In 2023, Gold Fields was faced with the challenge of releasing the results of a large-scale survey, conducted by Elizabeth Broderick & Co, into inappropriate, harmful behaviours (such as bullying, racism, sexual harassment and discrimination) occurring in the organisation in such a way that it aligned with the company’s culture transformation objectives and would create an environment in which management and employees could move forward in building a more respectful workplace culture. The audience was the entire workforce across multiple global sites, cultures and languages.
Outcome
All planned material was developed, approved and translated, and channels activated on a chosen day across all global operations and externally to the intended quality and alignment with the broader culture transformation theme. The transparency and honesty with which the report was released was acknowledged by the internal and external audiences, with many documenting positive sentiments. All internal and external feedback from regions was packaged to reflect on the success of the communication and highlight specific themes for global sites to prioritise in future communications.
![Gold Fields [logo]](https://www.rasc.co.za/wp-content/uploads/2023/11/logo-gold-fields.svg){kind=logo}
Communication response
R&A was contracted to develop and implement a communication and change management strategy based on our recommendation that the survey findings be communicated transparently and empathetically, recognising the effect on those who had been harmed by the reported behaviours. At the same time, we needed to provide a bridge to a new, Respectful Workplace, and equip employees and managers with the skills they needed during this transition.
Through the communication strategy, we achieved the following:
- Solicited and incorporated input from global communication practitioners into communications planning.
- Developed training support and materials and undertook training of all leaders at the global sites through webinars.
- Developed and customised leader presentations and fact sheets for each site that covered the broad and site-specific findings and recommendations, in the appropriate language and formats.
- Developed content for letters from the CEO to external stakeholders: shareholders, unions, contractor companies and government representatives.
- Developed statements and Q&As for media/market enquiries, both for planned and pre-emptive release.
- Developed a microsite to house all material for internal and external audiences in line with the transparent approach.
- Developed a media relations plan including a response in case of a leak, preemptive engagement with key journalists and a response bank to deal with media queries.