Division/Category:
Communication Management/Employee or Member Communication
Organizations:
Lockheed Martin, SMK Marketing & Communication
Intended Audience:
13,000 employees of Lockheed Martin’s MS2 business unit in 76 locations
Maryland-based Lockheed Martin faces a major workforce problem: Approximately 100,000 of the company’s 135,000 employees will be eligible for retirement in 10 years. To attract the greatest number of potential workers, the company’s leadership has moved toward creating a more diverse work environment that embraces racial, religious, and experiential differences. The company’s MS2 business unit had been promoting diversity in a variety of ways. The “Embrace Diversity” campaign goes further, to help employees understand the cultural nuances that contribute to an inclusive workplace. The goal of the project was to create thought-provoking messages that encouraged employees to think about their own reactions and beliefs.
The employee communications team worked with SMK Marketing & Communication of Apple Valley to create 12 postcards that touched on themes such as generational differences, cultural and religious traditions, and teamwork. The intent was to explore scenarios that can arise at work. Indeed, some of the topics were inspired by issues that have come up at MS2. Because employees receive very little print mail, the team thought the postcards would stand out.
In addition, the Annual MS2 Diversity Report—which shows how the company’s principals and goals are closely tied to diversity—was distributed to employees. Articles in the employee newsletter highlighted specific employees and the importance of a diverse workforce. The campaign has received positive feedback from both employees and leadership. An HR survey showed that more than 85 percent of employees agree that MS2 is serious in its commitment to diversity.
