When leading global pharmaceutical company AstraZeneca decided to take a fresh look at what it meant to be an 'employer of choice' in its Australian operations in 2009, they went all out and decided to have a bit of fun in the process. They set out to create a strong culture of recognition across their remarkably diverse workforce and at the heart of their plans was a small blue mascot -- 'Charlie' -- who quickly became synonymous with recognition and reward. Four years on, he is still an immensely popular and recognisable figure across the organisation.
