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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.

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Presentation Transcript
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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 has come a long way
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

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Regular employee 43%

CEO 23%

(2008 Edelman Trust Barometer)

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why colleague engagement matters to corporate communicators
Why colleague engagement matters to corporate communicators
  • Colleagues are central to the organization’s ability to authentically tell its story
  • Internal communications are external

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why colleague engagement matters to corporate communicators7
Why colleague engagement matters to corporate communicators
  • Disengaged colleagues cost energy, money,and reputation

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why effective corporate communications matters to colleagues
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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why effective corporate communications matters to colleagues10
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
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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proper use of channels engages colleagues
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

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good content drives engagement builds trust
Timely

Clear

Strategically aligned to the business

Credible

Individually Relevant

Good content drives engagement, builds trust

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looking ahead better colleague engagement
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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