global internal comms strategy
TRANSCRIPT
GLOBAL INTERNAL COMMUNICATIONS
ELENA DI CESARE28-10- 2014
HIGH LEVEL APPROACH TO DEVELOPING A GLOBAL CAMPAIGN
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KEY OBJECTIVES
1 Umbrella
Facing the same direction
Awareness for link between people & businessCelebrate progress, create emotional connection
Engage leaders and employees by creating a buzz around 6% organic growth journey
Inspire confidence by showing pace and progress & celebrating key successes
Equip 100 senior leaders to articulate journey in a compelling way to engage people
Generate a sense of pride in being part of a successful global organisation
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A SYSTEMATIC APPROACH
CEO | TOP 100 ENGAGEMENT
MEASURE
ENGAGE EMPLOYEES
IMPLEMENT
MEASURE
iC Value Propositi
on
Where are we now?
IC Value Proposition &
input
Global roll-out
Targets achieved?
Q: How would you go about it?
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CEO ENGAGEMENTHIGHLIGHT LINK BETWEEN PEOPLE & BUSINESS
More than 80 percent of employees polled in the US and UK said that employee communication influences their desire to stay with or leave an organization. Nearly a third said communication was a “big influence” on their decision (Burton, 2006)
Positive communication climate and effective employee communication strengthen employees’ identification with their organizations, which contributes to an organisation’s financial performance and sustained success (Smidts, Pruyn & van Riel, 2001)
A significant improvement in communication effectiveness in organizations was linked to a 29.5 percent rise in market value (Watson, Wyatt, 2004)
Engaged employees enhance business performance because they influence customer behavior, which directly affects revenue growth and profitability (Towers, Perrin, 2003)
CEO | Top 100
Engagement
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CEO ENGAGEMENTHIGHLIGHT LINK BETWEEN PEOPLE & BUSINESS
customer satisfaction increases by over 40 percent
overall performance jumps by 36 percent
profitability improves by nearly 30 percent
Internal communication is the most fundamental driver of business performance (Gary, Mahoney & Graves, 2005)
Here’s what it looks like for companies that do IC well:
CEO | Top 100
Engagement
source:www.melcrum.com
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TOP 100 ENGAGEMENTENDORSED BY CEO
3. Prioritise 3 IC functions that you feel would have the most impact on your business:
Improve collaboration Ensure leaders’ and managers’ behaviour is
consistent with what they are saying. Build stronger recognition for the strategic value of
IC Implement a new global Intranet that addresses pain
points Strengthen the IC network Engage employees in living the brand Ensure that employees understand and take
action to implement the strategy Focus on a few messages and reinforce them
globally Strengthen the level of trust and openness across
the Group Other: ____
1. What do you anticipate will be the three main challenges for your business area?
2. In order to meet these challenges, what behavioral and attitude changes do your own employees and senior leaders need to make?
CEO | Top 100
Engagement
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EMPLOYEE MEASUREMENTENDORSED BY TOP 100
On a scale of 1-10: how likely are you to recommend XXX as an employer to your friends and family? Why? how much have you bought into the Group’s vision? how well do you understand our business strategy? how confident are you about delivering on the Group’s vision?
What would you need to feel more engaged and inspired to come to work?
What are your 3 (or less) biggest challenges in achieving the Group’s vision?
Which communication channels do you prefer? [list] What could leadership be doing better? What has leadership done right so far? If you were to rewrite our Group’s values, what would they be?
MEASURE
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OTHER MEASUREMENT TOOLS& METHODS
Meet with leadership to monitor progress on achieving targets
Partner with HR to analyse employee &talent retention, mobility, performance & promotion data, when such data is available
New analytics tools: Net Promoter System (eNPS)& TINYPulse
TINYpulse is a lightweight solution that captures anonymous feedback from teams to reveal insights, trends and opportunities to improve retention, culture, and results
Analyse customer feedback data, business performance (on a quarterly basis) and financial results
MEASURE
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GETTING EMPLOYEES ON BOARD
Create a coherent & compelling Strategic Narrative
for the workforce based on VALUES + VISION + BRAND
PROMISE
1 Umbrella
Facing the same direction
Awareness for link between people & business
ENGAGE EMPLOYE
ES
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WHAT IS A STRATEGIC NARRATIVE?
To engage employees in an organization’s values, vision, strategy and beliefs, one needs to create a coherent strategic narrative for the workforce. This is especially important for companies that have undergone major change and need to establish clarity around a global vision.
The strategic narrative is the ability of the organization to create a vision of the future. That might include outlining goals and structure for the business, the market the organization exists in, the competitive landscape – but it must be both realistic and compelling for stakeholders, especially for our employees.
A winning strategic narrative helps people understand the role they play – and how critical that is to achieving ground-breaking business results.
source:www.melcrum.com
ENGAGE EMPLOYE
ES
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AN INSPIRATIONAL GLOBAL PROGRAMCREATING A VISION FOR THE FUTURE
Values, vision, Brand promise & strategy are not enough
To engage a global workforce is to find an initiative that inspires people - one that enables employees to cut through the formalities associated with position, role or function and instead builds relationships based on our common humanity (Paul Samuels, Communications Director, The Guinness Partnership)
ENGAGE EMPLOYE
ES
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ONE COMMON HUMANITY TO GET GLOBAL STAKEHOLDERS ON BOARD
Highlight how supporting businesses positively impacts economies & societies globallyUnderpin Values, Vision, Brand Promise & Strategy with a 1 umbrella, global CSR program (common humanity)Consider whether it’s feasible to support an existing CSR program to leverage the initiative & gain more mileage, including media coverage
Alternatively, select a Regional CSR initiative on a rotational basis, e.g. The Nelson Mandela Children’s Fund (South Africa). Create a BUZZ by launching a global competition with non-money incentives (tie up with Rewards Programs
A U
NIT
ED
W
OR
KF
OR
CE
ENGAGE EMPLOYE
ES
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A COMPELLING NARRATIVE
A strategic line of sight, underpinned by working for the greater good – especially in the current global environment – and informed by a company’s Values, Vision, Brand Promise & Strategy, allows for one of the most compelling and inspiring of global narratives
ENGAGE EMPLOYE
ES
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COULD IT BE MORE COMPELLING?
Yes - tell employees what’s in it for them
What benefits are there in being part of part of a successful global organisation? Professional experience & career advancement Training Innovation Global mobility Multicultural experience Recognition & Rewards Innovative environment Harness growth target & contributing towards a good cause; highlight
personal advantages & add a healthy dose of of competitiveness
Result: BUZZING GLOBAL ENGAGEMENT ENGAGE EMPLOYE
ES
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EQUIPPING 100 SENIOR LEADERSTRAINING FOCUS
Leadership Communication Training• Leadership and learning are indispensable to each other
John F. Kennedy
The 6 Cs of Communication• Character – It's all about integrity; doing what we say we will do • Credibility – Established by a commitment to quality, competence in your
field of expertise, and continuous professional and personal improvement• Courage – Dealing with unpleasantness, coping with conflict, and taking a
firm stand when it is needed requires courage• Competence – Leaders need to delegate and collaborate in order to give
people the chance to grow and expand their level of competence • Concern – The belief that your team members have your best interest at
heart• Commitment – The Belief that team members will do what they say they
will do ENGAGE EMPLOYE
ES
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EQUIPPING SENIOR LEADERSTRAINING FOCUS
How to ensure strategic implementation through leadership messages
How cultural differences in a global environment impact your communications
How to give not only information, but insight – context and rationale
How and when to use various media and forums for communication: team meetings, email announcements, teleconferences, web meetings, one-on-one conversations, etc.
The “elevator speech” – what it should include, how to give it, when to give it to keep the focus on important business priorities and direction
How to concisely deliver message points, anticipate reactions, deliver the message, and respond to reactions
Practical applications: communicating a change, communicating bad news, messages to create alignment, messages to foster engagement
ENGAGE EMPLOYE
ES
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EQUIPPING 100 SENIOR LEADERSTRAINING FOCUS
Barclays Africa, in-house CEO, Executive & employee communication coaching
Voted Best Business Coach, 2011ILS Master Coach qualificationInternational Coaching Federation (ICF)
accredited program
She [Elena] is a great mentor and an excellent coach. John DludluHead: Group CommunicationAbsa | Barclays Africa
ENGAGE EMPLOYE
ES
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IC COMMUNICATION FLOW
CEO
Top 100Employees
Q: TOP-DOWN, BOTTOM-UPOR
CROSS FUNCTIONAL AGILITY?
ALL 3 Cross-functional teams & supporting
IC communications improve coordination and integration, span organisational boundaries, & reduce the output cycle
Bringing people together from different disciplines can improve problem solving and lead to more thorough and agile decision-making.
The teams foster a spirit of cooperation that can make it easier to achieve customer satisfaction and corporate goals at the same time
IMPLEMENT
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EMPOWERING EMPLOYEES
When employees understand their impact and influence on customers, the business, bottom line and beyond, they don’t just become engaged employees, they become empowered
Empowered employees are our best ambassadors
GETTING EMPLOYEES TO UNDERSTAND THEIR IMPACT
Help them take ownership of the goals, tasks, and responsibilities
Encourage their input and provide the opportunity for them to set their own goals as part of the total plan
Involve them in key decisions When employees are part of
the process, they’re more likely to stand behind the outcome
IMPLEMENT
Newsroom IC approach User-generated content CEO-employee
conversations
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IMPLEMENTATION MUSTS
MUST DO CEO & Top 100 engagements Leadership communication
training & support Partner with Brand, Marketing, UK
IC, EC, Media, Investor Relations & HR
Information-sharing | learning Measure | survey periodically Innovate: CEO | Top 100-employee
communications Adopt cross-functional
communication approach Consider multicultural audience Unite global workforce through
common humanity Craft a compelling strategic
narrative Regular face-to-face encounters
between leadership & employees
MUST-HAVE IC ELEMENTS Global & Regional Roadshows Townhalls Intranet to address pain points Social media platforms User-generated internal
newsletters Good news stories Corporate electronic & print
magazines Live streaming Recorded broadcasts, webcasts
& podcasts Video conferencing IC Collateral | Toolkits | Training
material
IMPLEMENT
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NICE-TO-HAVE ELEMENTS
Desktop message alerts
Desktop news feedEmployee quizzesText message
campaigns
IMPLEMENT
Screensaver messages
Corporate desktop wallpapers
Industrial theatre Team-building
exercises
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HIGH-LEVEL APPROACH TO DEVELOPING A GLOBAL CAMPAIGN
THANK YOU
Questions?