Creating alignment with corporate strategy at a Silicon Valley institution

In 2009, a venerable Silicon Valley semiconductor company was preparing to celebrate its 25-year anniversary while working through a recent transition to new leadership, defining a refreshed brand and outlining a new strategy to position the company for success over the next 25 years.  It became clear that there was a need to enhance employee engagement and communications activities to ensure employees were informed about business changes and were motivated to support the company’s leadership in reaching its goals.

With new leadership came a shift in the company’s strategy which resulted in several workforce reduction projects.  Engagement Strategies provided counsel and communication planning aimed at maintaining the level of engagement and commitment for those employees who remained at the company.  With an emphasis on executive communication and openly addressing employee concerns about the company’s future, the extended internal communications team has been able to keep employees focused on executing the new strategy and stay on track with their product/technology roadmaps.

In addition, Engagement Strategies helped build a robust communications infrastructure, process, program and approach, utilizing a combination of internal staff and consultant resources. Our team defined positioning and key messages as well as initiated our strategic communications process (Awareness, Acceptance, Alignment, Action) to build a disciplined approach to communication.

Most recently, the team’s work on the company’s rebrand and a major product launch was recognized by a 2010 Gold Award in Employee Communications from the League of American Communications Professionals.