Communicating
business strategy to employees in a compelling and engaging
way is something all communicators strive for. Ultimately
employees who feel part of the ‘bigger picture’
and are pulling in the same direction will not only have a
positive impact on the bottom line, but also give your company
a competitive advantage.
But how can you ensure your strategy translates not only to senior executives but also to the front line? What information should you communicate, how often and to whom? And, what are the best channels to use - intranet, roadshows, newsletters, senior leaders or line managers?
How to Communicate Business Strategy to Employees gives you all the answers. With a detailed behind-the-scenes look at how best-in-class organizations communicate their strategy and expert analysis on the pitfalls to avoid, this study shows how to tailor messages for different divisions and communicate them effectively across your organization.
Download a free executive summary of the key findings
Listen to the podcast (discussion of the report's key findings)
Find out how you and your organization can:
* Address different audience needs - finding the best methods to engage employees in the 'big picture'
* Create a clear line of sight so employees can easily identify with corporate strategy and see how their own work fits in
* Find out what information to communicate - financials, competitor information, new product development - and who to communicate it to
* Make a global strategy meaningful at local sites
* Link your strategy communication efforts to business goals and the bottom line
* Educate line managers and leaders in communicating strategy
Key findings of the research:
* 6% of internal communicators report direct to the CEO, compared with 65% for HR departments
* 38% operate within a dedicated corporate communication function
* 84% of business unit "account managers" report to internal communication - but only two-thirds physically sit with them
* 43% of those running fee-for-services consultancies say the "biggest challenge" is balancing client needs with overall corporate needs
| Special offer! |
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HOW TO COMMUNICATE BUSINESS STRATEGY TO EMPLOYEES
(Valid until June 22nd)
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Learn from the experiences of leading organizations such as:
* Goodyear
"In nine months (following the Global Safety Day) our safety performance has improved by 33% on last year's figures."
Keith Price, Corporate Communications Director
* Vodafone
"When we analyzed the results, approximately 80% of employees said that they heard our broadcast before getting the news elsewhere."
Darren Briggs, Head of Group Internal Communications
* Aetna
"(Since the turnaround strategy was launched) more than 72% of employees understand what's expected of them and how what they do each day has an impact on the company's business results."
Ann Marie Gothard, Business Communications Director
* Sainsbury's
"39% of customer awareness came from the activity and advocacy of in-store employees...that was completely unprecedented for us."
Chris Benham, Retail Project Manager
This report is packed with:
* Best-practice communication strategy processes and models
* Detailed corporate case studies and expert analysis
* Statistics you can use in presentations and reports
* Key performance indicators
* Process strategy maps and strategy toolkits
* Top tips and checklists
Case study companies include:
* Hallmark - In undergoing a major structural reorganisation, Hallmark realized that it would fail unless employees could see why they were changing and how it would work. Discover how they improved business literacy by 25% to communicate change.
* British Gas - Communicating annual results to front-line employees in a way that is intelligible is no easy task. Discover how British Gas adopted a 5-step process to deliver financials with meaning.
* Aetna - In 2002, Aetna found itself in need of a new strategic direction. Read how it educated and engaged its 26,800 employees to return the company to profitability and restore pride in the Aetna name.
* RBC Financial - Rather than using complex and over-long communication strategies, RBC used a short, easy to understand and simple to assemble approach. Learn how they did this to link their strategy to business goals in a way that added value to the bottom line.
Plus insight and practical advice from thought leaders including:
* Jim Cole - Communicating financial information to employees
* Angela Sinickas - The different needs of different audiences
* Paul Sanchez - 10-point guide to communicating strategy to employees
* Fraser Likely - Illuminating emergent strategy
* Bill Quirke - Refitting strategic communication for the elevator
* Jane Sparrow - Balancing global and local needs
* Jacqui Hitt - Dealing sensitively with high-concern issues
* Christopher Hannegan - Standing up to attorneys in restricted situations
* Robert Bradford - Critical success factors in achieving alignment
| Special offer! |
|
HOW TO COMMUNICATE BUSINESS STRATEGY TO EMPLOYEES
(Valid until June 22nd)
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