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In line with the characteristics of the younger generations, the company has a special focus on people, communities, interactions & experiences, and visual communication.
This article is brought to you by CASETiFY
CASETiFY, a Hong Kong-based mobile phone case and electronic accessory company, is an international brand with the global creative spirit of 1,300 employees representing 32 different nationalities. Aiming to integrate art and technology in exciting new ways to inspire creativity for everyone, everywhere, every day, CASETiFY is on its way to creating a desired future not only for its customers, but also for its employees.
Amidst fierce competition for skilled workers, CASETiFY has recognised a greater shift towards a fun and collaborative work culture, and the need for career development and growth. As such, the company has geared up to face the move towards diversity, equality and inclusion, as well as an emphasis on employee wellbeing and engagement, marking them out as critical factors in retaining talent in today's world of work.
To ensure it remains relevant and at the forefront of these challenges and trends, CASETiFY has increased its focus on creating a strong employer brand that values diversity to provides a fulfilling employee experience. This, therefore, sees the company establish more opportunities for continuous learning and growth, such as e-learning, workshops and leadership programmes; offer its employees competitive compensation packages and prioritise employee wellbeing as well as career planning, development and progression opportunities for the employees.
With a workforce where almost 90% of employees are either Gen Z or Millennials, CASETiFY has developed an in-depth insight into these younger generations. The team has been able to characterise them as: being comfortable with digital communication, especially social media platforms and instant messaging tools; valuing transparency and access to up-to-date information; feeling comfortable to share their perspectives and experiences in an inclusive environment; preferring images to text and resonating better with punchy headlines than long-winded passages by Gen Z; and typically being outspoken and wanting their ideas to be heard.
In line with the identified traits, CASETiFY fosters a positive and productive work environment with specific focuses on four communication strategies: people-centric, communities, interactions & experiences, and visual communication. These help effectively engage and communicate with employees to create a strong sense of belonging, engagement and loyalty.
Under these strategies, 58 employee engagement and communication initiatives were conceptualised and executed in 2023, with at least one per week. To take some examples, these initiatives included:
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‘Global Monthly Download’, a brand-new global communication platform launched last year for non-managerial employees to share unique perspectives, innovative ideas and project updates once a month.
- ‘Lunch with CEO’, a monthly engagement initiative where employees are invited to spend an hour with the CEO to discuss everyone’s experience at the company.
- ‘Appreciation Month’ in October, a series of activities and treats, such as free office massages, egg waffles, popcorn booth, and ice cream, to recognise employees’ dedication and efforts in a relaxing and joyful atmosphere.
- ‘Recognition Programme’, aimed at building a culture of kindness and recognition within the company through the Long Service Award, and a new 'eCard' feature added to the Employee Hub, which allows colleagues to send congratulations on work milestones, wish happy birthdays, and show support and appreciation with just one click.
CASETiFY believes that creating a successful employee engagement communication strategy involves considering several key elements to ensure effective communication and high levels of employee engagement. These elements include clear purpose, engagement, transparency, leadership involvement, personalisation, and alignment of evaluation.
The effectiveness of this approach has been made evident in the positive responses from its employees. More than 500 employees attended the ‘What's Up’ town hall meeting and all of them said they enjoyed the event and found the communication platform useful for understanding the company better.
The strategies also show a clear positive impact on the company's innovation and creativity, customer satisfaction, loyalty and team collaboration. Compared to 2022, the average seniority of CASETiFY employees increased by 26% in 2023.
Sandy Yau, Head of Human Resources, CASETiFY (pictured below), says, "At the heart of our company's success are the dedicated employees who pour their passion and expertise into their work every day. That's why fostering a positive, supportive, and rewarding employee experience is top priority for us."
For the recognition received at Human Resources Online’s Employee Experience Awards (EXA), she shares: “We deeply value EXA's acknowledgment of our ongoing efforts at CASETiFY to nurture a culture that empowers our team.
“While being recognised and nominated is gratifying, our primary focus is on constantly raising the bar within our organisation. We extend our sincere thanks to all our colleagues who work tirelessly to make CASETiFY a place of pride and belonging for all of us.”
Photos / CASETiFY
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