Finding more kindness in COVID.
Helping TFE Hotels inspire their people to make kindness the norm
Last year our client, global group TFE Hotels came to us with a new challenge: to anchor their value proposition ‘Find More’ into the current moment. That moment? A global pandemic.
TFE Hotels’ amazing people were needing to adjust to so many new pandemic challenges including closures in line with State Government directives, guests in government mandated isolation and the omnipotent global uncertainty. We needed to make ‘Find More’ a tool kit to navigate these new horizons with intention and purpose.
Using TFE’s purpose-driven EVP pillars, we uncovered the different ways their people could ‘Find More’, developing a new set of aspirational principles:
Find More possibilities
Find More connections
Find more within and
Find More kindness.
To bring TFE’s proudly people-centric brand to life, Ambassadors were hand selected from across the group’s people through a series of interviews. The secret sauce of these ambassadors was that each truely lived the core brand promise.
A one kind action can change someone’s life forever. As a global hospitality brand, TFE understood the power of a single act, and wanted to make kindness the norm. We worked with their team to embed ‘Find more kindness” into their brand, internal communications, initiatives, employee and customer experiences.
Local Kindness Ambassadors championed a series of initiatives to made kindness the norm across the groups many hotels and locations - for people and guests alike.
Initiatives have included random acts of kindness, team kindness challenges, recognition and birthday wishes. Each, authentically bringing the ‘Find More’ value proposition to life across the business, grounding the aspirational vision of the organisation into the everyday.
Each location put their own twist on personalising the initiative, with ideas such as BBQ’s, coffee delivery on a tough day, and giving kindness postcards.
TFE encouraged their people to celebrate acts of kindness, sharing their experience back through the hashtag #findmorekindness, and showcased the power of acts of kindness through their own channels.
To chat to a member of our team about how we can help you create and embed your employer brand contact us at hello@weareunity.com