from broadcast to conversation
TRANSCRIPT
FROM BROADCAST TO CONVERSATION: Building a two-way dialogue with the employees of today
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Employees expect to be involved not told
“The internet allows us to express opinions, expose misdeeds and build on-line communities. It makes us less tolerant of the closed, top down power structures in the off-line world.”
Gary Hamel, London Business School
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Communicators need to inspire conversations
• Is content still king?
• To inspire vs to dictate
• Tools to use:
– Roundtable discussions vs. town-hall events
– Online Q&A events
– Social media – dedicated internal platforms e.g. Yammer.
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Leading by example
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An integrated approach• The need to be always-on
• Failure to engage
• External vs. internal
• A changing workplace
Where to start…• Explore more opportunities with employees
• Review Internal communications channels
• Tell employees first where possible
• Plan informal face-to-face events to stimulate conversation
• Embrace social media as a tool to listen as well as engage
• Ensure that you seek (and value) employee feedback
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Mondelēz InternationalLaunching a new global brand to employees
Challenge To launch Mondelēz International, a $36bn snacking company, formerly part of Kraft Foods, to the company’s 32,000 employees across Europe.
SolutionIt was crucial that employees understood and felt engaged with the new brand from the outset. We created a memorable launch day for employees with pop-up cafes, a giant photo-wall and interactive town-hall events in offices and plants across Europe. We built a sense of anticipation for launch day by revealing elements of the activities in the preceding days and maintained a dialogue with employees.
ResultEmployees were fully informed about the new brand and vision for the company from day one. The energy created by the launch day generated excitement and engagement amongst employees.
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Ministry of DefenceLarge scale change
Challenge
UK defence budget cuts brought about the need to change ways of working within the Ministry of Defence (MoD). We led a large transformation programme within a division of the MoD, to support the Chief Executive in leading change within the organisation.
Solution
After assessing the existing communications strategy and channels, as well as mapping stakeholders, we helped to align messaging and conducted employee focus groups to gauge sentiment about change. We analysed feedback from regular pulse surveys and developed an
overarching employee engagement strategy.
ResultWith a more integrated approach to communications employees are better informed about the change journey and understand their role in the transformation. They are kept informed via a suite of materials to including films, infographics and intranet pages. They are encouraged to engage in discussions with leaders and provide feedback through regular pulse surveys.
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Maersk OilSupporting the case for change
Challenge To galvanise employees in a conservative and traditional organisation about the need to change, and to support leaders to articulate the change story.
Solution We coached the leadership team to present a compelling case for change and worked with them to develop engaging messages. A constant stream of conversation was ensured through redesigned channels and regular employee meetings.
ResultAs a result of our work, awareness of the company’s vision rose to 88%, up 14% from previous year, and 80% of employees said that they supported the change agenda. Maersk Oil is expanding into new fields and has successfully introduced new ways of working.
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Bell Pottinger | Brilliant by Reputation
Mark leads Bell Pottinger’s corporate communications practice in Asia andhas created our market leading training workshops.
He is a career media and communications expert with extensive experiencein strategic corporate communications, crisis management, media relationsand training.
Mark advises regional and international companies with operations inSingapore, Malaysia, Myanmar and throughout Southeast Asia.
Key clients have included: Baker&McKenzie, Iskandar Investment Berhad,Merlin Entertainments, SingPost and SingTel.
He is a former BBC News Correspondent with over a decade as a journalistin Asia and Europe.
Mark graduated from the University of Oxford with an MA and from CityUniversity, London, with a PGDip in Broadcast Journalism.
Mark regularly provides current affair commentary on Channel NewsAsia.
Mark WorthingtonPartner & Managing Director – Singapore
Our team
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