2018 commended, O2, employee engagement - case study

2018 commended, O2, employee engagement - case study

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International Volunteering Week 2017: Re-engaging our people with social & environmental action

At O2 we believe that doing good is good for business.

Since 2010 this has meant actively supporting social & environmental causes with programmes like O2 Recycle (tech recycling), Go Think Big (youth work skills) & our O2 /NSPCC partnership (family online safety). These efforts have helped to deliver real environmental & social impact, while differentiating the brand and
engaging our people. Actively engaging our employees with volunteering opportunities & fundraising has been essential to build company pride and at the same time making a tangible difference for our good causes.

But by the mid part of 2017, we experienced a dip in staff engagement in our ‘Reflect’ survey on how positive people felt about O2 because of our sustainability efforts (-3% year on year). 527 employees had volunteered and we were at risk of failing to meet or exceed end of year employee volunteering targets (1,400).Our challenge was to create and plan an activation that would deliver mass participation in our range of good causes, creating buzz and restoring positive sentiment. That would mean delivering our biggest, broadest ranging social and environmental employee engagement campaign.

To support our parent company’s (Telefónica SA) International Volunteering Day, 2017 – we took over our key offices across the UK for a week in October 2017 with high impact events, talks, volunteering events, fundraising & other activations designed to raise awareness of our causes and get people behind them. All with a rallying internal campaign to create participation and buzz. The results; we met our objective by reversing & smashing the historic benchmark on the positivity measure by increasing +7% to 78%. International Volunteering Week also helped us to exceed our staff participation target of 1,400 achieving 1,883 individual efforts by year end (+35%).


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Author: The Marketing Society
Posted: 15 Jun 2018
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