Our work – BDO

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  • HSBC GPS
  • HSBC GPS
  • HSBC GPS
  • HSBC GPS
  • HSBC GPS

A positive response from HSBC employees

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

Surveying 350,000 employees in over 60 countries and achieving a 93% participation rate

 

Background

Every year, during the ‘quiet’ summer holiday period, HSBC undertakes a survey of 350,000 employees in over 60 countries

 

Objectives

  • To increase awareness of the survey amongst HSBC employees
  • To encourage maximum participation

 

Skills applied

  • Research
  • Messaging and positioning
  • Campaign, brand and visual identity development
  • Creation of communication materials
  • Liaison, consultation and briefing with ‘virtual team’ of communicators within HSBC
  • Creation of an intranet site

 

Delivery

  • A campaign was created around questions from the survey that would get the most reaction, questions like ‘are you managed well?’
  • A campaign toolkit was developed that included guidelines, messaging templates, presentations, visual elements, screen savers, internet teaser banners and graphic templates
  • Environmental graphics were produced for HSBC HQ
  • An intranet microsite was designed and content for it was developed

 

Outcome

  • 93% participation rate achieved, surpassing the previous year’s record participation rate
  • Participation rate highest amongst HSBC comparator group (average 60 – 70%)
  • 316,000 employees from 63 countries participated