A Better Way of ConnectingThe Volkswagen Group is a leading importer of vehicles covering Volkswagen Passenger Cars, Volkswagen Commercial Vehicles, Seat, Skoda and Audi. The Volkswagen Passenger Car Brand alone has approximately 400 people at its Blakelands headquarters in Milton Keynes.
Communicating with employees was a mix of e-mails, newsletters and presentations. One of the first actions of newly appointed Volkswagen National Communications Manager, Sally Mawson, was to undertake an audit of employee communications. Using focus groups drawn from administration, the sales force, managers and department heads, the audit revealed significant gaps in people’s knowledge of the company and what the different parts of the business do. The outcome of the audit was a three point plan to better share news and knowledge within the Volkswagen organisation. Fundamental to the plan was a screen-based communication display channel named ‘News Forum’.