DuPont | Gagen MacDonald

Our Impact

DuPont

Empowering leaders and engaging employees through the largest industrial merger in history

In December 2015, DuPont, a Fortune 500 global science and engineering company, announced its intent to merge with The Dow Chemical Company and subsequently spin itself into three new industry-leading companies. This partnership was the largest industrial merger in history and came with significant change for employees, including a new CEO brought in from the outside — a company first — as well as substantial restructuring measures.

Challenge

At the time of the initial announcement, a baseline survey of 50,000+ employees revealed only 54 percent felt confident in the future of the company and only 52 percent felt their key questions and concerns were being addressed. With a heightened need to retain top talent and improve business results, DuPont partnered with Gagen MacDonald to develop innovative communication strategies to deliver significantly improved business results.

Approach

  • Gagen MacDonald developed a phased, global communications strategy designed to build confidence, address key issues and set expectations, and created a plan to effectively communicate near and long-term expectations and vision
    • To empower leaders, we developed leader toolkits, webinars and messaging to deliver the change story and engage with their teams, and instituted a short-form tool to share timely merger updates with the top 125 leaders
    • To engage employees, we introduced several new communication channels, created a series of quarterly global town halls for the CEO to share key insights and perspectives and executed a global, executive roadshow to harmonize local and global messaging
  • Formed a risk management tool and global process to maintain business continuity and align global leaders
  • Implemented feedback loops on all channels

Results

  • Modernized internal channels, greatly improved reach and efficacy for leaders and employees
    • Launched nine new global channels and revamped three delivery platforms
    • Expanded the reach of the CEO’s town hall channel by greater than 6.5 times

    • Increased engagement in the re-launched flagship employee portal by 510 percent and increased middle and front-line manager engagement with the leader portal by 260 percent
    • Ensured 100 percent of internal digital channels provided two-way dialogue and feedback options
  • As communications content reached intended targets, employee understanding and confidence in the future state increased
    • 11 percent increase in understanding the change journey
    • 16 percent increase in confidence in the future/end state
  • During this time, business results also significantly improved
  • DuPont won 16 awards from organizations including IABC, PRSA, PRWeek, SABRE and North American Excellence

Awards

2018 PRWeek Best in Internal Communications

2017 IABC Silver Quill Awards

  • Award of Excellence for Change Communication
  • Merit Award for Employee Engagement
  • Merit Award for Internal Communication

2017 IABC Bronze Quill Awards

  • Award of Excellence for Change Management
  • Award of Excellence for Internal Communications
  • Merit Award for Employee Engagement

PRSA Silver Anvil Awards

  • Award of Excellence for Internal Communication for Businesses with more than 10,000 Employees

2017 IABC Gold Quill Awards

  • Merit Award for Employee Engagement
  • Merit Award for Internal Communication
  • Merit Award for Change Communication