Everyone faces a heavy workload these days and has to do more with fewer resources. Who has time to be part of a workers’ council and take on even more responsibility?

That was the challenge facing the HR department of a global insurer when it was looking for new candidates to join the workers’ council at its global headquarters. The internal communications director wanted to stimulate interest in a fresh and inventive way. A “normal”, dry e-mail text asking employees to raise their hands wouldn’t do the trick. This communication would have to stand out from the dozens of e-mails employees get each day.

The internal communications director picked Valentine’s Day to draw attention to the matter. When employees arrived at work that day, they found a chocolate heart on their desk, with a hint to watch their e-mails later that morning for a message from their ”secret admirer.” The follow-up message was written in a light, refreshing style. The text played on the theme of “love for one’s employer.” It was interspersed with quotes from existing council members who talked about all the things they “love” about being in the workers’ council and the importance of having a forum where employees can bring their interests and concerns about workplace issues before management. The approach worked, and HR recruited enthusiastic volunteers to fill every open slot.
  • Concept development
  • Interview support
  • Copywriting

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