Ruder Finn’s initiative to engage employees at AstraZeneca, a global pharmaceutical company that recently returned to growth after nine years of decline, leveraged digital, physical and experiential to major success.
The first order of business was aligning 64,000 AstraZeneca employees across more than 100 countries and 40 languages. A three-week, online crowdsourcing event called AZ2025 brought everyone together in a series of discussions around six topics that were of paramount importance to the company’s future success. Employees were invited to share their ideas and the most impactful were incorporated into AZ2025 on tour — a series of 12 immersive, weeklong events around the globe.
Two new channels were created to engage employees on a regular basis: AZ Talks, 5-15 mins in length, which were presented by passionate experts from every level of the company, and eye-catching, immersive exhibitions that brought the strategy to life and kept it front of mind for employees.
The result? 11,000 employees from 70 countries interacted directly with the online tools and content; 56,000 ideas came from all levels and areas of the business — 180% above the target of 20,000; and 96% of employees said they were invested in AstraZeneca’s future direction (up from 94% in 2018).
Judge's comment: "Truly showed employee engagement, ongoing and continuous conversations and, most importantly, the consideration and appreciation on the best ideas to be implemented. Loved how the crowdsourcing turned into allocated funding.”
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