Stakeholder engagement
A Kellogg's case study

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Page 3: Internal stakeholders

Kelloggs 18 Image 6Internal stakeholders are those within an organisation who have a key interest in the organisation’s decisions. Kellogg’s key internal stakeholders include employees at all levels, all over the world, and shareholders. Both groups are integral to the success of the organisation. Employees carry out the day-to-day activities which enable the company to operate globally. Shareholders invest the capital that makes this possible.

Kellogg’s seeks to make a profit to secure high returns for its shareholders. Shareholders invest money into the business in return for a stake in the company. If the company makes a profit, its shareholders receive a share of these profits in the form of dividends. At the same time shareholders take a keen interest in the company’s strategies and seek to influence decision making to safeguard their investment.

Kellogg’s Global Employer Brand

Kelloggs 18 Image 8Kellogg’s invests heavily in its employees and future employees. Kellogg’s global employer brand communicates the K-Values and the wide range of benefits that Kellogg’s employees receive. Kellogg’s refreshed company vision and purpose were a direct result of feedback from employees. A company’s vision and values must be ‘lived’ by its employees for them to incorporate them into their decisions and actions.

Kellogg’s seeks to manage its employer brand in the same way that it manages its product brands. Just as the company uses market research to identify what its consumers want, it uses employee research to find out the needs and opinions of its employees through, for example, an employee survey. The 2012 survey involved 20,000 employees across the globe (with a 75% response rate). This information was used to improve processes to engage employees. For example, employees requested to be able to communicate more openly so Kellogg’s created a feedback training programme for all employees.

In keeping with Kellogg’s K-Values, employees are encouraged to listen to and learn from each other. There are a range of ways that employees interact with each other, these include:

  • Monthly business huddles - the leadership team talks to the whole UK business about performance against business goals, employee development initiatives and new marketing campaigns.
  • Kellogg’s global intranet enables communication between employees across the globe, as well as celebrating employee achievements.
  • Quarterly team talk webcasts - global and European leaders talk to employees across Europe about the performance of the business via a webcast.

Kellogg's | Stakeholder engagement