survey internal communication trends in the italian banking sector mario spatafora simone dellorto...
TRANSCRIPT
Survey
Internal Communication trends in the Italian banking sector
Mario Spatafora
Simone Dell’OrtoMilan, September 2002
2 22
Context of reference
Main features of the I.C. function
Aims, contents and areas of impact
Media and tools
Evaluation of the results
Outcomes
Table of contents
1.
2.
3.
4.
5.
6.
Internal Communication
3 33
Composition of the sample
35%
40%
25%
Less than 1.000 employees
Between 1.000 and 10.000 employees
More than 10.000 employees
4 44
Changes of banks’ organisational structure
2001
70%
20%
10%
No answerSubstantial changesMarginal changesNo change
2002
5%
55%
30%
10%
5 55
Is there a specific function dedicated to I.C.?
On average, the I. C. function
has been recently established
(1999).
However, I.C. functions have
been established starting from
1991 and are still being
established.
If yes, since when?
Does a specific I.C. function exist?
45%55%
Exists
Doesn’t exist
6 66
Preferred position of the I.C. function
56%
22%
11% 11%
0%
0%
10%
20%
30%
40%
50%
60%
In the Human Resources
department
Integrated to external
communication /marketing
In the General Management
In the “organisational development” department
Autonomous department
7 77
Preferred position of the I.C. function
56%56%
11%11%
11%11%
11%11%
In the General Management
Autonomousdepartment
Integrated to external
communication /marketing/
other function
0%0%in the
“organisational development”
department
in the Human Resources
department
Today, in the banking industry…. …today, in the multi-national industry*
30%30%
45%45%
10%10%
0%0%
AutonomousDepartment
Integrated to external
communication /marketing/
other function
5%5%in the
“organisational development”
department
in the Human Resources department
Top management
Organisation
Internal communication
External communication /
marketingHuman
Resources
Communication Ext./int./mktg
Organisation
Human Resources
Top management
Internal communication
*estimates based on benchmarking studies
In staff of the management board
8 88
Number of persons employed on average in the I.C. function
On average one person every 730 employees is dedicated to internal communication.
9 99
Presence of an I.C. Committee
15%
85%
Present
Absent
10 1010
Functions involved
• Top management• Communication (internal, external, institutional)• Marketing and sales office
Partially involved: • Presidency • Legal area• Organisational area• Human Resources
The management of the Committee is often coordinated by the communication area or a specific manager.
The I.C. Committee
11 1111
Presence of a budget allocated to I.C.
55%40%
5%
Present
Absent
No answer
12 1212
Main functions related to I.C.Most important functions
36%
32%
12%8%
4% 4% 4%
0%
5%
10%
15%
20%
25%
30%
35%
40%
45%
50%
HR External communication
Training Sales No answer
Marketing Other
13 1313
Main goals of I.C.
1. Develop coherency between culture and strategy 8,56 2,22
2. Promote change 8,06 2,36
3. Motivate and involve the professional resources 7,25 5,80
4. Develop the feeling of membership 6,94 8,27
5. Optimise the operative information flow 6,06 7,59
6. Spread the sense of responsibility 5,26 2,38
7. Accelerate decision making processes 4,70 6,59
8. Improve time management 3,25 3,25
(most important = 10; less important = 1)
MEAN VARIANCE
14 1414
Main contents of I.C.
1. Strategic fundamentals 8,94 3,11
2. Membership and compensation 8,13 6,61
3. Projects of change 7,60 7,44
4. Services and products 6,44 8,12
5. Organisational notices/memorandum 5,41 10,71
6. Socialisation and initiatives 5,24 11,71
7. Operational/organisational processes 5,24 7,47
8. Internal environment and services 4,94 9,81
9. Market 4,94 8,68
(most important = 10; less important = 1)
MEAN VARIANCE
15 1515
Tools for I.C. purposes
34%
34%
12%
20%
Paper media
Electronic media
Events
Relational media
16 1616
Paper media
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Percentage of use
90%
75%70%
55%
40%35% 35%
20% 20%
Press review Procedures
manuals
House-organNotice-boardNewsletter Reports on project results
Monographic booklets
Services brochure
Other
17 1717
Electronic media
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Company business TV
Videoconference
Cd-RomE-mail Intranet Info-point Other
Percentage of use
95%90%
60%
30%25% 25%
10%
18 1818
Events
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Convention Family DayTour of the company
Prize-giving and
celebrations
Launching of products and advertising campaigns
Internal climate surveys
Other
Percentage of use
100%95%
65%
40%
15% 15%
5%
19 1919
Relational media
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Head-employee relationship
Team briefing“cascade” meeting system
Group meetings Focus group
Percentage of use
65% 65%60%
55%
30%
20 2020
Outcomes of the survey
21 2121
Main aspects highlighted by the researchContest
• The banks analysed are characterised by strong changes in
their organisational structure
• As of today, the I.C. function:
is not yet widespread
has been recently established (on average since 1999);
is ideally placed in the HR department
• The banking sector is evolving and tending to fill up the gap
with multinational companies in order to achieve greater
competitiveness also through communication
22 2222
• Main I.C. tools are: paper media, electronic media, relational “tools” and events
• They focus on involving, addressing and motivating HR in order to guarantee a strong and effective communication
• The company business TV has the most interesting characteristics for the largest companies
• Due to the recent introduction of I.C., it emerges that the evaluating system of I.C. activities and initiatives is not yet widespread
Main aspects highlighted by the researchI.C. tools