Sector:
Automotive | Tire Industry
Type:
Culture Transformation | Employer Branding
What:
In-depth interviews
Focus group
Online survey
Co-creation sessions
Trend analysis
Culture Diagnosys
Employer Branding Strategy
EVP
Pirelli
Boosting Business Through Culture Transformation
Pirelli has been in Brazil for over 70 years and globally for over 140 years, known for its technological innovation and leadership in mobility solutions. However, with the fast-paced changes in the modern world, the question arose: would the culture that brought Pirelli to this point be enough to lead it into the future?
The goal was to connect Pirelli’s strong purpose with the employee journey, creating a new EVP (Employee Value Proposition) for a company with over 12,000 employees in Brazil.
In this project I was the freelancer strategist hired by culturecode.cc
Reinventing traditions
The key challenge was to guide Pirelli through a discovery and co-creation journey to develop an EVP that truly reflected the internal culture and values. Workshops, individual interviews, and assessments were conducted across different levels of the company, from leadership to frontline employees, in various regions of Brazil. The objective was to identify collective values and cultural pillars that would align with the brand’s purpose and enhance the daily work experience for employees.
As the lead strategist for this project, I was responsible for both the immersion phase and the development of the EVP. I worked closely with Pirelli’s HR teams to design a collaborative journey that integrated leadership and employee perspectives. The process included cultural diagnostics, territory mapping, and the creation of culture drivers, all of which laid the groundwork for the desired transformation.
- Organizational Culture Diagnosis
- Map of Cultural Territories and Culture Drivers
- Development of the collaborative EVP (Employee Value Proposition) aligned with the brand's purpose
- Engagement of leaders and employees throughout the process, ensuring internal ownership of the new EVP