CreateCreate strongstrong symbolssymbols

A very big organisational change

What about readership?

Most read articles:’New organization prepares NZ for the future’ = 880 visits

’Novozymes creates new supply chain organisation’ = 760

’Pilot plants move from R&D to production’ = 715

‘Name changes at PPQ’ = 699

‘New organisation is key to our future success´says Steen Riisgaard’ = 590

‘New VP structure in Sales & Marketing’ = 547

Least read article:’We need to keep on delivering on time’ = 128

Most read articles – for comparison

� December: ’What’s the Christmas gift’ = 1,325 visits

� January: ’New years party in R&D’ = 855

� February: ’36 on strike in Bagsværd plant’ = 1,227

� March: ’TV commercial in China builds

its branding on Lipex’ = 542

Kromann Reumerts’ Line

Kromann Reumert

� 88 % feel well informed about the strategy

� 81 % knows where Kromann Reumert is heading as a company

� 79 % believes that Kromann Reumerts strategy is the right path to secure

the company a strong position in the future (only 1 % ’disagrees’or ’disgrees to a large extent’)

Communication, Communication, Cmmunication…

You need to communicate yourmessage 7 times before everybody gets it

Employees can only act on5 important messages every year

Most companies have a least 25messages they want employees to act on every year

Wasted time on speculations and discussions

How often do you and your collegaues time to think and discuss issuesregarding your company because of lack of information

16%

15%

20%

10%

14%

12%

11%

1%

% 5% 10% 15% 20% 25%

Every day

Several times a week

Every week

Several times a month

Every month

Less than once a month

Never

Don’t know

Source: ACNielsen.online

Men wanted for hazardous Journey. Small wages,

bitter cold, long months of

complete darkness, constant danger, safe

return doubtful. Honor and recognition in case of

success.

Ernest Shackleton

Ad in London newspaper

”

”

It’s great to have satisfied employees

Source: Bo Øksnebjerg

It’s better to have engaged employees

Source: Bo Øksnebjerg

Presenting:

The employee hero

Let Let employeesemployees ’’getget the the ideaidea’’

Employees must be involved

Information

Dialogue

Involvement

1+1 = 1

1+1 = 2

1+1 = 3

Source: Bo Øksnebjerg

’Connecting the dots’

03-04-20087

�

Let your feet do the talking

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Speed involvement

TDC future project (game)

Accenture Resources rebranding

McDonald’s

McBalance 2010

Coca Cola ’Sustainable

blog blast ’06’

LM Glasfiber

’Powerplan 2012’

Pfizer ’Light tower’ strategy

Experimentarium values launch

Create ’the meaning of life’

Novozymes’ Touch

Knowledgeand commitment

90% have heard of the values.Highest score is ”Environ-mental friendliness”

75% agree that the values are’lived’ in the organization to’a high degree’ or ’always’

72 % agree that the strategy isvisible and is part of their everyday work life.

Number one on Dow Jones sustainability index

RQ Rating

2000: Reputation is ’soft middle’

2007: Reputation is ’top tier’

In times of crisis

information breeds confidence

– silence breeds fear

Tell what you know – and think!

Tell what you know – and think!

And tell them what you don’t know

And when you will know

Listen carefully!

Communication is most effective if managers spend

75 % of their time with employees listeting to them

Most managers only listens 30-40 % of the time

40% of employees see no consistencybetween internal and external massaging

To what extent do you see that the image the companys portraits of itself externally corresponds to your view from the inside

High degree(4)

39%

Very high degree(5)

16%

Don’t know

2%

Not at all (1)

4%Low degree (2)

7%

Some degree (3)

32%

Kilde: ACNielsen.online

Companies that communicate effectively have a 19.4 % higher

market premium than companies that do not.

19.4%38%

22%

higher customer satisfaction

Companies with a majority of engaged employees have

higher productivity

higher profits

Than companies with a majority of disengaged employees

27%Companies with engaged employees are 56 % more

likely to have loyal customers.

56%

Companies with engaged employees realize a gross return on capital three times higher

than those who aren’t engaged

300%

Source: Devoge, Hay Group, 2005/2006 Communication ROI Study™, 2005 IABC Research Foundation, U.S. Department of Labor, Jim Shaffer/ Owens Corning, Honeywell and J.D. Edwards; Gallup, the U.S. Department of Labor, the American Compensation Association, Mark Huselid / Rutgers University 2002

46%Highly committed employees

have 46% fewer accidents than employees not committed.

Companies with engaged employees generate $27,000 more in sales per employee

27,000$Are 50 percent more likely to have lower turnover and absenteeism

50%

9 pieces of advice

1. Change is not linear

2. Timing of massaging to moods is important

3. Create a appealing vision

4. Train managers to lead the way

5. Create strong symbols

6. Stop toxic communication

7. Engage employees by involving them in decisions

8. Create a common purpose or ’meaning of life’

9. Listen carefully and communicate what you think(again and again…)

Thank you!

Bo Øksnebjerg

European Change & Organisational Performance Practise

Copenhagen