Transforming strategy into inspiring brand story

Swissport Finland employs over a thousand people at the Helsinki Vantaa Airport. The shift-working staff is allocated at various points at the airport: a part of them is working at lounge and customer services and a part at cargo services.

Swissport wanted to communicate the foundations of their strategy and the core of their brand to its employees in a coherent and inspiring way. In addition, we wanted to clarify to the whole staff how important their work is. The people at Swissport are a crucial part of the functionality of the airport and customers’ experience.

Our strategy is made through listening to our staff and therefore it was instrumental to us to communicate the strategy in a novel way that touches all our employees.

Tomi Viitanen President, Swissport Finland Oy

The goal was to develop the spirit of Swissport and conduct internal communications from a new point with focus on story telling and the staff’s role.

Making a successful journey

To crystallise the brand story and the communications concept, we listened to the people of Swissport throughout the company. The core of the concept – Making a successful journey – was emphasised as the core theme in interviews and among the management. To communicate the story in an efficient and memorable way, we made it into a video.

The video and the corner stones of the strategy were published in four employee sessions in the summer of 2018. “Our strategy is made through listening to our staff and therefore it was instrumental to us to communicate the strategy in a novel way that touches all our employees. The feedback was positive, and the results of employee interviews indicated that we succeeded in the first phase of developing our communications”, tells Tomi Viitanen, President, Swissport Finland.

The feedback was positive, and the results of employee interviews indicated that we succeeded in the first phase of developing our communications.

Tomi Viitanen, President, Swissport Finland Oy

Making a successful journey concept continues its way from internal communications into the corner stone of employer brand – while building on story telling.