Excellence in Corporate Communications – Internal Stakeholders

Summary of work

As Johnson and Johnson’s business has grown, so too have the internal communication challenges. In all, J&J in the UK is made up of 14 disparate businesses each with their own objectives and challenges.

Yet, despite their differences, all our businesses have one thing in common – our Credo, a mission statement that’s been an integral part of J&J since 1943. Thus our strategic communication strategy aimed to reunite and re-engage our people (5,000+ employees) under this common goal, to increase engagement, retain talent and encourage business-wide collaboration. A huge challenge, especially considering that many employees don’t even have access to traditional communication channels.

We embarked upon the most ambitious internal engagement programme to date. Informed by an in-depth survey and in line with our sponsorship of the 2014 FIFA World Cup, we launched our ‘Race to Brazil’ (RtB) event, which encouraged our people to come together as ‘One J&J’, volunteer at least one hour for charity and then spread the word to take it to ‘viral’ levels.

Creating 567,000 social-media impressions, event participants scored significantly higher than non-participants across key engagement metrics, with 94.5% agreeing/strongly agreeing that their involvement in RtB made them feel part of One J&J.

Judges comments

The link between strategy, implementation and evaluation was best in class. The metrics are especially convincing and the use of stakeholder feedback from the end-user audience was a positive differentiator. A really robust programme with high engagement.