HSBC's 261,000 employees discovered a sense of community and purpose that transcended borders, real and imagined, because HSBC NOW brought their stories to life – stories about ordinary people doing extraordinary things.

In 2011, HSBC embarked on the most significant change program in its 148-year history, unveiling a new business strategy amidst unprecedented turmoil in the financial sector. Trust in the banking industry hit an all-time low as a series of scandals rocked not only customer confidence but also the confidence of our employees. Surveys showed that only 50% of employees trusted decisions made by top management at HSBC.

The bank put values at the centre of its new global business strategy and decided that all businesses and functions would now be managed globally. What was missing was a global sense of community and a shared sense of purpose that could unite 261,000 employees across more than 80 countries.

Slogans, mouse mats and T-shirts, CEO world roadshow tours, top-down cascades and elaborate compulsory training – been there and done that.

We needed something new and better. We decided the best way to reach a cynical and disengaged audience was to make employees the stars of the HSBC story and help them discover the passion and drama of the world they shared.

It worked. Audience research shows conclusively that HSBC NOW has succeeded in rebuilding trust and connecting employees to each other and the bank: 77% of NOW viewers feel part of one global HSBC community versus 62% of non-viewers.

An intensive four week development period for NOW took place in October 2011 where a number of tactical and cultural issues were addressed in preparation for the launch of the pilot:

• Lobbying for Executive and Business support and education of NOW’s purpose and goals

• Development of global news gathering network through Communications and Business contacts

• Assigning production agency to develop style and brand that transcends linguistic and cultural barriers

• Assess and build technical capabilities to broadcast globally across various intranet platforms, systems and ambient channels

Now launched as a Pilot in November 2011 as a fortnightly programme with access through the former Group intranet site. During this period the programme was tested ‘live’ with employees providing feedback in order to develop the content, format, brand identity and scheduling. This qualitative research was used to shape the official launch of NOW in April 2012 which continues to develop and evolve today.

Audience surveys show HSBC NOW has achieved its objectives:

• 7 out of 10 employees feel more connected to HSBC after watching HSBC NOW

• 10 percentage point uplift in overall engagement for HSBC NOW viewers

• 15 percentage point uplift in “would recommend HSBC products and services to friends and family”

• 15 percentage point uplift in “feel part of one global HSBC community”

• An average of 57,383 employees view each episode; already over 40% of our target to reach 140,000 by 2014; previous HSBC videos received 3,000 views on average

• Employees requested external access to view outside of work and to share with family and friends: programme launches on YouTube in May 2013

“I was overwhelmed with such pride to see HSBC and it’s team working together to protect and serve its customers and community.”

“Fantastic opportunity to participate and be part of the world of HSBC. This really is being connected!”