Employee Engagement Campaigns
Two successful examples of employee engagement campaigns that yielded ideas on how companies improved practices and sparked change management are HSBC's Photo Competition and The Courier News. Further insights have been detailed below.
HSBC Now: Photo Competition
- The global communication team of HSBC has transformed the bank's visual asset collection approach with zero budget.
- HSBC was able to do this by putting the creation of content in their employee's hands.
- HSBC's communications team initiated a photography contest for employees across six categories to capture HSBC's spirit.
- The team received over 6,000 image entries.
- HSBC now incorporates these employee-snapped photos into their internal communications materials, including presentations, reports, and the intranet.
- The bank has saved money by not using mediocre, impersonal stock photos, and it has raised the bar for employee engagement.
- According to experts analysis, "it’s a simple yet award-winning campaign that’s yielded a profound impact."
The Courier News
- The goal of the Courier News campaign was to increase engagement with more than 150,000+ postal workers by updating their newsletters to be more accessible, recent, and exciting, as well as to integrate their channels with new ones.
- The Royal Mail Group accomplished this by incorporating their print channels with new digital channels, allowing employees to access more news and information through their personal digital devices.
- The newsletter style is also more contemporary, with a stylish click-bait design that provides 'newsflashes' to supply employees with facts or news in quick, short bursts, keeping them up-to-date with relevant information.
- The Royal Mail Group has won an award for its campaign to improve and modify its newsletter and magazine called "Courier," recognized by the Institute of Internal Communications (IOIC) Awards.
To identify successful examples of employee engagement campaigns that yielded ideas on how companies improved practices and sparked change management, we scoured the internet for award-winning professional websites, such as Vevox and Lawrence Ragan Communications, Inc., since these sources are more likely to provide accurate, recent, and relevant data on how companies engage with their employees. Through this approach, we were able to comprehensively and conclusively determine successful examples of such campaigns, taking into account an employer brand strategy that is predicated on the engagement of employees to elicit feedback on how to improve their operational practices to better serve their customers and live out their values.