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Telefonica – Branding & Communication Strategy

The challenge

Following a slow up-take of a few modules within its HRIS platform SuccessFactors, Telefónica required:

  • A branding and communication strategy that would drive employee engagement
  • Change behaviours towards its new global HR system 


Brand development

A robust identity and tailored messaging for each SuccessFactors module

Key messaging script

To support employees who were responsible for communicating the changes to the wider business

Global communication toolkit

Designed for local use; helping teams to deliver inspiring communications whilst maintaining brand consistency

Translate and localise toolkits

Using like-for-like sentiment in local markets, our experts localised the assets into four key languages

Expert guidance

We provided information on how to talk about the HR system and modules (learning, training, performance, compensation and recruitment)


  • Shaped employee behaviours and way of thinking towards SuccessFactors
  • Empowered people to take control of their own career – feel part of a global Telefónica community
  • Brand identity that is consistent and relevant to its audience
Caburn Hope
Rusbridge House, Rusbridge Lane Lewes, East Sussex BN7 2XX, UK

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