Video: The new tool for merger communication

Communicators relied on corporate videos to connect employees following the 2006 merger of Arcelor and Mittal.

Communicators relied on corporate videos to connect employees following the 2006 merger of Arcelor and Mittal

With the 2006 merger of two of the world’s largest steel corporations, Arcelor and Mittal, a newly formed communications team needed a way to connect more than 320,000 employees from around the globe. Thus began a communications revolution which could drastically change the way corporate video is used internally.

Communicators from both companies combined forces to create ArcelorMittal.tv, a social media Web site which includes a CEO blog and 15 videos that document the many challenges employees faced during the first year of the merger.

These videos were produced professionally in a dramatic, engaging documentary style. The main characters were the ArcelorMittal employees themselves—from the blue-collar factory workers to the blue-blooded executives. But it was the brutal honesty and complete lack of fluff in each of the episodes that made them truly different from any other corporate video.

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