Case Study: Redefining the Company Culture

Client: Mobiquity

Assignment: WOW! transformations, partnering with the Human Resources department, led a three-month culture and communications initiative to help Mobiquity through a huge transformation. Propelled by rapid growth, company executives expected to hire more than 90 people in six months to staff its offices around the United States. To ensure they were sourcing and selecting the right talent, it was critical that the executive team, key stakeholders, HR and hiring managers reached consensus on the type of people they were looking for to hire. They wanted to clearly define the ideal candidates to work in this rapidly changing and growing organization, and ensure they were conveying a clear, concise and consistent message about the organization.

Strategy & Tactics Used: WOW! transformations took a phased approach to meet the organization’s needs.

Step 1: The Audit
The Audit identified how people move through the employee lifecycle. It consisted of one-on-one interviews, focus groups, review of existing information, as well as a review of systems, processes and development initiatives to address what’s not working from a “people” perspective throughout the organization.

Deliverable: Along with the data collected, The Audit Report identified strategic priorities, recommendations, and solutions to address the organization’s people and process issues.

Step 2: Culture Workshop and Communications Brainstorm Session

  • WOW! facilitated a one-day culture workshop with the executive team and key stakeholders to work on strategic priorities from The Audit Report and ensure buy-in and follow-through on the Top 3 initiatives to move the organization forward regarding identified people and communication issues. Priorities included the creation of company personas for use in hiring; identifying core values; and creating a communications strategy.
  • Following the culture workshop, a half-day communications work session was held with the Marketing and HR teams to identify target audiences and to begin development of messaging to be used in the Communications Plan.

Step 3: Communications Plan and Documentation
As a result of the communications work session and information gathered during the Culture Workshop, a detailed Communications Plan was created to provide consistent messaging to articulate the organization’s personality and core behaviors; to ensure internal and external communication is consistent; and to support the sourcing, selection connection and retention of people who are the best fit for their culture.

The Results:

Mobiquity has been very busy implementing initiatives that resulted from The Culture Audit. Here is what the company has done to date:

  • Identified its core values, developing five statements into a summary it calls “What Matters to Us”
  • Produced an internal video to explain The Culture Audit and top initiatives resulting from The Audit; as well as roll-out of “What Matters to Us”
  • Created personas for both employees and managers to use in recruiting, competency development and performance management
  • Developed a plan for an Intranet site to share information and support new hires in the onboarding process.


"We put what we learned from WOW! transformations to work immediately," said Susan Miele, Mobiquity's Chief People Officer. "The Culture Audit gave us a great snapshot of where we were, and the steps that followed gave us concrete ideas to use to find the right solutions to our people problems. We now have a great foundation that we will continue to build on as we grow."
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