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Colleague Engagement Through the Corporate Communication Lens 

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 

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  1. Colleague Engagement Through the Corporate Communication Lens  Adam Gerstein March 7, 2008

  2. “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

  3. 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 3

  4. Regular employee 43% CEO 23% (2008 Edelman Trust Barometer) 4

  5. Why colleague engagement matters to corporate communicators • Colleagues are central to the organization’s ability to authentically tell its story • Internal communications are external 5

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  7. Why colleague engagement matters to corporate communicators • Disengaged colleagues cost energy, money,and reputation 7

  8. 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 8

  9. Over 40 million sold at Costco in 2007 thanks to one engaged employee 9

  10. 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) 10

  11. 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 11

  12. 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 12

  13. Timely Clear Strategically aligned to the business Credible Individually Relevant Good content drives engagement, builds trust 13

  14. Looking ahead: better colleague engagement • The rise of the Chief Communications Officer • Shifting management model • Web 2.0 and 3.0 14

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