Challenge
In May 2022, Imagem Corporativa was tasked with developing an internal communication strategy for Boehringer Ingelheim to engage and inspire employees to voluntarily participate in the Great Place to Work (GPTW) survey. Achieving GPTW certification was a key component of the company’s plan to strengthen its employer brand and improve organizational climate.
Strategy
The approach needed to resonate uniquely with a company whose purpose is to improve people’s health and quality of life. The goal was to create a campaign that fostered a sense of belonging and pride, tailored specifically to Boehringer Ingelheim.
The campaign’s theme, “Transforming lives is what we do best. How about showing that pride?”, was designed to evoke a superhero-like sense among employees. The campaign challenged them to reflect: if we can help our customers manage health challenges and recover from diseases, what can we achieve for our company?
Tactical Plan
- Organized a photoshoot of employees striking superhero poses to create the campaign’s visual identity, which generated high engagement during the sessions.
- Delivered diverse actions throughout the project, including:
- Training sessions aligned with GPTW principles.
- Videos from the company president to inspire participation.
- Development of offline media materials for factory settings.
- Various internal communications such as newsletters and posters.
Results
- Voluntary participation from 726 employees, exceeding the goal by 45%.
- Boehringer Ingelheim earned the GPTW certification and is now competing in the rankings of the GPTW Institute.
