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Industry 2.0: Arcelor Mittal turns to video casting with ArcelorMittal.tv

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Posted on February 7, 2007
Emmanuel Vivier

Now also the industry turns to web 2.0. Arcelor Mittal announces the launch of www.arcelormittal.tv, a WebTV mixing videocasts, blog, rss feed, tags...

The website, created in cooperation with Vanksen agency, is designed to be a valuable internal communication tool to facilitate the propagation of information and exchanges between different actors (330 000 employees in more than 60 countries) of the group which has become the number one steel company worldwide.

ArcelorMittal.tv is organised around a blog, twice a month publishing episodes about the integration and merger process. The aim is to periodically and directly communicate information about the progress of the integration process, the challenges the company faces and about the way it proceeds to overcome them in order to create a common culture.

Each episode is dedicated to a region or specific subject, featuring interviews with staff members who openly talk about the challenges they are confronted with and who also share their success. The first three episodes (“The Challenge”, “The Americas” and “R&D”) have already been published.

Arcelor Mittal : The Americas
Uploaded by culturebuzz

Aditya Mittal, Arcelor Mittal Financial Director and responsible for the group’s internal communication, explains: “Post-merger integration is an important challenge for any company. Even if the integration of Arcelor progresses satisfactorily, which we congratulate ourselves on, we still recognise that mergers are the cause for numerous questions and problems for staff members. We want to treat these in an open and transparent way in order to enhance acceptance of and confidence in the new entity.

To successfully conclude the integration is our top priority for 2007. We do not only focus on the integration of companies on the operational level, but also when it comes to creating a common company culture for the whole new company. The new television website has been designed to help us achieve this aim.”

Nicola Davidson, vice-president communication, Arcelor Mittal, adds: “The programme for the website has been conceived for the next four months and will give detailed information on all aspects of the integration, especially the launch of the new brand. Communication plays a very important role in the integration process and the website has been conceived to give staff members a platform to voice their opinions, to comment and to share their experiences with colleagues, in the framework of the whole group.”

All the visitors of the website, especially staff members, have the possibility to share their thoughts and comments on the integration process as well as other topics and events which are important to the company. Every month Mister Lakshmi N. Mittal, CEO and president of the board of directors, will answer one of the questions asked on the website.

«Although belonging to the heavy industry, ArcelorMittal is one of the organisations which are innovative and have already understood that a collaborative and open web 2.0 approach, even if this is a challenge, is a very efficient approach for enhancing internal communication and to initiate a real common culture on a worldwide scale,“ adds Emmanuel Vivier, Vanksen/CultureBuzz (http://www.culture-buzz.com) Managing Director.