Employee Engagement & Employer Brand


With significant internal communications experience, I understand the importance of thoughtful communications strategies that engage and excite employees through internal & external social media channels, events and in-person activations, and employee story-sharing. 

Between 2009 and 2013 I led a series of communications initiatives in support of CIBC’s renewed marketing and sponsorship strategy, designed to re-engage employees and introduce a new employer brand value proposition. 

This work included the introduction of employee social media engagement tools, an enhanced interactive intranet, employee pride story-telling, engaging employee events, and advertising campaigns. These campaigns leveraged sponsorship properties, community activations, and brand and advertising programs: 

  • CIBC broadcast sponsorship of the 2010 FIFA World Cup and national activation program
  • CIBC sponsorship of the Indian International Film Festival 
  • Employee engagement campaign ‘I’m Here for What Matters’ that featured CIBC employees in TV commercials and a bank-wide employee story-telling
  • CIBC sponsorship of the Toronto 2015 Pan Am/Parapan Am Games 

Roderick Cumming  | Communications Planning  |  Change Management  |  Stakeholder Engagement  |  Events