1 Case studies

EMPLOYEE ENGAGEMENTEngagement strategy | Communications | Enterprise social

LEFT LEFT LEFT LEFT RIGHT RIGHT RIGHT

1 Case studies

For twenty years we’ve helped our clients to get their people joined-up and moving in the right direction. This is what we’ve learned:

– Consultants, reports and strategies make interesting reading for the board and the people who wrote them. Nobody else gets very excited.

– Creativity can be powerful and motivating.

– Things get interesting when we stop thinking about human resources and start thinking about human beings.

So today we bring three groups of people, skills and ideas to every engagement issue and build programs that the board love, and the bored get excited about.

1The grown-up left-brain bit. In other words the strategic and digital know-how to see the issues and 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.

2The imaginative right-brain bit. No one gets out of bed on Monday morning to implement a business strategy – so even the smartest management consultant can’t really change the way people think and work. Great, creative ideas can and do though. The evidence is everywhere.

3A compulsion to understand and move people.That’s what has kept us interested – inspired even – all these years. Whether we’re persuading blue-chip investors or nudging telecoms engineers to work smarter, we aim to get under people’s skin. So across generations and industries and media we have one benchmark: will this piece of work make people feel something, then do something?

The board are excited, now for the bored.

1 Introducing SAS

Contents

1 Introducing SAS

4 Case studies 4 GSK 6 Lilly 8 BT Openreach 10 KPMG 12 The Coca-Cola

Company 14 BT 16 Randstad18 Solvay

Getting your people marching in the same direction takes both sides of the brain. The left to grasp complex strategy; the right for creative that gets people out of bed in the morning.

So we put astute business minds (ours and yours), digital obsessives, and creative free spirits in a room.

The result?

Employee engagement that actually engages and motivates.

2 Introducing SASClients

Audience In

sight

Engagement Strategy and Research

Activation Social Engagement

Comm

s Stra

tegy

and Pla

nning

Campaig

n

Develo

pment

Events/

Experientia

l

Inte

rnal S

ocial

Platfo

rms a

nd

Comm

unications

3 Case studiesOur specialists

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

Jason FrankJoint Managing Director, SAS

Jason’s 14 years’ experience spans research, strategy and brand expression with a particular emphasis on employer branding and employee communications. Having evolved SAS’s talent and engagement offer over the last seven years, his clients have included KPMG, Freshfields, Coca-Cola, BP and BT.

Louisa MoretonHead of Employee Engagement, SAS

Louisa is a Client Partner within our Brand and Talent practice specialising in Employer Branding and Engagement, leading SAS projects for Lilly, Ernst & Young and GSK. With over 10 years’ experience, Louisa is a member of the UK Engage for Success ‘Guru Group’ on employee engagement.

Dean ParkerDigital Consultant

With over 15 years’ experience, Dean leads our expertise in digital strategy and communications. Dean combines an intuitive knowledge of digital with interaction design and user experience, advising clients on a wide range of platforms and technologies.

Leslie RogersConsultant, SAS

Leslie is a Consultant in our Brand and Talent practice, leading insights into Employer Branding and Engagement. Over the past 6 years she has produced research for global companies in the energy, telecoms, fmcg, professional services and pharmaceuticals industries.

Claire HerriottRecruitment Marketing Director, SAS

Claire has worked within talent communications for 20 years, with expertise centred on directing and developing recruitment marketing strategy for leading global clients across digital and social media, to ensure they meet their recruitment and marketing objectives.

Rosanna CovacichStrategy Consultant

Rosanna has extensive experience of developing global brand strategy and employee communications, having worked with companies such as RBS, Deutsche Bank, Intercontinental Hotel Group and Standard Life. Her role is to formulate and advise on strategic development of employer brand campaigns.

4 Case studies

Images Newsletter Exhibition stands Interactive exhibition screen

Visual identity

GSK decided that its 100,000 employees would benefit from its partnership with the Olympic and Paralympic Games and involve, inspire and thank GSK people. First we devised a messaging strategy which made a clear link between the shared ideals, the sponsorship and employee engagement and involvement. Next we created an exciting visual identity and name – ‘Team GSK’ – that would unite their vast range of Olympic related initiatives – from ticketing competitions to ‘Orange’ (Volunteering)

Days – under one memorable ‘banner’. The ongoing engagement activity consists of an intranet site, travelling exhibition, ticketing competitions, an ambassador programme, daily blogs from the Games, online toolkit and a monthly newsletter to name a few. We’ve seen strong participation with tens of thousands of intranet site visits and over 2,000 ticketing competition nominations – and a global reach of 98% of GSK employees.

Fostering Olympic spirit – from Brentford to Bangkok

Results 2,067 ticketing competition nominations received

Nominations in 83 countries

29,000 visitors to the site in February

98 volunteers to be champions for the programme

249 teams from 42 countries took part in the Gold Challenge

The fastest adoption rate they’ve seen amongst their corporate partners

Over £169,000 pledged in fundraising

6 Case studies

Images Giant canvas letter Employee engagement toolkit

Following focus groups, interviews and engagement with the UK MD to understand Lilly UK’s vision, strategy, and focus on the service value chain, we developed an internal communications strategy based on the importance of connections. The aim was to raise the bar on the current internal communications, get people talking and sharing experiences and engage them with Lilly UK as a whole. The central theme was “creating connections every day”. The toolkit is

easy to use and, following training sessions, employees at Lilly are now able to use the tools for themselves. To get people talking we launched the campaign with genuine thank you letters from the MD, customers and patients that focused on the positive effects Lilly employees have on their customers and end patients. These letters were reproduced as giant canvases and placed around Lilly House as well as being emailed to field staff.

Re-invigoration through communication

8 Case studies

An interactive YouTube adventure for employees Openreach supports broadband services for numerous providers in the UK, ultimately ensuring millions of Britons have internet access. Doing this job requires a wide range of skills and teams, all of which are interdependent 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

slightly tongue-in-cheek interactive “create your own adventure” series of videos showing the importance of passing work down the line efficiently. To help ensure the message got across, employees could enter a competition to win prizes by answering key questions about what happens in the videos.

Images Screensaver YouTube game Campaign poster

“In an environment where there is lots going on and many different messages to communicate to a wide audience, getting the RFT message heard and acted upon has driven our business success.”Director BT Openreach

10 Case studies10 Case studies

Our work with KPMG’s Global People, Performance & Culture team has spanned almost every phase of the employee journey. The project featured here was a key programme in helping the business meet its global growth objectives. The challenge was to develop a global communications programme that would increase employee awareness of KPMG’s Global Opportunities Programme (GO) and change attitudes to global mobility across KPMG.

A global approach to global talent issues

The proposition emphasised the professional, personal, commercial and cultural benefits of global mobility. SAS developed a communications strategy that segmented audiences, ensuring that the messages, materials and methods were relevant to each. The programme encompassed face-to-face communications, a presentation toolkit, an intranet with rich interactive modules, printed guides and an online global careers fair attended by more than 4,000 KPMG people.

Images Promotional film stills Brochure

“The team at SAS are great to work. The objectives were met and the feedback received within KPMG has been excellent.”Senior Manager, Marketing & Communications, Global People, Performance & Culture Group KPMG International

12 Case studies

Images The formula Workshop guide

The amazing fame of its brands created a recruitment challenge for The Coca-Cola Company (TCCC): too many people applying for roles, too few of whom had the right attributes to thrive there. We worked with the TCCC team to develop a proposition that would act as both inspiration and filter – leading the right candidates towards the business, and causing others to pause before applying. Rallying behind the

proposition “What’s your secret formula?” came a recruitment site, on-boarding principles, all talent related internal materials and global recruitment advertising guidelines.

Filtering the right talent from the less talented

“SAS generated not only an engaging, relevant and inspiring creative approach, but just as importantly a robust and carefully considered strategy that sits behind it.”Talent and Development Consultant The Coca-Cola Company

BT knows that with a disengaged workforce your brand withers; but with engaged, involved people it lives and breathes. So the thrust of our three-year engagement programme has been shifting the attitude that people bring with them to work. It began by launching their values with a simple, memorable visual 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.

Changing behaviour and reputation, internally and externally

We’ve run workshops and storytelling competitions, published booklets and made full use of BT’s intranets, deploying the full arsenal of employee engagement tactics to great effect.

14 Case studies

Images Brand book cover Brand book: explaining the values to employees

Story winners compendium

“Our brand is our most important asset, therefore it’s vital that we trust our agencies to develop the brand. SAS have worked with us for 12 years and have been a key roster agency for 9 of those.”Head of Design BT Brand Team

Randstad wanted to celebrate their 50th anniversary in a way that would motivate their 28,000 employees worldwide.

The primary objectives were to engage employees with the Randstand brand and increase participation on the global intranet.

Creating a global online employee community

16 Case studies

Images Web community Party

Results Increase in intranet users from 8,000 to 21,000 in 9 months

1.6 million page views 26,000 employees attended the event

A community was created around the ‘Club Gold’ and live Club Gold parties were held in 26 countries.

Following the merger with Rhodia, Solvay wanted to mobilise their senior managers around the ‘new Solvay’.

The board wanted specifically to encourage collaboration between senior managers of the new group and improve conference attendance.

Creating an online community for senior managers

18 Case studies

Images Forum Memo Event

Results More than 3 times the average attendance for the conference

1.6 million pages views 26,000 participants

An online community was created with specific senior manager generated content.

SAS6 Salem RoadLondon W2 4BU

© SAS part of MSLGROUP

Telephone +44 (0)20 7243 3232Fax +44 (0)20 7243 3216Website saslondon.com