Increasing Brand Awareness Through Social Media Communications
A Harrods case study

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Page 4: Internal Communications

Harrods’ main objective for communicating internally with its employees for 2014/15 is to Harrods 19 Image_4provide consistent, regular and robust communications that help to ensure staff across all Harrods sites and functions feel as engaged and informed as possible about the business’s purpose, activities and direction.

Harrods has invested in a number of internal channels to ensure employees are kept up-to-date on news from across the company and that there are appropriate platforms to share news and information. In August, Harrods launched a new look internal magazine to excite and engage employees.

Key features included:

  • Contemporary look and content that reflects Harrods external communications
  • Snappy, easy to read, fold-out format
  • New, friendly tone of voice with an accompanying creative that crosses multiple channels
  • Print readership up +400 at launch

In order to encourage the sharing of ideas and feedback all year round, Managing Director Michael Ward hosts a series of popular breakfast events that are open to all and give staff the
opportunity to talk to him directly about the issues that affect the business. the Satisfaction Forum is another route for employees who are elected representatives of their departments to speak to senior managers and directors about views, issues and potential ideas from each of their respective teams.

A news focused intranet site helps to keep employees stay informed about Harrods events, promotions and operational information as well as provides them with the essential materials they require to do their job effectively. The intranet homepage was recently enhanced to offer

  • A ‘takeover’ background that allows the Internal Communications team to theme the intranet to store promotions and events
  • Harrods twitter embedded
  • New visual led news stories
  • Countdown to key events

This year will also see internal communications continue to assess the opportunity for social media to increase the flow of information across functions of the business and encourage
network and collaboration. Internal comms will also work closely with HR ahead of the annual engagement survey that offers all staff the opportunity to share their views.

‘Alongside our employee survey and the opportunity for departments to make changes all year round, our Satisfaction Forum invites employees to be representatives of their departments, speaking to senior managers and directors about areas of concern for their teams as well as allowing senior managers to provide feedback on business performance and changes.’

Harrods | Increasing Brand Awareness Through Social Media Communications