Setting the Strategy

Michelin approached us about creating an employee engagement campaign that would show employees how they are making Michelin different by sacrificing for others, serving their community, and going above and beyond to create products that make customers safer and more mobile.

A huge task. To inspire all employees in North America was a huge endeavor and one we didn't take lightly. We brainstormed as a team and landed on a fresh, employee-focused event series called an "Inspiration Session", unlike anything Michelin had every done before. These sessions identify what Purpose is, inspire employees to care for one another, and lead them to a decision to commit to one way they can go out and live Purposefully in their work going forward. In addition to training Michelin facilitators, we created all the workshop materials, team-building activities, videos, and presentations. The biggest impact were the stories we captured of Michelin employees reaching out and making a difference in each others' lives. We watched as these stories made some laugh, made some cry, made all reflect, and helped each one recognize how significant a simple act of kindness - like buying a Coke for someone who's hurting - can be.

The results. In the months since the start of the Purpose campaign, Michelin’s employee engagement - already high within the company - has risen by double digits for employees who have attended a Purpose Inspiration Session. After seeing the materials and attending an Inspiration Session, the President of Michelin North America decided to roll out the program across all North American sites.