Employee Communications Case Study

Situation:
A global, multi-billion dollar corporation needed to clarify its understanding of employee and management perceptions, as well as reactions and preferences regarding its overall communications strategy.  By doing so, the Corporation hoped to ultimately prioritize and enhance its communications initiatives for maximum impact, satisfaction, and effectiveness.  Exploring employee perceptions relative to the corporation’s brand and image; confirming the value of internal communications programming and messaging; defining the most effective communications tools; and identifying opportunities for refinement and/or enhancement of messaging were included in the core research objectives.

Solution:
The Corporation partnered with Campos Inc. to manage and execute an extensive series of direct interactions with its key internal stakeholders.  Multiple locations were selected throughout the United States, Canada, Mexico, South America, Netherlands, Mexico, Australia, and Germany to ensure that an appropriate sample of the Corporation’s diverse management and employee base were represented.  A combination of eight focus groups, thirteen tele-depth interviews, and six face-to-face meetings with senior executives and employees was ultimately conducted. 

Qualified respondents—representing a range of functional areas, years of experience, and executive or administrative levels—were screened and chosen by the Corporation.  All focus groups and interviews were facilitated and/or moderated by Campos Inc.

The use of personification exercises in focus groups and tele-depth interviews was employed to add depth and understanding to employee perceptions regarding the Corporation’s brand and image.  Stimulus materials—in the form of internal communications collateral and tools—were also used to aid employee’s recall and evaluation of these mediums. 

Results:
After weeks of multiple interviews and focus groups, the Corporation was pleased, but overwhelmed, by the depth and breadth of the qualitative research findings.  Campos Inc. provided the expertise and guidance needed to distill the mountains of information into a concise report that provided a comprehensive look at management and employee feedback.  This document—in conjunction with existing corporate insight and intelligence—guided the internal communications department’s future planning and strategy development in support of corporate-wide goals and initiatives. 

Internal feedback not only helped clarify the Corporation’s image and brand position in the minds of one of its most important audiences, but also led to a refocused approach to employee communications that embraced face-to-face and electronic communications wherever possible.  Moreover, gaps in communication were uncovered—such as the desire for increased communications in support of the Corporation’s vision, mission, and culture, as well as the sharing of success stories between global business units.

The internal communications department also learned that its efforts were highly valued because they helped form a connection and bond among colleagues in remote locations, reduced misunderstandings and misperceptions of key corporate initiatives, and positively impacted employee behaviors at all levels of the organization.  Most important, the results of the qualitative research efforts were shared company-wide and effectively demonstrated the Corporation’s commitment to one of its strongest and most valued assets—its employees.


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