Recognition Matters to Hilton Worldwide
A case study about the employee recognition newsletter I wrote for Hilton’s 12 worldwide brands.
The Situation
Each month Hilton Worldwide (HWW) commissioned RSW Creative to produce an e-newsletter that drove traffic to the Recognition Matters! website and motivated Team Members to recognize their peers. Because the Recognition Matters! newsletter was published each month, I had to reframe articles with fresh, new angles.
The Solution
Each month my supervisor and I discussed articles the client wanted included, and then we defined themes, purpose, and tone for the specified articles. Newsletter articles focused on strong calls to action for Team Members to recognize their peers and impacted readers emotionally. Articles included the following topics:
A short feature article that promoted one of HWW’s recognition initiatives. These stories featured a heartwarming tone that honored a person’s journey to a successful and fulfilling career at HWW.
A list of ways to honor individuals and departments; low-cost challenges for Team Members to participate in; and formal suggestions for ways to recognize a department of the month.
Outbound links to HWW recognition sites with printable recognition certificates, water bottle and candy bar wrappers, or visit a merchandise store to use when recognizing Team Members. Each printable certificate was also customizable by brand and language.
A HWW listicle that contained five ideas for Team Members to recognize their peers. These best practice lists were collected over years of implementation of recognition programs.
Team Members were alerted of opportunities to win money for participating in recognition initiatives on pages where they made entries for weekly and seasonal recognition programs.
The Result
During my time writing the Recognition Matters! newsletter, it successfully launched on deadline and garnered 11K unique opens and 3.9K link clicks.