PUTTING EMPLOYEES FIRST CIPR INTERNAL COMMUNICATION CONFERENCE, 7 NOVEMBER
PUTTING EMPLOYEES FIRSTCIPR INTERNAL COMMUNICATION CONFERENCE
Klavs ValskovGlobal Director of Communication at Maersk Line
Building a Consistent Brand from Internal Communication
At a glance:World’s largest container shipping company
25,000 employees 325 offices in 125 countries
Revenue USD 26 billion650 vessels
3.4 million containers
Getting to global consistency
Communicating uniqueness
Desiredmarketposition
Buildingbrand culture
Clear brand understanding
Product definition
Change programme
Evaluation of position
VisionMission
Internal culture
External positioning
Communication starting point
THE DARKEST HOUR WHAT WE KNEW
For the first time in history the organisation had gone though a massive redundancy programme
3,000+ colleagues had just left in first of many cuts
Everyone was still finding their feet
7 global change projects launched
The end goal for streamLINE, the vision for Maersk Line was not crystal clear
The projects would be at different places at different times
Employees in 125 countries would have access to different information at different stages
Successful changes share important characteristics – and many relateto communication
Change is run by leaders with a very visible involvement
Engaging front line employees is the hardest part
Balanced messages are crucial
Mix of channels increase chancesof success
Outline of main events
2008 2009 2010 2011 2012
Change programme launched
Massive headcount reductions
Focus on creating line of sight
Projects starts delivering
Losing USD 10ma day
Targeted internal comms
Record result
Cost down, less inefficiencies
Massive celebration + new vision
Taking the strategy externally
Influencing the market
Innovative and ground breakingPR campaigns
Delivering on market promises
Positioned as market leader
Launching next step…
Development of comms teamSize
of budget
Internal comms
External comms
Editorial
Intranet
Media
Social media
Campaign sites
Conferences
CEO + line
Bottom up
Customer commsWeb
Market comms
FilmsMeasurement
PR/Branding
Advertising
Sponsorship
2008 2009 2010 2011 2012
Team size from 5 to 25
An industry challengeChanging the way we think about shipping
What if we could guarantee that cargo would be on time, every time?
What if placing a shipping order was as easy as buying an airline ticket?
What if the shipping industry was known for beating environmental expectations – not struggling to meet them?
The manifesto
5,000Editorial articles in 50+ countries
2,000Social media posts
70,000Hits on campaign site
12,000Votes in the 7 polls on the site
300Comments in the forums
THE INTEREST
Changing the industry
98% Daily Maersk average reliability
69% Record-high industry average on schedule reliability
Consolidationand alliances by competition in AE tradeto compete on reliability
68 vessels operated as one string
Daily departures
Money-back guarantee
Conveyer belt
Floating warehouse
Getting to global consistency
Communicating uniqueness
Desiredmarketposition
Buildingbrand culture
Clear brand understanding
Product definition
Change programme
Evaluation of position
VisionMission
Internal culture
External positioning
QUESTIONS
Klavs ValskovGlobal Director of Communication at Maersk Line
[email protected]+45 21 79 01 80@KlavsValskov
Thank you