In this webinar recording, Kathleen Wolf, Sr Manager, Corp Reputation & Interactive Media at Whirlpool Corporation, shares how to keep employees connected and engaged to your brand.

1. Transforming Internal Communications: How to
Engage 100,000 Employees Worldwide

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#EngageU
Transforming Internal Communications: How to Engage
100,000 Employees Worldwide
Kathleen Curtis Wolf
Sr. Manager Corporate Brand
Reputation and Interactive
Communications
Whirlpool Corporation
@Kccurtis
Sonia Fiorenza
VP of Content and
Engagement Strategies
SocialChorus
@Sonia_Fiorenza

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#EngageU
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Connecting Employees to Company Communications
Needs to Change
The average employee
wastes
12.5
hours/week
finding content and
publishing content

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Global companies are looking at
ways to meet their employees
where they are, on their mobile
phones.
#EngageU

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What inspired Whirlpool Corporation to
get started with employee engagement
and advocacy?
#EngageU

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Whirlpool Corporation’s Winning Workplace Strategy
The Winning Workplace empowers, enables, and
inspires employees with the best culture,
environment and tools that deliver results for
consumers and the company.
Success factors:
• Provide a collaborative, transparent workplace
where we can operate with speed and work the
way we live
• Transform the way we work
#EngageU

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Whirlpool Corporation
• Whirlpool Corporation is the #1 major appliance
manufacturer in the world
• 100,000+ employees and more than 70 manufacturing
and technology research centers throughout the world
• The company brands include of Whirlpool, KitchenAid,
Maytag, Consul, Brastemp, Amana, Bauknecht,
Jenn-Air, Indesit and other major brand names in more
than 170 countries
• Approximately $20 billion in annual sales
#EngageU

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How was Whirlpool Corporation keeping
employees informed?
#EngageU

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Whirlpool Corporation’s Intranet The Wire
• Posted content to the intranet, The Wire
•The Wire has low adoption, and employees
cannot share or collaborate
•Had a hard time keeping employees all over the
world connected to the brand
•No solution for manufacturing and warehouse
workers not connected to a desktop
#EngageU

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#EngageU
“Our intranet was stuck inside 4
walls - company stories were only
in the intranet and we wanted
them to get in the hands of
public”
Kathleen Curtis Wolf
Sr. Manager Corporate Brand
Reputation and Interactive
Communications
@Kccurtis

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How is Whirlpool Corporation
addressing these employee
communications challenges?
#EngageU

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Introducing Whirlpool Corporation 360
• Global communications
platform on desktop and
mobile to help engage
employees and tell the story
of Whirlpool Corporation
#EngageU

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Whirlpool Corporation 360 Goals
• Develop global communications platform to
help engage employees and tell the story of
Whirlpool Corporation
• Get employees to share the great content
Whirlpool Corporation and brands are creating
• Showcase Whirlpool Corporation is as a great
employer to help attract top talent
• Continue to align organization as new brands
are added
• Better connected employees
#EngageU

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#EngageU
“People want to tell our story,
but are afraid to share the
wrong things.”
Kathleen Curtis Wolf
Sr. Manager Corporate Brand
Reputation and Interactive
Communications
@Kccurtis

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What content is featured on
Whirlpool Corporation 360 ?
#EngageU

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Where Does the Content Come From?
• Admin-curated content
• Employee submissions
• Feed content is automatically added to the program
– Corporate social feeds
– Corporate blogs
– Brand specific social feeds
– Regional specific social feeds
– Country specific social feeds
– Industry social feeds
– Industry blogs
#EngageU

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Content Featured on Whirlpool Corporation 360
Company Updates Diversity & Inclusion Employee Corner/Spotlight
Corporate Social
Responsibility
Health & Wellness

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#EngageU
“Providing a full view of
information employees want
from both internal and
external sources helps them
be more effective -- thus,
Whirlpool Corporation 360”
Kathleen Curtis Wolf
Sr. Manager Corporate Brand
Reputation and Interactive
Communications
@Kccurtis

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How do employees find the content
that’s relevant to them?
#EngageU

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Channels Help Employees Find Relevant Content
• Content channels include:
•Corporation Home
•Regional Brand & Product News
•Industry & Competitor News
•Careers & Culture
•Diversity/ERGs
•Employee Corner
•Sales & Sales Training
•Technology Tips & Trends
#EngageU

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What value do employees
get out of being part of
Whirlpool Corporation 360 ?
#EngageU

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What’s In It for Whirlpool Corporation
Employees?
• News and updates are easily accessible via the
mobile app
• Push notifications keep employees informed in
real-time
• Simple and easy way to find and consume the
news and content they need to know today
#EngageU

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#EngageU
“Humanizing stories,
employee recognition,
cooking and food trends
provides employees with
content that’s interesting and
relevant to them. ”
Kathleen Curtis Wolf
Sr. Manager Corporate Brand
Reputation and Interactive
Communications
@Kccurtis

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What do you see for the future of
Whirlpool Corporation 360?

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What’s Next for Team Whirlpool Corporation
● Increase engagement and participation
● Use analytics to develop more creative and
engaging content
● Continue to market the program
● Empower employees to share all the amazing
programs they are involved in (Boys and Girls Clubs,
Habitat for Humanity, etc.)
#EngageU

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Tips for anyone thinking about getting
started?

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Tips for Getting Started
• Do your research and find a tool to tackle your communication
challenges
• Develop content around what employees need to know
• Find a way to deliver real-time news and content directly to
employees
#EngageU

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Meet the Only Daily
News App for Work
The SocialChorus app connects
employees to the latest news
and company content to
increase productivity,
engagement and advocacy.

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Create a Consumer Experience for Employees
Employee communication strategies that adapt to consumer
expectations work better. The majority of your workforce wants to
receive company information via a mobile app.
• 82% of Millennials
• 76% of Gen X
• 54% of Baby Boomers
#EngageU

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Interested in Learning More?
#EngageU
Download our Ebook
Four Steps to Launching an Employee
Advocacy & Engagement Program in 30 Days
http://bit.ly/fourstepsin30days
Join our next webinar on April 14!
Request a Customized Demo
844.WRK2LFE
http://www.socialchorus.com/tour
info@socialchorus.com

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#EngageU
Transforming Internal Communications: How to Engage
100,000 Employees Worldwide
Kathleen Curtis Wolf
Sr. Manager Corporate Brand
Reputation and Interactive
Communications
Whirlpool Corporation
@Kccurtis
Sonia Fiorenza
VP of Content and
Engagement Strategies
SocialChorus
@Sonia_Fiorenza