Graebel case study: An interactive DEI journey inspires next-level outcomes
Diversity, equity and inclusion (DEI) has become an important part of many corporate agendas. Graebel knew that its experts could provide strategic recommendations and support to clients wherever they are on their DEI journey. But first, mobility leaders would need to recognize that they could be a catalyst for transformative DEI in their organizations.
Connecting the dots between global mobility and DEI
Prior to launching Graebel® DEI Consulting Services, a first-to-market solution in this space, Graebel, a leading global relocation management company (RMC), set out to educate key audiences about the potential role of the mobility team in building diversity, equity and inclusion. An interactive digital experience called the “Next-Level DEI Journey” became a key tool to build Graebel’s subject authority and inspire a new league of DEI change makers.
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Crystalizing a strong POV
To create this asset, we started with category and competitive research, as well as interviews with subject matter experts in both mobility and DEI. Observations and insights were synthesized into a point of view report, which led to a Unique Buying Proposition® (UBP) and a set of key messages. We then crafted a tight narrative that would anchor the interactive journey and all supporting marketing materials. Boiled down to its simplest form, the beats of the DEI narrative were:
1. DEI is the right thing to do—from a cultural and business standpoint.
2. Mobility professionals are uniquely suited to unlock the potential of DEI.
3. Graebel can help you take DEI from baseline activities to something transformative.
A next-level digital experience takes shape
Built on the interactive content platform Ceros, the experience begins by inviting users to jump into a path—Diversity, Equity or Inclusion. The user is then oriented to the journey, a spectrum of maturity in the context of global mobility.
Users explore the three stages of the journey, at each step unpacking what it means from the vantage point of the mobile employee, the mobility team and the organization. Like any great digital experience, it’s most interesting when you try it for yourself.
Persuasion through resonance and relevance
The strategic use of motion, color, iconography and navigational cues guide the user seamlessly through the journey paths while allowing them to pop in and out fluidly. We built persuasion into the experience in multiple ways:
Quotations in the voice of the employee establish empathy.
Statistics add evidence and credibility to fuel cross-functional buy-in.
Actionable steps make progress feel within reach.
“What I love most about the DEI experience that we created together is its utility. Our sales teams use it in relationship-building conversations. Our client teams use it to gauge readiness and build roadmaps. And it gives prospective clients another great reason to consider Graebel.”