PUTTINGEMPLOYEESFIRSTCIPR INTERNAL COMMUNICATIONCONFERENCE, 7 NOVEMBER

PUTTING EMPLOYEES FIRSTCIPR INTERNAL COMMUNICATION CONFERENCE

Klavs ValskovGlobal Director of Communication at Maersk Line

Building a Consistent Brand from Internal Communication

At a glance:World’s largest container shipping company

25,000 employees 325 offices in 125 countries

Revenue USD 26 billion650 vessels

3.4 million containers

Getting to global consistency

Communicating uniqueness

Desiredmarketposition

Buildingbrand culture

Clear brand understanding

Product definition

Change programme

Evaluation of position

VisionMission

Internal culture

External positioning

Business starting point in 2008

Communication starting point

THE DARKEST HOUR WHAT WE KNEW

For the first time in history the organisation had gone though a massive redundancy programme

3,000+ colleagues had just left in first of many cuts

Everyone was still finding their feet

7 global change projects launched

The end goal for streamLINE, the vision for Maersk Line was not crystal clear

The projects would be at different places at different times

Employees in 125 countries would have access to different information at different stages

Successful changes share important characteristics – and many relateto communication

Change is run by leaders with a very visible involvement

Engaging front line employees is the hardest part

Balanced messages are crucial

Mix of channels increase chancesof success

Outline of main events

2008 2009 2010 2011 2012

Change programme launched

Massive headcount reductions

Focus on creating line of sight

Projects starts delivering

Losing USD 10ma day

Targeted internal comms

Record result

Cost down, less inefficiencies

Massive celebration + new vision

Taking the strategy externally

Influencing the market

Innovative and ground breakingPR campaigns

Delivering on market promises

Positioned as market leader

Launching next step…

Development of comms teamSize

of budget

Internal comms

External comms

Editorial

Intranet

Media

Social media

Campaign sites

Conferences

CEO + line

Bottom up

Customer commsWeb

Market comms

FilmsMeasurement

PR/Branding

Advertising

Sponsorship

2008 2009 2010 2011 2012

Team size from 5 to 25

An industry challengeChanging the way we think about shipping

What if we could guarantee that cargo would be on time, every time?

What if placing a shipping order was as easy as buying an airline ticket?

What if the shipping industry was known for beating environmental expectations – not struggling to meet them?

The manifesto

5,000Editorial articles in 50+ countries

2,000Social media posts

70,000Hits on campaign site

12,000Votes in the 7 polls on the site

300Comments in the forums

THE INTEREST

http://vimeo.com/34397519

Short film: Daily Maersk

Changing the industry

98% Daily Maersk average reliability

69% Record-high industry average on schedule reliability

Consolidationand alliances by competition in AE tradeto compete on reliability

68 vessels operated as one string

Daily departures

Money-back guarantee

Conveyer belt

Floating warehouse

Getting to global consistency

Communicating uniqueness

Desiredmarketposition

Buildingbrand culture

Clear brand understanding

Product definition

Change programme

Evaluation of position

VisionMission

Internal culture

External positioning

QUESTIONS

Klavs ValskovGlobal Director of Communication at Maersk Line

Klavs.valskov@maersk.com+45 21 79 01 80@KlavsValskov

Thank you