Late last week, I listened into our webinar with Andrew Cutler, Executive and Internal Communications Manager at BMW of North America. He spoke about the state of communications today and programs BMW are implementing to inform and engage their employees across four distinct, global brands. It was exciting to hear how a global company with four very strong brands is able to engage all their employees with customized and shareable content.
Here are three of my takeaways from the webinar:
Meeting The Communications Needs Of Today’s Employees
Cutler talked about how at BMW Group, employees across all four brands, BMW, MINI, BMW Motorcycles and Rolls Royce are passionate about where they work and what they do, whether they are on the production line or at world headquarters. They want content that is approved, engaging and shareable. Additionally, some employees don’t feel like they know what’s going on. The BMW Insiders employee advocacy program creates engaged employees, and giving employees a voice and helping to attract and retain employees.
[bctt tweet=”Informed employees are engaged, & engaged employees are satisfied. via Andrew Cutler, @BMWGroup #internalcomms”]
Benefits Of The BMW Insiders Program
Some of the benefits derived include increased organic reach. When Insiders share, the average share rate is 15X greater than BMW sharing through corporate channels alone. The program gives more employees in more places a “voice” and ways to use it. It also increases collaboration across the organization. Finally, Cutler mentioned the Insiders program builds more unified company stories for the BMW Group brand and its companies.
[bctt tweet=”Organic reach is 15X greater when employees share via corp channels alone. via Andrew Cutler @BMWGroup”]
The Future Of BMW Insiders
Cutler mentioned possible expansion of the Insiders program beyond Comms & Branding. He also wants to test new forms of content and platforms. Finally he mentioned an initiative to grow C-Suite and corporate executive sponsorship of the BMW Insiders program.
Special thanks to Andrew Cutler for spending time with us last week. It was great to learn from a leader at a respected brand about the state of social business and how communications strategies have improved.
Click here to hear and see the entire webinar on demand
and view the slides from the presentation below.
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