This presentation explains how HR goals and objectives are related to communication and engagement, the financial case for strategic communication, and the link between communication and engagement.
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3. How HR goals and objectives are related to
communication and engagement
The financial case for strategic communication
The link between communication and
engagement
How to communicate effectively
4. What do you like about
employee communication at
our company?
What would you change?
10. Is there consistency in the
barrage of messages?
email announcements
staff meetings
one on ones
intranet postings
departmental newsletters
executive memos
14. 52% gap in
operating income
between high
engagement and
low engagement
companies
Source: ISR Global Engagement study of
more than 664,000 employees over 12 mo.
period
17. Most important commitment
driver:
Having a clear understanding of
strategy and direction of the
organization and how it’s linked to
day-to-day work
18. Most important aspect of an
organization that wants to
increase engagement:
Ability to communicate
19. Engagement
Commitment
Acceptance
Understanding
Awareness
Business
Goals And
Strategies
24. “If communication is not your
top priority, all of your other
priorities are at risk.”
- Bob Aronson
communications consultant
25. Can we afford to communicate
effectively?
Can we afford not to?
Hinweis der Redaktion
Thanks for coming. I really appreciate having the opportunity to present on something I’m very passionate about.
Thanks for coming. I really appreciate having the opportunity to present on something I’m very passionate about.
These are the four main topics I’d like to discuss this afternoon
Before we get started, I’d like to get your feedback on these two questions.
3 verbs in HR’s mission statement Engagement affects retention and attraction. We have 14,000 recruiters working for us.
HR’s strategies, next three slides
People: Communication as a retention strategy. Think of a recently hired employee – young and used to getting information easily, has a busy manager, doesn’t have a phone directory, gets a big paycut
Systems: Consistency in communication practices. And how do we know which medium is best? Are the important messages getting through?
Culture: Engage with 2-way communication. We have to ask them! – Surveys, focus groups, talking to them
Watson Wyatt Communication ROI Study of 264 American companies found: Communication effectiveness is a leading indicator of financial performance More than 1/3 of the economic value of strategies goes unrealized 3 of the top 5 reasons deal with communication: Strategy communicated poorly Actions required to execute are not clearly defined Organizational silos and culture block execution
Watson Wyatt Communication ROI Study of 264 American companies, difference between most effective and least effective groups
Every consultant will give you a different definition, but it boils down to this. It keeps people in their seats and makes them work harder!
Communication drives engagement and the evidence is overwhelming – Watson Wyatt, Towers Perrin, IABC, SHRM, Gallup (Communications Executive Council engagement study) Most committed employees give as much as 57% greater discretionary effort compared to least committed group, most studies show that less than 30% of employees are engaged Companies with above-average levels of employee commitment are nearly twice as likely to outperform their industry average revenue growth than are their peers with below-average levels of employee commitment. Top 4 levers on discretionary effort have to do with communication (Appendix C) Communication is the top lever for boosting intent to stay (retention), compensation and job quality far less powerful (Appendix D, F) Internal communications capability ranks among the top 4 of more than 30 engagement drivers (Appendix E) All of this holds true for blue collar and white collar workers Watson Wyatt - Firms that communicate effectively are 4.5 times more likely to report high levels of employee engagement versus firms that communicate less effectively.
Highest performing organizations reach the commitment stage. The key is the 3 C’s Graph courtesy of Tom Lee of Arceil Leadership – www.mindinggaps.com
Not just an issuer of messages, but engages employees in support of business strategies Explains strategies, why they are important, and why employees should take a personal role in achieving them Complex business made up of heterogeneous business units with different cultures spread out all over the world have complex strategies Role of internal comms is to make the complex simple Shows all employees how they can contribute Internal comms is no longer a soft function, it drives business performance and is a key contributor to organizational success (business partner) Develops strategic communication plans Results of communication are measured to show results
Create an internal communications team It is almost unheard of that a company of our size doesn’t have an internal comms function It is a process or system to be managed, just like any other functional area Takes the burden off of HR admins, and managers (HR or not) Structure (Appendix G) Falls under HR, but works closely with Marketing Communications Ideally made up of a manager, an editor, a writer, and two intern writers at the corporate office Employee communication specialists at each of the business units would report to the manager Also involve other employees informally – advisory board for story ideas, feedback, etc.
Goals Brand the employee experience Define and drive organizational culture “ Humanize” – use humor, emotion Increase engagement Achieve measurable results Communicate organizational change Help managers communicate effectively with their employees
Tactics In all communications, tell employees “what’s in it for me” (WIIFM) and “why should I care” (WSIC) In many companies, it would be a sin to pass a news release as employee communication Survey employees often for feedback and trends Measure changes in behavior or attitudes due to communication Develop a yearly communication plan (See Appendix H) Employ all mediums as needed (print, intranet, video, etc.) Use social media to facilitate top-down and bottom-up communication (blogs, comments on articles, etc.)
Questions? If you are in agreement, how should we proceed? Anything you would like to see an employee communications function do that I didn’t mention?
