M6 / Employees as storytellers: Building Vancity’s brand from the inside out

Date: Monday, 27 June
Time: 10:30 – 11:45 am
Track: Employee Communication

Bankers as storytellers? That’s just what happened at Vancity Credit Union when almost 2,000 employees collectively authored their company’s story. The result was a richly rewarding employee journey, a shared answer to the question “who are we, what makes us special and what differentiates us from our competitors?” and a unifying vision of the company’s future.

In this session, you’ll hear:

• How Vancity gained employee participation at all levels throughout a 15-month process
• How the Vancity story is aligned throughout the company’s business
• Where Vancity will take the story – and where the story will take Vancity – in the future

Presenter / Paula Martin, ABC / British Columbia, Canada, is vice president, public affairs & corporate communications for Vancity, Canada’s largest credit union. Before entering the public affairs and communication profession, Martin worked as a journalist, first as a reporter with the Winnipeg Free Press and then as a producer with CBC Radio's national current affairs program As It Happens.