May 10, 2011…IABC-LA held an exclusive event “What Does the Future Hold for Internal Communication?” for 25 participants presented by Melcrum’s Strategic Communication Research Forum. Melcrum is an internal communications company dedicated to offering domestic and global clients comprehensive body of knowledge of best practices, toolkits and research on every level of internal communication. Jeff Hostler, Melcrum Vice President Research and Content, presented some eye-opening research such as “people don’t leave companies, people leave managers of companies.” Jeff was accompanied by Melcrum’s Key Accounts Executive, Mike Dombo. Mike briefly described Melcrum’s Black Belt Program which sets the standard for internal comms globally and the basis for research data presented during the evening.
IABC-LA Social Media Chair dynamo, Rebecca Mikkelsen, introduced Jeff Hostler who led us through a discussion starting with the post-recessional environment. Companies must rebuild trust and re-engineer respective employee value propositions. Later, Jeff covered corporate structure and management style, roles and responsibilities, partnerships, technology, research and measurement and more with an emphasis on outcomes, not just outputs.
• Companies must take into account how four cross-generational groups of employees must interact and communicate with each other…and then think globally, culturally as well.
• The great challenge of evolving internal communications, no longer just a function “sitting on the side of the desk.” Developing processes to support trust and transparency as well as sustainability is a key factor.
• Building 10% more trust equates to 36% more pay increases for employees. Now that’s positive!
Jeff also discussed partnerships and the importance of ensuring consistency across channels and stakeholders, as well how execs can foster trust without just pushing info out.
On the topic of technology, Jeff purposely did not discuss social media in-depth, yet stressed connecting with local IT to collaborate on defined goals. Too many internal comms departments put the FaceBook horse before the business strategies cart, without first evaluating whether specific social media is applicable. Business priorities must lead over choosing tech methods. That said, too many companies also negated employees’ social media use by banning use during work hours, only to discover employees have smart phones in their purses and pockets to access social media anyway.
Jeff also covered research and measurement and again, emphasized how important it was to measure outcomes not output. It is internal comms responsibility to prove the value of a specific suggested strategy, which does require extra work time. It’s not enough to know that 4,000 employees actually read an email (output)…how did they act on it (outcome)? Company internal comms mistake survey answers from employees who state they understand a company’s business goals, yet that’s not a measurement…how do the actions of the employees support the business goals?
There were some excellent feedback and suggestions from our savvy participants providing terrific takeaways for everyone. Chris Cabrera of Southern California Edison described a truly innovative employee resource group at SCE supporting SCE’s employee value proposition.
Big Thanks to the incomparable Gail Herring and Toyota for hosting the event. Gail also serves on the chapter board as Treasurer. Participants were also very appreciative to meet and hear experts Jeff Hostler and Mike Dombo of Melcrum, and to partner with Melcrum on senior internal communications events.
Please see video posted on YouTube at http://youtu.be/b54ZNZ9X5cI