Client Name: Bayer China
Industry: Biopharmaceutical/Pharmaceutical & Chemical
Profile: Bayer is a global innovation powerhouse in life sciences with over 160 years of history, specializing in health and nutrition. As of 2021, Bayer China operates multiple branches across the country with over 8,000 employees, solidifying its position as a global leader in the pharmaceutical and chemical industry. Its China operations prioritize digital innovation to drive organizational cultural and employee experience transformation.

II. Client Pain Points & Challenges

1. Talent Competition Pressures:

o Lengthy and costly talent cultivation in the biopharmaceutical sector makes core talent attraction and retention challenging.

o Rising proportion of Post-90s and Post-95s employees necessitates modernizing traditional incentive models to meet personalized needs.

2. Cultural Transformation Needs:

o Building an open, inclusive, agile, and entrepreneurial corporate culture to support global organizational change.

o Lack of digital engagement tools hinders employee experience optimization, impacting retention and productivity.

3. Outdated Incentive Systems:

o Monolithic traditional incentives fail to enable real-time recognition or emotional connection.

o Multinational cross-regional collaboration suffers from weakened employee belonging and cohesion.

III. Solutions & Project Outcomes
Solutions:

1. Digital Incentive Platform Development:

o Co-created "Shining Moments" platform with CDP, integrating interactive features like appreciation cards, badge systems, and social tags (e.g., "Fairy," "Expert").

o Leveraged cloud computing and mobile social technologies for real-time employee recognition and emotional expression.

2. Community-Driven Operations:

o Embedded social attributes such as personalized signatures and peer-to-peer evaluations to enhance user engagement.

o Integrated long-service awards and welfare claim functions to expand recognition scenarios.

3. Crisis Response Mechanism:

o Facilitated emotional connection during the pandemic via "appreciation cards" (without point requirements), linking employees nationwide (e.g., Wuhan support teams).

Project Outcomes:

· Experience Upgrade:

o Flattened organizational communication: Employees sent appreciation cards anytime, anywhere; platform traffic surged on the first day of post-pandemic resumption in 2020.

o Socialized design boosted daily active user rates, making the platform a cultural hub.

· Industry Recognition:

o Awarded the 2021 IDC China Digital Transformation Awards – Excellence Award, standing out among 400 participating enterprises.

o Pioneered digital operations integrating "corporate culture + employer branding" in the pharmaceutical sector.

· Strategic Value:

o Enhanced cross-departmental collaboration efficiency, employee cohesion, and belonging.

o Provided a China-led digital blueprint for Bayer’s global organizational transformation.

IV. Project Value Recognition:
"The ‘Shining Moments’ platform not only revolutionized Bayer’s incentive system but also became a ‘digital bond’ for organizational emotions during the pandemic. Through thousands of seamlessly exchanged appreciation cards, Bayer China demonstrated the cohesive power of digital tools in crises. This innovation sets a replicable benchmark for multinational enterprises pursuing localized cultural transformation."