Exploratist: Uniqueness in diversity – hybrid internal communication campaign for a hybrid way of working

Unity in diversity is the motto of the European Union and the way in which the EU has for many years expressed its position on equal opportunities in life and at work and called on public institutions and employers to adapt their policies so that to provide citizens with this equality.

May is the month of diversity, a month in which we were pleasantly surprised to see on the social media walls of companies rainbow brands, because the vast majority adapted their logos and showed solidarity with the European approach as a brand and from the point of view of view of internal and external initiatives.

Exploratist, the first employee experience agency in Romania, founded 10 years ago, communicated its vision of diversity through an external promotion of its team and mission: to put people first and offer them experiences that motivate them and increase their job satisfaction. Exploratist proposes to organizations a internal diversity program, specially created, which, of course, can be customized to the specifics and needs of companies.

Moreover, Exploratist unfolded the first internal communication campaign in hybrid format, intended for a mixed audience, consisting of employees blue collar and white collar, a team of about 1,000 people, working in a formidable company in the tobacco industry.

Masterfully, the Exploratist team translated the organizational culture and behaviors intrinsically related to inclusion, diversity of perspectives, support and complementarity into a concept and an internal communication campaign about people and for people.

Uniqueness in diversity is the key message through which the people of Philip Morris Romania were celebrated and applauded for their human and professional qualities, which are the main arguments for success and exceptional results in the organization.

The campaign began with messages from company leaders whose purpose was to inform colleagues about the internal diversity actions within the HR strategy, which were implemented with employees in mind.

“Within Philip Morris Romania, in addition to the fact that we are signatories of the Diversity Charter, we have undertaken and implemented important concrete actions so that our team members feel in their daily lives that they work in a balanced environment in which they are respect regardless of gender, experience and professional level. Each of my colleagues has equal chances to develop on his professional path, and the results obtained are rewarded accordingly. I appreciate and thank them in this way for their proven involvement so far. “, he told us Luminița Florea, HR director, Philip Morris Romania.

The great challenge of the agency was to activate the colleagues from the Philip Morris Romania factory and those who work in offices through a common tool that would generate the same impact and energy on the target audience. Thus he was born the wheel of diversity, a metaphor built offline for colleagues in the factory, but which has metamorphosed into an internal website dedicated to the campaign, accessed online by members of the Philip Morris Romania team in the office area, most working from home.

The activation mechanism included rolling the wheel, printing a personalized T-shirt with the message that came back to the person when the wheel stopped, as well as the expected photo booth that we have been missing in campaigns for the last year and a half. Everything materialized in a boost of energy and good cheer.

These elements, including the photo booth, have been successfully integrated into the online environment to provide employees with a unified experience.

“We have already entered the era of hybrid experiences. Organizations are preparing work strategies in the hybrid environment, and some have even started working in this system. That means new processes and, above all, a whole new mindset. Internal communication is changing and people need even more creative experiences to attract them. As we felt in this campaign, our challenge is and will be in the near future to combine an extraordinary concept with an ambivalent implementation mechanism – which can be run both online and offline.. ”, He mentions Silviu Andrei Petran, Managing director Exploratist.

Uniqueness in diversity demonstrates that people want interaction, joy and experiences that unite them.

“No matter how many beautiful things we managed to do during the pandemic, team cohesion is an important aspect that we intend to strengthen in our organization. The team is our strong point and the differentiator our real. All success starts here. ” he shared with us Ana Maria Alecu, Talent & Organisational Development Executive EU SE Cluster, Philip Morris Romania.

In the next period, given that companies are once again in a process of change, Exploratist aims to bring organizations solutions for employee engagement focused on internal communication, employer branding, wellbeing, as well as learning and development. All are available in both online and offline or hybrid environments. Thus, Exploratist meets the challenges of managers regarding the redefinition of HR & communication processes.

Project team:
Mirela Tănase – Senior Explorer partner
Ana-Ilinca Macri – Senior Exploratist Consultant
Rovana Munteanu – Customer experience lead Exploratist
Daniel Timofte  – Customer experience expert Exploratist
Ana-Maria Alecu –  Talent & Organisational Development Executive EU SE Cluster, Philip Morris Romania

Source: IQads by www.iqads.ro.

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