“HSBC – BUILDING A GLOBAL COMMUNITY”

Supporting material

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Context

HSBC is one of the world's largest and most complex banking and financial services organisations.

With offices in established and faster-growing markets, the aim of the Group is to be where the growth is, connecting customers to opportunities, enabling businesses to thrive and economies to prosper.

In 2011, new CEO Stuart Gulliver, set an ambitious new direction for the business, simplifying its structure and refocusing its strategy.

A root and branch re-organisation saw the formation of 4 global businesses and supporting functions. That meant significant change for all 261,000 employees.

Background

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Asia Pacific114,000

267,000 employees 6,600 offices 81 countries & territories 4 global businesses

& 10 global functions

267,000 employees 6,600 offices 81 countries & territories 4 global businesses

& 10 global functions

North America23,000

Europe74,000

Latin America48,000

Middle East8,000

HSBC NOWSupporting material

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Method deployed – Intranet hero bannersGlobal access

Each programme is promoted via a hero banner on the global intranet homepage

Each programme is promoted via a hero banner on the global intranet homepage

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Method deployed – HSBC NOW landing page A dedicated hub for HSBC NOW

Employees can ‘snack’ on chapters within each episode

Employees can ‘snack’ on chapters within each episode

Main programme media player

Main programme media player

Programmed is subtitled in 7 different languages

Programmed is subtitled in 7 different languages

Tell Us NOW – area where employees can submit their stories, provide feedback and pursue presenting opportunities

Tell Us NOW – area where employees can submit their stories, provide feedback and pursue presenting opportunities

Employees can select most popular content in the featured playlist

Employees can select most popular content in the featured playlist

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Method deployed – Campaigns and competitionsDrive viewers to the program

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Outcomes – HSBC NOW stories from around the world

Where our stories came from in 2012Where our stories came from in 2012

JapanJapan

SingaporeSingapore

ChinaChina

IndonesiaIndonesia

MalaysiaMalaysia

AustraliaAustralia

KuwaitKuwait

UAEUAE

TurkeyTurkey

JerseyJersey

FranceFrance

UKUK

SwitzerlandSwitzerland

USA USA

Mexico Mexico

Canada Canada

BrazilBrazil

ArgentinaArgentina

GreeceGreece

IndiaIndia

LibyaLibya

EgyptEgypt

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Outcomes – What impact is HSBC NOW having on engagement?

Sense of global community and advocacy are boosted the most by watching HSBC NOW

Detailed feedback on HSBC NOW

How people are watching HSBC NOW… Opportunities to increase viewing…

Advocacy

Recommend HSBC products and services to friends and family members

Advocacy

Recommend HSBC products and services to friends and family members

Community

Feel part of one global HSBC community

Community

Feel part of one global HSBC community

15point uplift

Seven in ten feel more connected to HSBC after watching HSBC NOW

Seven in ten feel more connected to HSBC after watching HSBC NOW

85% found the content clear

81% trust the content

15point uplift

Watch HSBC NOW on the intranet at their desk

78% Watched as part of a team meeting

Watched on a plasma screen at work

Watched at a town hall meeting

8%

3%

8% HSBC NOW at home

A large proportion of employees have access to the internet at home, have watched TV/YouTube online at home, and would be willing to watch HSBC TV programmes via the internet at home

HSBC NOW at home

A large proportion of employees have access to the internet at home, have watched TV/YouTube online at home, and would be willing to watch HSBC TV programmes via the internet at home

67%watch TV

online at home

65%would be prepared

to watch HSBC NOW on internet

at home

94%have internet access

at home

85% think that duration is about right

81% feel that the content is relevant to them

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Outcomes – The feedbacktells us that HSBC NOW really is connecting people…

Definitely provided a sense of a global community, segments were short and focused Thank you for having the Thailand flood report. I feel

we are part of a supportive global communityI like the humanity with which it was delivered. Not too much preaching, just informative and personable

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The future of HSBC NOWWe will launch on YouTube in May 2013, followed by smartphone apps later in the year

External access allows HSBC NOW to remain relevant, accessible and truly global

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HSBC EXCHANGESupporting material

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The Communications Team felt that a move to a more facilitative approach to communication would help to motivate and engage employees through the change.

Based on the simple principle that if someone is worth talking to, they are worth listening to, they wanted the employee to be at the centre of this new approach. They wanted to give them the opportunity to speak out and be heard but also support managers in doing this.

They chose to do this through a globally consistent team meeting which became known as Exchange.

Objective

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“Exchange is a recognition of human nature – the need to talk about what matters to us

directly. Too often, organisations constrain this most basic of needs with surveys, structures

and hierarchies that prevent people from having a conversation.”

Pierre Goad, co-Head of Global Communications

“Exchange is a recognition of human nature – the need to talk about what matters to us

directly. Too often, organisations constrain this most basic of needs with surveys, structures

and hierarchies that prevent people from having a conversation.”

Pierre Goad, co-Head of Global Communications

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What is Exchange?

Traditionally team meetings in HSBC are led by a manager with agendas and action points. Exchange turns that on its head.

Exchange meetings are led by employees who talk about whatever is on their mind from the coffee in the canteen to the latest issues affecting their business. Managers are asked to encourage participation from everyone and above all, to listen.

After the meeting, they record the topics discussed and sentiment expressed on a portal. This aggregates the Exchanges right across the globe to provide a picture of what is on employees’ minds in their terms.

By formalizing and recording these conversations HSBC is cementing the importance of the employee voice but also providing the kind of insight that surveys and feedback channels simply cannot.

By not having an agenda, employees talk about the issues that are important to them.

The value is felt locally as teams are having conversations they might not normally have – in an open and honest forum with their colleagues – but also globally with valuable insight for the leadership of the Group to support their decision making for the business as a whole.

“There were so many events that had taken place over the last couple of years. They all had

impact on our lives and hence it was more relevant that this forum provided the opportunity

to discuss them.”

Participant feedback

“There were so many events that had taken place over the last couple of years. They all had

impact on our lives and hence it was more relevant that this forum provided the opportunity

to discuss them.”

Participant feedback

Strategy

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StrategyHow does it work?

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Every manager is asked to run an Exchange. Rather than having a fixed agenda led by the manager, there is no agenda. The managers listen and record the themes discussed and how people felt about them

Every manager is asked to run an Exchange. Rather than having a fixed agenda led by the manager, there is no agenda. The managers listen and record the themes discussed and how people felt about them

The output of all Exchanges is collated into a single report for the CEO and Board highlighting what is on the minds of employees across HSBC

The output of all Exchanges is collated into a single report for the CEO and Board highlighting what is on the minds of employees across HSBC

The manager then records basic information like the number of attendees and then describes the key topics discussed and how people felt about those topics

The manager then records basic information like the number of attendees and then describes the key topics discussed and how people felt about those topics

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Reporting

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The insights gathered from every Exchange are brought together in a quarterly report for the CEO.

At a basic level, it highlights the major issues on the minds of employees but also shows:The relationship they perceive between issues e.g. bureaucracy and customer service or organisational change and career developmentHorizon issues that might not be major now but may be ‘bubbling under’Consistent themes with detailed analysis behind each one

This gives the CEO a clear view of what is on the minds of employees.

Negative sentimentNegative sentiment

Within the ‘cloud’ words that are close together in location and size reflect those with a causal relationship

Within the ‘cloud’ words that are close together in location and size reflect those with a causal relationship

Neutral sentimentNeutral sentiment

Positive sentimentPositive sentiment

Top 5 topics discussed

Top 5 topics discussed

Key meeting metricsKey meeting metrics

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Method deployed

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Although Exchange is led by employees, getting managers comfortable with running a session was key to the project working. Therefore, much of the communications effort was designed to address their concerns.

The team used a series of tactics; from in-depth managers’ guides to WebEx calls with local managers and communicators, to introduce Exchange and discuss insights from a regional pilot.

Main outputs

Campaign materials: Posters, video and online materials translated into 8 languages

WebEx calls with managers and local communicators to help address concerns, build understanding, and brief managers on how to run a good Exchange

Managers’ and communicators’ guides

Online portal for managers to record the discussion

Reporting and analysis at a Group and Regional level

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Method deployed

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Communicators WebEx

Communicators WebEx

Online materialsOnline materials

Manager and CommunicatorToolkits and Guides

Manager and CommunicatorToolkits and Guides

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OutcomesParticipant feedback

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“I had the opportunity to listen to alternate perspectives from my colleagues and the meeting generally improved bonding within the team.”

Exchange is an on-going activity – over 24,000 employees have attended and experienced an HSBC Exchange meeting in just 3 months.

From over 1,000 participants surveyed after participating in Exchange sessions:

Managers95% said they had a positive experience of the meeting88% said it provided them with new insights on the thoughts and feelings of the people in their teams95% said they would recommend running an Exchange to their peers

Employees86% felt it gave them the opportunity to speak honestly85% felt it helped them better understand the perspectives of their colleagues88% said they would recommend attending a meeting to their colleagues

Exchange is an on-going activity – over 24,000 employees have attended and experienced an HSBC Exchange meeting in just 3 months.

From over 1,000 participants surveyed after participating in Exchange sessions:

Managers95% said they had a positive experience of the meeting88% said it provided them with new insights on the thoughts and feelings of the people in their teams95% said they would recommend running an Exchange to their peers

Employees86% felt it gave them the opportunity to speak honestly85% felt it helped them better understand the perspectives of their colleagues88% said they would recommend attending a meeting to their colleagues