Engaging Employees Around A New Strategy And Refined Corporate Story
USG Corporation (NYSE: USG), a 110-year-old manufacturer and distributor of building materials, retained FTI Consulting to advise the company on engaging employees around a new strategy and a refined corporate story as part of a larger corporate reputation repositioning on which FTI Consulting also advised. USG experienced an immediate and sustained impact from the 2008 housing market collapse. As a result, the company’s strategy shifted to focus on areas of market strength and differentiation and a more efficient and cost-effective operating model.
Our Role With USG
The new business strategy became USG’s “Plan to Win” platform. This platform was designed to rebuild confidence in the organization and its strategic direction, as well as reinvigorate pride and performance among employees. It was also a focal point for communications between the company’s Chief Executive Officer and employees. FTI Consulting worked closely with USG’s communications team and executives to develop a strategic communications platform to bring the “Plan to Win” to life. The resulting program and supporting narrative explained the strategy in a simple and compelling way, providing a foundation to enhance corporate storytelling and build understanding of the priorities and strategic direction of the company.
Feedback from the company’s annual employee engagement survey indicated that perceptions of internal communications have significantly improved with enhanced levels of awareness and understanding of the strategy, and increased contributions towards communications (e.g., increased employee-generated content development, intranet click-through rates, and participation rates in leadership meetings).
USG Corporation continues to be an FTI Consulting client.