How to create an internal magazine that will be loved by the bank’s counter staff and top management alike?
Kompas, the ČSOB employee magazine, was produced by Boomerang as a print bimonthly and later a quarterly. It had its firm and clearly defined place in the mix of internal communication channels that complemented each other as they evolved. The role of Kompas was mainly to explain, comment on and analyse key issues in depth. The print magazine was complemented by an electronic version for mobiles and tablets from 2013 on, and Kompas began to use augmented reality in 2014.
Betting on emotions
Right from the start, Kompas focused on being human and on emotion. It helped employees understand goings-on in the bank, easily navigate the pitfalls of the work process and even gave them the chance to have fun reading the relaxation sections during lunch break. The overall impression was also shaped by the light-hearted, lifestyle design and popular ‘brainteasers’ associated with little rewards for the winners.
Thanks to a sophisticated system of internal effectiveness surveys, we know exactly how ČSOB employees judged the magazine’s quality and benefit. Kompas received an overall mark of 1.9 (on a scale of 1 to 5, with 1 being the best score). 95 out of 100 employees recommended Kompas as a source of useful information and the magazine’s readership was 95%. The magazine was highly appreciated by the firm’s top management as well. During its existence, Kompas notched up seven gold and silver medals in trade competitions.
So, how do you create an internal magazine that will be loved by the bank’s counter staff and top management alike? By thinking about the company’s regions and branches and going in-depth. Create an attractive design and employees will take the magazine home with them.
P.S.: In 2017 the print version of Kompas was replaced by the PERLA online project, which is more flexible in communicating with employees and is, above all, paperless. Further cooperation is taking place on the Navigator or Insurance Firm online projects, and we arrange promotional interviews etc. for ČSOB.
1.9: the score given to Kompas magazine by employees
The case study is valid as of 30.9.2017.