PRWeek Corporate, City & Public Affairs Awards winners: Best Corporate Internal Comms or Employee Engagement Campaign

The winner in this category is RELX Corporate Communications.

Like countless other organisations, RELX faced an unprecedented challenge in 2020: how to keep employees connected, engaged and motivated amid the switch to home working. Within just a few days, 97 per cent of the company's 33,000 people, based in 265 offices, were working from home.

Take me back to the City, Corporate & Public Affairs Awards winners page

RELX developed a campaign of stories and content that enabled employees to share personal experiences and keep up to date with the appropriate resources and information to work from home.

Using its digital storytelling platform Shorthand, the company increased its output of compelling stories. For example, staff were asked to nominate colleagues who had gone above and beyond during the pandemic. This encouraged open communication, collaboration and more involvement between individuals, enabling employees to feel less alone and isolated.

Another popular story was a collection of images titled: "The last picture before lockdown". Again, this helped employees feel more engaged and connected.

The team also created business stories. One entitled "Ten innovations at RELX: Helping change the world story" let employees learn some things they didn't know about the company.

A COVID-19 resource hub provided local guidance and communications and its launch saw huge spikes in intranet traffic. The hub included a series of ‘Seenit’ videos: short user-generated videos showcasing diversity, talent and connections across RELX. A video entitled "Working from Home" featured colleagues sharing their home-working highlights.

As lockdowns began to ease, the team also created the video series "Gradually Returning to the Office". Employees were taken on a virtual tour around their usual office, to see what the new environment was like.

The result of the action was a significant increase in employee advocacy and internal net promoter scores - and a jump in the proportion of hires generated by internal referrals.

Judge's comment: "A well executed campaign that has delivered excellent results."


Highly commended:

'Pizza Hut team members: delivering for Britain' by Hanover Communications for Pizza Hut

This campaign aimed to ensure Pizza Hut workers felt safe and vital during the COVID-19 crisis. Whatsapp was chosen as the most effective channel because it allowed new groups to be created and to access existing franchise comms streams. The message was refined, focusing on the importance of health and safety, their role in the community, and the NHS free meals scheme. Messages of thanks came from the top and a two-way dialogue was promoted. The new group reached 7,500 team members, 60 franchisees and 400 restaurant managers. Feedback was that team members felt valued, confident and happy about coming into work.

Shortlisted:

'Delivering for the country: Then. Now. Always.' by Royal Mail

'Internal comms takes centre stage during a global pandemic' by Upfield

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