Severstal: Secret Life of Steel Man

To combat the escalating problem of improper use of personal and corporate social media accounts in the Russian business space, Golin created and rolled out an internal social media Code of Conduct for major integrated steel and steel mining company, Severstal.

To engage employees and make the Code more visually appealing, Golin illustrated the rules and guidelines in comic bookstyle graphics starring the hero, Steel Man.

The annual survey of corporate employee engagement showed that 92 percent of employees were aware of the Code, 66 percent of respondents understood the recommendations set out in the Code and were willing to follow those recommendations and 50 percent passed the e-learning course within six months.