A happy, motivated workforce is vital for any brand. So for EMT we developed a strategy to help station workers feel part of the new organisation. The strategy was developed in close consultation with the management team. We worked with their HR department at their offices in Blackfriars, three days a week for the three-month period before the launch – offering extra support and day-to-day advice on employee brand engagement.
Communicating change
We devised a timed approach to encouraging employee engagement that involved a series of separate mailings. The first was to present the employees with a branded tie, badge and a leaflet that explained the forthcoming changes. Followed by a range of communications all aimed to get employees mentally prepared for launch day.
Engaging staff is often a matter of showing them that the organisation cares, but this is very difficult to do when you have no access to them prior to the launch date. The mailed communications were a great first step towards making employees feel special and building excitement about the new brand.
Industry or sector
Transportation
Country
UK
Challenge
Engaging staff ready for launch
Services
Brand engagement
Links
East Midlands Trains
Downloads
Customer experience factsheet.