In such a fast-paced, matrix organisation, the UK Colleague and Community Engagement team had become aware that colleagues were being overwhelmed by communications, which were being received from various parts of the business at the same time.
We partnered with Pfizer on a complete communication review, recommendations and engagement strategy which saw the start of a trusted relationship with this innovative global pharma company. Since we started working with them in 2017, we have been involved in increasingly diverse projects with new teams who see the value of communicating with emotion and impact.
Supporting our team is a network of specialist copywriters, designers, developers, producers, and animators who help bring our ideas to life. A true collaboration, is how we would describe our relationship with the team at Pfizer. Caroline, our communications specialist for Pfizer adds...
they're a lovely bunch of people who genuinely care about what they do. They also like to have fun and push things creatively, which makes it even more enjoyable for us. They have a real appreciation for what a difference effective communication can have on any initiative they're trying to encourage employees to buy into."
Communication review, audit and strategy
A representative portion of UK employees were invited to complete a survey using Caburn Hope’s unique and comprehensive employee insight tool. We also interviewed a selection of colleagues from different divisions, functions and levels which added qualitative feedback to the data gathered from the survey. The feedback and data provided both detailed insights and trends, plus benchmarks that can be measured against in the future.
Drawing upon the insights gained, we worked with the Colleague and Community Engagement team to develop a content strategy designed to ensure a more targeted and localised approach to communication, whilst ensuring a consistent and inspiring overall message. As part of this strategy, we also developed a channels matrix.
A reinvigorated narrative and look and feel for employee communication
The foundation for the new communication strategy was a new corporate narrative and supporting look and feel, which expresses the company’s vision and values in a compelling and relevant way for colleagues – and helped to showcase what it really feels like to work in the organisation. The key messages focus on the Pfizer’s four values of Courage, Excellence, Equity and Joy, which are embedded consistently across all communications.
In a short space of time Caburn Hope has formed a true partnership with our own team. Their strategic guidance and creative execution in the development of the new corporate narrative and subsequent campaigns has made a significant impact and has transformed employee behaviour.Ali Fox-Robinson, Head of Colleague and Community Engagement
We developed a creative campaign – #ThinkAgain – that encouraged all employees to be aware of their unconscious biases and think differently when it comes to hiring, promoting and creating effective project teams
We communicated the digital transformation process through a number of channels, bringing digital to the heart of their business. Changing the culture from ‘doing’ digital to ‘being’ digital
A campaign created during the Covid-19 lockdown to ensure all Pfizer colleagues felt connected and part of the business during a time of extreme uncertainty
Showcasing the passion, joy and warmth of what it feels like to work with Pfizer through an impactful external social campaign – driven by real stories.
Launched to recognise employees demonstrating behaviours above and beyond their values
Providing regular briefing packs for leaders provides them with the tools to communicate effectively to their teams
We launched a bold, creative and inspiring internal social media campaign and created websites for 5 initiatives. Over 80 colleagues across the business have been inspired to act as champions.