Turning business re-engineering into compelling internal comms
Client
Corus is an international metal company providing steel and aluminium products and services to customers worldwide. It has an annual turnover of £9 billion and employs approximately 48,000 people in over 40 countries.
Business focus
Corus wanted to initiate change internally to facilitate more consistency across its business.
Our solution
UffindellWest identified an opportunity to create an employee engagement initiative to create ‘The Corus Way’ of doing business across the group.
Our team
- Developed and promoted ‘The Corus Way’ from a central position ensuring buy-in on a local level across a diverse and autonomous community.
- Communicated the core principles of ‘The Corus Way’ and engaged all employees.
- Developed a flexible strategy to cross language and cultural barriers.
- Executed internal communication campaigns, including a stimulating theme to inspire and engage senior management and staff to bring the values to life.
- Constructed a communications framework and guidelines to support the launch and ensure consistency across the business ongoing.
Results
- A compelling working principle – ‘The Corus Way’ – to engage staff with the brand and business processes and develop a cohesive corporate community on an international scale.
- A consistent communications campaign to support ‘The Corus Way’ and a framework for it to be managed at a local level.
- A worldwide internal communications strategy rolled out across 48,000 staff.