Helping to strengthen shared identity and purpose across a diverse global business
De Beers Group is the only business in the world that’s involved at every stage of the diamond industry – from mining to retail. With activity in more than 20 countries and over 20,000 employees, it remains the leader in the global diamond industry.
Sector
Global Mining / Luxury
Client
De Beers
Regions
Africa / India / Europe
Scope
Internal Communications
The task
There’s remarkable diversity within De Beers. Employees work across different continents, developing different expertise in wildly different environments – from high-end boutiques in Paris to marine mining rigs off the coast of Namibia.
De Beers wanted to build a stronger sense of unity, identity and shared purpose across the entire business, shine a light on a range of business areas and locations, and highlight its amazing people, their achievements and the stories at the heart of its operations.
The requirements
De Beers wanted to partner with an external team that could bring a fresh, outsider’s perspective - but deliver content that felt like it had been written by an insider. We needed to show proven experience in interviewing people across the world at all levels and the ability to draw out powerful and engaging content for as part of its global employee communications programme.
The results
We worked directly with the De Beers communications team and conducted interviews across Namibia, Botswana, South Africa, India and Europe. We then used our conversations to deliver fresh, powerful and engaging written content to be shared across the business.
01
By sharing detailed insights into the daily lives and accomplishments of far-flung colleagues we helped De Beers employees develop a richer picture of their organisation
02
By highlighting key locations, teams, individuals and achievements, we helped build a stronger sense of shared identity and purpose.
03
By showcasing a range of relevant stories, we helped De Beers to humanise key cross-business initiatives, including safety, environmental stewardship and cost cutting.
It’s rare to be given the opportunity to speak to so many genuinely fascinating experts – people who can share such varied roles and professional experiences. Hopefully this has been reflected in the content we created.”
— Chris Wilson Writer & Editor, Hailhurst
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