Development of an internal communications strategy and campaign to build understanding and advocacy in a new end-to-end review of the business operations

Client brief

HSBC had committed to provide and end-to-end review of their entire operation. This process involved a period of research by a leading consultancy firm to identify areas of strategic importance and potential improvement. The objective being to increase internal and external advocacy, and to within 1000 days transform HSBC into the best place to work, and the best place to bank in Australia.

ABT brand experience

Combining the findings of the management consultancy and the results of qualitative interviews with staff at all levels of the business, ABT sought to unearth what working at HSBC meant to its staff, and how this transformational change would affect them in their day-to-day roles. Over a period of only 6 weeks and working closely with the leadership team, ABT developed a strategic and creative platform to engage audiences throughout the business. Broken down into 100-day increments, and with strategic objectives for each workgroup, the program was designed to encourage constructive two-way communication and shared learning. Particular onus was placed on encouraging the leadership team to liaise directly with employees through regular informal meetings and leadership sessions. The use of HSBC staff as the stars of the print campaign further humanises the communication, and encourages personal involvement in the project.

Results
Although still in progress, the series of launch videos and kick-off event attracted approval ratings in excess of 95%.