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As the world’s largest manufacturer of modular carpet, Interface has a bold mission called Mission Zero. Its purpose is to eliminate any negative impact the company has on the environment by 2020. As an entrepreneurial company, Interface has made progress based on improved technology as well as the ideas and hard work of employees at every level in the company. However, the window is growing shorter to meet this admittedly audacious goal.
So how do you ensure that all employees, including manufacturing, sales and office associates dispersed around the world, are fully onboard with this mission, and are contributing ideas and providing necessary feedback? And, what are the best tools and methods to get key messages out to these diverse audiences?
Through innovative programs rolled out this year, Interface has employed a comprehensive strategy to reach audiences “where they are,” which includes a mix of social media tools as well as traditional communications.
Started in 2011, the “I Am Mission Zero” project set out to research, record and share the company’s sustainability journey as a way to understand employee connections to this higher purpose and reinforce them. Using documentary film-making, Interface traveled to 6 factories on four continents recording dialogue with factory employees to explore their connection to this bold sustainability vision.
In addition, Interface has just completed a successful 90-day pilot for a social media platform for wired associates that has received a green light for funding to extend to all employees globally.
And although there is much work still to be done, the company has taken away some key learnings so far, including:
Bruce Brooks is director of associate communications for the Americas division of Interface, Inc., the world’s largest manufacturer of modular carpet tiles and a global sustainability leader. Since 2003, Bruce oversees strategic communications for the company’s associates in North America and Latin America, using a variety of channels to reach both manufacturing and non-manufacturing associates. Through a variety of communication vehicles, he works to increase the level of employee engagement in the company’s unique Mission Zero brand promise – or its promise to eliminate any negative impact the company’s operations may have on the environment by 2020. He has led efforts within the company to develop social media policies and leverage social media tools for associates.
Prior to joining Interface, Bruce also had management roles in communications with Georgia Tech, Georgia State University and Auburn University at Montgomery. His expertise includes internal communications, media relations, branding, special events and executive communications. He currently serves as co-chair of the Corporate and Employee Communications Special Interest Group for the Georgia Chapter of PRSA, and serves as past chair of the organization’s national Employee Communications section. He currently serves on the Three Rivers Chapter of Georgia Board of Directors for the American Red Cross. Bruce received his B.A. from Auburn University at Montgomery and his Master’s in Corporate Communication from Austin Peay State University.
Connect with Bruce on Twitter.
Steve Arbaugh serves as vice president creative strategy & planning for the Americas division of Interface, Inc. Steve works within the Creative & Marketing Groups including Interface (commercial) and FLOR (consumer) brands to leverage Customer Experience, Design & Visual Voice across all meduims. Over the past twelve years, Steve has also led Interface's Investor Communications, New Product & Services Launches, Strategic Alliance Programs as well as Brand Marketing & Communications.