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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 

Adam Gerstein

March 7, 2008


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“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

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

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Regular employee 43% understand how it manages. If you want to know how a company manages, understand how it communicates.”

CEO 23%

(2008 Edelman Trust Barometer)

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Why colleague engagement matters to understand how it manages. If you want to know how a company manages, understand how it communicates.”corporate communicators

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

  • Internal communications are external

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


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Why colleague engagement matters to understand how it manages. If you want to know how a company manages, understand how it communicates.”corporate communicators

  • Disengaged colleagues cost energy, money,and reputation

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Why effective corporate communications matters to understand how it manages. If you want to know how a company manages, understand how it communicates.”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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Why effective corporate communications matters to employeecolleagues

  • 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 employee

  • 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 employee

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

Send responsibly

Proper use of channels engages colleagues

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Timely employee

Clear

Strategically aligned to the business

Credible

Individually Relevant

Good content drives engagement, builds trust

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Looking ahead: employeebetter colleague engagement

  • The rise of the Chief Communications Officer

  • Shifting management model

  • Web 2.0 and 3.0

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