Give your best (Pascual), Workplace (Heineken), Internal Communication Ecosystem (Leroy Merlin) and Enel World Cup (Enel Mexico) are the four success stories presented at the 1st Presentation Forum for the winners of the X Awards of the Observatory of Internal Communications, chaired by Asun Soriano, CEO and president of ATREVIA in Spain, Custodia Cabanas, director of the HR department at IE Business School and José Antonio Carazo, director of Capital Humano magazine (Wolters Kluwer).
Álvaro Bordas and Rocío García Poggio, showcased Give Your Best, an employee advocacy campaign to reconnect with their collaborators and clients. The pride of ownership of the company and the enthusiasm of its more than 300 ambassadors reached multiple points of sales where they were able to interact directly with consumers, explaining the campaign that awarded them the certificate of Animal Well-being. Among the main key actions for the success of the campaign was the involvement of the senior management team who were present supporting the volunteers at these sale points.
Heineken, for its part, has launched its campaign to encourage the use of Workplace, the corporate tool of Facebook. Pilar de Hermida de Llano explained how they selected the platform following four objectives: motivate their collaborators, promote the corporate culture, share knowledge and encourage the pride of belonging. To boost the download of the application among all its employees, located both in corporate offices and factories across different places, they launched the teaser The Place to Beer campaign in order to create expectation, announcing what would be the Company’s largest office, which in this case was part of the network.
Leroy Merlin’s internal communication ecosystem was the third case of the day. Rodrigo de Salas was responsible for explaining why they bet on the implementation of different channels that allow access to information in a personalized way and empower the employees to be the ones who manage their own experience, “The Customer experience depends on the experience of the employee” said Salas, he also explained how one of the keys to their success was based on a differential HR model that puts sales rep, the heart of the business of Leroy Merlin, at the center of it.
Finally, Nathaly Soto, from Enel Mexico, explained their campaign at the World Cup. In the last year the company’s workforce in Mexico has increased by 40%, which made it necessary to develop an engagement campaign that would encourage interaction between the different areas. Therefore, taking advantage of the celebration of the World Cup in Russia, the internal communication team developed an album similar to that of the famous Panini, with the best energy professionals, becoming an instant hit, reaching a share of participation of 95%.
The 1st Forum of the X Observatory Awards was held at IE Business School headquarters in Madrid. This year, the awards have had a total of 130 entries, 66% more than last year.
