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Strategy
Bringing structure to steel industry communications
back to grid

in a nutshell

The UK’s market-leading structural steel company, Severfield plc. approached us to help build their internal communications from the ground up.

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the challenge

Employee engagement scores were falling below ambitions and the internal communications function was still in its infancy; with limited resource and little clarity across the organisation of the role it could, and should, play.

the response & delivery

Research and discovery was the first step, we reviewed the latest employee survey results before conducting colleague focus groups and senior leadership interviews to establish the base level.
With that information, we were able to make key recommendations to improve the IC offering.

1. Define the IC strategy
We deployed our SAS IC ‘Strategy in a day’ workshop to co-create the IC vision, strategic pillars and key goals that would drive the IC team over the coming 12-18 months.

2. Review content and channels
We reviewed all content and channels for purpose, reach and frequency, then matched the matrix against audience requests and needs.

3. Establish an IC identity
A more consistent and best practice approach to communication was key, we devised tone of voice guidelines, created an internal brand, and designed editable templates to be used across all strategic communications.

4. Build pride and understanding
A key research finding was a lack of colleague understanding and visibility of the vast projects Severfield successfully undertakes and completes.
Skyline, the new quarterly colleague magazine was launched to share information about key jobs, share success stories, and celebrate the people behind the projects.

82%

of colleagues
felt better
informed

71%

found the
magazine
useful

92%

said they
enjoyed the
magazine

the impact

A communications audit is planned for later this year but anecdotal feedback has been extremely important. With colleagues at all levels saying they feel better informed and have an improved understanding of the wider business.