Activating brand advocates among dispersed CRC colleagues
Connecting employees and amplifying brand voice through innovative digital tools
Situation
Faced with the challenge of engaging a workforce of 5,000 scattered across California, California Resources Corporation (CRC) sought to revamp its employee engagement strategy to boost employee engagement and empower employees to become brand advocates. The spin-off from a multinational corporation marked CRC's transition to an independent entity eager to positively impact communities and embrace a collaborative, transparent culture. Their existing methods of engagement were outdated and unsuitable for their field-based employees—who felt a lack of connection to the brand.
Approach
We engaged deeply with CRC's workforce, conducting extensive research and regional focus groups to understand their unique needs and communication preferences. Recognizing the mobile nature of the majority of CRC employees, we developed CRC2GO, an innovative internal mobile application. This digital platform was designed to integrate seamlessly into employees' daily lives, offering a blend of company updates, industry news, and interactive features. Key app functionalities included a newsfeed, an easy-to-use sharing interface for external networks, and a variety of employee-focused resources. Our approach aimed to create a digital hub that would not only streamline communication but also cultivate a sense of community among dispersed employees.
Results
CRC2GO's launch transformed the company's communication landscape, becoming the primary hub for employee interaction, collaboration, and brand advocacy.
In a year, the app garnered a download rate of more than 50% among employees, with each session averaging over four minutes, indicating high engagement.
The frequency of app usage increased by 2.5 times per week.
A significant 10% increase in positive responses to internal surveys about open communication was observed.
The app was a finalist for the Innovation Sabre Awards for employee engagement.