In today’s business world there is fierce competition in every industry. Organisations are trying to find new ways to stand out in order to be the top choice not only for the consumer, but also for their current and potential employees; and Lucite International (LI) is no exception. When the results of a Company-wide culture survey indicated that employees felt the Company’s vision and purpose lacked clarity, LI decided to invest in a strategic programme of work aimed at generating shared understanding and a greater sense of corporate culture among its 2000 global employees. This is just the beginning of the story of how LI won two Gold awards at Transform’s inaugural Employer Brand Management Awards in the UK last week. Here’s the whole story…
As a result of the feedback received from employees, we started to look at ways in which we could explain our Company’s purpose and vision in a more inspirational way. We also needed to think about how our purpose and activities fitted with the wider Mitsubishi KAITEKI philosophy. Considering the many and varied examples of where acrylic plays an essential part in our lives and its numerous applications all over the world, it became clear that LI people are unified in making the world Lighter, Brighter, Everywhere! These three words describe the Company’s reason for being – or purpose – to create a world that is Lighter, Brighter, Everywhere.
The challenge was then to frame this in a way that inspired LI’s employees to identify more closely with a common sense of purpose. What we needed was a relevant and compelling global employee engagement campaign to instil a renewed sense of purpose, pride and empowerment across the business. After a rigorous selection process, a small but highly creative and innovative brand design consultancy was chosen – The Allotment, who convinced LI’s Board and global management team that they were the best partners for this project.
Early on The Allotment identified the need for an action-oriented idea that would enable LI people to link their thinking and actions with helping to create a Lighter, Brighter world. Using the Company’s products as a foundation, The Allotment suggested that what LI people are all actively involved with is ‘Shaping the future’ – manufacturing and selling acrylic products that are used in everyday products that quite literally shape the way we live, everywhere. They then used a range of LI’s acrylic products in simple shapes as the focus within intricate line drawings that illustrate the stories behind the amazing applications and innovations that shape our world and future. The multi-language campaign used a variety of media to help embed the Company’s purpose while reminding people of the enduring values that continue to guide progress.
After a successful roll-out of the campaign across the entire Company, LI and The Allotment were delighted to see the ‘Lighter, Brighter Everywhere’ campaign shortlisted for the Employer Brand Management Awards 2016. They celebrate excellence in creating a successful employer brand and benchmark the companies that are best able to engage, attract and retain their employees and potential employees.
The prestigious Awards were judged by senior professionals working for some of the world’s top organisations, such as Vodafone, SAP, Philips, Aviva and IHG. Against fierce competition from much bigger brands – McDonald’s, ING, BMW Group and more, The Allotment’s work won Gold for ‘Best short-term or one-off employer brand campaign’ and ‘The best creative execution of the employer brand’. Kevin Leith and Steve Blackledge for LI and Paul Middlebrook and James Backhurst from The Allotment were delighted to accept their trophies (made from Perspex® Clear acrylic) at a glittering ceremony held in London at The Brewery last week.
Looking back to the Company culture survey where it all started and then at the two Employer Brand Management Awards, we can say that continuing to invest in inspiring ways to engage our people is an essential step in ensuring a sustainable business and a lighter and brighter future for everyone.