Welcome to the family!
NBC Universal (NBCU) is one of the world’s largest media and entertainment companies, employing over 30,000 people in 37 countries. The company asked Words&Pictures to help it develop an induction campaign for new employees joining its Universal Pictures International Entertainment (UPIE) organisation. To bring this project to life, we chose to use some of NBCU’s powerful assets, selecting from a catalogue of over 4,000 feature films and 75,000 TV episodes. By using the title ‘Welcome to the Family’, an inclusive theme was immediately introduced. The induction materials were visually engaging, rich in film and TV imagery and written in a welcoming and lively tone of voice. Recognisable characters and scenes drawn from the company’s 100-year history were incorporated throughout, creating a strong sense of the company brand.
The content within the induction guide is designed to give employees all the information they need to settle in at UPIE, and to give them the best welcome
possible. Company values and policies are outlined, benefits and awards are explained, and internal channels of communication are introduced. We produced case studies as part of the induction material. Current employees are featured in a profile format, alongside familiar NBCU characters, explaining their personal journeys and experiences at UPIE. This ‘Reel People’ aspect was designed to inspire new colleagues and highlight the opportunities for progression within the organisation. These were designed as standalone materials, to give the campaign longevity; the case studies can be changed as required, without the need to alter the booklet they accompany. Similarly, the ‘New Releases’ insert, a further part of the induction campaign introducing new starters to recent Universal creations, can be updated on a regular basis.
At the Institute of Internal Communications North Awards 2013, the UPIE induction kit was the class winner in the HR Communication of the Year. The judges were impressed by the way the programme captured the company’s values of creativity and fun. They felt it was well executed, hitting the brief of creating an exciting induction programme for new starters and building company pride in existing employees.