Communication strategies for globally active companies
Transparent internal communication is an essential success factor for companies. Motivation, collaboration, teamwork and long-term employee/company loyalty are important pillars for economic growth and lasting success. With the implementation of a living value culture, companies create a sense of community and sustainable empowerment – factors that promote innovations and productivity. On behalf of the Zeppelin Group, our Corporate Communications experts anchored a value culture in the company, developed from the inside out. Appreciative, inclusive ways of dealing with customers and colleagues, but also responsible treatment of the environment and society, were adhered to as “Graf principles”. The corporate values for all stakeholders have been made sustainably liveable with the aid of storytelling, interaction and visualisation. The starting point for these Graf principles was the biography of the company’s founder, Ferdinand Graf von Zeppelin.
Creative communication culture for optimally networked workflow
The successful establishment of new information and communication channels in the company requires a holistic approach. For the Zeppelin Group our communication experts developed an innovative onboarding campaign for establishing the internal social collaboration tool. On the digital communication platform employees can quickly network with one another and exchange information project-related. Activating collaborative measures, screencasts and emotionalising follow-up campaigns helped with the step-by-step integration into daily working life and with the sustainable anchoring of Z CONNECT in the teams’ daily mind-set. Participation, identification with the corporate culture and employee empowerment were strengthened. The results were employee loyalty, increased motivation, networked teams and entirely new collaborations.
Utilise reporting for image strengthening
Companies can illustrate milestones achieved, successful balance sheets and positive impact on society and environment in the image section of the annual report. For the Zeppelin Group we have now been responsible for the design concept and implementation of the annual report for some years now. Our remit is to create an upgrade for the reporting with an illustrative, structured information transfer and a creative look & feel, which does an innovative company like Zeppelin justice. The Group’s future-proof, powerful and responsible image is emphasised by visual storytelling and dynamic info graphics, and afforded an appropriate platform for the successes of the previous fiscal year.
Innovative potential revealed by participation
How does innovation happen in the company? Innovation management provides important stimuli for entire departments and the whole company, but the employees have the most direct insight into their work areas. The experts for the individual processes, the tools used, the workflow and the resulting challenges and possibilities are right there in the teams. How can creative potential be utilised? As an answer to this question we’ve rolled out the idea management together with the Zeppelin Group. The basis for the campaign was the development of a story that goes far beyond just explaining the idea management. The employees and their ideas were front and centre with the communication. Onboarding and follow-up campaigns were successfully run to get established. The programme was enthusiastically received and numerous inspiring ideas were then submitted. Every year the best proposals from ideas managers are accoladed and chosen for implementation. The originators receive an award and a prize.
Joint appreciation platform
What’s the best way to visualise challenges and successes achieved together? An employee magazine is a suitable platform to appreciate and present employees and teams, explain disruptive strategies for digitisation and acknowledge milestones achieved in teamwork. Together with Zeppelin’s editorial team we have been designing the employee magazine, available digitally and in print, for some years now. We support the magazine’s constant further development with regular updates of the user-friendly design concepts. We also run employee surveys to integrate the wishes of employees in content form.
Reach your target group with creativity
How do you generate attention for your own stand at one of the world’s biggest trade fair events? This was the question facing the Zeppelin Group’s HR department in the run-up to their trade fair presence at bauma – the flagship trade fair for construction machinery. Together with the HR colleagues a creative social media campaign with integrated photo booth emerged, which target group-specifically drew young professionals’ attention to the stand.