Title: Employee Communication Guided by Research
1Employee CommunicationGuided by Research
- ICA event Mermaid Theatre
- 19th February 2004
- Susan Walker
2- Why does internal communication matter?
- How can research direct communication efforts?
- What does the future hold for internal research?
3Internal Communications
Level of Communication
Change Over Time
100
50
0
Time
70s
80s
90s
2004
Base MORI normative database
4People Links With Business Performance
- 88 of staff with high commitment say it improves
their performance (Source MORI) - Companies voted as best to work for yield
higher returns to shareholders (Source
Fortune) - Companies where staff understand organisational
goals have a 24 greater shareholder return
(Source Watson Wyatt) - 1 of additional employee commitment is worth
200.000 in sales (Source IES) - Links established between customer and staff
satisfaction
5Does communication tie in with the bottom line?
- Link between business and communication
excellence? - Recent IABC research reveals four key links
- clarity of purpose/direction
- effective interfaces (internal relationships)
- effective information sharing best practices)
- leadership communication
6Staff satisfaction related to high performance
- People working for local authorities rated
excellent and good are - - Two and a half times more likely to be
strong advocates - Twice as likely to be able to impact on work
planning than those working for poor
authorities - 61 have opportunities to show initiative at
work vs 39 - 91 felt well informed about top tier decisions
vs 53
7Employers your business needs champions!
Source MORI normative database
8- How can research direct communication efforts?
9Communication profile
Silentlisteners 45
Connected25
Disconnected64
Loosecannons15
10Communication ladder of success
Unconnected
Noticeboards Memos
11Communication segmentation
21Loyalists
26Macro Loyalists
7Micro Loyalists
30Gagged
16Disenfranchised
12Understanding and belief of corporate
transformation and positioning
Optimists (36)
Uncertain (25)
Disposs-essed (20)
Base All aware (1,891)
13Perspective communication credibility
MORI Norms
believe
Total
Top
Change norm
By sector
believe
Financial
Manufacturing
Service
Public
14But look at feelings as well as facts.
- Focus groups, workshops and interviews can
- Add depth and understanding
- Deal with sensitive topics
- Look at specific groups of people
- Develop solutions with the staff
15- What does the future hold for internal research?
16Five steps to move beyond...
- Speed
- Segmentation
- Salience
- Strategy
- Society
www.mori.com
17The role of the communicator...
- Communication will be carried out against a
cacophony of background noise - must have the
boosters and the filters - The new role is to be that filter and that
booster!
18-
- Susan Walker
- Head of HR and Communication Research
- MORI 79-81 Borough Road Lon donSE1 1FY
- Tel 020-7-347-3000
- E-mail susan.walker_at_mori.com