The Company faced crisis situations resulted from wrong posts and comments of the employees in social networks. Standard decision — to create a Code of Conduct — couldn’t help. How to make the Code work?

Challenge

Provide not only the Code creation but guarantee the new rules are accepted by the staff

Tailor made

Engagement of employees into the Code creation

Using visual communication to inform about the Code

Gamification of implementation and control over compliance

1 step ANALYSIS

To identify the specific problems and risks we had a row of fundamental interviews with the internal opinion leaders and TOP managers of Boehringer Ingelheim to find out specifics and peculiarities of the corporate culture.

2 step CODE

A lean legal document to be signed

An easy clear text for the employees

Step 3. Visualization of the key Code rules:

COMICS

Comic style allows, using limited amounts of graphics and text, to define and make clear the rules of the Code

POSTER CAMPAIGN

BROCHURE

Step 4 Gamification of implementation and control over compliance

Business Game for TOP managers “Social Media Divers” – simulation of the most frequent problem situations in Social Media area

Learning Laboratory: integration into corporate educational project, we did a Digital month, to tell employees about digital sphere opportunities, both online in Facebook group and offline inviting interesting speakers.

Consolidation of knowledge: e-learning course

1. Change in employeers behaviour

Monitoring identified no wrong wordings of the employees in the net as per March of 2016

2. Knowledge

As resulted from assessment 86% of the employees were aware of code of conduct was adopted in the company, 80% shared that and ready to comply with that.

3. Outputs

Local communication campaign and implementation procedure became corporate standards in global offices

Creative concept became a corporate standard of informing about regulations within Boehringer Ingelheim group. Corporate standard was adopted in Wien in a head office and will be implemented throughout all the countries of East Europe where Boehringer Ingelheim’s present.