Uniting employees behind a cohesive, global employee brand

Nutrien

North America
Agriculture
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Uniting employees behind a cohesive, global employee brand
logo from geo nutrien global community

the challenge

Nutrien is the product of a series of mergers, bringing together global teams in complementary industries to create a more vertically integrated fertilizer company. These mergers thus necessitate the integration of various toolsets, processes, and cultures.

THE HUMAN INSIGHT
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These mergers affected employees’ sense of belonging, and introduced new tools and processes that were frustrating to some and inaccessible to others. Nutrien needed more than tools for their employees; they needed to foster a sense of belonging and community.

Solution

MAPPING GLOBAL CONNECTIONS
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WongDoody conducted research with employee groups around the world, including potash miners, desk less sales teams, and corporate employees. This research identified the common threads that bring all employees together and allowed us to represent the employee’s POV in workshops with HR leadership. 
The outcome is a brand-positioning that aligns the consumer-facing brand, the organization’s desired internal brand, and the employees’ needs.

Results

INTRODUCING GEO 
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WongDoody developed geo, the new Nutrien employee brand to foster a sense of global connectivity and community. This became the name of the new employee intranet, which is a single pane of glass experience that delivers much more than traditional HR tools.

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More Work

Looking for more information? Here are a few examples of WongDoody making an impact.

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