CHALLENGE:
The unique characteristics of SSC/GBS in Poland and the Head Office. The disconnect between the Head Office’s traditional identity and the technological profile of the Kraków IT hub.
SOLUTION:
A communication strategy based on insights and authentic leadership. Giving global values a local meaning.
How can you combine a global brand with a local IT hub? Building an engineering culture
We have implemented a communication system based on deep insights, which we have dubbed the ‘Tech-Mining Bridge’ dialect. This approach has enabled us to discuss corporate matters in a way that tech staff want to read and share.
In every communication, we combine mining terminology with IT jargon. We translate difficult topics, such as security policy, into IT language. A visitor’s arrival at the office is a “login”, their departure a “logout”,
and employees act as “access admins”, ensuring the “bedrock” of our stability. Our employees are true “miners of success” who avoid getting stuck in a “dead-end shaft”.
Leadership Communication
The role of local leadership has evolved towards genuine advocacy. Leaders are no longer merely ‘messengers’ of decisions from head office, but have become the faces of a local organisation that understands the specific nature of IT work.
We have focused on direct communication:
Leaders use the language of benefits, explaining complex regulations through clear infographics. As a result, employees do not have to wade through convoluted and lengthy documents.
Thanks to the leadership’s genuine commitment, the Kraków hub has gained a reputation as a place where “cutting-edge IT meets the power of the mining industry”, and every employee feels that their code is actually powering machines on the other side of the world.
Communication strategy and AI solutions
We focused on channels that resonate naturally with employees, optimising processes with the support of modern employer branding tools.
AI tools helped us personalise our messages and maintain a consistent tone of voice despite the high frequency of posts. Thanks to AI, we were able to quickly transform rigid guidelines into engaging ‘Tech-Mining’ content.
All materials, from the “Survival Guide” to the “Security Upgrade”, were prepared in a modern, light-hearted style that perfectly appeals to younger audiences, which drastically increased the readability and awareness of this content and built internal employer branding.
Brand equity management and consistency, Strategic Brand Consistency
We have created a visual identity that bridges the gap between Metso’s industrial heritage and the modern character of the Kraków engineering site. We opted for a creative fusion of mining iconography with the aesthetics of new technologies. The IT hub in Kraków has been rebranded as an innovative studio. We have maintained full consistency with the brand book whilst imparting a unique technological character, thereby establishing a distinctive employer brand for Metso in Kraków.
The results of the collaboration
Thanks to a strategy based on insights and authentic leadership, we have built a unique identity for a leading technology studio with its own recognisable ‘community’ language. We have raised awareness of procedures and complex policies. We have increased engagement and retention. Employees have gained an identity and a sense of being ‘pro miners’ in the IT world, which translates into higher retention and stronger employer branding in the region.
The key to engagement in IT is not free fruit, but communication that respects the recipient and connects their day-to-day work with a broader purpose and impact.
