Roopal chaturvedi ppt_final
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Roopal chaturvedi ppt_final
- 1. Role of communication in driving culture change within an organization Presented by: Roopal Chaturvedi Assistant Manager – Corporate Communications Robert Bosch Engineering and Business Solutions, Bengaluru, India Image source: https://yourstory.com
- 3. Image source: https://www.globalspec.com Values give substance to the organization brand. Hugh Davidson’s ‘branding iceberg’
- 4. Our low cost and innovative initiatives at Bosch: - Kaapi Katte - Curious Mind Matters - #OpenMike - The Spark Hub - Empowering and engaging with associates – Our social media ambassadors How we aim at bringing about culture change:
- 5. Kaapi Katte – Powering change via conversations
- 7. Key finding from Merck’s ‘The State of Curiosity Survey Report’ in 2016: - 8 out of 10 workers agree that curious colleagues are most likely to bring ideas to life. - 95% say curiosity is important for discovering new ideas and solutions at work - 73% feel they experience at least one barrier to asking more questions at work - 63% agree that a curious person is more likely to be promoted at work. - Only 20% self-identify as curious - 9% feel the organizational culture at their workplace is extremely supportive of curiosity. Source: https://curiosity.merckgroup.com Curious Mind Matters – building a curious mindset
- 8. Curious Mind Matters – building a curious mindset
- 9. #OpenMike – Taking pride in what we do.
- 10. #OpenMike – Taking pride in what we do. Under the Big Q section, the profiled employee gets to question the senior leadership members on a topic of his choice.
- 11. #OpenMike – Taking pride in what we do. Click to image to view this episode on the Bosch India YouTube channel.
- 12. Inspirational, personal stories shared by passionate associates. Spark speakers address meaningful topics that reflect the change of Bosch in a short, clear, authentic and appealing way. With this initiative, Bosch promotes openness, fosters innovation culture, transfers knowledge and spurs opinion. The Spark Hub – Fascinate. Inspire. Share
- 13. The spark focuses on several aspects of transformation: Business aspect features: Among others, topics like IoT, I4.0, new business models, start-ups, eMobility, and many others. Cultural aspect covers: The new leadership and collaboration principles, new working methods, approaches and initiatives, or the personalities of Bosch. Each country chooses a slightly different approach to finalizing the list of topics. The Spark Hub – Fascinate. Inspire. Share
- 14. The Spark Hub – Fascinate. Inspire. Share
- 15. Our top social media ambassadors Collaborating with associates to empower them.
- 16. Collaborating with associates to empower them. Employees referred their family, friends and people within their 6 degrees of separation for a hackathon to help add more people from their families to the Bosch family. A culture where employees contribute towards bringing value and great talent to the company to help make the org talent pipeline stronger. Our social media ambassadors helped us amplify the impact and the Bosch messaging for the tweetchat. They are not only transforming the culture where employees come forward and take ownership but also being a part of the different important org interventions.
- 17. Collaborating with associates to empower them. Co-creating a culture of participation and team-work
- 18. Collaborating with associates to empower them. Co-creating a culture of democracy where employees exercise their right to vote.
- 19. Employee initiatives – Biggest loser and ‘KES’
- 20. You can reach out to me on:
Hinweis der Redaktion
- Hello! I am Roopal Chaturvedi and I work as a communications manager with Bosch in India. Today I will be speaking on the topic: Role of communication in driving culture change within an organization.
- Cultural transformation is the very base of a strong organization. And while all forces like the leadership team, the human resources team, the engineering and innovation team and others get together to drive it, it is the communications team that rules the roost. At Bosch, we are divided (by regions) yet we are united. We are Bosch. Through this presentation, my attempt is to give you an insight into our low-cost (budget-friendly), easy-to-execute and powerful communications platforms at Bosch, that have ignited a spark among our associates who have now taken charge of driving the cultural transformation within the organization. A quiet revolution is taking place within Bosch.
- So, why is a cultural transformation required? The concept of ‘The Branding Iceberg’ propagated by Hugh Davidson in his keynote speech to the Marketing Society Annual Conference in 1989 would be a very good starting point for an organization in building their brand. Davidson explains that most of the elements contributing to a brand’s reputation are invisible to the customer, and outside the direct control of marketers. To use the iceberg analogy, they are below the waterline. Only one seventh of the typical iceberg is visible above the water. In case of the ‘Branding Iceberg’, the elements most visible to customers include products/services, advertising, brand names/ symbols, price, etc. These are important, but they are dependent on the invisible skills and competencies below the waterline which power them. The invisible elements provide innovation, quality, value, operational efficiencies and culture. Without this powerhouse below the waterline, the Iceberg would melt or break up, and the visible elements of the Branding Iceberg would then disappear. This theory also demonstrates that the brand promise is delivered by the whole organization, not just by the brand manager or the marketing department. Hence, it is the things like the value or the culture of a brand that define the visible elements like the name, products, etc.
- I will now take you through some low cost, easy to execute, innovative and powerful communication initiatives and strategy which we have implemented at Bosch to help us drive the culture change in the organization.
- The Kaapi Katte (meaning Coffee Bench in Kannada, a south Indian language) is an internal communication initiative, created to celebrate the spirit and people of Bosch as the organization is at the crossroads of a business and cultural transformation. The Kaapi Katte is a series of short talks from passionate associates on diverse topics which showcases collaboration, culture of innovation, continuous improvement, and living the Bosch credo - Smarter by attitude, aptitude and action. Every month, two to three associates take center stage to share their stories. Each associate has only 10 minutes to share their story with the audience. They are allowed to use creative story telling methods and visual aids.
- With Kaapi Katte, the objective is not to showcase a spokesperson, but to bring about a cultural change at Bosch. The stories that leverage the diversity of people, technology, and experience, we have at Bosch, and the format of the event – fast and agile. Through Kaapi Katte and the stories it showcases, we want associates to experience the transformation we are going through. We empower associates to believe passionately in the power of ideas and communication to change mindset and lives.
- Why do we want to cultivate a curious mind? When you stay curious, you are willing to experiment. And when you experiment the world of possibilities begins to really open up. Merck is a leading science and technology company in healthcare, life science and performance materials. In 2015, Merck worked with curiosity experts to develop definitions and launch a curiosity survey among U.S. workers. This survey measures employee levels of curiosity and the level of curiosity supported by their employers. The State of Curiosity Report captures the findings from the survey research as well as insights from focus groups and curiosity and innovation experts. For 2016, workers in China and Germany were also surveyed to begin to understand global curiosity levels.
- Curious Mind Matters is a first of its kind LIVE web chat series at Bosch with the senior leadership team. It is held throughout the course of the year. This is an opportunity for associates to get to know the leadership team and interact and engage in a dialogue on a LIVE platform. Through Curious Mind Matters, we want to foster an environment of curiosity and the possibility to ignite new ideas within the organization. It starts from first being curious about your environment. We encourage associates to participate in the event in the true spirit of seeking to understand our environment, and who better to clarify and shed light on bigger issues than the senior management of our organization. So far, the outcome of these sessions is that it has helped in building a culture of openness and trust and enhanced transparency at workplace. It has led to greater employee-leadership connect and has helped in building a collaborative mindset and increasing employee satisfaction.
- Open Mike is a very interesting internal communication platform at Bosch in India. It is a video series centered around profiling employees where they share interesting aspects of their work with other Boschlers. To take part, associates have to self- nominate themselves. They have to write to the corporate communications team with a short to the point bio about the work they do at Bosch and beyond work, things they are passionate about and anything interesting about them which they would like to share with others. If their story clicks with us, we get in touch with them to discuss the necessary details. The select profiles are featured on our internal communication platforms and are also uploaded on the Bosch India YouTube channel for prospective employees and other techies around the globe to view it.
- The profiled employees also get an opportunity to ask a question to the management related to the organization, leadership, business, etc.
- To get a glimpse of this series, click the image to view this episode of #OpenMike.
- The spark hub, like the Kaapi Katte, is a series of inspirational, personal stories shared by passionate associates. Spark speakers address meaningful topics that reflect the change of Bosch in a short, clear, authentic and appealing way. With this initiative, Bosch promotes openness, fosters innovation culture, transfers knowledge and spurs opinion.
- There are several spark events organized now in many Bosch countries. Each features a number of spark speakers with their ten-minute talks which are videos and later published as an online series. Each talk is a simple story, personal account by a Bosch expert who explains one aspect of our transformation. Our speakers aim not only to spread knowledge, but provide inspiration and new impulses to their audience in order to spark the change from within Bosch. The preferred language of spark is English, which enables a global sharing of ideas and fascination.
- Here is a gallery of spark videos.
- All these communications platforms that I have just spoken about, have ignited a spark among our associates and they are now taking charge of driving the cultural transformation within the organization. We are engaging and collaborating with our associates for our different campaigns to engage them as our social media ambassadors for promoting Bosch campaigns and culture. These are our top three social media ambassadors.
- We organized a tweet chat last year. Our social media ambassadors helped us amplify the impact of the initiative and the Bosch messaging. This way they are not only transforming the culture where employees come forward and take ownership but also being a part of the different important org interventions. The six degrees of separation initiative had employees referring their friends and people within their 6 degrees of separation for the KitCat Hackathon. Again this way they are helping to add more people from their families to the Bosch family. A culture where employees contribute towards bringing value and great talent to the company to help make the org talent pipeline stronger.
- A few more examples where employees participate and vote to pick the winner of different contests, thereby upgrading from the culture where senior members or the leadership use to pick the winners. Its more participative and more democratic.
- So culture transformation is not only for the hr team or the innovation team or the leadership team. The initiatives and strategy should be good so strong and impactful that it makes the associates get going and take command of the cultural transformation in the organization. I hope this presentation was informative and you can customize these practices for your respective organizations and teams.