<p class="p1"><span class="s1">Carrefour, one of the largest hypermarket chains in the region, employing 21,000 team members, and operating across 68 geographies embarked on an internal initiative to strengthen its corporate culture and align its internal brand values with those of its parent company Majid Al Futtaim. </span></p>
<p class="p1"><span class="s1">Working with Carrefour’s HR team, Dragoman conducted discovery workshops with employees from different functions and levels of the organisation to engage in the process, assess their understanding of the current values and develop insight on how to effectively communicate the new values. </span></p>
<p class="p1"><span class="s1">Based on these findings, “Citizens of Carrefour” was selected. The concept focused on Carrefour’s bigger role in the community and team member’s essential contribution to improving customers lives through offering value, service and convenience.</span></p>
<p class="p1"><span class="s1">The employee engagement campaign was rolled out across stores and corporate offices through environmental graphics, induction presentations, a 2 minute introduction video, and a values microsite. Dragoman held workshop sessions with the regional HR managers to onboard their own teams.</span></p>
<p class="p1"><span class="s1">Strategically rolled out, Dragoman provided Carrefour with an extraordinary employee success platform of how to live the values on a day to day basis, leading to higher employee engagement, a positive leadership approach and internal clarity.</span></p>