change attitudes      careers fair attended by more than
to global mobility across KPMG.          4,000 KPMG people.
12
                                                                                                Case studies



                                                                                                Images
                                                                                                  	The formula
                                                                                                  	 Workshop guide




Filtering the right talent
from the less talented
The amazing fame of its brands             proposition “What’s your secret         “SAS generated not only an
created a recruitment challenge for        formula?” came a recruitment site,       engaging, relevant and
The Coca-Cola Company (TCCC): too          on-boarding principles, all talent       inspiring creative approach,
many people applying for roles, too        related internal materials and global    but just as importantly a
few of whom had the right attributes       recruitment advertising guidelines.      robust and carefully
to thrive there.                                                                    considered strategy that
	 We worked with the TCCC team                                                      sits behind it.”
to develop a proposition that would                                                Talent and Development Consultant
                                                                                   The Coca-Cola Company
act as both inspiration and filter –
leading the right candidates towards the
business, and causing others to pause
before applying. Rallying behind the
14
                                                                                                  Case studies



                                                                                                  Images
                                                                                                    	 Brand book cover
                                                                                                    	 rand book: explaining
                                                                                                      B
                                                                                                      the values to employees
                                                                                                    	Story winners
                                                                                                      compendium




Changing behaviour and reputation,
internally and externally
BT knows that with a disengaged             We’ve run workshops and storytelling     “Our brand is our most
workforce your brand withers; but with      competitions, published booklets          important asset, therefore
engaged, involved people it lives and       and made full use of BT’s intranets,      it’s vital that we trust our
breathes. So the thrust of our three-year   deploying the full arsenal of employee    agencies to develop the
engagement programme has been               engagement tactics to great effect.       brand. SAS have worked
shifting the attitude that people bring                                               with us for 12 years and have
with them to work.                                                                    been a key roster agency for
	 It began by launching their values                                                  9 of those.”
with a simple, memorable visual                                                      Head of Design
                                                                                     BT Brand Team
identity and progressed to a whole raft
of campaigns helping BT people to
understand that they, not the company
as a whole, were the brand difference.
16
                                                                                 Case studies



                                                                                 Images
                                                                                   	 Web community
                                                                                   	Party




Creating a global online employee
community
Randstad wanted to celebrate            A community was created around the       Results
                                                                                  	 ncrease in intranet
                                                                                    I
their 50th anniversary in a way that    ‘Club Gold’ and live Club Gold parties      users from 8,000 to
would motivate their 28,000             were held in 26 countries.                  21,000 in 9 months
                                                                                  	 .6 million page views
                                                                                    1
employees worldwide.                                                              	26,000 employees
                                                                                    attended the event
The primary objectives were to engage
employees with the Randstand brand
and increase participation on the
global intranet.
18
                                                                           Case studies



                                                                           Images
                                                                             	Forum
                                                                             	Memo
                                                                             	Event




Creating an online community
for senior managers
Following the merger with Rhodia,        An online community was created   Results
                                                                            	 ore than 3 times
                                                                              M
Solvay wanted to mobilise their senior   with specific senior manager         the average attendance
managers around the ‘new Solvay’.        generated content.                   for the conference
                                                                            	 .6 million pages views
                                                                              1
                                                                            	26,000 participants
The board wanted specifically to
encourage collaboration between
senior managers of the new group
and improve conference attendance.
SAS                      Telephone 	 +44 (0)20 7243 3232
6 Salem Road             Fax	        +44 (0)20 7243 3216
London W2 4BU            Website	saslondon.com




© SAS part of MSLGROUP

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SAS Employee Engagement Brochure

  • 1. 1 Case studies LEFT LEFT L HT RIGHT RIGHT EMPLOYEE ENGAGEMENT Engagement strategy | Communications | Enterprise social
  • 2. The board are excited, 1 Introducing Case studiesSAS now for the bored. 2 Getting your people marching in the same Contents For twenty years we’ve helped our 1 Introducing SAS clients to get their people joined-up direction takes both sides of the brain. The left 4 Case studies and moving in the right direction. to grasp complex strategy; the right for creative 4 GSK 6 Lilly This is what we’ve learned: that gets people out of bed in the morning. 8 BT Openreach The imaginative 10 KPMG – onsultants, reports and strategies C 12 The Coca-Cola make interesting reading for right-brain bit. Company So we put astute business minds (ours and 14 BT 16 Randstad the board and the people who No one gets out of bed on Monday wrote them. Nobody else gets morning to implement a business yours), digital obsessives, and creative free 18 Solvay strategy – so even the smartest very excited. spirits in a room. management consultant can’t really – reativity can be powerful C change the way people think and work. and motivating. Great, creative ideas can and do The result? – hings get interesting when T though. The evidence is everywhere. 3 we stop thinking about human Employee engagement that actually engages resources and start thinking and motivates. about human beings. So today we bring three groups of people, skills and ideas to every A compulsion to understand engagement issue and build and move people. programs that the board love, That’s what has kept us interested – and the bored get excited about. inspired even – all these years. 1 Whether we’re persuading blue-chip investors or nudging telecoms engineers to work smarter, we aim to get under people’s skin. So across The grown-up left-brain bit. generations and industries and media we have one benchmark: will this piece In other words the strategic and digital of work make people feel something, know-how to see the issues and then do something? opportunities that you can’t and the credibility and confidence to get HR, internal communications and corporate communications people working as one. No refuseniks, no gaps for the good stuff to fall between and digital delivery that sends ideas forth with impact.
  • 3. Clients 2 Introducing SAS Our specialists 3 Case studies Our team of experienced specialists know how to ask the right questions and see the important things faster. Engagement Strategy Activation Social and Research Engagement Jason Frank Leslie Rogers y ica nd l un s a cia ng eg ht ns ni r at m m o Joint Managing Director, SAS Consultant, SAS sig tio m for l S t en an St lo ign l In ia Co lat rna pm rie / Pl s nt ce ve pa pe ts d m Jason’s 14 years’ experience spans Leslie is a Consultant in our P te en Ex ven D e am a n om In di research, strategy and brand Brand and Talent practice, E C C Au expression with a particular leading insights into Employer emphasis on employer branding Branding and Engagement. and employee communications. Over the past 6 years she Having evolved SAS’s talent and has produced research for engagement offer over the last global companies in the seven years, his clients have energy, telecoms, fmcg, included KPMG, Freshfields, professional services and Coca-Cola, BP and BT. pharmaceuticals industries. Louisa Moreton Claire Herriott Head of Employee Recruitment Marketing Engagement, SAS Director, SAS Louisa is a Client Partner within Claire has worked within talent our Brand and Talent practice communications for 20 years, specialising in Employer Branding with expertise centred on and Engagement, leading SAS directing and developing projects for Lilly, Ernst Young recruitment marketing strategy and GSK. With over 10 years’ for leading global clients across experience, Louisa is a member of digital and social media, to ensure the UK Engage for Success ‘Guru they meet their recruitment and Group’ on employee engagement. marketing objectives. Dean Parker Rosanna Covacich Digital Consultant Strategy Consultant With over 15 years’ experience, Rosanna has extensive experience Dean leads our expertise in digital of developing global brand strategy and communications. strategy and employee Dean combines an intuitive communications, having worked knowledge of digital with with companies such as RBS, interaction design and user Deutsche Bank, Intercontinental experience, advising clients Hotel Group and Standard Life. on a wide range of platforms Her role is to formulate and advise and technologies. on strategic development of employer brand campaigns.
  • 4. 4 Case studies Images Newsletter Exhibition stands Interactive exhibition screen Visual identity Fostering Olympic spirit – from Brentford to Bangkok GSK decided that its 100,000 employees Days – under one memorable ‘banner’. Results 2,067 ticketing would benefit from its partnership with The ongoing engagement activity competition the Olympic and Paralympic Games and consists of an intranet site, travelling nominations received ominations in 83 N involve, inspire and thank GSK people. exhibition, ticketing competitions, an countries First we devised a messaging ambassador programme, daily blogs 9,000 visitors to the 2 site in February strategy which made a clear link between from the Games, online toolkit and a 8 volunteers to be 9 the shared ideals, the sponsorship and monthly newsletter to name a few. champions for the programme employee engagement and involvement. We’ve seen strong participation with 49 teams from 42 2 Next we created an exciting visual tens of thousands of intranet site visits countries took part in the Gold Challenge identity and name – ‘Team GSK’ – that and over 2,000 ticketing competition he fastest adoption rate T would unite their vast range of Olympic nominations – and a global reach of they’ve seen amongst their corporate partners related initiatives – from ticketing 98% of GSK employees. ver £169,000 pledged O competitions to ‘Orange’ (Volunteering) in fundraising
  • 5. 6 Case studies Images iant canvas letter G Employee engagement toolkit Re-invigoration through communication Following focus groups, interviews easy to use and, following training and engagement with the UK MD to sessions, employees at Lilly are now understand Lilly UK’s vision, strategy, able to use the tools for themselves. and focus on the service value chain, we To get people talking we launched developed an internal communications the campaign with genuine thank you strategy based on the importance of letters from the MD, customers and connections. The aim was to raise the patients that focused on the positive bar on the current internal effects Lilly employees have on their communications, get people talking customers and end patients. and sharing experiences and engage These letters were reproduced them with Lilly UK as a whole. as giant canvases and placed around The central theme was “creating Lilly House as well as being emailed connections every day”. The toolkit is to field staff.
  • 6. 8 Case studies Images Screensaver YouTube game Campaign poster An interactive YouTube slightly tongue-in-cheek interactive “In an environment where “create your own adventure” series of there is lots going on and adventure for employees videos showing the importance of many different messages Openreach supports broadband passing work down the line efficiently. to communicate to a wide services for numerous providers in the To help ensure the message got across, audience, getting the RFT UK, ultimately ensuring millions of employees could enter a competition to message heard and Britons have internet access. Doing this win prizes by answering key questions acted upon has driven our job requires a wide range of skills and about what happens in the videos. business success.” teams, all of which are interdependent Director BT Openreach on one another. With many workers on the road and without intranet access, Openreach and SAS made the bold move of using an external communication channel to connect with employees outside the BT firewall. We created an entertaining and
  • 7. 10 Case studies Images romotional film stills P Brochure A global approach to global talent issues Our work with KPMG’s Global People, The proposition emphasised the “The team at SAS are great Performance Culture team has professional, personal, commercial to work. The objectives were spanned almost every phase of the and cultural benefits of global mobility. met and the feedback employee journey. SAS developed a communications received within KPMG has The project featured here was a strategy that segmented audiences, been excellent.” key programme in helping the business ensuring that the messages, materials Senior Manager, Marketing meet its global growth objectives. and methods were relevant to each. The Communications, Global People, Performance Culture Group The challenge was to develop a programme encompassed face-to-face KPMG International global communications programme communications, a presentation toolkit, that would increase employee awareness an intranet with rich interactive modules, of KPMG’s Global Opportunities printed guides and an online global Programme (GO) and change attitudes careers fair attended by more than to global mobility across KPMG. 4,000 KPMG people.
  • 8. 12 Case studies Images The formula Workshop guide Filtering the right talent from the less talented The amazing fame of its brands proposition “What’s your secret “SAS generated not only an created a recruitment challenge for formula?” came a recruitment site, engaging, relevant and The Coca-Cola Company (TCCC): too on-boarding principles, all talent inspiring creative approach, many people applying for roles, too related internal materials and global but just as importantly a few of whom had the right attributes recruitment advertising guidelines. robust and carefully to thrive there. considered strategy that We worked with the TCCC team sits behind it.” to develop a proposition that would Talent and Development Consultant The Coca-Cola Company act as both inspiration and filter – leading the right candidates towards the business, and causing others to pause before applying. Rallying behind the
  • 9. 14 Case studies Images Brand book cover rand book: explaining B the values to employees Story winners compendium Changing behaviour and reputation, internally and externally BT knows that with a disengaged We’ve run workshops and storytelling “Our brand is our most workforce your brand withers; but with competitions, published booklets important asset, therefore engaged, involved people it lives and and made full use of BT’s intranets, it’s vital that we trust our breathes. So the thrust of our three-year deploying the full arsenal of employee agencies to develop the engagement programme has been engagement tactics to great effect. brand. SAS have worked shifting the attitude that people bring with us for 12 years and have with them to work. been a key roster agency for It began by launching their values 9 of those.” with a simple, memorable visual Head of Design BT Brand Team identity and progressed to a whole raft of campaigns helping BT people to understand that they, not the company as a whole, were the brand difference.
  • 10. 16 Case studies Images Web community Party Creating a global online employee community Randstad wanted to celebrate A community was created around the Results ncrease in intranet I their 50th anniversary in a way that ‘Club Gold’ and live Club Gold parties users from 8,000 to would motivate their 28,000 were held in 26 countries. 21,000 in 9 months .6 million page views 1 employees worldwide. 26,000 employees attended the event The primary objectives were to engage employees with the Randstand brand and increase participation on the global intranet.
  • 11. 18 Case studies Images Forum Memo Event Creating an online community for senior managers Following the merger with Rhodia, An online community was created Results ore than 3 times M Solvay wanted to mobilise their senior with specific senior manager the average attendance managers around the ‘new Solvay’. generated content. for the conference .6 million pages views 1 26,000 participants The board wanted specifically to encourage collaboration between senior managers of the new group and improve conference attendance.
  • 12. SAS Telephone +44 (0)20 7243 3232 6 Salem Road Fax +44 (0)20 7243 3216 London W2 4BU Website saslondon.com © SAS part of MSLGROUP