Stakeholder engagement | Methodos group

BRAND CONVERGENCE

GEFRAN

Context

Sharing the strong points of own organization can make a difference in terms of recognition, reputation, and … market share. Brand convergence, the capacity of the brand to express and make the essence of the company understandable, is not just storytelling of the products and services, but also of intangible traits that explain the company’s essence and working style. Gefran, an automation technology multinational, has focused on how important it is to have a story to tell in order to explain their position and to anticipate their stakeholders’ needs.

Objectives

Gefran is proud of its rich history. Now it is important to move forward with the awareness of “who we are today” and what we want become WITH stakeholders: our purpose. “What do we do to act on our purpose day by day (mission)”? And “what are our values that lead our daily business actions”? When these elements are clear, we can build a brand strategy and identity to be shared both within the external and the internal stakeholders’ systems.

Contents

Through the stakeholders’ listening and a desk analysis, we identified Gefran’s assets and business challenges. The analysis of internal and external relation and communication dynamics allows for the mapping of cultural traits, which explain why Gefran is chosen not only as a supplier or partner but as a place to work, to grow, and to build a professional path that motivates people. We used specific listening tools and techniques to be able to understand what is communicated, intentionally or not, and how it is perceived by the stakeholders’ system: from the interviews to the “Identity Lab”, from the mapping of “cultural differentials” and “cultural traits test” to the active listening teams during fairs and events, from the analysis of social media to monitor the presence of Gefran and its peers … A mix of listening tools, mapping tools, and cogeneration labs allowed us to finalize – in 8 working weeks – the identity elements explained in the “Position of Gefran”: the Purpose, the Promise to the stakeholders, and the payoff connected to the logo.

Results

The identity elements are the relevant result of having built brand convergence in Gefran. However, the participants also lived a deep immersion into the essence of Gefran to become more aware of the value generated by the company, and they now feel more proud and engaged as employees, customers, or partners. It is important, today, to consolidate the results through an awareness and engagement plan to involve the entire stakeholder system.

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ICT ENGAGEMENT PATH

Danieli

Stakeholder engagement

Context

When employees are engaged, they are able to look at the full perspective of the company, understand its purpose and where and how they fit with organizations’ values and goals. Engagement is a key pre-financial KPI that can allow to measure how employees feel passionate about their jobs, are committed to the organization and put discretionary effort into their work. Research shows that a good engagement level impacts directly on the financial performance of the company. The ICT function of Danieli – iron and steel making multinational Group – is going through a deep and on-going transformation to assure increasing service effectiveness to its internal customers and lead the digital transformation of Danieli Group. In the last two years ICT deeply reviewed the purpose of the function, assuring its coherence with both the purpose of Danieli Group and its internal customers’ needs.

Objectives

The ICT function supports Danieli for all the information and technological services linked to the Digital transformation of the company. ICT people work in different sites around the globe: multicultural and multilingual teams with very different backgrounds that must be taken in consideration when planning an engagement survey. The engagement survey has taken place twice: in 2017 and 2018 and is allowing to collect inputs to build an action plan to reinforce the 4 dimensions of the engagement – and track the engagement trends of ICT population.

Contents

Methodos Engagement Monitor measures 4 dimensions (Trust, Commitment, Belonging, Advocacy) and 9 enablers in order to give back a picture of both the actual organization and its perspective allowing to identify which enablers impact most on the 4 dimensions of people engagement. This permits planning in a very concrete and quite detailed way the different initiatives that can be put in place to improve people engagement and impact on the financial performance of the company. We supported Danieli ICT to evaluate the survey results and facilitated a workshop with the leadership team to design and review the Draft Engagement Plan for the function. A Leadership Team roadshow through the different sites (Asia and Europe) allowed to enrich and integrate the Draft Engagement Plan through the collection of specific inputs arising from specific cultures throughout the world. All the inputs were collected and rationalized in the final Engagement Plan that is consistent with Methodos’ approach to multicultural environments ADOPT™ (initiatives that work for the whole population), ADAPT™ (specific actions adapted), ADHOC™ (for each country/working groups in order to respond to specific needs).

Results

All Danieli ICT people (110 persons) were involved to build the 2019 Engagement Plan. The segment of people Engagement increased by 13% while the Actively Disengaged decreased by 4% compared to 2017. The adoption of specific enablers accelerated the progression of the results.

Methodos - Danieli - ICT ENGAGEMENT PATH

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