Engaging Employees Using The Brand

Amanda Clay
Head of Brand
Telefónica

This is the story of how we used an internal transformation strategy to create one Telefónica family. And in the process, created one of the largest internal brand engagement programmes in Europe.

The outside world will always know us by O2, Movistar and Vivo. But within Telefónica, we wanted our people to feel like one global family. And that meant bringing them all together under one employee brand. In Europe, that meant O2 people would become Telefónica people. Here’s how we hit our targets, across all the countries.

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