In 2023, we introduced a values-based video series aimed at celebrating JPMorgan Chase employees who exemplify one or more of the firm’s five core values: heart, courage, curiosity, excellence, and service. By fostering a culture of appreciation, engagement, recognition, and inspiration, we share authentic stories that humanize our brand among colleagues through “The Faces of Our Values” video series.
The values of JPMorgan Chase are the principles that define who we are and how we work; this is why our employees are at the center of our stories. To honor employees who go above and beyond, provide great customer service and deliver amazing experiences for others, we hold a surprise interview which pays off with peer and client recognition and a celebration with fellow colleagues.
With the goal of driving engagement among peers, we focused on amplifying the voices of our employees through emotional storytelling and prompt other employees to nominate their colleagues through our internal appreciation portal.
We hope these videos inspire colleagues to bring their heart, courage, curiosity, excellence and service to their work every day and create lasting change with consistent actions.
To bring “The Faces of Our Values” to life, our goal was to capture the real emotions of our colleagues, while also understanding their purpose and sharing it in a way that would drive engagement and appreciation from employees.
We built a culture around our values by capturing the real emotions of our colleagues. In doing so, we emphasize the importance of living out values in a way that others can see and recognize, perpetuating them withing JPMorgan Chase.
Through creative brainstorming and transparent communication, we finalized a peer-to-peer recognition concept, which we believe allowed our talent to receive appreciation while being surrounded by their peers.
For content creation, we launched “The Faces of Our Values” series during Employee Appreciation Week in September 2023 – we saw this as a way for us to show our celebration towards JPMorgan Chase employees while amplifying their recognition during a week of appreciation. Using this platform, we worked across various departments to gather stories and recruit a diverse group of employees to spotlight. That way, our appreciation stories would reach multiple lines of businesses. As we continue to diversify the series, we’ve expanded our approach to include customer and team recognition to elevate our original concept.
To kickstart the project, we focused on amplifying our messaging tactics by encouraging colleagues to nominate others using a submission form that was promoted throughout our intranet sites. From there, we selected stories and reached out to the nominators individually. While this proved to be successful, we learned that placing an emphasis on encouraging others to submit nominations proved to be a challenge.
For storytelling, we focused on featuring inspiring and authentic stories of employees who exemplify our purpose and values. With each video, a nominator read the nominee’s recognition using a teleprompter; footage of this was then shown to the nominee. By surprising the nominee with this recognition, we created a genuine emotional response and reaction. This allowed each nominee to feel valued and included in JPMorgan Chase’s culture.
For the visual creative, our goal was to show real, authentic stories through digital media, so we surprised each nominee with their recognition and captured each heartfelt moment on camera, allowing us to film real-time sentiment and appreciation.
For greater impact, we also intertwined natural moments in the editing process.
For content amplification, we leveraged internal communication and media sources such as digital signage, viewership at Senior Leadership Conferences and internal Town Halls, email and newsletter chains, video and marketing campaigns while additionally using our primary external strategy of focusing on LinkedIn to share Faces of Our Values videos on Chase’s social media page.
“The Faces of Our Values” leaned heavily on our team’s content strategy of telling Chase’s story of impact through compelling, human-first storytelling. Since its creation, more than 6,000 employees have nominated a colleague to be featured, and it has contributed to more than 769,000 peer-to-peer recognition awards.
We deemed our efforts a success, having produced over 65 videos that garnered more than 1700 likes on LinkedIn and internal channels which have accumulated more than 50,000 views with an average playthrough rate is 69.6%. The videos have also received over 160 comments and represented 10 JPMorgan Chase lines of businesses.
The videos have been featured at 25 live internal events, to an audience of over 15,000 viewers, and played the videos in 122 of our firm’s locations across 900 screens. We’ve also used external social sites such as LinkedIn and Instagram to optimize our reach.
