<Name of project>

Communications plan
<Your name>
Internal Communications
<Date>

© 2020 Cognizant
 Business objective and context

<What business goal are we trying to achieve through communications?>

To d a y As of <insert date>
• <Provide an overview of the current state • <Provide an overview of the future state to
to establish context, e.g., demonstrate changes, e.g.,
One umbrella Cognizant
Different referral programs globally Referral Program
• Transparency across the referral process
• Bring Another You, North America flow
Employee Referral Program, etc • Improved communication
• Smarter navigation.

2 © 2020 Cognizant
 Project phases (optional)
Phase 1 Phase 2 Phase 3 Phase 4
e.g., <Transfer Bring e.g., <Transfer North Phase name Phase name
Another You profiles America Referral
to new platform Program profiles to
new platform • Bullet point • Bullet point
• Bullet point • Bullet point
• 5 day system closure • Bullet point • Bullet point
• New app launched on
• 5 day system closure
One Cognizant
• Temporary manual
• Temporary manual referral submissions>
referral submissions>

<date> <date> <date> <date>

3 © 2020 Cognizant
Project schedule (optional)
Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec

Area 1 2 3 4 1 2 3 4 1 2 3 4 1 2 3 4 1 2 3 4 1 2 3 4 1 2 3 4 1 2 3 4 1 2 3 4 1 2 3 1 2 3 4 1 2 3 4

Item 1

Item 2

Item 3

Item 4

Area

Item 1

Item 2

Item 3

Item 4

Item 1

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 Communication goal (option 1)
<What business goal are we trying to achieve through communications?>
ABOUT THE COGNIZANT <WHAT’S IN IT FOR ME?> <WHERE ARE WE
REFERRAL PROGRAM> • e.g., Demonstrate the
positive changes brought
HEADING?>
• e.g., Introduce the new • e.g., Place this change in
Referral App and by the new program/app
the context of a future,
functionality for associates and expected benefits
unified recruiting process
• Bullet point • Bullet point
globally.
• Bullet point • Bullet point
• Bullet point
• Bullet point

<Define the main communication goal. Then, drill down to define what you
specifically want to achieve (educate, motivate, raise awareness) as shown in the
boxes below.>
e.g., Help transition all associates currently using regional referral tools to using the
Global Referral app that is part of Cognizant's Global Referral Program.

5 © 2020 Cognizant
 Communication goal (option 2)
<Define the main communication goal. Then, drill down to define what you specifically want to
achieve (educate, motivate, raise awareness) as shown in the lines below. Change the icons to
best reflect each objective.>

01 <Introduce the Cognizant Referral Program at the global level by launching a global
visibility campaign>

<Demonstrate the benefits of the Referral Program to associates (What’s in it for

02 them?)>

03 Text

04 Text

6 © 2020 Cognizant
 Audiences and channels

Audiences 1. <All associates>

2. <People leaders>
3. <M+>
4. Text

1. <Be.Cognizant >
Channels
2. <Targeted emails>
3. <People Leader Hub>
4. <Yammer>

7 © 2020 Cognizant
 Key messages

<Define overall key message, e.g., Cognizant’s Global Referral program is now
the single referral program for all geographies.
<Expand to define key messages specific to each audience, if more than one, that you
want them to walk away with, e.g.,>

• <The Global Referral app is now available on One Cognizant for all associates to submit candidate referrals. >

• <New platform/program allows associates to tracked and monitor referrals from initial submission
through review and, if selected, interview process>

• < New Global Referral Policy makes referral process straightforward for all associates, regardless of
region.>

• Text

8 © 2020 Cognizant
 Additional information

<Placeholder for additional messages or instructions that support key messages, e.g.,>

• <Not all levels will be eligible to receive referral bonuses. Check the policy for more information.

• Associates must get permission from candidates to share their personal information prior to submitting
a referral.

• Technical difficulties will be handled by GSD

• Text

9 © 2020 Cognizant
 Key benefits (option 1)

<Audience.>
<Duplicate this slide as necessary for each audience>

1 2 3 4 5

<Top quality
<Improve
talent comes <Benefit> <Benefit> <Benefit>
response time>
from referrals>

<Company-wide benefit> <Company-wide benefit>

10 © 2020 Cognizant
 Key benefits (option 2)

<Clients> 1
<Improve
communication
between recruitment 2 Audience
and associates>
Benefit

Audience 3
Benefit
<Company-wide benefit>
4 Audience
Benefit

Audience 5
Benefit

11 © 2020 Cognizant
 Creative approach

<What’s your creative angle? E.g., Showcase real-life referrals through photos>

<For example
• Promotional videos
• Office poster
• Video testimonials

12 © 2020 Cognizant
 Channels

<What channels will you use globally and recommend at the regional level?>

GLOBAL REGIONAL

Be Cognizant Targeted emails

• Permanent page • xxx
• Feature article • xxx

People Leader Hub Channel

• Talking points and supporting materials • xxx
• xxx • xxx

Channel Channel
• xxx • xxx
• xxx • xxx
13 © 2020 Cognizant
 Communications pack content
A communications pack is a set of communication guidelines, message templates and branded material
developed by Internal Communications and distributed to regional/departmental teams to support local
publication and promotion.

Visuals Messages

• Office posters • Be Cognizant articles

• Email banners, etc.> • Manager talking points <add sample visuals in
• Be Cognizant article images • Email templates this area>
• Yammer post

Other Title
• Town Hall meeting slides • Text
• Text
• Text

14 © 2020 Cognizant
 Responsibilities and ownership

Internal <Internal partner>

Communications • <For example:
• <For example: • Approve communications plan
• Develop and execute • Provide key messages and
communication plan supporting information
• Draft global communications • Send communications to targeted
audiences
• Build comms pack
• Update Be Cognizant pages
• Create branded collateral>
• Manage SLT presentation>

15 © 2020 Cognizant
 Measurement

<Define what success means for this project and the best way to measure it in
collaboration with the internal partner>

% <Surveys, quick
polls and quizzes>
%
<Content rating
% scales>

% Metrics: Opens,
clicks, phone stats,
registrations, etc.>
%
<Online content
interaction/particip
ation: commenting
on articles,
information shares,
etc.>

16 © 2020 Cognizant
 Communication phases
Prepare and plan Pre-launch Launch Post-launch <Phase>
<Timeline> <Timeline> <Timeline> <Timeline> <Timeline>

<Distribute pre-deployment <Distribute deployment <Sustain awareness> <Objective>

<Assess and develop comms and prepare comms>
communications> deployment comms>

• <Prepare comms • <Publish pre- • <Publish Be • <Draft/publish • Text

plan deployment comms Cognizant article thank-you and
• Develop key • Draft Be Cognizant and Yammer post sustain messages • Text
messages article and • Publish People • Conduct post-
(streamlined Create/distribute Leader Hub talking mortem> • Text
comms pack to
message platform) points
Create visuals
• Provide heads-up • Send emails
• Provide updates to
to stakeholders stakeholders

17 © 2020 Cognizant
Detailed timeline
Phase 1: Prepare and plan
Activity About Suggested frequency Start month Responsible
Be.Cognizant site Update the site Ongoing November 2019 HC comms team
with current info

Q&A with JHJ on Be. Help associates One time November 2019 HC comms team/IC
get to know JHJ
and his strategic
priorities for 2020
Monthly update from Regular update Monthly January 2020 HC comms drafts, IC team edits
JHJ touching on key
topics related to
HC growth
strategy

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Detailed timeline
Phase 2: Pre-launch
Activity About Suggested frequency Start month Responsible

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Detailed timeline
Phase 3: Launch
Activity About Suggested frequency Start month Responsible

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Detailed timeline
Phase 4: Post-launch
Activity About Suggested frequency Start month Responsible

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Detailed timeline
Phase 5: <insert phase name>
Activity About Suggested frequency Start month Responsible

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Additional slide options
Outcomes: What We Want All Cognizant Associates to Know, Feel and Do

KNOW FEEL DO
• Cognizant is working to build a • I can be my authentic self at • I make an effort to ensure
diverse and inclusive workforce. work. diversity on projects and teams.
INCLUDE

• I have a seat at the table • My unique perspective and • I approach my work through the
experience are valued and lens of global diversity, with
• D&I isn’t just good for our culture;
needed for our collective success respect for my colleagues and
it’s good for business.
diverse points of view

• Cognizant works on projects • I feel respected because the • I stay informed

with leading organizations to company makes it a priority to
• I voice my opinions and ideas
solve important global share information with me.
ENGAGE

challenges • I collaborate with my

• I feel proud of the work we’re
teammates to deliver in line
• Cognizant has a unique, doing and feel I help create our
with the company strategy and
entrepreneurial, collaborative success
values
culture where my ideas and
• I feel my values align with the
input are valued. • I celebrate successes
company values

24 © 2020 Cognizant
Immediate next steps
• E.g.,<Get training on Be.Cognizant CMS, update Healthcare site (Allie Associate)
• Verify DLs needed for distribution
• Determine branding (if any)
• Consider sending out a survey to gauge sentiment on communications >
• Text text

© 2020 Cognizant 25
Appendix
Comms strategies include some or all of the
following elements

© 2020 Cognizant 27
Associate Communications Cadence
Activity 2X/Month Monthly 6X/Year Quarterly 2X/Year Annually
All Cognizant Emails l

Videos (leader interviews and spotlights) l

Town Halls (ongoing – at least monthly) l

SLT Meetings l

ELT Meetings l

In-person ELT Meetings l

Annual Engagement Survey l

Survey Actions Webcasts l

Earnings l

CEO/CFO Pre-earnings Call for ELT l

Earnings Call l

Earning Message to All Associates l

Earnings Video l

Post-earnings D+ Calls l

Post-earnings Manager Call l

Flow-down Deck to People Leaders l

CEO Recognition (plan in development)

LinkedIn Posts l

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