Manufacturing · Workshop
BOBST at Drupa 2024
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Corporate Communications · 4-Session Coaching Program
BOBST Executive Voice
Eight senior leaders coached to communicate a new Employee Value Proposition — not from slides, but from conviction.
8
Executives
4
Sessions
Coaching
Program Format
4.9/5
Satisfaction
3
Internal Summits Delivered
The Context
A new EVP. A leadership team that needed to believe it first.
BOBST had defined a new Employee Value Proposition and needed its C-suite to deliver it credibly across three internal summits reaching employees on multiple continents. The EVP was research-backed and strategically sound. The challenge was not the content — it was getting 8 executives to communicate it with genuine conviction, not corporate script.
The Problem
They could explain the EVP. They couldn't embody it.
The executives could explain the EVP — its pillars, its research base, its strategic rationale. What they couldn't do was make it feel true when they said it out loud, in front of employees who would immediately sense the gap between message and messenger.
- The EVP was designed as a brand asset, not a leadership communication tool — it had no personal anchors
- Executives defaulted to reciting corporate language rather than speaking from their own experience
- Each leader needed their own version of the message — specific, ownable, impossible to fake
- A scripted launch would undermine internal credibility and file the EVP alongside every forgotten HR initiative
The Program
Four phases to turn a corporate message into a human one
Phase 1
Stakeholder Mapping
Identified the internal audiences each executive would face — their skeptics, their champions, their silent questioners. Built a communication strategy tailored to each summit context and regional culture.
Phase 2
Message Core Extraction
Stripped the EVP back to the one or two truths each leader genuinely believed in. Built each executive's personal version of the message — specific, credible, and impossible to fake.
Phase 3
Personal Story Integration
Connected each EVP pillar to a real moment from each leader's own experience at BOBST. Replaced abstract claims with concrete human stories that employees could recognise and relate to.
Phase 4
Delivery Rehearsal
Intensive run-throughs with real-time feedback. Focused on pace, conviction, eye contact, and handling the unexpected — including the challenging questions that internal audiences always ask.
"Damien helped us move from a corporate message to a human one. Our leaders became believers — and that's what made people listen."
Media Coverage
Hear it from Marc Benninger
Marc Benninger, Editor-in-Chief of HR Today, on the impact of the programme.
Watch the editorial perspective
The Outcomes
Three summits. One coherent human voice.
3
Internal summits delivered with confidence
–40%
Self-reported pre-presentation anxiety
4.9/5
Participant satisfaction rating
- All 3 internal summits delivered with consistent, credible narrative across geographies
- Leadership team reported 40% reduction in pre-presentation anxiety
- EVP narrative adopted and sustained across global HR team communications
- Each executive developed a personal version of the EVP message — specific, ownable, authentic
- Employer brand positioning strengthened for talent acquisition campaigns following the summits
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