Colleague Engagement Through the

Corporate Communication Lens 

Adam Gerstein

March 7, 2008

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“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

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

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Regular employee

43%CEO 23%

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(2008 Edelman Trust Barometer)

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Why colleague engagement matters to corporate

communicators

1. Colleagues are central to the organization’s ability to authentically tell its story

2. Internal communications are external

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3. Disengaged colleagues cost energy, money,and reputation

Why colleague engagement matters to corporate

communicators

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1. 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)

2. It supports innovation

Why effective corporate communications matters to

colleagues

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

employee

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3. 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)

Why effective corporate communications matters to

colleagues

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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

How communicators can drive engagement

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Proper use of channels engages colleagues

The right news at the right time

Balanced mix of top-down, two-way, peer-to-peer

Send responsibly

Good content drives engagement, builds trust

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Timely

Clear

Strategically aligned to the business

Credible

Individually Relevant

Looking ahead: better colleague engagement

The rise of the Chief Communications Officer

Shifting management model

Web 2.0 and 3.0

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