Reliance Securities, the broking arm of Reliance Capital, is one of the India’s leading retail broking houses, providing customers with access to equities, derivatives, currency, IPOs, mutual funds, bonds, and corporate FDs amongst others. With the changed management and CEO, comes the fear in employees’ mind about the new policies and the changes that takes place in an organisation. Realizing it soon, Reliance Securities decided to reach out to their internal customers with very subtle approach and roll out internal communication campaigns for better employee engagement.
emailer communication and campaigns
It was really important to showcase who the management was and what exactly was their vision. Clearly the idea of having employees motivated and dedicated to their work, was the top priority. To convey the vision of the company we proposed a series of internal campaigns, EXCEED, EXCEEDER, EVOLVE and AVAAMO which were rolled out with the help of emailers and webcast of the CEO.
Rather than producing standard set of emailers, we took the approach to present the entire series to motivate the employees to be the ‘Employee of the Month’, adopt to new change in policies and trust in the management.
As a direct reference to what the company is all about, the strength of these idea lies in the accuracy of showing how the service actually works, whilst at the same time remaining faithful to the cardboard world idea.
The newly anointed CEO, B. Gopkumar had something different in his mind as soon as he joined the organisation. He has always believed in healthy employee-employer relationship. So we proposed to him the concept of a webcast, which would act as the perfect medium for one on one interaction with the employees and create a sense of trust in them!