Empowering Every Employee to Make a Difference
June 18, 2008
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Growth in Latin America for The Clorox Company begins by seeding employees with the power of change.
For Ricardo Leon, R&D Director of Health & Wellness for Clorox, growing the company's success in Latin America is about more than brand recognition or market share--it is about promoting health and wellness through the advocacy of the very employees who create the company's products.
"When you include employees in business strategies like health and wellness, the result is proud employees who are more engaged, more enthusiastic, more knowledgeable and more committed," Ricardo observes.
Eight years ago, Ricardo began his focus on educating children, using trained volunteers to explain the benefits of hygiene to students. Each child received a diploma and became an official "hygiene trainer." He partnered with the Pan American Health Organization to create a television program about the benefits of hygiene. Ricardo was the star of the program, which ran weekly for two years.
Ricardo expanded his efforts to train Clorox employees to spread educational messages. After two years, all R&D employees in Argentina, as well as representatives from Finance, Sales, Marketing, Product Supply and Quality, were trained health ambassadors.
Latin America has served as the staging ground for the company's movement of engaging Clorox employees to become brand advocates among their families, friends, and community. Employees are educated though a series of internal events across the region, engaging them as a team of brand ambassadors. Brand positioning centers on the use of Clorox bleach brands as a disinfectant against infection and disease, with hygiene being at the core of the marketing message.
"We believe highly engaged employees are the best salespeople for our brands," said Diego Migliardi, Clorox Marketing Director for Latin America. "An organization's two most valuable assets are its employees and its brands. So it is important that employees at every level know the brands and deeply understand them and their strategies."
Each country in Latin America adds its touch to generate enthusiasm within their nation. Some also partner with charitable organizations to promote hygiene messages while contributing to the community—pairing with UNICEF to sponsor races for child education, partnering with the Red Cross on school programs, and building homes for impoverished communities.
"Education has a viral effect," said Ricardo. "To be an ambassador also means to build bridges. What's fascinating is you can talk to someone and after an hour they may say 'I know someone else who can help you' or 'I can do something at my child's school.' It's these connections that have helped spread such important messages about hygiene and disease prevention and the benefits of Clorox products across Latin America."
Through this effort, Clorox has been recognized by local ministries and health organizations. Just as important, Clorox has added to the strength of each employee's commitment to the promise of making everyday life better, every day, and to their pride in knowing that they are contributing to their local communities.
Ricardo Leon has been with Clorox for over 14 years, beginning as director of R&D in Latin America, then as director of Global Packaging Design. For more information about Clorox's commitment to health and wellness, and their opportunities, visit: www.TheCloroxCompany.com.
Source: HispanicBusiness.com (c) 2008. All rights reserved.
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