EY was the first Spanish firm to tell all its employees to telework as a result of the COVID-19 pandemic. Ten days before the state of emergency was declared in Spain, the 3,500 employees in the head office of EY Spain vacated the building completely when the first positive case of COVID-19 was confirmed.
In the face of this challenge, the chairman and Brand, Marketing and Communication management planned an internal communication strategy based on strong content generation focused on the concept of the EY Family. The aim was to provide continuous medical information, alleviate the feeling of isolation through entertainment and generate collective opportunities for maintaining the team spirit. At the same time, a decision was made to document the whole process lasting until the professionals returned to the office. A brand film was created that summed up the firm’s values, recognized its professionals and allowed them to share their purpose and values with the market; while also functioning as a tool that can be used at other times for recruitment and employer branding.
The Creative Studio was responsible for making the Family First brand film documentary and producing all the audiovisual content (over 80 video pieces in all) during lockdown.
As a result of the content strategy implemented during the pandemic, 69% of the workforce now feels strongly connected to the rest of their co-workers (29 points above the other EMEIA countries); 73% considers that the communication has been very effective (compared with 50% in the EMEIA countries); and 98% feels proud to work in EY (compared with 70% the previous year).
This pride in belonging has been demonstrated by over 6,000 viewings of Family First (with a target public of 5,000 employees), a very positive satisfaction level (with an average valuation of 4.5/5), over 24,000 impressions in the social media (IG, LI, FB, TW) and a great level of engagement with more than 2,000 employees who attended the virtual premiere.