Playgroup | Helping brands build genuine brand equity

Fueling ambitions

Brief

Playgroup have worked with Shell to deliver the HR Functional Excellence programme and the Finance Employee Value proposition.

HR Functional Excellence - Shell employs 115,000 people in 145 locations, from Sakhalin to Singapore and has 3,000 HR business partners around the world. Shell's HR Functional Excellence team identified a need to tell their community and their businesses that they were serious about developing their talented HR business leaders.

Finance Employee Value Proposition - Globally, 9000 people work in Shell's finance function and research showed that they were feeling de-motivated and didn't perceive any benefit in working for Shell. A communication to develop a proper value proposition for the employer brand for Finance was therefore required.

Solution

HR Functional Excellence - We worked with the Shell project team to communicate the common global processes that put Shell HR ahead of the game - including global competences, job profiles and an experience navigator. The project involved creating a distinctive look and feel for the programme. This was implemented across event based and ongoing communications that were cascaded around the world.

Finance Employee Value Proposition - Competition for finance personnel in the energy sector is fierce. We worked with Shell to define and communicate an Employee Value Proposition to ensure successful attraction and retention. Adhering to brand guidelines, we developed a range of print and digital based communications with a distinctive look and feel. Launched by the Global Head of Finance, they were successfully rolled out globally throughout the organisation.

Results

HR Functional Excellence - This programme has now become an established part of Shell's ongoing HR strategy. Those attending the programme have become even more of an asset to the organisation.

Finance Employee Value Proposition - The result of this initiative has been a more motivated workforce who feel a greater sense of pride working in an accountancy role at Shell.