Employee Communication Guided by Research

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Employee CommunicationGuided by Research

• ICA event Mermaid Theatre
• 19th February 2004
• Susan Walker

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• Why does internal communication matter?
• How can research direct communication efforts?
• What does the future hold for internal research?

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Internal Communications
Level of Communication
Change Over Time
100
50
0
Time
70s
80s
90s
2004
Base MORI normative database
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People 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

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Does 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

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Staff 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

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Employers your business needs champions!
Source MORI normative database
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• How can research direct communication efforts?

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Communication profile
Silentlisteners 45
Connected25
Disconnected64
Loosecannons15
10
Communication ladder of success
Unconnected
Noticeboards Memos
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Communication segmentation
21Loyalists
26Macro Loyalists
7Micro Loyalists
30Gagged
16Disenfranchised
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Understanding and belief of corporate
transformation and positioning
Optimists (36)
Uncertain (25)
Disposs-essed (20)
Base All aware (1,891)
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Perspective communication credibility
MORI Norms
believe
Total
Top
Change norm
By sector
believe
Financial
Manufacturing
Service
Public
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But 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

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• What does the future hold for internal research?

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Five steps to move beyond...

• Speed
• Segmentation
• Salience
• Strategy
• Society

www.mori.com
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The 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!

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• Susan Walker
• Head of HR and Communication Research
• MORI 79-81 Borough Road Lon donSE1 1FY
• Tel [phone]
• E-mail susan.walker_at_mori.com