Total 577 words used.
Why Cultural Transformation?
As a strategy-driven company, MCI has long utilized the Norton-Kaplan model to align its organizational culture with its strategic goals. Partnering with ADL, we identified and categorized our core and aspirational values, reflected in a newly developed code of conduct. Recognizing the importance of cultural alignment in achieving strategic success, the HR department spearheaded the cultural transformation effort.
The Rasme Hamrahi project, meaning “The Art of Companionship,” was a cornerstone of this transformation. Running from September 2022 to February 2024, it aimed to internalize MCI’s code of conduct within the organization. Central to this initiative were innovative training videos, gamified experiences, and engaging multimedia formats. These tools were designed to embed behavioral expectations into the organizational culture in an interactive, memorable, and impactful manner.
Innovation in Training Videos: A Game-Changer
At the heart of Rasme Hamrahi’s success was its creative use of training videos to make learning engaging and effective. These videos were designed to suit diverse learning styles and employee preferences, blending innovation and humor with MCI’s values.
- Interactive Role-Playing Videos:
One standout feature was a video series on MCI’s code of conduct, where employees acted out behavioral scenarios using pantomime. Viewers were invited to guess which code of conduct was being demonstrated. This gamified approach encouraged participation and reinforced behavioral codes in an engaging and fun way.
- Comic Motion Animation:
The Injuri Plus series creatively tackled everyday organizational challenges in a humorous, relatable manner. Over eight episodes, these comic animations attracted more than 15,000 views on MCI’s employee Telegram channel. Characters and stories in the series were crafted to resonate with employees, making the lessons more relatable and easier to internalize.
- Custom Characters and Storylines:
Custom-designed characters brought the codes to life, presenting them in a lighthearted and approachable way. These videos helped demystify complex cultural expectations while fostering emotional connections among employees.
- Gamified Video Content:
The videos were part of an eight-stage gamified journey, combining animation, motion graphics, and live-action elements. These diverse formats ensured high engagement and optimal content delivery across different personality types and cognitive styles.
Development and Execution
The training videos were integral to a broader initiative comprising two major phases:
Phase 1: Awareness-Building
This phase introduced MCI’s code of conduct through various media formats, including videos, online games, and live discussions. Highlights included:
- Gamified Videos and Online Games: Employees actively participated in guessing behavioral scenarios through interactive videos, engaging over 650 users.
- Hamrahi Talks: Five online talk shows included clips from training videos and discussions with department heads, engaging 730 participants.
- Comic Motion Content: The Injuri Plus series, with its humor-driven approach, became an instant hit among employees.
Phase 2: Interactive Gamified Platform
This eight-stage journey, hosted on a gamified platform, incorporated the training videos as a core component. Recorded videos, infographics, and podcasts complemented the visual storytelling approach. 557 employees participated, earning points and competing in leaderboards, fostering engagement and commitment.
The Impact
The training videos made the Rasme Hamrahi project an unprecedented success. Pre- and post-project surveys showed significant improvements, such as a 40% increase in code of conduct awareness in key departments. These results reflect the innovative effectiveness of combining training videos with gamification and diverse learning methodologies.
The project’s innovative videos achieved several key goals:
- Simplified complex cultural values into relatable visual narratives.
- Encouraged active participation and emotional connections with MCI’s values.
- Addressed diverse learning styles using multimedia and interactive formats.
Fostered creativity and collaboration, strengthening cultural alignment across the organization
Nomination Title: Innovation in Training Videos – The Rasme Hamrahi Project at MCI
