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HSBC: local change communications worldwide

Type: Brand identity & strategy, Communication strategy, Employee engagement Sector: Finance

Communicating complex change and a 'people transformation' strategy to over 350,000 employees worldwide

 

Objectives

  • To explain complex HR changes to over 350,000 employees worldwide
  • To explain to HR their role in driving change
  • To explain the people management and HR functions needed to those leading the changes

 

Skills applied

  • Strategic consultancy and change-communication programme design
  • Development of governance process and business case
  • Visual identity development
  • Writing of detailed messaging matrix, drafting, design and production of printed briefing materials, guidelines and electronic collateral

 

Delivery

  • The positioning strategy and the descriptor ‘Performance Through People’ were developed
  • Communication campaign on-screen, printed and face-to-face communication tools was developed
  • Awareness was tested using an online poll to measure understanding and engagement
  • Messages were fine tuned following extensive online, telephone and face-to-face consultation
  • An identity was created using images of over 40 HR employees - a dramatic reflection of the diversity of the group
  • Cascade communications including 15-minute webcast, briefing packs, key messages and visual identity toolkit were delivered

 

Outcome

  • HSBC’s HR integration was a total success worldwide
  • The People Strategy has now been successfully adopted across the organisation.