Lene_Mi_LM_Wind_Power_OntheMic
Lene_Mi_LM_Wind_Power_OntheMic

On the Mic: Lene Mi Ran Kristiansen from LM Wind Power

We're so glad to have Lene Mi Ran Kristiansen, Senior Manager, Communications & Sustainability at LM Wind Power, sharing what she sees as key when communicating sustainability and carbon neutrality.

By: Betina Sørensen, Senior Creative Advisor (March 4, 2018)

What’s on the top of your employee communication agenda right now?
Strategy execution, GE integration, and sustainability with our carbon neutrality program #CleanLM at the very top!

What was your latest success and what made it a success?
Recently, we did an interactive workshop session for the top 130 global leaders of the company, challenging them to play a huge cardboard game: Go Carbon Neutral in 30 mins.

It was their first in-depth experience with our ambitious sustainability program and it worked brilliantly because the format and game design dynamics compelled our leaders to learn about the concept and methods to go carbon neutral. To be able to finish the game they had to collaborate, negotiate, and agree. It made them reflect on the challenge and daunting task we as a business have taken upon us by setting this ambitious goal.

It was a very effective way of creating awareness and ambassadors who now are able to articulate what we are doing to their teams and other stakeholders, helping to foster further interest, support, and hopefully inspiration so more colleagues get engaged.

Why is it important to communicate your carbon neutrality pledge internally?
Many LM Wind Power employees have taken what we call ‘the green pill’! They genuinely care about the fact that they work in a green company and make a positive difference every day.

#CleanLM gives them another reason to be proud and it is absolutely crucial to ensure they are aware of this pledge, so they are able to engage in the delivery of the program or in the communication about it to their networks.

I think it is fair to say that they are the most important stakeholders and key enablers for us as an organization to achieve the target but also the reputation benefit that comes by being a pioneer. Just imagine the impact if we manage to engage 10,000 people as green ambassadors inspiring others to follow our lead!

What did you learn during the process?
In this process we were quite concerned about the level of detail and complexity of our game would be too advanced for the limited time we had available. The audience was the top leaders in the business, so stakes were high – as would be the exposure if we failed.

We spent a LOT of energy on wording and simplifying the concept and content over several iterations until we were satisfied. It was a matter of finding that delicate balance where the audience is intrigued and challenged but not overwhelmed while maintaining some of the complexity from real life in the game.

This experience actually reflects one of the most important lessons I have learned on my 10+ years in corporate communications. When you have really invested that extra thought and care into your content and campaign you can create something with long durability and relevance which ultimately becomes a recognized franchise in the company’s communications mix.

When people start adopting and adapting it to their own communications purposes, you have really succeeded. We have done that with our first sustainability campaign featuring four mascots – The Sustainables – which were introduced five years ago but still going strong and even getting new family members from time to time. With #CleanLM we aim to create a strong internal franchise again but this time, the potential for using it externally has been considered almost equally important. We are on to something greater than ourselves and inspiring others is a huge part of measuring our success.

What is your best advice/tip to other employee communicators?
Take your audience seriously and invest the necessary time and care in learning what works with them. Do pilots, focus groups, or test runs with small samples of employees and be ready to adjust according to what you learn. Then dare to challenge and tweak to surprise and inspire! And finally, consider how you measure success already when you start designing your campaign. We all want to be able to show that our work made the intended difference.

You can read more about Lene’s activating leaders and employees in the carbon neutral agenda in her LinkedIn blog post: Watch 130 leaders go carbon neutral in 30 minutes! (LinkedIn, February 23, 2018)

‘On the Mic’ is a series of blog posts that invite internal communication professionals to share their take on employee communication, their view on trends within the field and what rocks their boat. Feel free to send us tips on who should be ‘On the Mic’ next.