THIS IS HOW WE DO IT

THE CHALLENGE
As GE Appliances began a new chapter under Haier ownership, it was the perfect time to solidify the values that always made the company a great place to work for those who want to help make amazing products. The GEA Employee Values Committee precisely defined the values that drive the company. And after a competitive review, they selected WordsFresh to help them promote those values across the business.

OUR STRATEGY

The campaign centered on the key line, “This is how we do it,” that promoted a sense of belonging among employees in the fledgling company.
• Communicated the values originated from employees at all levels across the organization
• Expressed pride in the business and the company culture
• Became a rallying cry for employees in the way they work and volunteer for good causes

MEMES, SCREEN SAVERS, MIRROR CLINGS AND MORE …

A campaign line was just the beginning.

• Created a series of values-themed memes featured on the jumbotron, plant monitors and employee app

• In addition to traditional posters and banners, developed mirror clings with clever values-based phrases

• Designed an animated values screensaver deployed to thousands of employee computers. 

MEET THE VALUES-IN-ACTION FIGURES

We pumped up the fun by showcasing lovable, bendable figures employees could earn for demonstrating values or attending values-related events. They inspired some interesting collections.

Award-winning animations delighted employees at all levels, reaching across all languages and cultures.

RESULTS

Leaders and managers shared the values with their employees by ordering thousands of branded values giveaways to distribute to their teams.

Employees make values a way of work, as demonstrated by testimonials:

GLORIA, PRODUCTION OPERATOR,
ON THE VALUE “MAKE A DIFFERENCE.”

“We really are empowered to own what we do – when we see something bad on the line, we ask about it. We work our way up the line if we need to.”

KEVIN, PRODUCTION OPERATOR,
ON THE VALUE “BE DETERMINED.”

“Come Together is an important value to this team. I’ve seen so much separation in the past. We work together now to get it done.”

EARNESTINE, PRODUCTION OPERATOR