Ford’s 12-member team engages staff with multi-pronged approach
The employee communications team at Ford reached out to hundreds of thousands of employees and retirees with a ‘hive’ approach.
Ford Motor Company’s 12-member employee communications team, responsible for all communications that reach Ford’s 187,000 employees globally, had to quickly pivot to address emerging employee and business needs resulting from the pandemic.
They regularly juggle several strategic goals:
The “Think” team meets weekly and maintains a speedy pace to ensure employee experience is evolving quickly to meet employee expectations and preferences for how information is delivered.
Beyond these duties, the team determines messages for leadership to deliver during the weekly Global Team Huddle, and creates all related content, including videos and intranet articles.
The team takes an editorial approach to storytelling and publishing important business and product stories, feature and longer-form content through @FordOnline and the newsletters.
The team also regularly publishes toolkits for leaders and managers to support skip-level meetings and an active cascade of information, and curates a daily news feed for employees through the app called @BlueOvalNow, as well as the @FordOnline intranet site.
It constantly refreshes the messages employees see on digital signage screens throughout Ford’s offices and manufacturing plants.
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