Objectives
After a turbulent 15 months, the newly created International division needed to define its identity, purpose and role, and to create an internal communication strategy that would support the division in achieving its objectives and would meet the needs of employees spread across Asia, the Middle East, Europe, Canada and South America.
Approach
The initial step was to conduct desk research to understand the market context, the direction and objectives of the division, its desired culture, and employee opinions and feelings about the company and the division. This was followed up by interviews with leaders, country managers, HR and communication managers to understand what the division stood for and what people in the regions needed in terms of direction, leadership and communication.
Since there was already a great deal of communication activity at both Group and regional level, the challenge was to create a communication strategy that would complement what was already being done while adding real value to the business. It required a business-focused but light touch.
Following consultation and workshops with key stakeholders, we developed the activity streams required to make the strategy come alive.
Results
As a result of the internal communication strategy, RSA created the role of head of internal communications for International. The strategy was implemented and key gaps – such as development of line manager communication skills – were addressed.
"Scarlett & Grey's experience of developing global internal communication strategies proved extremely valuable in helping to create an approach for us. They guided us through the process while working in collaboration with us. The result is that we now have a communication strategy for International which has the full support of our regional leaders and which makes business sense."
Orlagh Hunt, RSA Group Human Resources Director