Create strong symbols

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Create strong symbols

  1. 1. Create strong symbols
  2. 2. A very big organisational change
  3. 3. What about readership? Most read articles: ’New organization prepares NZ for the future’ = 880 visits ’Novozymes creates new supply chain organisation’ = 760 ’Pilot plants move from R&D to production’ = 715 ‘Name changes at PPQ’ = 699 ‘New organisation is key to our future success ´ says Steen Riisgaard’ = 590 ‘New VP structure in Sales & Marketing’ = 547 Least read article: ’We need to keep on delivering on time’ = 128
  4. 4. Most read articles – for comparison December: ’What’s the Christmas gift’ = 1,325 visits January: ’New years party in R&D’ = 855 February: ’36 on strike in Bagsværd plant’ = 1,227 March: ’TV commercial in China builds its branding on Lipex’ = 542
  5. 5. Kromann Reumerts’ Line
  6. 6. Kromann Reumert 88 % feel well informed about the strategy 81 % knows where Kromann Reumert is heading as a company 79 % believes that Kromann Reumerts strategy is the right path to secure the company a strong position in the future (only 1 % ’disagrees’ or ’disgrees to a large extent’)
  7. 7. Communication, Communication, Cmmunication…
  8. 8. You need to communicate your message 7 times before everybody gets it
  9. 9. Employees can only act on 5 important messages every year
  10. 10. Most companies have a least 25 messages they want employees to act on every year
  11. 11. Wasted time on speculations and discussions How often do you and your collegaues time to think and discuss issues regarding your company because of lack of information Every day 16% Several times a week 15% Every week 20% Several times a month 10% Every month 14% Less than once a month 12% Never 11% Don’t know 1% % 5% 10% 15% 20% 25% Source: ACNielsen.online
  12. 12. ” Men wanted for hazardous Journey. Small wages, bitter cold, long months of complete darkness, constant danger, safe return doubtful. Honor and recognition in case of success. ” Ernest Shackleton Ad in London newspaper
  13. 13. It’s great to have satisfied employees Source: Bo Øksnebjerg
  14. 14. It’s better to have engaged employees Source: Bo Øksnebjerg
  15. 15. Presenting: The employee hero
  16. 16. Let employees ’get the idea’ idea’
  17. 17. Employees must be involved Involvement Dialogue 1+1 = 3 Information 1+1 = 2 1+1 = 1 Source: Bo Øksnebjerg
  18. 18. ’Connecting the dots’
  19. 19. Speed involvement Let your feet do the talking 7 03- 04- 2008 TDC future project (game) LM Glasfiber ’Powerplan 2012’ Accenture Resources rebranding Pfizer ’Light tower’ strategy Coca Cola ’Sustainable blog blast ’06’ McDonald’s McBalance 2010 Experimentarium values launch
  20. 20. Create ’the meaning of life’
  21. 21. Novozymes’ Touch
  22. 22. Knowledge and commitment 90% have heard of the values. Highest score is ”Environ- mental friendliness” 75% agree that the values are ’lived’ in the organization to ’a high degree’ or ’always’ 72 % agree that the strategy is visible and is part of their everyday work life.
  23. 23. Number one on Dow Jones sustainability index
  24. 24. 2000: Reputation is ’soft middle’ RQ Rating
  25. 25. 2007: Reputation is ’top tier’
  26. 26. In times of crisis information breeds confidence – silence breeds fear
  27. 27. Tell what you know – and think!
  28. 28. Tell what you know – and think!
  29. 29. And tell them what you don’t know And when you will know
  30. 30. Listen carefully! Communication is most effective if managers spend 75 % of their time with employees listeting to them Most managers only listens 30-40 % of the time
  31. 31. 40% of employees see no consistency between internal and external massaging Not at all (1) Don’t know 4% 2% Low degree (2) Very high degree(5) 7% 16% Some degree (3) 32% High degree(4) 39% To what extent do you see that the image the companys portraits of itself externally corresponds to your view from the inside Kilde: ACNielsen.online
  32. 32. 19.4% 300% Companies with engaged Companies with a majority of engaged employees have employees realize a gross return 38% Companies that communicate on capital three times higher effectively have a 19.4 % higher than those who aren’t engaged market premium than companies that do not. higher customer satisfaction 56% Companies with engaged 46% 22% higher productivity 27% employees are 56 % more Highly committed employees likely to have loyal customers. have 46% fewer accidents than employees not committed. higher profits 27,000$ Than companies with a majority of disengaged 50% employees Companies with engaged employees generate $27,000 more in sales per employee Are 50 percent more likely to have lower turnover and absenteeism Source: Devoge, Hay Group, 2005/2006 Communication ROI Study™, 2005 IABC Research Foundation, U.S. Department of Labor, Jim Shaffer/ Owens Corning, Honeywell and J.D. Edwards; Gallup, the U.S. Department of Labor, the American Compensation Association, Mark Huselid / Rutgers University 2002
  33. 33. 9 pieces of advice 1. Change is not linear 2. Timing of massaging to moods is important 3. Create a appealing vision 4. Train managers to lead the way 5. Create strong symbols 6. Stop toxic communication 7. Engage employees by involving them in decisions 8. Create a common purpose or ’meaning of life’ 9. Listen carefully and communicate what you think (again and again…)
  34. 34. Thank you! Bo Øksnebjerg European Change & Organisational Performance Practise Copenhagen

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