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
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Joint Managing Director, SAS Consultant, SAS
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In
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Co lat rna
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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.