Professional Documents
Culture Documents
An Edelman perspective on making meaningful employee connections that deepen engagement, build trust and accelerate business performance.
SEPTEMBER 2013
Videos to explain potentially dull subjects in an engaging way. Gaining regulatory approval to bring new healthcare products to market is, in many countries, a long and paperwork-laden process. The company told this story through a documentary-style video: Voiceover narration explained the process in conversational terms, while video clips illustrated each point. Moreover, since there wasnt budget to fund a fully produced video, the team used stock video footage, as well as clips from interviews with inmarket employees, physicians and patients that local communicators recorded via mobile phones. The entire piece was edited together using widely available software designed for novices. Top 10 lists: Short, punchy features, such as top 10 reasons to do business in Russia or five myths about healthcare in China conveyed facts in a quick, easily digestible format. Trivia quizzes: At the end of the virtual journey through the market, employees took a brief survey-based quiz testing what they had learned along the way. Completion earned them a badge for their profile on the companys internal social media platform. This multi-format approach to storytelling struck a chord with employees, and senior leaders in emerging markets across the world jockeyed to have their market be the next to be profiled. Ultimately, this approach helped foster a deeper emotional connection to the companys strategy than a series of written communications ever could.
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Edelmans Employee Engagement Practice helps organizations accelerate business performance, delivered by highly engaged and trusted employees. We do this by making meaningful, trust-building connections connecting employees with the company, connecting employees with each other, and connecting employees with the outside world. We have a global network of employee engagement specialists who can develop engagement strategy; deploy the tools and processes to deliver it; create the multimedia channels and content that support it; and design the insight mechanisms to measure it. For more information, visit us at ee.edelman.com or follow us on Twitter at @EdelmanEE.
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