11/06/2019 at 01:29
With almost 60 years of existence, Medral, an electrical engineering services company, needed to reaffirm its purpose, awaken a sense of pride in the team, and ensure that each of the organization's more than 400 employees experienced the company's values and culture on a daily basis.
CHALLENGE
Bring the culture of proximity and commitment to employees, which sets Medral apart from other companies in its segment, to the communication of corporate values.
OBJECTIVE
Create a campaign with Medral's look and feel, generating the highest possible engagement and motivating employees to respect and defend the organizational values and culture every day in their diverse roles.
SOLUTION
And the strategy featured an integrated plan that includes communication channels and Medral's traditional and proprietary rituals, combining communication, activation, and training, carried out in partnership with the HR team.
Backed by the strategy, the campaign Values that connect us it united employees from various roles, such as administrative, underground electrical grid maintenance, and factory, with representatives in the company's different offices, and quickly won the sympathy of the entire Medral team.
THE INTEGRATED PLANNING
• Proprietary and relevant content: The coordinators of the different units were involved from the beginning, knowing the concept firsthand and having the privilege of nominating the standout employees who were the stars of the campaign.
• Mix of traditional channels and proprietary rituals: The campaign was distributed and activated through traditional channels (intranet, banners, notice boards, etc.), but was also adapted to be communicated within Medral's existing rituals, such as board meetings, Daily Safety Dialogues with breakfast, etc.
• Special workshops: In partnership with HR, workshops on each of the values were created in an intense 5-week immersion cycle.
• Activation with Cultural Contest: A photo contest with the theme of values was created, which engaged employees from all areas and offices, featuring their work on display and the opportunity to win special prizes.
RESULTS
• Engagement of all units and areas;
• Participation above expectations in the workshops and contest;
• Employee motivation and engagement;
• Strengthening communication between the organization and employees;
• Closer alignment between departments;
• Employee sense of belonging
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