BNSF Logistics’ purpose is to “deliver what matters.” For their internal communications team, this meant supporting employees internally and looking at the workplace as an experience. Like many other companies, their teams were very siloed. If an employee didn’t work in the corporate headquarters, they didn’t feel like their voice was being heard. And too much of their communication was shared under the assumption that employees worked at a desk, so their field-based staff often missed important messages.
Based on these findings, they knew they needed to focus on three things: their purpose, their people, and their culture. And to do this, they would need to find a new channel that would reach their dispersed workforce, create a digital experience, and build their desired culture.Read More