Baxter Case History

The Situation
Baxter International had successfully created a shared services organization, and with the help of Ervin Marketing, introduced an online employee self-service system that saved the company $6.8 million in the first six months of use. Wanting to leverage their investment in technology and further free HR professionals to provide more value add to the company, Baxter wanted to introduce a manager self-service system (MSS). Management, however, was not enthusiastic about “doing HR’s work.”

The Objectives
• Facilitate HR’s introduction of the manager self-service system within all business units.

• Educate management regarding the ease of MSS and benefits to them.

• Engender enthusiastic acceptance of the new system.

The Strategy
• Utilize focus groups to understand management’s point of view and attitudes toward MSS and uncover the perceived benefits of the target audience.

• Create a “canned” process and presentation for field HR reps to use to introduce the program.

• Brand the system as “Direct Reports,” marketing it to managers as a streamlined method of managing their direct reports, as well as a quick and easy way to directly download various reports about the people who report to them.

The Solution
Baxter "Direct Reports” Campaign

“Meeting in a Can” HR Program to Introduce “Direct Reports”
Marketing & Training Materials Targeted to Managers