Founded in 1892 in Temple, TX, Scott & White Healthcare was long known as a hospital that provided quality care and small-town charm. After growing to become the country's fifth-largest group medical system, with nearly 12,000 employees across 250,000 square miles, it hired Insidedge and Jack Morton Worldwide to help engage employees.
All staffers - from surgeons to custodians - were researched, including in one-on-one interviews and focus groups. Input informed the company's updated core values. The campaign evolved around the tagline "It Matters."
"We need to ensure that each employee understands they contribute to the ultimate success of the organization, whether they're operating on cancer patients or keeping the grounds clean, open, and inviting," said Scott & White.
A video featuring CEO Dr. Alfred Knight and chairman Dr. Andrejs Avots kicked off the campaign. Executives wore "Ask What Matters to Me" buttons to inspire discussions, while senior leaders were provided toolkits to facilitate internal dialogue.
Employee stories based on the premise their work "matters" were shared on various channels. Other tactics included redesigning the intranet and relaunching a semi-monthly newsletter.
Scott & White's Gallup aggregate engagement score rose from 3.99 in 2009 to 4.06 (on a 5-point scale). The average rating for satisfaction with Scott & White as a place to work increased from 4.04 in 2009 to 4.10 in 2010.
The "It Matters" platform will be applied to key employment programs and policies going forward.
Honorable Mention: Pfizer: Pfizer's Day One: Ensuring Employee Awareness and Understanding of the Integration of Two Industry Leaders, Pfizer and Wyeth
Judges lauded Pfizer's "flawless," "disciplined," and "comprehensive" program that united 120,000 employees after the Wyeth acquisition. A common, consistent mission and strategy was key. After issuing a letter to all staff, CEO Jeff Kindler and other leaders hosted two global town-hall broadcasts. Other tactics included an "Our Path Forward: The Next Step" strategic framework. An employee survey revealed high scores in multiple categories, including confidence and clear understanding of direction.
The Award Recognizes skill in communicating a merger or acquisition, change in management, rebranding, restructuring, layoffs, or other problem/issue of an internal communications nature.
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Sponsor: FedEx Corp. provides customers worldwide with a broad portfolio of transportation, e-commerce, and business services through operating companies competing collectively and managed collaboratively, under the respected FedEx brand. FedEx inspires its more than 285,000 team members to remain focused on safety, the highest ethical and professional standards, and the needs of their customers and communities.