Case Studies
CIPR Yorkshire & Lincolnshire PRide Awards 2007 - Gold Award
Category: 3. Internal Communications
Name of Entry: EB – Turning our people on Pricewaterhousecoopers
Organisation entering: Pricewaterhousecoopers LLP
Background:
- FY06 – Northern region revenue growth is 4% below target (target is 8%)
- Business need is to be more entrepreneurial in our approach to growing the business, to achieve double–digit growth.
Northern region comprises: 6 offices
Number of people: 2000
Objectives:
- To effectively communicate the revised business plan for FY07 in order to deliver growth of 25% over the next 24 months
- Empower our teams to be more entrepreneurial – everyone can benefit
- Create a mindset shift around business development behaviours and being more entrepreneurial in our approach to clients and within the business
- Stay ahead of our key competitors
- Create a sustainable campaign over 24 months and beyond.
Employee engagement themes:
- Leadership and direction from the Northern regional Chairman – eb* is his brainchild
- Create a compelling platform for growth – keep ahead of the competition
- Ensure that staff have a clear grasp of the strategy and vision of the business (and some of the thinking behind it)
- Ensure that they feel that they are part of a new entrepreneurial spirit and can support it with the right behaviours and positive mindset, (i.e. having appealed to their IQ and their EQ).
Step one
- After the senior team meeting in November, all staff receive a briefing as part of a consistent communications cascade and then develop it in their own way – this creates strong buy–in
Step two
- Empower our people to engage and nurture the idea within their teams, with support from the eb* Champions – so that this doesn't become 'launch, then fizzle'
Step three
- Support the cascade and reward entrepreneurial behaviour and spread best practice around the business – see the Eureka poster campaign.
As part of the communications cascade to all staff (November – January 2007) we developed five core themes which are to be communicated face–to–face in team meetings:
- Be prepared to invest before you have absolute certainty of the return
- Be prepared to lead by example – taking personal responsibility
- Be quicker to spot opportunities
- You can create growth and value by doing some things differently
- Leading by example – taking personal responsibility
These core themes were then developed, based on brainstorming team meetings (see tax posters in support material pack for examples of tax accountants being creative!).
Creativity:
- Strong design–led materials developed from the outset to create clear and simple
messages - A combination of face–to–face briefings, flyers and posters – supported by email updates – used to engage teams.
Implementation eb* in practice
- eb* Champions put in place to support the initiative and keep it warm
- Team briefing and brainstorms held – eb* award (cash prize of £250) entries encouraged for eb* ideas
- Proactive business development encouraged through networking training
- Connected with improving the whole client experience so that our client satisfaction scores improve further
- Demonstrating examples of where there has been a hunger to spot opportunities
- A culture that reflects how our clients already think about our interactions with them
- Sharing good practice across the business through 'war stories'
- Planned spontaneity – some structure, but not too much – we want people to have some fun exploring eb*.
eb* Campaign timeline:
Sept 2006
- Business Strategy formed – 25% growth over 24 months
Oct 2006
- Key messages crafted for engagement across the North (vision and clarity of purpose)
Nov 2006
- Live event held for all senior staff – 'eb*' launched
Dec 2006
- eb* Champions appointed
- Cascade commences
Jan 2007
- All staff received communications cascade and support material
Feb 2007
- Posters displayed with eb* actions and behaviours
Mar 2007
- eb* Awards launched (£250 reward for ideas/actions)
April 2007
- eb* Awards entries submitted
May 2007
- eb* emails rewarding & highlighting efforts
June 2007
- Winning Behaviours Event – feedback to staff – eb* awards presented
- Year End Growth is 12% (on target)
July 2007
- FY08 financial year starts
Aug 2007
- Take a breather...
Sept 2007
- Business strategy day (review of eb*)
- Build up to eb* phase 2
Oct 2007
- Partner meeting
- eb* phase 2 – sustaining the idea
Nov 2007
- Annual Senior Team away–day
Dec 2007
- Further celebration of success
- Renewed drive for 2008
Results
- Teams and individuals are clear on what they need to do to continue to grow the business – revenues on target for 25 per cent growth – to Year End FY08
- The leadership team recognises that their staff are being more entrepreneurial
- Fantastic feedback from our teams about how they have been given the authority and support to create strong entrepreneurial behaviours – eb* Champions have helped make this happen
- Number one market position maintained
- Given the impact of the campaign to date the business is in an excellent position for sustained growth over the next 3 to 5 years