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The Beasleys speak to T‐Mobile employees Employee magazine goes from paper to electronic format

The Beasleys speak to T‐Mobile employees Employee magazine goes from paper to electronic format Purpose – Details how T‐Mobile UK successfully transferred its employee newsletter, open , from paper to an electronic format. Design/methodology/approach – Provides a case study of the T‐Mobile experience and draws out the lessons that other organizations can learn from it. Findings – Reveals that T‐Mobile teamed up with UK editorial‐design company Words & Pictures to develop an approach involving cartoon characters, each representing a strategic business focus, which captured the imagination of the mobile operator's employees and delivered impressive online statistics of engagement, including increased reader time and 95 percent readership enjoyment. Practical implications – Argues that other organizations wishing to achieve similar digital engagement should first understand the employees and their needs for communication and secondly should see the digital platform as a genuine opportunity to reinforce the brand. Social implications – Shows how to reach, as much as is possible in corporate life, the hearts and minds of employees. Originality/value – Highlights a way to increase employee understanding of key strategic issues. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Human Resource Management International Digest Emerald Publishing

The Beasleys speak to T‐Mobile employees Employee magazine goes from paper to electronic format

Human Resource Management International Digest , Volume 19 (5): 3 – Jul 19, 2011
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References (1)

Publisher
Emerald Publishing
Copyright
Copyright © 2011 Emerald Group Publishing Limited. All rights reserved.
ISSN
0967-0734
DOI
10.1108/09670731111153294
Publisher site
See Article on Publisher Site

Abstract

Purpose – Details how T‐Mobile UK successfully transferred its employee newsletter, open , from paper to an electronic format. Design/methodology/approach – Provides a case study of the T‐Mobile experience and draws out the lessons that other organizations can learn from it. Findings – Reveals that T‐Mobile teamed up with UK editorial‐design company Words & Pictures to develop an approach involving cartoon characters, each representing a strategic business focus, which captured the imagination of the mobile operator's employees and delivered impressive online statistics of engagement, including increased reader time and 95 percent readership enjoyment. Practical implications – Argues that other organizations wishing to achieve similar digital engagement should first understand the employees and their needs for communication and secondly should see the digital platform as a genuine opportunity to reinforce the brand. Social implications – Shows how to reach, as much as is possible in corporate life, the hearts and minds of employees. Originality/value – Highlights a way to increase employee understanding of key strategic issues.

Journal

Human Resource Management International Digest – Emerald Publishing

Published: Jul 19, 2011

Keywords: Internal communications; Communication technologies; Corporate strategy; Mobile telephones; Human resource development

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