Employee Participation
A project constantly in motion
To celebrate the first anniversary of its stock market debut in 2014, KION GROUP AG made a bold statement with the launch of the KION EMPLOYEE EQUITY PROGRAM (KEEP). For the first time, employees were given the opportunity to acquire shares in the company on special terms. The program was rolled out in 13 countries by the end of 2019.
Unequity supported KION Group from the successful launch of KEEP in 2014 through to 2018. From the outset, the agency team was responsible for the program communication—from developing the name and communication planning to the initial branding and the ongoing delivery of all communication material in several languages. A highlight was the roadshow at six German locations, which also involved a professional photography and videography team.
In addition, Unequity played a central role in project communication. These tasks included close coordination all stakeholders, including the management consultancy on legal issues and program development, the financial institution responsible for program administration, the platform provider, as well as the internal departments from HR, Investor Relations, Finance, Legal, Accounting, and Communication.
The project management team was also responsible for the localization of communication materials and worked closely with the country coordinators from the various countries and companies within the KION GROUP AG. This helped ensure the consistent and effective communication of KEEP worldwide.
The initial testimonial campaign was followed in 2017 by a new creative concept, aimed at providing a timeless and efficient extension of the established employee equity program.
Project at a glance
Customer:
KION GROUP AG
Industry:
Industrial and mechanical engineering (forklifts), intralogistics, automation technology (supply chain solutions)
Company Headquarters:
Frankfurt am Main, Germany
Stock Exchange Listing:
MDAX
Assignment to the agency:
Initial implementation, roll-out, and ongoing communication support for an international employee equity program
Target group(s):
Executives and employees of the KION Group in 13 countries
Number of language(s):
Ten
Award:
GEO Award 2015, Best Plan Communication
Publication:
Interview with Dr. Thomas Toepfer (former CFO) in the Going Public Mitarbeiterbeteiligung Spezial 2015 (German only)
On the right: Teresa Oster, formerly KION GROUP AG
In the category “Best Plan Communication” for Unequity and the KION Group.
We really enjoyed helping our client establish an employee participation program. Working with the KION team to develop a common understanding between people of diverse backgrounds and knowledge levels was a great experience. I remember the roadshows our team organized during that hot summer, and how impressed we were with the high level of financial knowledge among employees across the company.
As Project Lead, I was closely involved with the KION Group Project Team from the start. I found it particularly rewarding to bring together international teams from various brands—such as Linde and STILL—to drive the implementation and long-term adoption of KEEP. In my opinion, this close cooperation with all stakeholders, along with clear, target-oriented communication, was the key to the success of the project.
What can we do for you?
If you are looking for a reliable partner, get in touch with us.
As a creative communications agency with expertise in consulting in the HR sector — also known as People & Culture, Development, or Organization — we have been delivering professional internal communication for global companies since 2011. We specialize in the communication of Total Rewards.
Using effective communication strategies, creative media, and clear and captivating content, we manage projects and campaigns with a lasting impact — motivated, loyal employees and successful organizations.
We lead people projects to success through communication.
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