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Vapo produces a powerful video to support the launch of its HR policy

Employing some 1,200 people, Vapo Group is the leading developer of bioenergy in Finland and the Baltic Sea region. Vapo has responded to turmoil of recent years in the operating environment by updating its business strategy and vision. At the same time, it has also revised its people management principles and HR policy according to its new strategy and values.

The key principles of the HR policy are summarised in a three-minute video, which Vapo has produced in cooperation with Prewise. 

Pirjo Nikkilä, Vapo Group’s HR director, what is the significance of communication in a change process?

- Active communication comprises part of change management, either winning people to our side or turning them against us. In our HR policy, we describe our values and expectations, while communicating our personnel promises both within and outside our company.

- As there are changes in our operating environment, we need a new way of thinking and operating. We also expect our people to show a different attitude and behaviour, and to bear their responsibility more strongly.

- The mobilisation of our HR policy needs to be supported by diverse means of communication, of which the powerful People Policy video is one, Pirjo Nikkilä says.

Why was Prewise selected to produce the video? How did the cooperation process work, and what was the result like?

- Prewise was already familiar to us from previous projects, and we know that its experts have the correct attitude and competence. Cooperation with Prewise was valuable. The innovation of Eevi Kuokkanen, Instructional Design Director at Prewise, was to utilise drawings and animations in addition to people.

- The video clearly illustrates the changes in the HR policy and shows where we want to go. Fading black-and-white pictures depict the past, whereas the coloured sections represent our shared future, Pirjo Nikkilä says.

In which situations has the video been used? What other processes were needed when mobilising the HR policy?

- The video was used to support the launch of the HR policy – first to senior management and then to all Vapo employees. It was produced in Finnish and English for the entire Group. I visited every unit of the Group when training supervisors. These training events usually opened with the video, on the basis of which the change was discussed in more detail.

- The message will be communicated in personnel magazine articles by shedding light on the new HR policy from different points of view. Training events for supervisors will also be continued.
I am always eager to show the video when I meet my colleagues at various events, Pirjo Nikkilä says.

What kind of feedback have you received from the personnel? Does the visual approach work as desired?

- The video has worked wonderfully as a discussion-opener and in raising ideas throughout the Group. I have noticed that many truly understand the video only after several viewings.

- As thinking and behavioural patterns can only change through individual processing, the video pushes everyone to a good start, without making the process too serious. Its comic-book style, humour and the 60s guitar music, which is perfect for the spirit of the Group, create a positive atmosphere.

- The video is also a perfect tool for communicating the message outside the Group to our stakeholders, Pirjo Nikkilä says.

See the video on the Vapo Group website from the link "force is about trust" or on Youtube!

Text: Anne Malmi

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