Connie Burke knows her stuff. In 32 years with General Motors, she has coordinated multiple efforts that demonstrate a keen understanding of what’s needed to build engagement. One project brought employees to the Detroit Grand Prix. Half the participants had less than five years experience at GM; all were recognition-worthy leaders who were active on social media. The employees had lunch with President of GM Dan Ammann—a certified race car drive himself—and drove the Chevrolet Bolt electric vehicle around Detroit landmarks. In another example, when the venue for GM’s quarterly earnings broadcast was relocated to a venue with a third fewer seats, Burke guided the effort to augment the broadcast with a 45-minute engagement session with employees from targeted groups including patent award winners, new employees and product program teams—people who previously had no direct interaction with senior leadership.