The Ultimate Guide to Internal Communications - Involve

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The Ultimate Guide to Internal Communications Accelerating change in the workplace

The Ultimate Guide to Internal Communications Accelerating change in the workplace

introduction On a gloomy and overcast afternoon (just after lunch!) on 19 July, 2011, a radiant group of over 150 professional communicators gathered in London for the annual Melcrum Member Event, to write the ultimate guide to internal communications. Hundreds of ideas were generated in just 40 minutes. Through hands-on involvement, this team of experts co-created this definitive guide, packed with loads of tips and advice. But we didn’t want to stop there! To add some real quality and relevance to this guide, we felt it would be useful to include some real life examples and case studies for each of the chapters, again provided by the experts, all of which are included in this book. So, we sent out on the road for 10 days our very own in-house Stig, ‘The Greg!’, to meet with our authors, hear about their case studies and record them onto an iPad. From Westminster to Walsall, Uxbridge to Edinburgh, not even a blown head gasket, a hot bag of marshmallows or a very tight leather biker suit could stand in his way. See how ‘The Greg’ got on by visiting our News page at involve.co.uk/news. From your friends at INVOLVE.

CoNTENTS

How not to do it! Ways to disengage, alienate and confuse your employees......................... 4 Useful ideas for getting senior stakeholder alignment................................................... 7 How to help middle managers get on-board and take ownership............................... 10 Making the most of face-to-face communication.................................... 22 The state of the art in business jargon: what’s the latest in meaningless Management speak?.......... 35 Great ways to accelerate change............................................................ 41 Ensuring social media is helping to drive business performance..................................... 45 Ways to waste money: advice on minimising Roi................................................. 49 How to keep your programme alive and sustain results in the medium term?............................ 51 Mission / Vision statements that make a difference: our favourites....................... 55

How not to do it! Ways to disengage, alienate and confuse your employees

1.

Make sure employees hear about redundancies through



the press first

2.

Information overload: 20 key messages in one communication



or multiple competing messages

3.

Managers communicate infrequently and inconsistently

4.

Use lots of jargon and acronyms

5.

Always highlight the negatives e.g. inequalities, deficiencies

6.

Never involve staff in decision making

7.

Seek staff opinion and don’t act on it

8.

Avoid face to face and just send more emails

9.

Don’t value your team’s input, just tell them what to do

10.

Ignore how the work links back to company strategy

11.

Don’t recognise good performance

12.

Just wing it!

THE ULTIMATE GUIDE To internal communications

Case StudY Sarah Pellegrini My favourite internal comms quote is ‘the greatest employment campaign will fail if the CEO doesn’t say good morning to people in the lift.’ It does pass the blame somewhat, but I have seen how true it is in a range of organisations. It’s relevant for all levels of management - the really great leaders are those with real humanity. We as communicators can have the flashiest social media tools, the best recognition programmes or award-winning road shows, but employees really feel engaged when their boss remembers their children’s names or which team they support.

CASE STUDY Anonymous Many years ago at the start of my career I organised the annual staff conference. I was very pleased that the CEO came over from Australia to address the workforce; however I was not so pleased when he opened his speech with the line “it’s great to be here in London” the only problem was that we were in the heart of Kent. With one word he had completely lost the audience.

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CASE STUDY Anonymous The (im)perfect employee event: Arrange a last-minute global Town Hall and make attendance mandatory. Where possible, try to ensure the timing of the event is inconvenient and outside office hours for most of the audience. Don’t share the agenda in advance, giving no incentive for people to attend. Try and arrange for a small room so that people have to squash in and stand cramped together at the back. Ensure air-con is set to ‘tropical’ or ‘arctic’ for maximum discomfort. Only remember to involve the AV team an hour before the event, so the video-conference linkups are erratic and in listenonly mode. Don’t introduce the speakers, especially after a change in organisational structure. Refrain from briefing the speakers so they have no idea what the key messages are and ramble on past their allotted time. Make sure the dullest member of the management team with the monotone voice is given the longest slot. Ensure the slides are packed with detail (the busier the better) and difficult to read on screen. Coupled with the incoherent speakers, this will guarantee employees leave feeling confused and satisfied they have completely wasted an hour of their time. Don’t allow any time for Q&A at the end, or if you do give employees a chance to have their say, ensure the management responses are belittling, sneering and insincere. Repeat regularly for maximum disengagement.

THE ULTIMATE GUIDE To internal communications

Useful ideas for getting senior stakeholder alignment

1.

Get them involved early and meet each of them 1-to-1 to



uncover issues/ideas

2.

Demonstrate the value of their engagement

3.

Create a leadership community to make sure they work as a



team, not as individuals, to identify business objectives and benefits

4.

Be transparent and honest, articulate problems and issues

5.

Know your stakeholders and what’s in it for them, show you



know their agenda

6.

Speak their language, how is the business impacted. Provide



facts, figures and make it tangible

7.

Invest in key relationships. Find your advocate and use them



to influence others and use their network to influence them



e.g. PAs, EAs, Team

8.

Make accountable through personal objectives e.g.



engagement scores

9.

Be confident and assertive, make them listen to feedback and



show you’re right and know your stuff and audience

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10.

Use an impartial outsider who can have difficult/constructive

conversations 11.

Take them on the journey, engage them emotionally

12.

Give feedback from frontline staff and put them into the



audience’s shoes

13.

Clear ‘direction’ of travel to ensure alignment; where we’re



going/common goal

14.

Giving substantive evidence to reasons why – employee



opinion survey, articulate to create understanding and context

15.

Create heartbeat – regular dialogue and discussion.

16.

Keep meetings brief clear and concise – understand time



is precious

17.

At the end of the process, go back and share results, show



ROI, benefits & feedback (close the loop)

18.

Ask questions

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Case StudY Deborah Binks-Moore Mobilising Senior Leaders to drive change Brief: rollout a large multiple country, multiple business change in a global programme, focussed on common systems, processes and organisations. Shell needed to simplify and standardise all its businesses in the downstream. The buy-in of senior management in every country and their energy and engagement was critical. Solution: This was a large programme, so the strategy and investment was set from the beginning but we involved senior leaders in every country in customising the design and delivery of a series of interactive road shows, workshops, and discussions, both virtual and face to face, where they had a chance to network and talk about the programme and their country plans. Each country manager with their leadership team mapped out their roadmap for the next two years. We created tools and messages for them to take back to their businesses and demonstrate how the strategic priorities would impact their people at every level. These were updated regularly through face to face team discussions. Results: at the end of the first two day workshop, more than 80% of senior leaders felt they understood what was needed, they felt confident to lead the change and engage with their people. The overall result was committed leaders, and a clear line of sight that enabled line managers and people at all levels to be engaged and united behind the 2 year road map and leaders who were confident to lead their teams through a massive change.

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How to help middle managers get on-board and take ownership

1.

Communicate the ‘Why’ and the ‘What’, but ask your



managers the ‘How’

2.

Create structure and framework and get them involved



early in the design

3.

Keep consistency in structure to allow managers to have



flexibility to communicate in their own way

4.

Listen to their ideas and concerns

5.

Get emotional engagement and belief to take ownership

6.

Incentivise appropriately; capability tools, feedback /

encouragement 7.

Understand Vision, live & breathe values, interact with



others, support network

8.

Formalise role as part of objectives

9.

Give them the time and space to deliver

10.

Give them great, innovative, simple support tools – making



it easy to communicate effectively

11.

Measure, recognise, reward good practice

THE ULTIMATE GUIDE To internal communications

Case StudY Samantha Children At QBE we helped middle managers take ownership of delivering workshops aimed at engaging our people with the brand, by providing them with plenty of tools and support. This included a detailed manual which provided a step by step guide to running the session. We also provided them with two days facilitation training. In the first day, managers participated in a workshop themselves to see what ‘good’ looks like. On the second day, they received specific facilitation skills training. We also offered them a further 90 minute coaching session a couple of days before they ran their workshop. During this session we highlighted key messages and pointed out where they should provide additional stories from their part of the business, to bring the content to life.

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Case StudY Louise Walton Employee Recognition, With a Local Flavour In 2009, I launched a global employee recognition scheme, called Altitude - Aim Higher, for 2000 analysts across 22 countries, within Wealth Operations. The scheme had three components, local recognition, quarterly recognition and annual recognition. On a quarterly basis, employees could nominate themselves or their colleagues for awards, using an online nomination form and awards were distributed locally, during town hall events. Quarterly award winners were considered for annual awards, and invited to an awards ceremony, hosted by our managing director, the head of wealth operations. A small number of annual awards were chosen by the senior leadership team for employees who demonstrated the wealth operations core behaviours and could prove that they had gone above and beyond in their role to deliver exceptional client service. Once a month, local management teams were given small budget to use for recognition of individuals or for team incentives. There was no formal structure to this component, and line managers had the flexibility to select their ‘employees of the month’ and offer appropriate rewards, such as flowers, chocolate, champagne. Local recognition was successful because local management teams were empowered to use their own funds to recognise employees who had made an outstanding contribution within their business area. They also had the flexibility to design their own team

THE ULTIMATE GUIDE To internal communications

incentive programmes or simply organise local networking events so that staff from different departments within the same location could get to know their colleagues better. The design of team incentives was focussed on customer satisfaction which created healthy competition between teams and helped to build morale within the department. Feedback received on this component of Altitude indicated that it had a positive impact on local levels of attrition. In October 2010, a shared service was created bringing together teams from Wealth Operations and Barclays Capital Operations. Altitude was extended to employees of the shared service and has recently been adopted by one of our frontline business areas, Barclays Wealth Stockbrokers.

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Case StudY Katy Cash Eurostar, the international rail service, embarked on a major change project that involved relocating its head office, main transport hub (from Waterloo to St Pancras) and engineering site, as it launched the UK’s first high speed rail service to Europe. In addition to the physical move, engaging the hearts and minds of employees and changing their perception of the business, as it moved into a new era was key. After base lining employee engagement following the initial announcement, it became apparent that middle management and senior leaders would be critical in helping cascade information and bringing their teams on board. As part of a comprehensive change communications programme, face to face events were carried out over seven weeks, three to four weeks prior to the move and run by leaders in the business - this was to help raise their visibility and build their trust and credibility with employees, make them part of the change process and give them a first-hand opportunity to hear and address employee concerns and hot topics. A second phase of workshops was carried out six months after the move to assess the ‘greens’ and ‘reds’ (good and bad) of the move. Post move, managers were also given training to help them become better communicators, with a specific focus on helping them deliver a new quarterly employee briefing cascade,

THE ULTIMATE GUIDE To internal communications

providing regular informed updates on progress and issues. This cascade was first delivered to them by the executive team so they had chance to question it and put themselves in the employees’ shoes ahead of running their own sessions. By empowering middle managers with training and tools to be good communicators, the opportunity to engage with their own and larger teams and involving them in the change communication process, even the most cynical were converted to ambassadors in a short time. Managers ultimately played an essential role in bringing the organisation on the change journey, which was backed up by excellent results in the employee engagement survey and a successful move.

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Case StudY Catherine Rennie An increasing problem facing communications professionals is how to provide effective internal communications on a hopelessly small budget with limited resource and equally how to engage middle managers with leading their teams, supporting them in owning their communications. The solution in part, is about providing managers with strong, easy to use yet sophisticated tool that supports creation of clever, relevant communications. It’s about giving managers control through an innovative tool whilst ensuring they adhere to business branding and messaging in a robust framework. I have created an online tool that operates from manager’s desktops. The tool appears modern and easy to use and asks the users simple questions about the communications problem, questions around messaging, audience and timing. The back end of the tool is a matrix which is able to generate an answer to the questions providing the user with a specific channel for his communication problem. It explains the reasoning for suggesting perhaps a team brief, or face to face communication, and provides a branded template together with access to key business messages to assist in content generation and contact information for the harder to create communications tools such as videos. The tool is currently being tested with a positive response to the concept.

THE ULTIMATE GUIDE To internal communications

Case StudY Simon Jeremiah “It’s called Spacehopping and we’re introducing it next month. Go and communicate it, will you?” Thus spoke Facilities. Turns out that Spacehopping is just a funky way of dressing up hot desking. Having spent far too much of my working life in offices, I know that people get quite attached to their desks, adorning them with pictures of little Johnny, Tiddles, Fido and the like. So, how to minimise the inevitable groundswell of discontent? Engage the managers of course. And how to engage the managers? Involve them and make them feel they’re in control! So, keeping the baying wolves of facilities at bay I organised a workshop for managers. The aim: to present the plans, deal with any questions and reservations and get them to use their allocated desk quota in a way that works for them and their teams. They would then be responsible for communicating this to their teams - with a bit of help from me of course! The result: revolution avoided and a workforce reasonably happy with their 0.7 of a desk. The moral: get the managers on board and the rest will follow...

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Case StudY Joni Wormall Employee Recognition, With a Local Flavour When preparing to make announcements to staff about changes to reward and benefits, we held a workshop with managers in advance to obtain their views on the proposals and to prepare them for communicating with their teams. As a result of their feedback and the leadership team being open to change, a number of changes were made, which resulted in them taking more ownership of the decisions and confident in talking to their teams. 95% of managers said they felt well prepared as a result of the session and 98% of staff felt their line manager was informative, trustworthy and easy to understand.

THE ULTIMATE GUIDE To internal communications

Case StudY Maggi Judd Our central comms team ran some events for all 3000 Managers at British gas. The events were very popular and it was then the job of the local internal comms teams to run similar events for all of our front line staff. We used the managers that had attended the original events to rework the content so that it was relevant to our audience, and it was the middle managers themselves that delivered it ...in fact one of the main objectives of the programme was to encourage managers to take more responsibility for communicating. Not only were our local events very successful, a few months later the same group of managers, who were inspired by their involvement in a the original events, created and delivered their own events to their teams to communicate their departmental goals and objectives. They did this with very little support from the Comms team, taking full ownership for content, activities and delivery. Needless to say they were very successful events, enjoyed by all, and effective at aligning people behind the same goals for the year.

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Case StudY Violaine Cola Middle managers are the link between the top management of the company and the teams on the field. Internal studies show that only about 50% of our N-4 understand the organisation and strategy of the company, or at least they do not feel comfortable enough to explain it to their teams. Beyond that, it is worse! To help this population understand the key stakes and better share them with their teams, the internal communication team set up the Connexion breakfasts. The format is simple: once a month, a member of the Executive Committee of Schneider Electric has breakfast with 10 to 15 selected middle managers. These informal exchange sessions last 1h30 minimum. During this open and transparent debate, managers can ask their questions, express their opinion and talk about their concerns. ExCom members answer transparently. After the session, middle managers are enthusiastic and motivated. Started a year ago, it is now being extended to the different entities. If all of them were organizing a session once a month, more than 40,000 middle managers would be reached in a year!

THE ULTIMATE GUIDE To internal communications

accelerating change in the workplace

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Making the most of face-to-face communication

1.

Set clear objectives for what you want to achieve; don’t use it



as a talking shop

2.

Involve the team in delivery to encourage 2 way



communication and include feedback for continued



development discussion

3.

Equip managers with skills needed for emotional engagement



and to own the content

4.

2/3 listening, 1/3 talking

5.

Try stand up meetings

6.

Choose the appropriate environment for your content and

audience 7.

Avoid jargon, keep it short, keep it clear and check

understanding 8.

Be aware of body language

9.

Train and support presenters and make sure they’re prepared

10.

Include relevant and critical information – something in it for

them 11.

Ensure empathy, focus and authenticity

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12.

Recognise and adapt to local culture and accept

differences 13.

Know where you’re taking your audience in terms of ‘Know,



Feel, Do’

14.

Use a range of styles and different ways to ask questions

15.

Ensure you consider the ‘How’ as well as the ‘What’

16.

Share outcomes and allocate tasks

17.

Prepare and always allow time for Q&A and be open to

feedback 18.

Create a stimulating environment, with chocolate!

19.

Recap and reinforce key messages through different

channels 20.

Minimise Powerpoint presentations

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Case StudY Kate Shaw We communicated the Transformation Story to 5,000 employees using powerful and compelling storytelling: - - - - - -

launching the highly visual story to leaders first, engaging them and providing tools and techniques for them to deliver their cascade senior managers committing to delivering the cascade to employees, adding credibility talking to people in their own language using real life examples and personal stories for them to connect to no PowerPoint! 35 cascade events reinforcing story with redesigned channels aligning with face to face communication

Employee engagement dramatically increased, along with suggestions for continuous improvement, driving real business benefit.

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Case StudY Tereza Urbankova As part of AMEC’s employee development programme, one group devised ‘AMEC Moment’, a communication tool providing twoway dialogue within a team at the end of regular meetings: it is a ‘moment’ of sharing relevant information about AMEC and giving an opportunity to ask questions. ‘AMEC Moment’ also helps employees see how corporate goals and initiatives relate to them individually and how they can contribute to the success of AMEC. It is driven by ‘champions’ who can use various available presentations and engage employees in a short or long discussion. After a successful pilot the tool is currently being implemented globally.

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Case StudY Erika Redding Our Vision Champions Group meets twice a year - 80 carefully selected behavioural change advocates from across the business at all levels. To maximise the effectiveness of these meetings, champions help design the agenda two months before to enable effective pre-communications. These remind attendees of the last meeting and offer tasters of what’s to come; across email, intranet and printed channels. We encourage the champions to lead or facilitate sessions; use resonating videos, include fun creative sessions and finally, our business leader makes time to attend, to talk face to face and answer questions. After the meeting, we share an update and the tools introduced on the day, to use with their colleagues. At the next meeting we will be launching an internal Twitter closed community for this group to share hints, tips and best practice.

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Case StudY Adam Pledger Too often as communicators we chase the latest fad. Sometimes it pays to keep it simple and focus on one of the oldest forms of communication - face to face. At Lloyds Banking Group we used Leaders as a channel. Developing their communication ability, providing them with channels to support continuous knowledge improvement and delivered a range of tools to help them stimulate dialogue. The key lessons we learnt were: • • •

Trust leaders with information earlier than other colleagues - to give them more time to prepare Segment your leaders and recognise their differing communication needs and communication purpose Think about ways to help support better dialogue - engender two way dialogue that helps all colleagues to question and translate important messages

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Case StudY Pamela Dease Fat man scoop - put your hands up! Who hasn’t experienced the ‘groans and shaking of heads’ when you invite a leader to use an icebreaker to help focus attention? Here’s how my MD stepped out of his comfort zone to engage with over 300 employees during a face to face business update. By his own admission, my MD was the ‘quiet and geeky’ sort. So I explained the brief in advance, suggested things to consider and left it with him. On the day, he still insisted it wasn’t ‘the done thing’ here, but with a twinkle in his eye, he took to the floor, held his mobile phone high into the air and loudly aided by Fat Man Scoop, asked everyone to ‘Put your hands up! Put your hands up!’ The reaction could not have been better!

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Case StudY Ruth Martin Our retail ‘free2’ forums generate great ideas which can help to put the customer first, which is one of our values. Everyone can put forward a suggestion and the best ideas are taken to the bi-annual forum. The forum members themselves decide which ideas to pitch to the Senior Leaders in Homebase. These pitches are always very innovative and passionately delivered and the panel agree the best ones to take forward and develop. Many great ideas have been adopted since the forums began, to make life easier for colleagues and to give great service to our customers, for example, the introduction of a simplified light bulb display.

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Case StudY Mhairi McLaren What keeps our employees updated, tells a single UK story and is an award-winning initiative? Our Plan, that’s what! Aviva UK’s 22,500 employees wanted one strategy for everyone and regular business updates. Internal Comms hit on Our Plan. You might say it does what it says on the tin. A single UK story, updated quarterly, delivered face to face and given to managers to tailor for their teams. We provide the comms, the information, games, exercises, video footage and the guidance and our managers go out and share it - face to face. It’s been a great success, with positive feedback resounding off the walls every quarter and people asking us when the next update is. Our managers know it’s coming, can plan in their local sessions and the employees get the strategy, the news and their team update at the same time. And the icing on the cake was Our Plan 2011 winning the Institute of Internal Communication’s award for the Best Communication of organisational objectives and performance in 2011. Now we’re looking at Our Plan 2012.....

THE ULTIMATE GUIDE To internal communications

THE ULTIMATE GUIDE To internal communications

The state of the art in business jargon: what’s the latest in meaningless Management speak?

1.

Let’s take this offline, I don’t have the bandwidth for this



right now

2.

Let’s park that

3.

Further stratification is necessary

4.

Level of granularity

5.

Let’s sunset that

6.

Opening your kimono

7.

Low-hanging fruit

8.

Circle back

9.

Hygiene factors

10.

Future back thinking

11.

Are you on the bus?

12.

Blue sky thinking

13.

Have you any builds on this?

14.

Anything using acronyms

15.

We need to nebulise our thought process

16.

That’s got great texture

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17.

We need a Jamie for that

18.

Our silver bullet…

19.

I’m holding the pencil on that

20.

It’s all swings and roundabouts

21.

Renaissance project with snowball sessions

22.

Pre-surplus (i.e. you will be made redundant, but just not yet)

23.

Spook the horses

24.

Let’s run this up one of several flagpoles

25.

Make the data sweat

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Case StudY Kirsty Langley Bob: We need to tarmac the thought yard. Neil: We... What? Bob: Tarmac it. Build an ideas playground. Neil: I thought we were meeting to kick off the Watson project. Bob: Exactly. Let’s blue sky it. Release the inventiveness balloon

and see where it flies.

Neil: I think we should start by defining our objectives. Bob: Right on! Get to that eureka moment. Neil: No, I… Bob: Neil, the bottom line is you can’t synergise user-centric

initiatives that generate through the line, innovative



functionalities without meshing impactful relationships.

Neil: Bob… Bob: Omelettes, Neil. Eggs. Neil: I really think we need to discuss this in plain English. Bob: I’m with you. Now let’s bake a results cake.

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Case StudY Jodea Pakos The latest phrase I’ve noticed being overused is ‘speak to’. Of course, this does not mean literally to address someone. That would make sense. It is now being used to mean ‘about’, it seems. A real-life example I read today is ‘shouting to our expertise’. Yes, really. I’m all for finding new ways of expressing the same ideas, but surely this is just bad English? It doesn’t even make sense. Okay, rant over. Maybe I just need to ‘speak to’ my therapist...

Case StudY Jo Cook In a world of jargon, business-speak and acronyms the best example of business jargon I heard lately was during a meeting with a few “marketeers,” who were discussing the Company brand. From out of nowhere the words “we need to nebulise our thought processes” was uttered by one of the brand team. There were a few confused looks from fellow colleagues but no-one had the heart to question what on earth he meant. I still, to this day, don’t have a clue as to its meaning! If you know, answers on a postcard please....

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Case StudY Christina Clark Here at Virgin Active, suits are for weddings, not work, and our communications are relaxed. We can’t do ‘dress down days’ for charity, as people won’t donate £1 to wear the jeans they wear every day. Instead, we come in suited and booted, using as much jargon as we can to raise money on ‘VA Goes Corporate’ days. A list goes round on email to help people out with the latest office jargon, and Bullshit Bingo cards are placed in meeting rooms for extra fun. We like to think that we don’t do corporate, but we are not immune... Currently going through a huge integration process, we can’t escape from the frequent use of the usual suspects, such as ‘going forward’, ‘synergy’ and ‘RAG updates’. But currently at Virgin Active, everyone’s ‘locked and loaded’!

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Case StudY Kirsty Anderson & Anna Vaughan Working in the financial services industry is high in the corporate bull**** bingo stakes. As a communications team, we often battle to find our ‘true north’. You might find yourself having to ‘park this in controversy car park’ while your colleague ‘kicks the tyres’. Failing that, there’s always the option of ‘running the idea up the flagpole, and if it flies we’ll salute it’. Once you’ve managed to take your proposal out of the ‘ideas fridge’, you need to run it through the ‘three lines of defence’. But hold on, don’t be too bold or you might ‘spook the horses’.

THE ULTIMATE GUIDE To internal communications

Great ways to accelerate change

1.

Run a breakthrough pilot with a small group focused on a



tangible business measure

2.

Involve employees at all levels in shaping and influencing the



change, have advocates and change champions

3.

Be honest, open and explain the benefits and improvements



clearly and regularly

4.

Ensure a visible leadership team model the behaviours



required and support the change

5.

Don’t tolerate the ‘Don’t knows’ and challengers, manage and



convert them

6.

Measure and Demonstrate ROI for the business and

employees 7.

Create burning platform and consequence of not changing to



create urgency

8.

Create emotional connection to the new state – what’s in it for me?

9.

Reward and recognise people who are role-modelling the

change

accelerating change in the workplace

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10.

Use the right channels at the right time

11.

Visual roadmap

12.

Give ownership of change – YOU are the change (i.e. it’s not



being done to you)

13.

Write goals into people’s objectives

14.

Ensure staff has the right training, support and skills to make



change happen

15.

Communicate frequently and consistently to build trust and

buy-in 16.

Get line managers on board

17.

Co-ordinate all change communications to avoid bombarding



staff with messages and link to the common goal, clearly

18.

Involve staff in creating the vision

19.

Have a clear end goal and take them on a journey to



achieving it

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Case StudY Stuart Lawton-Davies Engaging Employees in a New Business Strategy The Challenge: Engage employees in a new business strategy, introduced in 2009 by the Kimberly-Clark European Consumer Business, which required employees to significantly change how they worked to deliver a defined set of financial objectives by 2012. A pan-European multiple-channel internal communications strategy was introduced and included video, podcasting, email newsletter, online forums and a PowerPoint roadshow. The Game Changer: Ensuring team leaders were actively involved in employee engagement, thanks to a new targeted tactic, called ‘Talk’, which in PDF format summarises all communications activity in a particular time frame, gives direction on how to use communication channels, reiterates key messages, confirms a leader’s action/deliverables, and provides advice to improve communications abilities. The Outcome: Kimberly-Clark’s 2010 bi-annual employee engagement survey, showed consumer Europe improved in 11 out of the 12 measurement areas, notably: • • •

Employee engagement with the business was 77%, up 3% Employees belief there is “a clear and promising direction for the business” increased 10% to 77% “Confidence in Leadership” increased 4% to 68%

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Case StudY Lisa Gwinnell Despite a new strategy, a year after a restructure our employees had two intranets and two mind-sets. We knew that moving to one intranet was the vehicle to bring them together and soon learned the key to making it happen faster. 50 employees became ‘Intranet Champions’ with a dual role; they’d be given full access to the site ahead of time and feedback to a blog, whilst assisting with queries in their location around ‘go live’. This empowered those who had so often felt frustrated with the previous intranet, and their involvement caused a ‘buzz’ amongst their colleagues who didn’t want to miss out. On ‘go live’, the feedback blog was opened to all employees, and it was great to see ‘Champions’ responding to queries before we could. Over the following few months we released more capabilities of SharePoint whilst keeping the ‘Champions’ involved. We now have a business (and an intranet!) that employee’s feel they are part of!

THE ULTIMATE GUIDE To internal communications

Ensuring social media is helping to drive business performance

1.

Make sure comments are on-topic, follow guidelines and show



employees you’re listening and acting on feedback

2.

Wikis / knowledge sharing. Globally > Innovation

3.

Use it to get quick feedback on new products & services

4.

Get senior leaders to join in the conversation and be advocates

5.

Measure the benefits for innovation & creativity

6.

Ensure content is fresh and relevant

7.

Employee led and self-moderated to ensure open and



transparent communications

8.

Promote it as a collaboration tool across the business’ entire

operations 9.

Right platform for the right audience to make sure everyone can



join in the conversation

10.

Make sure social media is right for the culture

11.

Make it optional and one of a suite of channels

12.

Minimum rules – trust in self-regulation

accelerating change in the workplace

45

13.

Understand your audience’s comfort with social media to



decide whether to push as social media, or disguise

14.

Don’t jump on the bandwagon – link to real business objectives

15.

Understanding gaps in knowledge – use as research tool

16.

See social media as a tool, not a solution!

17.

How are your customers/competitors using social media?



Learn from industry best practise

18.

Training/awareness of tools

19.

Nominate a channel owner to build, drive and monitor

20.

Send peers a high five for displaying company behaviours

THE ULTIMATE GUIDE To internal communications

Case StudY Nicolette Cotterill We are embarking on a journey to develop our leader to be different. Our vision is for leaders to lead the way as inspirational motivators and develop their teams to think, act, and do new, different and bold things. This culture change begins with our leaders themselves so every opportunity to capture, share and learn from each other will get us closer to our vision. We have set up an online video blog to help leaders connect with each other’s ideas, insights and reflections. It’s a new and powerful tool to help create a sense of community and enable the leadership team to share new behaviours and ways of working, captured on company flip cams in an engaging and dynamic way. There are lots of stories about how leaders are driving change at a local level and collectively, each change is contributing to a much bigger change that will help transform our business for the best.

accelerating change in the workplace

47

Case StudY Lottie Gunn Conference objectives - for managers to feel motivated by our core purpose: to inspire and guide in this connected world, making people’s lives better through technology; for managers to feel empowered in bringing their teams on the journey and being part of the role we’re playing in the connected world. We created a conference app so people could share contacts using a QR code, vote for team of the year, comment about the day on the app feed and see which manufacture stands they’d visited. This was determined by questions that delegates answered using the QR codes on each stand.

THE ULTIMATE GUIDE To internal communications

Ways to waste money: advice on minimising Roi

1.

Death by PowerPoint!

2.

Pointless events – no clear objectives or outcome

3.

Not following through

4.

Basing campaigns on a ‘hunch’ and not on evidence

5.

Engaging external agencies without a clear brief

6.

Not measuring your comms – producing materials for your



client, not your audience!

7.

Going for the easy option to spend money on ‘doing what



you’ve always done’

8.

Not positioning yourself as a trusted advisor and expert

9.

Employee survey to death and don’t follow it up with action

10.

Not joining up initiatives, not maximising synergies and

messages 11.

Working in silos and duplicating roles

12.

Meaningless merchandise, especially mouse mats, mugs and

lanyards 13.

Roles and skills not adding value

14.

Too many ‘cooks’ at approval stages – time consuming

15.

Expensive advertising and unnecessary celebrity endorsement

accelerating change in the workplace

49

Case StudY Neil Beard 1.

Start without a clear brief - never state what success looks like

2.

Approach every project anew – who cares what worked before?

3.

Don’t bother with strategy – life’s about tactics

4.

Remember, one size fits all – segmentation is for wimps

5.

Give vague feedback – never be specific

6.

Don’t engage stakeholders until everything’s finished

7.

Don’t seek feedback from the audience. What do they know,



they aren’t communicators!

8.

Don’t worry about background activity – your message is so



important, people will drop everything to read it

9.

If other messages coincide with yours, just shout louder

10.

Remember, if you don’t measure anything, there’s no need to



worry about ROI anyway!

THE ULTIMATE GUIDE To internal communications

How to keep your programme alive and sustain results in the medium term?

1.

Accept that different parts of your organisation go at different



speeds and adapt plan with feedback

2.

Hold events to reiterate messages

3.

Repetition, repetition, repetition

4.

Encourage employees to question their leaders

5.

Ensure senior & middle managers are engaged, involved and



are bought into the programme

6.

On-going visibility – update, keep it alive, awareness

7.

Link back to vision and strategy

8.

Progress and performance updates

9.

Recognise ‘what’s in it for me?’

10.

Have a clear plan with milestones mapped along the way and



report against them

11.

Compelling narrative with ‘cliff-hanger’ moments and sharing



stories of success to demonstrate programme

12.

On-going dialogue between managers and their teams – listen

13.

Pulse surveys and informal feedback to show impact and



continually improve

accelerating change in the workplace

51

14.

Secure resources from start of programme

15.

Celebrating and rewarding early success to demonstrate it is



worth doing

16.

Let people hear the positive impact on customers – build

momentum 17.

Use external stakeholders perspective

18.

Mini-teaser campaigns for each phase

19.

Continue to embed identity in programme

20.

Create, nurture and support a network of advocates with



accountability and ownership, that meet regularly to drive the

programme 21.

Celebrate short term wins

22.

Make it part of ‘business as usual’

THE ULTIMATE GUIDE To internal communications

Case StudY Claire Yates I once heard that you need to reiterate a message at least 3 times for it to stick. That’s where I start on every campaign. Communicate. Communicate. Communicate. Follow the change curve and adapt your communication style for every stage. Don’t make ‘one size fit all’. Tell the story with a beginning, middle and an end. Build anticipation. Make it personal. Attack from all angles - people need to hear it, see it, touch it, feel it. Give it an identity. Make it memorable. Then keep momentum - continue communicating but change emphasis. Involve people to engage them. Ask them to pass on the message in some way. Have champions. Run competitions. Promote discussion. Check understanding. Get feedback. Act on that feedback. Communicate results. People will become your biggest advocates as long as you’ve managed expectations and they understand your story’s ending.

accelerating change in the workplace

53

Case StudY Nicola Gormley Having developed our employee friendly business strategy in 2009 and subsequent launch within the business, the challenge was on to ensure that it remained within our geographically dispersed and diverse white and blue collar business streams. As well as ensuring that stories in the business are related back to the statements and chapters in our story map, an annual reward and recognition initiative was launched, currently in its second year, where employees are asked to tell us stories relating directly to statements of intention on our strategic journey. Whilst there is still some work to do in embedding it into the whole of business, success is measured qualitatively by its use within the business and quantitatively in the number of entries into the awards (an unexpectedly high 110 in year one, year two results pending).

THE ULTIMATE GUIDE To internal communications

Mission / Vision statements that make a difference: our favourites

1.

Computer in every home – Microsoft

2.

To save and improve patient’s lives – NHS BT

3.

Just do it – Nike

4.

Be the best – The British Army

5.

It’s in you to give – The Canadian Blood Service

6.

To boldly go where no man has gone before – Star Trek

7.

Ladies and Gentlemen serving Ladies and Gentlemen



– Ritz Carlton

8.

People will forget what you said, people will forget what



you did, but people will never forget how you made them feel



– Maya Angelou

9.

Yes we can – Barack Obama

10.

The Power of Dreams - Honda

accelerating change in the workplace

55

Case StudY Tabitha Beaven Our mission at PepsiCo is quite simply ‘Performance with Purpose’ – to deliver sustainable growth by investing in a healthier future for people and our planet. Performance with Purpose has resonated well with employees across the globe, its simplicity also makes it easy to remember. We want people to understand that although we are committed to achieving business and financial success, we also want to make a positive impact on the environment and in the communities in which we work and live.

THE ULTIMATE GUIDE To internal communications

accelerating change in the workplace

57

the power of involvement Involvement is a game changer. It moves from the traditional, passive techniques of internal communications and employee engagement, to hands-on experiences that drive lasting, measurable change. It transfers the ownership of initiatives from the board room and executive offices to the cubicles and shop floors. It shifts mind-sets and behaviours. It can be measured and will boost your return on investment in any team-, department- or organisation-wide initiative.

THE ULTIMATE GUIDE To internal communications

INVOLVE is an employee engagement agency, specialising in Vision & Direction, Employee Engagement programmes and Conferences & Experiences. We sell high impact, high emotion programmes and experiences that maximise employee contribution, communication and motivation to accelerate change. We believe the battleground for business in this current economy is people power – finding more potent ways to help your people make a difference. Yet most traditional solutions are wasted opportunities that don’t actually improve business performance. Our work does. The magic ingredient is involvement. By that we mean devising pioneering ways to enable employees to experience your challenges from new perspectives, discover new possibilities, contribute significantly to the solutions and own the steps necessary to change. Put simply, involvement is the most powerful way to help your people get it, get there faster and get on with it. By creating the most effective conferences, forming defining vision statements and designing employee engagement programmes, we’ve been helping our clients deliver real, measurable, results since 1996, and we’re so passionate about making a difference that we work on a performance related fee. To find out more about INVOLVE visit our website www.involve.co.uk email Eoin at [email protected] or just give him a call on +44 (0) 20 7720 0105.

accelerating change in the workplace

59

list of authors Anderson Kirsty RBS Andrews Nick Sequel Group Limited Archer Colin CFS Ashelford Anna World Society for the Protection of Animals Beard Neil Nationwide Beaven Tabitha PepsiCo Europe Behlic Zafir Infineum UK Ltd. Belford Angela Standard Life Bickerdike Mark HSBC Binks-Moore Deborah British Gas Binney Kate RBS International Boorer Siobhan Lloyds TSB Booth Faith UK General Insurance Bosworth Amanda European Medicines Agency Boulderstone Alison Co-operative Financial Services Bowden Leah Santander Bracewell Jane Belron Brambill Deborah KMPG LLP Bremner Carol Shell UK Exploration & Production Brennan Loretta GlaxoSmithKline Brodie Judith VSO Brown Philippa Tata Global Beverages Butterly Michael Ernst & Young Cacace Marie Oxfam GB Cash Katy Deutsche Bank Children Samantha QBE Civil Helen Ofcom Clamp Louise Northern Rock plc Clark Christina Virgin Active Clarke Jo HomeServe Clements Josh London & Quadrant Housing Trust Clift Suzanne Land Registry Cola Violaine Schneider Electric Collinson Steve Zurich Insurance plc Connors Simone HSBC Conway Linda Donovan Data Systems Ltd. Cook Jo Homeserve Cooney Sarah Kcom Cormack James Lloyds Banking Group Cotterill Nicolette B&Q Cox Stephen CWM Cwynarski Marianne House of Commons Dease Pamela Aviva Demyan Kelly Ernst & Young Di Mascio Lisa Rolls-Royce Douglas Liz Manchester Airports Group

THE ULTIMATE GUIDE To internal communications

Drake Helena Arthur J Gallagher International Dudding Siobhan Research in Motion Egan Tina BUPA Emery Alison RBS Faherty Fiona BNP Paribas Fairbairn Michelle BAE Systems Falck Henrik IKEA of Sweden AB Fellows Parmy Royal Mail Finn Susannah Circle Housing Group Flodell Ing-Marie Volvo IT Fountain Catriona Magna Housing Group Freethy Andrea Sovereign Housing Association LTD Fyall Laura PricewaterhouseCoopers Gannon John British Council Gibbs Emily The Financial Times Ltd Glarvey Sally Cores Assets Group Ltd Gleadhil Julie Towers Watson Glennon Christine BUPA Goddard Tom KPMG LLP Golding Stephen Tullow Oil Gormley Nicola AMEC Group Ltd. Grundy Claire Diageo Plc Gunn Lottie Carphone Warehouse Gwinnell Lisa Siemens Mobility Hackett Lorraine BNP Paribas Securities Services Hamilton Kevin British Gas Hammel Gerda UPS Europe SA Hann Christian Which? Harrison Jennifer QinetiQ Hart Gemma Novartis Hassall Megan Working Links Hibbett Deborah Amgen (Europe) GmbH Hickson Paul Homeserve Highmore Emily E.ON Energy Trading Hudson Vicki RBS Hughes Emma Big Lottery Fund James Michele American Express Services Europe Jardine Barbara Cambridge University Press Jeremiah Simon Zurich Insurance Plc Jones Anna BIG LOTTERY FUND Judd Maggi British Gas Kamczyk Laura British Gas Kell Melissa Deloitte Kelly Elizabeth PricewaterhouseCoopers Kelly Katie Standard Life plc Langley Kirsty Motability Operations

accelerating change in the workplace

61

list of authors (Cont’d) Lasparini Claire QinetiQ Lawton-Davies Stuart Kimberly Clark Leaney Lorraine Royal Mail Ledward Tracy DBOI Global Services (UK) Limited Legg Vanessa American Express Liedl Natasha BARCLAYS Little Penny Barclays Wealth Lukaszewska Kasia British American Tobacco Lyon Alison World Society for the Protection of Animals Lythgo Morag RBS International MacGregor Kate BUPA Care Services Makin Elaine Capital One Maltby Isobel European Commission Marshall Alice Accenture Martin Ruth Homebase Ltd Masters Suzanne ACCA Mattock Fiona Jaguar Land Rover McLaren Mhairi Aviva Miller Clare Siemens Moore Jayne Bristish Gas Morris Catherine Foreign & Commonwealth Office Muir Lorna The Bank of Tokyo-Mitsubishi UFJ, Ltd Muller Andreas Shell International BV Nunn Edward KPMG Pakos Jodea Zurich Pallut Laura Save the Children UK Paul Louise The Charities Aid Foundation Payne Christine GE Healthcare Life Sciences Pellegrini Sarah Rexam PLC Pledger Adam Lloyds TSB Phillips Maxine NFU Mutual Pollard Katy Benenden Healthcare Pollard Sarah BSI Group Poulter Sarah The Sage Group PLC Price Shannon Thomson Airways Pryce Scharene NCVO Radcliffe Jenny House of Commons Redding Erika Pfizer Rennie Catherine Siemens Healthcare Robinson Stephanie Bank of England Robinson Janet HSBC Robinson Simon Nationwide Building Society Rock Taryn The University of Liverpool Roddis Siobhan Ernst & Young Rogers Nicola Tullow Group Services Ltd Rolf Linda Specsavers Optical Group Ryan Niall Harrods

THE ULTIMATE GUIDE To internal communications

Scarlett Hilary Scarlett Associates Sehmi Jazz NHS Blood and Transplant Seymour Kylie HSBC Sharma Pallavi British Gas Sharpe Karen Liverpool Victoria Shaw Kate Nationwide Shurie Sandra GlaxosmithKline Sice Emma SAS Smit Jennifer BARCLAYS Smith Liane Action for Children Smith Emily Cable&Wireless Smith Kerry QinetiQ Stobbs Louise NFU Mutual Surendran Pia Pinsent Masons LLP Sutter Gary Medicines and Healthcare products Regulatory Agency Taylor-Martin Caroline UK Power Networks Temple Laura SAB Miller Thornton Julia BP Oil UK Ltd Tittle Mark Best Buy Europe Tuttle Marcella Cambridge University Press Urbankova Tereza AMEC Vaughan Anna RBS Walden Kirsty QinetiQ Walton Louise Barclays Wealth Ward Emma Hanover Waterhouse Sue Amec PLC Watts Sally-Anne Northampton General Hospital NHS Trust Waugh Laurie Siemens PLC Westmore Vicky Cambridge University Press Wherritt Sarah Tribal Group PLC Wilkens Karen Credit Agricole CIB Wintersgill Susannah University of Oxford Wormall Joni ICE Wren Rebecca New Look Retailer Ltd. Wylie Peter Formerly at Thomson Reuters Yates Claire Betfair Yi Zhou AstraZeneca

accelerating change in the workplace

63

The Ultimate Guide to Internal Communications Accelerating change in the workplace

To find out more about INVOLVE, visit our website www.involve.co.uk email Eoin at [email protected] or even better give us a call on +44 (0) 20 7720 0105.

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