Strategy

• Activate employee advocates around five key roles designed to enhance corporate reputation.
• Educate and align employees on the business case for improving corporate reputation.
• Create a grassroots approach for recruiting employees and generating excitement about the movement.
• Leverage advocates to organically recruit employees nationwide from every office, functional area and job title.

Results

• Activated 25% of employees from across the country as reputation advocates.
• Engaged employees within the company and their communities:
• Contributed one-third of employee-submitted innovation ideas for the company.
• Increased visibility in their local communities with more than 10,000 volunteer hours.
• Considered go-to resource for internal product knowledge, testing and feedback.

ComBlu's Role

• Created the private online advocates community—including design, content and functionality within client’s prescribed environment.
• Executed multifaceted communications: email, phone, offline events and via community to reach employees in accordance with communications needs and preferences.
• Identified early hand-raisers beyond initial advocate core and activated in a leadership role to aid in spreading movement virally.
• Developed a dynamic and unique engagement plan with regular opportunities for participation in activities aligning with the movement’s mission.
• Tracked, measured and analyzed progress against movement goals on a monthly basis.