Based in Atlanta, GA, PulteGroup is the oldest national homebuilder and has revenues exceeding $10B. With over 5,500 employees, they have one of the most engaged workforces in the world (top 5% globally – Gallup).
They are a certified “Great Place to Work” by the Great Place to Work Institute. Never getting complacent and always looking to improve, Pulte reached out to NICH to assist them in the most comprehensive culture initiative in their history.
When we met the CEO of Pulte, we knew immediately that he was a business leader that just gets it. Throughout several of our first one-on-one conversations, he talked about the power of their culture – and how it was built around their employees caring so much about what they do. This became the foundation of our strategy, informing our process every step of the way.
Through comprehensive discovery, NICH came to understand the intricacies, beliefs and common behaviors of Pulte culture. With this knowledge, we helped Pulte develop an authentic and unique Culture Story. One that reflected the real experience of the Pulte employee and delivered through our creative storytelling capabilities.
Our approach was centered around a comprehensive discovery strategy that led to
250 hours of meaningful conversations, storytelling and discussions with more than 100 employees of varying tenure, location and career level. Through individual interviews, panel discussions and focus groups, we gained a deep understanding of the common behaviors and beliefs of the employees at every level.
From there, we started developing their unique Culture Story. This is when we were able to take everything we learned to develop critical concepts like their Purpose, Vision, Guiding Principles and Organization Priorities. We also created a 28-page Culture Manifesto that clearly articulated everything that made the company special – not only from the perspective of their employees, but from their leaders. And that’s just the beginning.
The final work serves as the foundation for how the company communicates to its employees now and in the future. Through our Culture Messaging Sustainability Roadmap, NICH identified how to incorporate the Culture Story into every touchpoint of the employee lifecycle. Pulte is currently on a three-year strategic plan that includes talent acquisition, training & development, new hire onboarding and a variety of other internal communication pieces – all copywritten and designed by our Creative Services team.