UAW-General Motors
Center for Human Resources for UAW-represented GM employees throughout the U.S.
Objectives
- Create a communications mechanism to raise awareness of services, including employee assistance programs (EAPs) jointly provided by UAW and GM
- Deliver information in a way that interests and engages the employee population
- Boost employees’ pride in both UAW and GM
Create
- Redesigned UAW-GM’s flagship employee publication, UAW-GM People, as a 32 page, 4-color magazine with a circulation of 150,000
- Developed new sections to recognize individual employees and work sites (plants) for participating in the EAP, and spotlighting the results
- Added a section to the magazine introducing new GM products and updates, to boost employee pride and spread excitement across plants
- Created an employee feedback mechanism to accurately reflect the desires and needs of the UAW-GM population
Market & Monetize
- Due to positive feedback, increased publication frequency from 3x to quarterly in order to increase timeliness of information for employees
