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Colleague Engagement Through the Corporate Communication Lens  PowerPoint PPT Presentation


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Colleague Engagement Through the Corporate Communication Lens . Adam Gerstein March 7, 2008. “If you want to know how a company communicates, understand how it manages. If you want to know how a company manages, understand how it communicates.”. - Stephen Girsky, analyst. 2.

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Colleague Engagement Through the Corporate Communication Lens 

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Colleague Engagement Through the Corporate Communication Lens 

Adam Gerstein

March 7, 2008


“If you want to know how a company communicates, understand how it manages. If you want to know how a company manages, understand how it communicates.”

- Stephen Girsky, analyst

2


Corporate communications has come a long way…

  • Leadership used to ask why is communications important

  • Today, they leaders ask how can strategic communications

    • Drive our performance

    • Drive our stock

    • Motivate and energize our colleagues

    • Improve our reputation

3


Regular employee 43%

CEO 23%

(2008 Edelman Trust Barometer)

4


Why colleague engagement matters to corporate communicators

  • Colleagues are central to the organization’s ability to authentically tell its story

  • Internal communications are external

5


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Why colleague engagement matters to corporate communicators

  • Disengaged colleagues cost energy, money,and reputation

7


Why effective corporate communications matters to colleagues

  • Colleagues want to be part of the story; engaging them pays

    • The most effective employee communication programs provided a 91% total return to shareholders from 2002 to 2006, compared with 62% for least effective programs

      (Watson Wyatt 2007/2008)

  • It supports innovation

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Over 40 million sold at Costco in 2007 thanks to one engaged employee

9


Why effective corporate communications matters to colleagues

  • It’s good for their relationships with their bosses

    • Direct supervisors are the single-most important drivers of colleague engagement in large organizations

      (Melcrum 2007/2008)

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How communicators can drive engagement

  • Trusted advisors and thought partners to senior leaders

    • Understand the business

    • The ability to play offense and defense

  • Shapers of the narrative

    • Know what’s being said, whom to engage, when

  • Translators of the company’s culture and values

    • Mobilize influential colleagues and increase discretionary effort

  • Advocates for colleagues

    • Collaborative relationships; holistic approach

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The right news at the right time

Balanced mix of top-down, two-way, peer-to-peer

Send responsibly

Proper use of channels engages colleagues

12


Timely

Clear

Strategically aligned to the business

Credible

Individually Relevant

Good content drives engagement, builds trust

13


Looking ahead: better colleague engagement

  • The rise of the Chief Communications Officer

  • Shifting management model

  • Web 2.0 and 3.0

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