'The insight that Maritz provided enabled us to deliver a positive, professional service to employees who might otherwise have rejected our help. A perfect example of well-managed communication.' Anna Thompson General Manager, BT Firstcall       Following the dramatic global slowdown in the telecommunications sector, BT faced the challenge of rightsizing their business. For an employer with low staff turnover and ‘job for life’ culture, managing redundancies sensitively was crucial to maintaining its relationship with its workforce. BT's internal career and placement programme, Firstcall, was perceived negatively by employees. Maritz was charged with repositioning Firstcall as a professional, positive resource for career-changers and line managers. A new identity highlighted a positive mission - 'creating value by valuing people' - while a creative Web, literature, live events and conferences offered advice, interaction and professional services. An unqualified success, the repositioning was accomplished within six months.