Our challenge was to clearly communicate these group values to the thousands of Müller employees, in all functions, in a way that would unite, excite and motivate them. As this was about building a culture that would grow in a focused, sustained, entrepreneurial and measured way, it was also vital that we reached every single individual across the business, from IT to production and drivers to finance.
How do you unite a diverse group of employees to achieve a common goal?
We began by thoroughly auditing and reviewing the company’s internal communications. We conducted one-to-one interviews with directors in Communications, Marketing and HR, plus HR managers across each business unit.
We then held a creative workshop to define the personality, tone and content of Müller’s internal communications.
Employees were asked to celebrate their roles and teams in their own words, which were then used within the creative.
Then, to make sure the values are front-of-mind and seen by all, environmental graphics were installed at each of Müller’s 19 sites, managed with a ‘kit of parts’ approach and tailored to each site.