Challenge:
(Re)build a strong winning corporate culture and increase employer satisfaction after a few crisis years with deficits.
Solution:
A partnership with DBU (The Danish Football Association) and the Danish women’s national football team, which is on a similar journey to return to the top, after a time of crisis.
Activation:
The partnership was launched at the Atea Kick-Off in September 2019. All employees were invited to the Atea Stadium and Fan Zone. During the 2021 strategy presentation, we launched the partnership and hadned out the red Atea/DBU national team in information technology player jerseys to all employees. Afterwards all employees had a party in the fan zone with football games and a live band.
New employees receive a player jersey followed by a player photo, which is taken and shared on social media.
In addition, employees engaged and developed Celebration Friday. Within a few weeks after Kick-Off, employees from all departments were wearing their jerseys on Fridays, celebrating the new team.
Finally, at Atea IT EXPO all Atea employees wore red jerseys sending a clear message to customers and partners that Atea is the Danish national team in information technology.
Result:
In December 2019, the monthly employer satisfaction survey showed an increase in general employer satisfaction from August 2019 of 5,25% from 7.6 to 8.0 (on a 1-10 scale), mainly due to the new partnership and the national team in information technology.
One year later, the Q3 2020 result showed the first Q3 profit in three years. This milestone was celebrated as Celebration Friday – as a result of a winning culture returning to Atea.
