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Measure twice, cut o nce: Preparing to communicate the new brand internally

Measure twice, cut o nce: Preparing to communicate the new brand internally. Maurice Harris, Director, Internal Communications 25 Feburary 2013. FirstGroup Profile and Org Structure. FirstGroup America. First Student. First Transit. Greyhound. First Vehicle Services. 800. 14,000.

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Measure twice, cut o nce: Preparing to communicate the new brand internally

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  1. Measure twice, cut once:Preparing to communicate the new brand internally Maurice Harris, Director, Internal Communications 25 Feburary 2013

  2. FirstGroup Profile and Org Structure FirstGroup America First Student First Transit Greyhound First Vehicle Services 800 14,000

  3. Internal Communications Profile Corporate HQ Internal Comms Field Operations The model conceptualizes innovation, competitiveness, and organizational effectiveness as organizational outcomes of employee engagement promoted by effective internal corporate communication (Welch, 2011).

  4. The Role of Internal Communications • Psychological presence at work (Kahn,1992) • The antecedent to high performance (Barrett, 2002; Schuster, 1998) • The #1 driver of employee engagement • The top factor behind successful change

  5. FirstGroup’s Strategic Focuses First Student EFFICIENCY First Transit & First Services EMPLOYEE DEVELOPMENT/ REBRANDING Greyhound REVITALIZATION/ CUSTOMER SERVICE

  6. Identifying the Problem: Different Businesses, Similar Opportunities • Lack of access to information networks • “Us v. Them” mentality • Top-down decisions based on assumptions • The perpetuation of ineffective communication vehicles

  7. Quantifying the Problem 16% of Salary Budget! (Hempel & O’Conner, 2008) Of the factors that influence employees to work for one company rather than another, open communication ranks highest (Therkelsen & Fiebich, 2003).

  8. Communication Research Methods • Self administered questionnaires • 21 locations • 715 Non-management respondents • 60 management respondents • Observation Studies • Focus Groups • 3 locations

  9. Findings • Employees understand the importance of communication to their specific role as well as their engagement in the company. • In general, most non-management staff were not receiving any company communications, even when managers were asked to share it widely. • Managers are overwhelmed by the amount of communication they receive and would like help streamlining, organizing and prioritizing it. • Employees want access to technology that will allow them to communicate more easily across the company.

  10. Revise…Reset • (Re)Define the expectations • Leverage internal comms as an external marketing catalyst • Make “Culture” a strategic imperative

  11. Thank you.

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