Alstom goes for the hard sell

first_img Comments are closed. Related posts:No related photos. Previous Article Next Article Global transport specialist Alstom has turned to a consumer marketing firmto devise a communications strategy for a training initiative and to speak toemployees in a way that appeals directly to them and their needs. The focus of the marketing strategy was the launch of the TransportLeadership Programme, a fast-track programme for high-potential employees. Alstom’s vice-president of learning and development (transport sector) MikeSalone said: “We were convinced, and were proved correct, that using consumermarketing techniques to promote the leadership programme would increase itsappeal. We don’t usually do a lot of direct communication.” The campaign used a stylish silver box containing an explanatory CD-Rom andbooklet. The aim is that the selected group of employees will see that acontinuing career with the company would meet their aspirations. It has been sent to people the company sees as capable of winning twopromotions in five years and who speak two key languages. The programme usesblended learning and is conducted in English around the world. Online 360-degree feedback ensures that “we know what people need toknow before we start a programme with them,” said Salone, ” and sosaving time and money.” By Stephanie Sparrow Alstom goes for the hard sellOn 1 Oct 2003 in Personnel Todaylast_img

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