Telecommunications Industry | "As We Belong" Values Launch

THE CHALLENGE

The client, a leader in the telecommunications industry, is on a remarkable growth trajectory, encompassing a workforce as diverse and dynamic as the country it operates in. As part of this expansion, they faced the challenge of uniting multiple business units and subsidiaries under one cohesive brand while realigning organisational values to resonate with every employee’s sense of purpose.

This realignment was essential to fostering a culture of inclusion and belonging, directly supporting their objective to enhance employee engagement and drive collective success. Our strategic response was designed to guide the client through this transformative journey, ensuring that their values and behaviours were seamlessly integrated across the organisation.

STRATEGIC APPROACH

To drive meaningful change, we drew inspiration from John Katzenbach’s concept of “Authentic Informal Leadership,” described in The Critical Few. Recognising that effective leaders are often those who earn respect and credibility through their actions rather than formal positions, we identified these Authentic Informal Leaders within the organisation.

These individuals already embodied the desired behaviours, making them ideal agents for fostering change and embedding the new values across the workforce. Their ability to authentically communicate and live the values made them invaluable for bridging the gap between formal directives and broader organisational adoption.

After identifying these key figures, we placed them at the heart of the awareness campaign. They were provided with platforms to showcase how they exemplify the organisation’s values in vibrant and genuine ways. This approach leveraged internal strengths while ensuring our interventions were deeply aligned with the client’s unique culture and operations.

IMPACTFUL DELIVERY

We initiated the campaign with a company-wide survey to identify Authentic Informal Leaders who could champion the revitalised values. These leaders were featured in a dynamic series of video interviews, sharing personal stories and demonstrating the real-life application of the values. They also took centre stage in a music video set to the company’s theme song, complete with professional production elements, such as makeup, wardrobe, and props, creating a Hollywood-style showcase.


The campaign culminated in a high-profile launch event at the client’s headquarters, live-streamed for full organisational participation. This event provided a platform for the featured leaders to interact directly with colleagues, sharing insights into their experiences and the impact of embodying the organisation’s values. To deepen engagement, themed desk drops were distributed on launch day, which included unique voting ballots. These ballots allowed employees to pledge their commitment to a specific value or provide feedback on how the organisation could better embody its principles.


This multifaceted approach highlighted the Authentic Informal Leaders while vividly showcasing the tangible changes within the organisation. Enthusiastic participation and feedback from employees underscored the campaign’s success, reaffirming our ability to deliver strategic, impactful, and highly engaging outcomes.
This campaign represents just the first phase in embedding the “As We Belong” ethos across the organisation, with more initiatives planned for the future.

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