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Beyond Intranets:
Rethinking the channels ofemployee communication
Shel Holtz@shelholtz
EMPLOYEE COMMUNICATIONS IS UNDER THREAT
“Internal communications as a narrowly defined function and approach is dead.”
Lucy AdamsFormer HR and Internal Comms Director, BBC
“Maybe it’s time to let go of internal and
employee as modifiers of
communications to employees and
designate the umbrella term of
communications.”
Gerard CorbettChair/CEO, Redphlag LLC
Former President, PRSA
EMPLOYEE COMMUNICATIONS IS UNDER THREAT
HOW PEOPLE GET THEIR NEWS TODAY
HOW PEOPLE GET THEIR NEWS TODAY
Facebook and Twitter use on the rise
% of users who get news there
Source: Pew Research Center, Social Media and News Survey, 2015
2013 2015
52
63
2013 2015
47
63
31
59
Of those who get news from ___________ in 2015, percent who kept up with a news event as it was happening
Share of time spent on social media platforms
Source: comScore Media Metrix Multi-Platform & Mobile Metrix, US, 2013-15
Desktop Smartphone App Smartphone Web Tablet App Tablet Web
Dec 2015
Dec 2014
Dec 2013
3
3 3
21
26
33
61
53
53
6
4
3
9
13
10
THE RISE OF MESSAGING
Messaging apps have surpassed social networksMonthly active users for top 4 social networks and messaging apps
3,000
2,500
2,000
1,500
1,000
500
0
MIL
LIO
NS
Q1 Q2 Q3 Q4 Q1 Q2 Q3 Q4 Q1 Q2 Q3 Q4 Q1 Q2 Q3
2012 2013 2014 2015
Source: Companies, Bi Intelligence
Big 4 messaging
apps
Big 4 social networking
apps
THE STATE OF TRUST
LACK OF TRUSTIN EMPLOYERS
Only 65% of people trust the company for which they work
64%OF EXECUTIVES
TRUST__________
51%OF MANAGERS
TRUST__________
48%OF RANK/FILE
EMPLOYEES TRUST
INVERSION OF ORGANIZATIONAL
INFLUENCETrust in institutions drops as you go
lower in an organization
RESPONDENTS WHO WOULD SELL THEIR PASSWORDS TO A THIRD PARTY
US: 27%
UK: 16%
DE: 20%
FR: 16%
NL: 12%
AU: 12%
20%GLOBALLY
WHAT MATTERS TO WHOM?
The company culture disconnect
Human Resources Leadership Employees
Human Resources Leaders EmployeesWho defines culture?
What are the top 3 drivers of culture?
Managers and executives leading by
example
Employee benefits
Shared mission and values
Source: Survey by Workforce Institute at Kronos and Workplace Trends
1
2
3
Managers and executives leading by
example
Shared mission and values
Emphasis on taking care of our customers
1
2
3
Compensation
Co-workers who respect and support one another
Work-life balance
1
2
3
ABOUT EMPLOYEE PREFERENCES...
Communication struggles of managers
Communicating in general
Giving direct feedback
Demonstrating vulnerability (e.g., sharing mistakes)
Recognizing employee achievements
Delivering the “company line”in a genuine way
Giving clear directions
Crediting others with having good idea
Speaking face to face rather than by email
69%
37%
20%
20%
20%
19%
16%
16%
AS FOR EMPLOYEE ENGAGEMENT…
U.S. employee engagementYearly averages, 2011-2015
2011 2012 2013 2014 2015
Source: Gallup %
30.3 29.6
31.5 32.0
29.0
ENGAGED NOT ENGAGEDACTIVELY
DISENGAGED
The shape of next-generation employee communications
The shape of next-generation employee communications
The shape of next-generation employee communications
The shape of next-generation employee communications
The shape of next-generation employee communications
The shape of next-generation employee communications
The shape of next-generation employee communications
All communication is multi-directional
Culture eats strategy for breakfast
Vision
Communication can drive culture through...
Values
Communication can drive culture through...
The Values-Driven Marketplace
▪ How we treat employees▪ Sustainability▪ Societal issues▪ Local communities
Consumers, investors, and prospective employees will judge companies on ...
Practices
Communication can drive culture through...
People
Communication can drive culture through...
Places
Communication can drive culture through...
Engaged employees give their all
Communications can influence four enablers of engagement
Engagement enabler #1
Strategic
narrative
Enabler #2
Engaging
managers
Enabler #3
Employee
voice
Enabler #4
Organizational
integrity
Connect employeeswith the customer
Customer connection points
Customer
journey
Customer connection points
Touchpoints
Customer connection points
Ecosystems
Never forget the customer
• Educate employees about the customer journey• Hold customer forums• Produce customer profiles• Connect employees with sales reps• Conduct a customer jam• Surface and promote employee posts about customers• Spotlight employees who are also customers• Publish customer comments• Get leaders talking about customers• Report progress on improving the Customer Experience (CX)
Highlight theemployee experience
EX communication opportunities
Employee
journey
CUSTOMER JOURNEY• Awareness• Need recognition• Information search• Consideration• Evaluation of alternatives• Purchase• Post-purchase
engagement• Repeat customer• Ambassador
EMPLOYEE JOURNEY• Awareness• Recruiting process• On-boarding• First year• Evaluations• Opportunities to use and learn
skills• Culture/values fit• Recognition• Years 2-8• Retirement or Departure• Post-Employment Ambassador
CUSTOMER VS. EMPLOYEE EXPERIENCE
EX communication opportunities
Daily
interactions
EX communication opportunities
Work-life
balance
EX communication opportunities
Job
satisfaction
Measurement is critical throughout
SHEL HOLTZwww.holtz.com@[email protected]