Content and channel strategy for 2014/2015

Change your workspace- Change your culture

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AkzoNobel - On the move

AkzoNobel is a leading Coatings and Chemicals company (turnover 15 billion)Before 2010 AkzoNobel had no real estate departmentThe company had already decided on a new head office with 240 dedicated placesThrough peers and brokers director RE was introduced to smart workingHe was passionate to introduce smart working to AkzoNobelSmart Working was approved by the board in March 2012 cost savingWe could now fit up to 800 FTE in the new office and close three locationsJanuary 4, 2016 marked the first day in the new officeWe had no idea how to implement smart working

This is the StoryBackground3

The first ideas4

The first ideas5

PeopleBranding of Image and IdentityAttractive for young talentEmployee engagementStrengthen organizational cultureCross BU job rotationPlanetLess space is less CO2Less travel is less CO2 ProfitProductivityTeamwork and knowledge transferReduction in travel timeLower housing costsFlexible offices: reduced cost of movingTomorrows Way of Working6

organizationspacetechnology

AkzoNobel Ambition7Workplace (m)

ING Philips 2007

ABN AMRO30201001.01.21.41.62.01.8Philips 2013Microsoft Schiphol

RaboSabic 2008 Sabic 2013

Shell Unilever

SassenheimShanghaiLondon

Amsterdam 2012Arnhem 2012

Chicago

DelhiAmbition AkzoNobel

Start building timelapse video8

https://www.youtube.com/watch?v=8MAN9R1draE8

Key challengesStarting pointDirector RE sold the concept based on savingsMany rumors on new ways of working, no factsResistance this SMARTworking concept will not work herePractically no communicationsMerging 4 cultures

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Everything they knew as the TRUTH would changeHow to SELL this new concept to 650 traditionally working employees?AndWill this new concept change the culture or do we need a culture change?

SMARTworking10BIG plusAcoustics, lighting, climate, IT, BREAAM building: every detail in scope and very professional built

WorkspacesNo more offices - 7 work settingsNo fixed desks - neighborhoodsClean desk policyOnly 1 meter of shelf and locker

ITNo fixed phones / totally new and state of the art IT tools

HRNew `rules` on how to behaveNew rules regarding guests on floors

Change & communications objectivesSMARTworking

Build understanding and ownership around the new way of working to strengthen a high performance culture in Amsterdam and Arnhem

New AkzoNobel Center

Build understanding and commitment about the purpose of the new AkzoNobel Center to facilitate acceptance, excitement and a smooth move

Brand experience

Bring the AkzoNobel brand and one company culture to life to create a great place to work, and an inspiring environment for visitors

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Approach 4 stages of influence12ConnectShare

Approach Inform13ConnectShare

InformHowTownhallsTeam meetingsIndividual: different stakeholder management approaches (Exco, senior and middle mgmt, co-workers, assistants)Yammer, narrowcasting, print materials, intranet, newsletters

14Create understanding and awareness of the changes ahead

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Welcome to a new way of workingOur typical day just got smarter17

Start the day by checking e-mails on the morning commute to workSwap ideas by having a one-on-one discussion in an enclosed workspaceGrab an afternoon coffee andsettle down to work at a hot deskTuck into a tasty lunch and enjoy chatting with some of your colleagues

Arrive at the office for an informal meeting with a guest in relaxing surroundingsReflect on another productive day and prepare for the evening journey homeJoin the rest of your team to work on current projects and initiativesTake a late morning call somewhere quiet and private where nobody will be disturbed

Approach Facilitate18ConnectShare

FacilitateCreate acceptance. Make sure employees get answered, heard. How can we help you?

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HowTeam of ambassadorsPersonal approach, what will change for you? You are our customer!Be honest and openWalk the floors be present connect - direct response to questionsTake care of the details Plan Move-In meticulously. Do not leave anything to chance. Aftercare!We are here to help: Clean Up campaign, IT solutions explained, first day guide

Clean Up20

IT21

22Move In / Support

Approach Engage23ConnectShare

EngageHowCo createWorkshopsSMARTworking videoConstruction videosTalk - Walk & DiscussProject team commitment Guided tours to the building

24Create commitment and ownership by taking them with you on the journey

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Guided Tours

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Workshops

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Approach Enthuse27ConnectShare

EnthuseHowGuided toursContinuously picture gallery updateTime-lapse video + RT videoEmphasis on the opportunity to collaborate between corporate and business functionsMove in celebrationOpening party families

28Create excitement, a sense of pride, celebrate and make it FUN!

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and NowPresent situationOver 75% of the employees love the new buildingClean Desk policy still in place60% of people say meet / share / connect and collaboration is improvedHowever: 35% is not always able to find a place to work and 40% feels there a not enough meeting rooms and space to meet

It all starts at Move-InFrequent pulse check if SMARTworking is workingKeep measuring occupancyEnthuse to organise floor meetings/ meet new peopleTake new hires on the same journey

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Key take awaysBuilding a solid (financial) business case is essential. Activity based working could be introduced on the back of the business case

Do not underestimate the impact when changing the way people work. It takes time - effort - patience and repeat repeat repeat. Especially after Move-In

Implementing SMARTworking can only be a success if you built a professional infrastructure

Giving open and honest feedback on each others behavior continues to be a challenge

So..31

How about that cultural change?Will this new concept change the culture or do we need a culture change?

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Always have a tight scheduleHow about that cultural change?That is Thursday the 17th at 16.30!

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Contact?

Sandra van den BosM:0031 6 460 26 990E: info@vdboscommunicatie.nlL: https://nl.linkedin.com/in/sandravandenbos33

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