Talk to Walk helped Natura with the challenging task of engaging about 2,000 employees in the positive transformation of moving to the new Administrative Building. Watch the full case study video and check out more information below:
Change Management is a discipline that works on the change process of each individual in a project, while Project Management deals with the deliverables themselves: scope, schedule, cost, and quality. For a project to succeed, these tools must go hand in hand.
TTW is Sabiá's Business Unit created to help transformative projects reach their full potential, uniting Communication and Change Management skills.
The TTW team includes certification in Project Management (PMP), Change Management (PROSCI), executive experience in multinationals, and over 10 years of know-how in internal marketing and engagement campaigns.
The case
All communication was designed by Talk to Walk in order to engage the target audience with an integrated campaign that simplified the change, bringing all Natura employees on board with the idea. The new building – Nasp – was intended to reflect not only a new workspace, but a milestone in the company's cultural transformation, enhancing collaboration, integration, and a dynamic of transparency among the teams.
The challenge stemmed from the teams“ work history before the move to enclosed spaces took place. In addition, the people who were going to move were located in a well-located building, received a meal allowance, and had certain amenities that they might feel they were ”losing" in the relocation process. It was necessary to show the reason for the change, its real impact on the lives of the people involved, awaken a desire for the new, and mitigate resistance.
All of this, while taking care of the quality of relationships between people and in a collaborative way.
OBJECTIVE
Communicate with and engage about 2,000 employees in the building relocation process, moving from EBPark in Lapa to the new Natura São Paulo (NASP) in Parque Anhanguera, where 500 employees were already working in Distribution Center operations and management activities.
CHALLENGES
+ Overcome the team's distrust regarding the change improvements, as everyone had a sentimental attachment to the current area.
+ Eliminate the insecurity about losing local benefits (easy logistics, convenience, restaurants, meal vouchers).
+ A short deadline to carry out the move.
+ History of previous successful changes, demanding to “raise the bar even higher” for this new process.
+ Context of cultural and leadership change within the company, with a recent new presidency, the acquisition process of The Body Shop, and the resumption of the brand's growth in the Brazilian market.
SOLUTION
The Talk to Walk team conducted a strategic foundation: aligning the different impacted audiences and their respective objectives with a map of actions integrated into Natura's methodology and culture.
On the engagement and collaboration front, interviews were conducted with all employees along with a space to capture initial perceptions about the change, an initiative called Open Listening. There were also about 10 events with the “Ambassadors,” a group of influencers who showed engagement with the change and helped build actions and disseminate the project's principles.
Close work was also done with the “Pathfinders,” personnel who were already working at the Nasp DC and needed to be positioned as protagonists in the project, welcoming the new collaborators as hosts of the change, and relying on special communication for their needs. For impact management and mitigation, more than 240 hours of close work were conducted with the key areas of the company involved in the project: HR, IT, Facilities, Internal Communication, and the leadership team.
Furthermore, several integrated communication actions helped in the process of building awareness, desire for change, and information for employees during the pre-change phase. Some of these actions were:
+ Creation of a booklet containing all information for consultation;
+ Creation of digital content made available on the Employee App for quick reference. News posts on this App;
+ Creation of a Technology Guide, detailing how to use new special features of the location such as videoconferences and wireless meeting rooms;
+ Creation of an FAQ containing the most common questions with constant updates;
+ Virtual reality action with 360-degree goggles, where the entire infrastructure of the new building was brought to the people in the old building.
RESULTS
+ All key areas involved;
+ Design Thinking and collaborative dynamics;
+ Readiness Assessments (Pulse Check)
+ Score of 9 on the Readiness for Change Assessment;
+ A building full of happy employees
+ A change worthy of Nasp.
It is worth remembering that Change Management applies not only to the physical movement of people from one place to another. Organizational changes occur during process alterations, cultural transformations, digital innovations, mergers and acquisitions, and in many other contexts.
Talk to Walk is qualified to conduct this process and optimize the results sought in large-scale projects. For more information, visit and contact us: http://talktowalk.com.br/
