Capgemini is a global leader in consulting, technology services and digital transformation, committed to leading-edge and innovative solutions and providing clients with the entire range of digital world opportunities, based on 55 years of tradition and extensive industry knowledge.

At Capgemini, the principles of corporate social responsibility are reflected not only in the scope of complying with applicable legal regulations or broadly understood charity. Their goal is to meet the obligations resulting from the principles of business ethics, responsible management of employees and the workplace, ensuring high-quality customer service and relationships with suppliers, as well as supporting local communities and respect for the natural environment.

At Capgemini Polska, at the time of creating the campaign, they employed almost 9,500 people. The idea for the campaign came from the research they conducted with an external company. While preparing the “Among the Others” campaign, they looked at diversity in a very broad sense. Capgeminers are representatives of many generations: over 80% are Millennials, but there are also representatives of the X, Z and Boomers generation. They wanted to create a campaign that would be authentic and based on an original idea. Hence, they decided to present the stories of employees in a slightly different way in the form of a TV series.

The campaign was divided into two parts: internal and external. They decided to prepare:

• The series “Among Others” – with the participation of employees. The topics of the episodes were selected on the basis of the workshops (1: Generation X vs Generation Y; 2: Humanists vs IT; 3: Poles vs Foreigners; 4: Employees vs Superiors; 5: Parents vs People without Children).
• Inter-Others Webinars with the participation of invited experts – webinars for employees thematically related to the episode presented in a given week.
• Podcasts “Between Others about …” – 11 episodes in the form of an interview with recognized external experts and experts from Capgemini.
• 5 press articles.

It was an innovative campaign, because:

• Creating series was a kind of experiment. They collected questions for the series from employees. The actors – employees – didn’t know these questions before. They recorded their spontaneous reactions and responses.
• The concept of the recordings assumed confrontation between two groups (generation X vs generation Y).

Results:

• Serial: total episode views 372,289, total number of FB responses to serial 247,775.
• Spotify podcasts: the channel was viewed 3,834, and 2,975 in other applications.

Webinars: average rating: 4.62, attended by over: 3,200 employees.

What motivated the authors of the campaign was authenticity. The first thought came at the research stage, their campaign must come from people working at Capgemini. It was their voice that pointed this direction and then defined what diversity they are talking about when it comes to Capgemini and what questions employees would like to ask these “Others” – you could say that employees co-created this campaign.

When creating complex campaigns, it’s worth ensuring a consistent message and communication to all involved parties. As the topic of diversity brings with it moments that can be difficult, it is worth ensuring the proper flow of information to sponsors and people involved in the creation process. It was also important in cooperation with external partners – everyone had to know what their role in the project was, what they were striving for and what the final, desired effect was.

Large campaigns usually bring with them moments of excitement, but also fatigue or even a lack of faith in success. It is worth remembering that this is just the way it’s and not to be discouraged in difficult moments when we think that it’s not going as it should. Therefore, it’s worth monitoring your moods and supporting each other – because “after every storm, the sun comes out”.

We have to consider:

• How to create large information campaigns in the field of age management?
• How to integrate people representing different generations?

How to build Employer Branding based on CSR activities?

age management campaign, corporate social responsibility, Generation X vs Generation Y