The document discusses communicating strategy and vision to employees. It provides examples of how various companies involved and engaged employees to help them understand their company's strategy. This included developing microsites, story maps, interactive presentations and visual devices to simplify complex strategies and help employees see how their roles contribute to strategic goals. Communicating strategies in these engaging ways helped employees feel informed, motivated and able to play their part in achieving objectives.

1. Communicating
strategy
vision
and
Enabling employees to appreciate where a
company is going and to understand their role
in it is a central part of the work we do.
Embedding the Involving employees in
strategy communicating strategy
A company’s strategy and vision can be baffling and yet so
Encouraging employees they are integral to the success important for employees to understand. For Vodafone, we
of the company’s strategy is challenging if they are unable created a microsite for employees to explore, understand
to understand why and where they fit. For Visa, we knew and discuss the business goals. Two virtual characters
their people had to be involved in the journey to get the (Lucy and John), presented the strategy and vision as an
strategy embedded. interactive journey for employees to join and be part of.
We developed a microsite for managers to use with their By inspiring employees to share and demonstrate their
teams, showing employees how they were an essential understanding, including uploading video from their mobiles
part of the process and could personally help achieve the on how they were contributing to the vision, we continually
business objectives. The result was 94% of employees engaged people without losing the overall context. As a
understood the goals and objectives of Visa Europe. result, 81% felt motivated to achieve the strategic goals.
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2. Simplifying the company’s
strategy and vision
When their strategy was ready to go live, the British Gas team came
to us with an urgent need to communicate it to frontline employees
and ensure it gained traction. In response, we organised the Energy
First event to really bring the strategy to life for the employees,
including a giant board game linking goals and priorities.
This ‘Steering Wheel’ visual device worked across a variety
of applications and channels enabling an individual to see the
importance of achieving their goals. British Gas now feel they are
in a better position to move forwards, with 91% of their employees
understanding their role in the new strategy.
Taking employees on
the company journey Encouraging employees
When it comes to introducing a new business strategy,
finding engaging ways of telling the story really helps
to play their part
employees play their part. Our story map for Cemex Taking Nationwide’s lengthy and involved corporate plan and
achieved just that. translating it into a format that people would be able to actually
To start, we deconstructed the content and from this, connect with could have been a daunting challenge, but not one
created an overarching simplified story map. This that we shied away from.
worked as an interactive presentation for team managers We distilled the key information and armed the managers with a
to use as a communication cascade to their teams, toolkit to engage their teams. Included in the kit was a detailed
reinforced by office posters. The map was alive with key strategy booklet for them, with an interactive poster and pocket
information - who Cemex are, what Cemex do and where booklet for each member of their team. All employees captured in
Cemex are going - all delivered in digestible chunks. their personal booklet, what the strategy and vision meant to them,
and the part they were going to play in the company’s future.
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