How does one communicate an internal 500-million-euro savings and transformation programme and motivate 1500 employees in ten countries to go along with this change? And on purely digital channels at that? Uniplan faced this complex task on behalf of Michelin at the end of 2020. Their approach in terms of content was to activate the superpowers of every employee and turn them into heroes who help to shape the transformation.
With “Michelin EUNited 2021“, a five-stage digital employee journey was created over a period of nine months, through which the company and the Michelin region of Europe North were to be restructured by means of co-construction. On the basis of psychological theories of human behaviour in change management and the steps of the “hero journey”, the agency created and produced a series of digital events that helped employees become an active part of the change process.
A video message by the management at the start confronted the employees with the alarming change. This was followed by a comprehensive offer of internal tools and content intended to encourage dialogue and ultimately acceptance of the change. The highlight of the transformation journey was a two-day digital conference with more than 30 internal
speakers and over 1300 participants. It served as a platform for sharing ideas, offered various meetings and created an informative and entertaining experience. The results were presented and discussed in two follow-up events and provided the basis for the company‘s new vision and strategy. The foundations for the future were thus laid together.