Why@amag – Purpose points the way
On its way to becoming the leading provider of sustainable individual mobility, AMAG is focussing on a strong purpose. This is intended to strengthen the sense of belonging to the company and provide employees with orientation in their daily work as well as motivate them to move forward with the company. Based on the corporate strategy, the mission and the results of the brand identity analysis conducted by Heads, AMAG formulated its new purpose: “We move and inspire people. Simple. Sustainable. Pioneering.”. Heads supported the company in challenging and anchoring the purpose internally.
Purpose comes from within
In close collaboration with Internal Communications and Human Resources, Heads designed measures to test, introduce and establish the purpose in the company. The first step was to challenge the purpose using the “Why@amag” initiative, first at management level and then at employee level. The topic was introduced via a short interview with the CEO and his personal call for employees to answer the following question: “Why am I working at AMAG”? They did not miss out on the opportunity; over 1000 personal statements, which were regularly published on the intranet, strengthened the team spirit, and enabled a comparison with the previously formulated purpose. The overall feedback confirmed the defined principle: “Simple. Sustainable. Pioneering.”. Together with a large number of personal employee statements on AMAG’s “why”, the new purpose was introduced at the “Family Day”, AMAG’s big employee event. The aim was then to familiarise employees with the three facets of the purpose, link them to everyday working life and offer options for action.
Positive effect on employer branding
The company-wide employee survey confirmed the positive effect of the cultural change that has been ongoing for several years: 74% of employees are convinced that their work has a direct impact on the company’s success. Job satisfaction increased from 72% to 82% within two years and the willingness to recommend AMAG as an employer increased to the same extent (from 78% to 88%).
— Transformation
