Introduction
In today's competitive landscape, the success of any organization hinges on its ability to evolve and adapt. For one Australian an engineering consultancy, the need for transformation was clear. Their existing performance and development processes were outdated and failing to meet the expectations of both the business and its staff. The solution was a comprehensive overhaul that would not only align individual performance metrics with strategic business goals but also create a more engaging and transparent development process for employees. Here’s how we achieved this transformation.
The Challenge
Like most businesses, this company faced a significant challenge: their performance and development process had become a once-a-year "tick and flick" exercise, disconnected from the strategic goals of the business and unengaging for the staff. This disconnect resulted in a lack of clarity on individual contributions to the company's growth, and limited visibility of career paths and development opportunities. High achievers often encountered roadblocks, stifling their potential and hindering overall company performance, low performers were often left unchecked.
The Solution
The solution was a paradigm shift from a static annual review to a dynamic, conversational model of performance. Driven by HR, as Marketing & Communications Manager I collaborated closely with HR leadership, the executive team, and external HR consultant to deliver an effective communications strategy to ensure seamless integration, address any potential gaps and set the initiative up for long lasting success.
Collaborative Development
Early engagement with HR leadership and the executive team was crucial. This collaboration helped flesh out the new program, ensuring it was robust and aligned with the company’s strategic objectives and did not impact the delivery of other key business initiatives.
Profiling staff into clusters based on seniority, location and role type allowed us to understand the diverse impact of the changes, ensuring that the communication and training sessions were tailored to meet the needs of all employees.
Branding for Impact
To signify a fresh start and emphasize the importance of this new process, we branded the initiative "Amplify." This name not only underscored the goal of amplifying employee potential but also played on the company mascot, Ampy, embodying the ideal employee.
The branding featured clean, simple design and animation that stood apart, signaling a new era in performance management at Amplify.
Engaging Communications
Feedback from the annual communications survey highlighted that the staff had a strong preference for video content, and wanted to receive corporate communication in a way that was fun, engaging, and free of corporate jargon. I developed a series of animated videos that supported their preferred communication style and resonated with employees and making the content more relatable.
The launch video utilized strong, imaginative storytelling. It saw Ampy and the team embarking on a mission to strengthen the company. To add some fun and interest it was set in outer space and used cinematic music and sound effects to create an emotional bond and draw employees into the narrative.
A dash of humor and relatable scenarios are such chatting over coffee and upgrading the rocket after a salary increase keeps the audience engaged.
Through the experience of Ampy it places the employee's experience front and center. Rather than talking at the employees in a dry distanced corporate tone, the videos use a conversational and emotive language.
Clear and Relatable Messaging
The video content was meticulously scripted to demonstrate real examples of conversations and goal setting exercises that employees would engage in with their team leaders. This was done strategically to close the gap between the business' requirements and the employees understanding, enabling a streamlined and expedited delivery.
The narrative took staff through the process month by month, clarifying expectations and showcasing the journey toward achieving their goals, including key milestones like pay reviews.
Comprehensive Communications Strategy
I developed a full communications strategy, including a detailed communications plan and tactical items. Materials for all stages were developed from early buy-in to launch, training sessions, and an ongoing campaign to reinforce messaging.
These materials included a suite of emails, videos, infographics, briefing materials, Q&A decks, and step-by-step tutorials.
Materials were developed and tailored to meet the information requirements of our staff profiles. Ensuring new and emerging professionals were provided with additional information and those in leadership roles knew what was required of them and how to answer questions from junior staff.
As a member of the admin team, our career development is often an afterthought. To see us included, like we were also important. That was awesome. - Senior Administrator, Tasmania
Implementation and Results
Part of the process involved revamping the performance and development platform to ensure user-friendliness and clarity. This included reviewing content for accuracy, identifying gaps, and rewriting materials as needed.
The results exceeded expectations. A buzz was generated and engagement rates in the goal-setting component soared to over 96% (up from an average of 65%), with employees highlighting the clarity and creativity of communication style, the structured approach, and the emotional impact of the initiative in their feedback. Staff feedback emphasized a renewed sense of commitment to the company, pride in their roles, and excitement about their development opportunities.
I loved the end. That gave me the chills. Even though I have been part of this process and I know all this... When the CEO Ampy is talking to the team, it really got me excited for where we are going. - Office Manager, Victoria
Conclusion
The transformation of this critical initiative demonstrates how marketing and communications can work with internal departments to elevate success. By shifting to a conversational model, applying a creative approach to strategy, aligning metrics with strategic goals, and creating engaging, clear communications, this company has set a new standard in employee development.
This case study underscores the power of innovative and creative approaches in employee communications. Moving away from traditional, uninspiring methods requires bold leadership willing to embrace fresh ideas. The results speak for themselves, proving that a creative approach can significantly enhance employee engagement and development.
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