the powerofcommunications masterfinal
TRANSCRIPT
The Communications Component of Employee Engagement
June 22, 2016
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The Power of Communications
Welcome
Employee engagement and communicationsSeamour Rathore
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The iceberg of ignorance
Adapted from “Quality improvement and TQC Management at Calsonic in Japan and Overseas”Sydney Yoshia
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The engagement escalator
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Living the brand
• Employee involvement — wisdom of the many
• Co-creation — starts the engagement process
• Create a Living Brand
• Seek out your influencers
3-D Corporate NarrativesCo-creation delivers resonance and engagement
What is a corporate narrative?
• A narrative explains who you are as an organisation – your purpose, your culture, where you have been, where you are and your aspirations.
• The aim is to create a human, not an institutional, relationship with your stakeholders.
• Properly articulated, a narrative taps into the unmet needs of your stakeholders. It will inspire and excite them.
The status quo
The traditional corporate narrative is:
• Created by head office, in isolation.
• Static, becomes stale quickly.
• Full of ‘corporate speak’ – alienates the frontline.
• Focused on raising awareness and understanding – it does not
resonate with stakeholders or engage them.
Who wants to work for a company with an ‘end’?• Most corporate “narratives” are actually stories.
• There is a beginning, a middle and an end – describing a self-contained sequence of events.
• They are vain and naval gazing - all about them. It is not about the people they are trying to reach and move.
Narratives have anextraordinary pulling power
• Narratives are open-ended, pulling stakeholders in so they feel involved in the yet to be determined future.
• People feel that the choices and actions they make can influence the direction and outcome.
Creating a compelling and engaging corporate narrative
• Co-create and be inclusive - involve stakeholders
• Crowd sourcing - test it with your stakeholders
• Use the language of your stakeholders - so it is relatable and credible
• Relevance & resonance is critical - ‘What does it means for me?’.
… a 3-Dimensional corporate narrative
The freedom to evolve
• The best corporate narratives are fluid –evolving and mirroring the life-cycle of the organisation
• Encourage stakeholders to share their ‘point of view’ – so they become part of the narrative rather than someone watching
The benefits of a 3-D corporate
narrative
Differentiating
Connecting
Mobilizing
