Managing change effectively during turbulent times

Challenge

Having been struck by several simultaneous internal changes across leadership, regional affiliation and ownership, a leading FMCG multinational was facing an identity crisis and needed to communicate effectively to employees.

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Approach

We developed a transformation management communication plan that would transform the negative perception of changes occurring within the business, to a fantastic opportunity and the beginning of a new period of sustained growth. Doing so required continuous consultation and collaboration with the company’s large workforce. We began with an audit of current communication practices, relevant stakeholders and their roles, which required us to meet with employees from all levels of seniority with the company. Based on our new, deep understanding of internal communications operations, stakeholders and practices, we created recommendations to resolve problems and developed tactics to transform the feel within the company from one of gloom to one of glory.

Our defined “leading change” strategy was phased to ensure ease of implementation, whilst our framework for internal communications explained crisis processes, leadership management and the need to identify and protect brand reputation.

Results

Our plans were fully approved and onboarded, successfully improving the atmosphere around the company and leading to higher employee retention rates. We also supported a leadership event with the new CEO which showcased company strategy, aligned corporate values and encouraged employee engagement.

WHAT OUR CLIENTS SAY

Plan International has been working very intensively with a very high qualified and motivated team of professionals from CID, to develop a new communication strategy. In our efforts to raise our profile and be better place to advocate for children’s rights in Egypt, CID has help us identify the level of awareness there is in Egypt and develop specific communication messages and tactics for our target audiences.CID managed to develop an excellent strategy ensuring full staff participation and Plan's ownership of the process, which is something very difficult to get when outsourcing external consultancies.

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E. Mac Abbey
Global Advisors Team Senior Manager, Plan International

We worked with the CID team for over 2 years to develop our strategies, and CID has provided two teams; one specialized in social issues and community development and the other in reputation management and corporate communications. The two teams are staffed with experienced professionals who are knowledgeable in their fields and have been working closely and effectively with the ERC team. We believe that CID’s guidance and support in developing and implementing our community engagement and communications strategy has been essential in positioning ERC to meet its corporate social responsibility obligations and its commitments to the stakeholders necessary for ERC to secure its social license to operate.

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Tom Thomason
Former Chief Executive Officer, The Egyptian Refining Company