Chevron used an integrated communications strategy to drive greater participation in the Self-Identification campaign for individuals with disabilities and veterans. Using the tag line “#CountMeIn,” the campaign leveraged content Chevron’s chief diversity officer and a former Army captain, and videos from employees to encourage employees to take the short, voluntary two-question survey. A variety of channels were used to promote the #CountMeIn campaign, including enterprise email reminders with updated messaging, the internal Workplace platform which featured employees telling their own personal stories about their disabilities or experience being veterans. Employees were also provided a variety of resources including FAQs, OFCCP’s video “Inclusion Starts with You,” links to HR policies and a guide on how employees can self-identify in the HR system as an alternative to participating in the survey.
