How EHL group grew their Purpose program to engage 3x more staff and students in one year
EHL Group EHL Group encompasses a portfolio of specialized business units that deliver hospitality management education and innovation worldwide. Headquartered in Lausanne, Switzerland, the Group includes: EHL Ecole hôtelière de Lausanne is an ambassador for traditional Swiss hospitality and has been a pioneer in hospitality education since 1893 with over 25,000 alumni worldwide and over 120 nationalities among its students. EHL is the world’s first hospitality management school that provides undergraduate and graduate programs at its campuses in Lausanne, Singapore and Chur-Passugg, as well as online learning solutions. EHL Swiss School of Tourism and Hospitality has been one of the leading hospitality management colleges for hotel specialists for 50 years. The College delivers Swiss-accredited federal diplomas of vocational education and training and of higher education in its 19th century spa-hotel in Chur-Passugg, Graubünden, to Swiss and international students from 20 countries. EHL Advisory Services is the largest Swiss hospitality advisory company specializing in service culture implementation, business consulting, as well as the development and quality assurance of learning centers. EHL Advisory Services has offices in Lausanne, Beijing, Shanghai and New Delhi and has delivered mandates in more than 60 countries over the past 40 years.
Company:
EHL Group
Industry:
Higher education
Number of employees:
500 in Switzerland & Singapore
Number of students:
3400 in Switzerland & Singapore
Case focus:
Implementing a program that engages both staff members and students, moving from one-off centrally-led initiatives to year-long activities both top-down and bottom-up
The context Noémie Danthine, Associate Director & Head of Sustainability, designs and deploys EHL Group’s sustainability strategy, including environmental sustainability, skillsbased sponsorship, and ethical and social responsibility. This also includes creating the strategy and implementing the volunteering and giving program in collaboration with Alaya. She shares how EHL Group came to implement their program and to encourage staff-led (or bottom-up) initiatives from 0 to over 30 in one year, while also 3x participation. Sustainability is an important part of EHL Group's 2025 Strategy. In developing their Sustainability strategy, it became clear that fostering a culture of giving back to communities was one of their objectives. This includes engaging both students and staff members in the Group’s CSR activities by providing them with opportunities to build this culture of giving back.
“Our giving-back program is completely tied into EHL’s Sustainability strategy as it contributes to one of our strategy’s 4 pillars, “Contribute to Our Communities”. We believe strongly that giving back to communities is not only the institution’s responsibility, but the responsibility of the individuals that make the EHL family. In that sense, Alaya partakes in building an EHL community with strong give-back values.” - Noémie Danthine, Associate Director & Head of Sustainability
The challenge EHL Group’s activities centered around 2 annual events: Solidarity Month and Sustainability Week to encourage the EHL community to give back and raise awareness about environmental causes. This took a lot of effort and coordination to propose a variety of activities, only for everything to be dropped until the next year. As of 2020, with the COVID pandemic and as their collaboration with Alaya became closer, this strategy has been strengthened to include year-round communication and initiatives. “We are in a transition from a program being promoted by the institution to a program shaped by our staff and students. In 2020, they have spontaneously proposed over 30 activities and suggested nonprofits to add to the platform and support through our program,” shares Noémie.
Their main challenges were to: Centralise and manage both centrally-led and staff-driven events in one place Make it easy for staff members to find and participate in activities to support causes close to their hearts, in a variety of ways Provide ways for their whole campus to participate in their sustainability initiatives, from anywhere Easily track and report on their initiatives and contributions to the community
The solution An all-in-one platform to manage
Instant tracking and reporting to
centralised & staff-led initiatives
share their progress
EHL Group implemented an easy-to-use online
The organising team can also track and
platform, enabling them to centrally manage
report on key metrics such as participation,
their annual events, saving time while being
volunteering hours, and causes supported to
able to scale the program to offer a wider
include in strategic reports for management
choice of activities, manage registrations and
and external stakeholders.
ultimately, drive participation. “Ever since the confinement in May 2020,
Online activities to support engagement
participation on the Alaya platform has
and community connection, from
increased, with many members of our
anywhere Just as EHL Group was preparing to launch their 2020 Sustainability Week, lockdowns were implemented around the world. Their community wanted to help, but weren’t sure how to do so safely. With a digital platform, they pivoted to offer EHL Group’s staff members and students internal initiatives to support each other with childcare or
community wishing to help out where possible. We also added the Purpose Challenges feature for our 2020 Sustainability Week, along with extensive communication which allowed for increasing momentum around the platform.” - Noémie Danthine, Associate Director & Head of Sustainability
coursework, as well as sustainability-themed Challenges, like using a reusable shopping bag, or saying no to single-use items.
Some examples of initiatives:
Purpose Challenges to
Online brainstorming
Cooking meals for
raise awareness & take
sessions to help a
vulnerable communities
action, virtually
nonprofit raise funds
“All my colleagues and I took great
“The challenges were very interesting
"I really appreciate this experience as
and for sure helped me to explore
it allows me to contribute with my
sustainable daily habits that I am able
knowledge and skills to my community
to develop.” - Kelly, student
or to the causes I care about." Nozima Rakhmanova, Recruitment Manager
pleasure in giving to others especially in those difficult times. Cooking is not only about feeding people, it is about bringing different people together and it allows unforgettable moments of sharing!” - Fabien Pairon, Meilleur Ouvrier de France and Senior Lecturer Practical Arts at EHL Group
The results
+2.5x
30+
+3x
volunteering hours
from 0 to 36 bottom-up activities
participation
“Alaya provides varied opportunities for staff members and students. It also allows us to redirect all volunteer and giving back initiatives in one same channel and to track participation. Our objective is to increase participation on Alaya by 50% and to encourage teambuilding activities through the platform. Building a culture for students, staff and faculty of giving-back both socially and environmentally, which will be an added-value for students and staff applicants.”
- Noémie Danthine, Associate Director & Head of Sustainability
Tips and advice for other companies 1.
Internal communication is key - find the right balance to keep staff members informed without overloading them is essential, get input from your communications team on best practices.
2.
Involve influential personas from across the organisation to
3.
Allow room for students and staff to bring in their ideas and
champion the program and platform.
suggestions, as they are the most likely to motivate each other to join.
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