In 2017, Zalando was preparing to run the second full cycle of its performance management framework across a workforce of 6,000. The external consultants who had built the framework had handed it over to an internal team. Our task was to deliver the cycle cleanly, without losing the workforce along the way.
As co-PMO and communications lead, I faced two problems in parallel. First, over 400 SAP data errors needed to be resolved before launch: without clean data, employees risked being evaluated against the wrong capabilities, undermining the entire exercise. Second, this was only the second time employees had gone through the process. With the tool and process both evolving, communications had three jobs: explain what had changed, build buy-in, and get people to act before the deadline.
To tackle the data problem, I organized a one-day Data War Room: around 50 colleagues from P&O Business Partnering and People Analytics, working through the error backlog together. The session resolved 80% of the issues in a single day; the remainder were cleared in the days that followed.
On the communications side, three things made the difference:
Multi-channel campaign. I developed the key messages and brought them to life across digital signage, events, manager toolkits, and intranet articles. Ongoing pulse checks let us adjust as the cycle progressed.
Personalized emails that drove action. Using our merge mail tool, I segmented the audience and sent each person the deadlines and next steps relevant to them. A/B testing showed that personalized nudges consistently outperformed generic reminders.
A clear ‘what’s in it for me’. Employee communications connected feedback to professional development and recognized those who gave it. For leads, who carry the heaviest load in any review cycle, messaging led with gratitude, highlighted their impact, and gave them one clear next step.
Over 90% of the 6,000 employees in scope gathered three or more pieces of feedback, giving reviewers the data they needed to make fair, holistic assessments. On the operational side, the Data War Room resolved 80% of 400+ SAP errors in a single day, ensuring every employee entered the cycle on the right footing.
