Storytelling and content strategy to make CR relevant to employees
#Wikipedia and social media
To develop a distinctive storytelling approach to Zurich Insurance Group’s corporate responsibility and engage different teams internally about how to present the company’s commitments and achievements, in particular for the insurer’s own employees globally.
We developed a storytelling and communications approach based on a “connected to society” concept; we defined main objectives, prioritised CR initiatives from a communications perspective, described a storytelling “playbook” defining CR stories and how to tell them and gave indications for integration into rest of corporate communications and social media channels, including collaboration with country-level teams. Along the way, we:
- Mapped current initiatives and the digital ecosystem for CR
- Used the CSR Online Awards to assess communications assets and website/social analytics, and provide tactical suggestions for improvements
- Undertook an audience analysis to understand their perspectives on CR and position within digital ecosystem
- Three interactive workshops involving different business functions
Our CR storytelling strategy was adopted in late 2016 within the company’s communications and marketing plan for implementation in 2017 and beyond. The structure and content of the CR section has been revised and coverage of CR topics boosted in the insurer’s thought-leadership hub “Industry Knowledge” as well as on LinkedIn.