Change communications hrd programmes

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Change communications hrd programmes

  1. 1. Internal communications & employee branding Communications to help manage change and make employees achieve their goals© Hunterskil Howard International Communications and Marketing
  2. 2. "To succeed today, a business has to be agile … It has to continuously modify operating procedures, business models, marketing. To keep innovating, companies have to have employees who are passionate about the mission of the company and the meaning of the work. Business has become a battle to find people who will bring their brains, their hearts and all their energy to work with them. Anything less, just is not enough … "Without passion … employees wont deliver their full energy and intellect, and companies wont innovate fast enough. Employees who are less than fully engaged wont tolerate continual change” Schwab co-Chief Executive Officer David Pottruck. Context magazine July 2000© Hunterskil Howard International Communications and Marketing www.hunterskil-howard.com
  3. 3. DHL Slogan (= brand promise): “We keep your promises” Question posed: Who is “we”?© Hunterskil Howard International Communications and Marketing www.hunterskil-howard.com
  4. 4. Holistic communications Integration of internal and external communications campaigns & tools The Sell-in The Sell-out Why Attention “We” “Them” Willing Customers, Interest Prospects, Stakeholders Able Desire Action: We Sell They Buy :Action© Hunterskil Howard International Communications and Marketing www.hunterskil-howard.com
  5. 5. What do you want “us” to do? And how? Vision Mission Values© Hunterskil Howard International Communications and Marketing www.hunterskil-howard.com
  6. 6. Inform and create the spirit of confidence In an era of accelerating change … Why did it What kind of company Happen? will it be? Why me? What are we aiming What will be the for anyway? impact on my job?© Hunterskil Howard International Communications and Marketing www.hunterskil-howard.com
  7. 7. Krauthammer Model Vision Mission Values Responsibilities Goals Principles Competencies Meaning + Willingness + Ability Action© Hunterskil Howard International Communications and Marketing www.hunterskil-howard.com
  8. 8. Internal communication model Why, Willing & Able TM  WHY: • Explain your vision, mission and business so people understand why they must act and/or change. Clarify what‟s in it for them  WILLING: • Relate their individual actions to your vision and values and corporate culture  ABLE: • Empower people to act. Coach, train, develop and support with resources© Hunterskil Howard International Communications and Marketing www.hunterskil-howard.com
  9. 9. Internal communications process Stage Why Willing Able Action Results Mission Values Messages Training Procedures Incentive Goals Principles Quality model Leadership Plan/strategy Resources Process Results Managers • Video • Sell-in • Conferences • Quality •CSF/EPS • PowerPoint Meetings • Classroom handbooks •Performance presentation • Employee sessions • Product inf. measurement • Internal newsletter • Intranet • Price lists and newsletter • Posters • Guiding development Customer programmes principles facing sales/support • Multimedia • Newsletter • IBT • Asset • Personal • On-line video • E-mailings • Search management results page • Kick off • News group engine • Document • Feedback Shop floor/ meetings • Help desk distribution options • Open day suppliers • Directories • Interactive • Counters support© Hunterskil Howard International Communications and Marketing www.hunterskil-howard.com
  10. 10. A powerful business tool  Often the most neglected area of a company‟s communications investment … yet the most important for mobilising its people  Not a soft option but a business tool just as much as a company‟s IT strategy  The more staff understand the vision, mission and values, the healthier the bottom line.  No communication is bad communication - what‟s not said will be guessed (9 times out of 10 will be wrong) How clearly do you communicate vision, mission and values to your staff?© Hunterskil Howard International Communications and Marketing www.hunterskil-howard.com
  11. 11. Case studies 1. Novartis Consumer Health 2. DHL 3. Adecco Group 4. National Starch & Chemical© Hunterskil Howard International Communications and Marketing
  12. 12. Heart & Pride for Vision Internal communications in a global company of brands (Novartis Consumer Health, NCH)© Hunterskil Howard International Communications and Marketing
  13. 13. Situation analysis  It is believed that NCH staff have gone through too many changes and reorganisations and are a not too motivated to embrace the challenges that go with the vision  Employee motivation and satisfaction survey will hopefully reveal the true situation© Hunterskil Howard International Communications and Marketing www.hunterskil-howard.com
  14. 14. Objectives  To align the hearts and minds of our people with the strategic objectives  Make people aware of and understand the vision, and the critical success factors - % know the vision (being leader) - % know what consumer health industry is - % know x number of key brands of NCH  Position NCH as a global company of strong visible brands© Hunterskil Howard International Communications and Marketing www.hunterskil-howard.com
  15. 15. Audiences  Top management  Regional & country management  Global brand management  Global/national departmental managers  HR Managers  NCH Communicators  Rest of Staff (with - without PC access)© Hunterskil Howard International Communications and Marketing www.hunterskil-howard.com
  16. 16. The strategy  Define strategic goals and gear all communications/ messaging as proof of goal value.  Share results.  Inform all Novartis staff in a friendly, personal way about the background to the changes  Define new goals for each person in Consumer Health  Enable line managers to take message in more depth to their units and act as ambassadors A complete internal communications program to build vision, motivation etc. using a variety of tools.© Hunterskil Howard International Communications and Marketing www.hunterskil-howard.com
  17. 17. Core messages  The Vision & CSFs  NCH is a global company of strong visible brands in the Consumer Health industry  The Consumer Health industry is a fast moving, highly competitive industry where only strong brands win  NCH is an organisation in which people are the competitive edge© Hunterskil Howard International Communications and Marketing www.hunterskil-howard.com
  18. 18. Messages  Specific messages related to organisational procedures and programmes - Best Sales Award Programme - People Performance Review &Development Programme - The People speak! Employee survey - HS&E Programme  Any other company news that helps realise the Vision/CSFs and supports the Circle of Reinforcement model (company – brands – people)© Hunterskil Howard International Communications and Marketing www.hunterskil-howard.com
  19. 19. Employee communications Stage Why Willing Able Action Results Messages Mission Values Training Procedures Incentive Goals Principles Quality model Leadership Plan/strategy Resources Process Results Conferences Meetings Conferences Quality CSF/EPS Managers The Word Classroom Trainings handbooks Impulse sessions How to guides Product inf. Brandbook Brochures Price lists Posters Middle Brochures • Asset manage- • Personal management ment results • Multimedia • Newsletter • IBT page • E-mailings • Search • Document • Intranet distribution • Feedback Shop floor/ “Free the • Newsgroup engine options Genie” + • Help desk • Interactive suppliers • Announce- product • Counters Brand ments • Directories sections support© Hunterskil Howard International Communications and Marketing www.hunterskil-howard.com
  20. 20. Tools  Dare to Lead (D2L) conference with multimedia presentation + other “roll out” items in Europe and U.S.  NCH Corporate Profile - Vision + Market  NCH Brand book/binder  Intranet - “Free the Genie” + Brand Section  Global internal newsletter – The Word (12,000 people, 40 countries)© Hunterskil Howard International Communications and Marketing www.hunterskil-howard.com
  21. 21. Tools (cont‟d)  Employee Survey  Brochures and follow up for specific programmes  Posters  Feed back generating post cards  Brand of the month  Explain the health care continuum and the “raison d‟etre” of NCH© Hunterskil Howard International Communications and Marketing www.hunterskil-howard.com
  22. 22. What we„ve done for Novartis  International Cross-Division Communication, Branding and Design  Internal Communication supporting merger and culture change  Conference conception and execution  Information sharing using Lotus Notes and Intranet technology  Employee Motivation and Development  Electronic Newsletters  Community Relations© Hunterskil Howard International Communications and Marketing www.hunterskil-howard.com
  23. 23. Building unity after radical change in working practices Internal communications programme ongoing since 1997: DHL International© Hunterskil Howard International Communications and Marketing
  24. 24. Situation analysis  DHL – a world-leading international express company headquartered in Brussels (now part of Deutsche Post)  HQ split across 2 locations in Brussels  Moved into one building: Global Coordination Centre (GCC) but people from global side saw themselves as different people to the operational staff  The merger involved integration – no one was happy !© Hunterskil Howard International Communications and Marketing www.hunterskil-howard.com
  25. 25. The strategy  Put open communications channels in place  Make heroes of everyone  Canvass opinions  Allow people to express themselves  Create employee forums around European directives© Hunterskil Howard International Communications and Marketing www.hunterskil-howard.com
  26. 26. Tools Employee opinion survey Badge/logo for Global Service Commitment Forum reports GCC.com internal newsletter e-flyers to promote new services internally Multimedia programs, video, ads, posters, e-flyers, binders etc. to promote Global Service Commitment on a global basis to more than 70000 employees.© Hunterskil Howard International Communications and Marketing www.hunterskil-howard.com
  27. 27. Teamforce reinforcement across global group Internal communications programmes: Adecco Group© Hunterskil Howard International Communications and Marketing
  28. 28. Company situation  Adecco – one of the largest staffing companies in the world  Comprises various brands: Adecco, Ajilon, Lee Hecht Harrison, and jobpilot.  Adecco‟s task is to pull all different companies together and motivate its staff. Need for popular communications channels to communicate across the different channels© Hunterskil Howard International Communications and Marketing www.hunterskil-howard.com
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  31. 31. Viva! the internal e-zine for Adecco© Hunterskil Howard International Communications and Marketing www.hunterskil-howard.com
  32. 32. Adecco group portal intranet© Hunterskil Howard International Communications and Marketing www.hunterskil-howard.com
  33. 33. © Hunterskil Howard International Communications and Marketing www.hunterskil-howard.com
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  35. 35. © Hunterskil Howard International Communications and Marketing www.hunterskil-howard.com
  36. 36. Sharing information© Hunterskil Howard International Communications and Marketing www.hunterskil-howard.com
  37. 37. What we„ve done for Adecco  International Media relations  Corporate Branding & Design  Award Winning Annual Report and supporting publications  Intranet design and management  Electronic newsletter – Viva!  Sponsorship campaigns for Formula One and Davis Cup tennis© Hunterskil Howard International Communications and Marketing www.hunterskil-howard.com
  38. 38. Creating a “virtual” workplace to keep people in touch Global intranet site: National Starch & Chemical© Hunterskil Howard International Communications and Marketing
  39. 39. Situation analysis  National Starch & Chemical – a member of the ICI group of companies and leading manufacturer of adhesives, specialty synthetic polymers, electronic & engineering materials, specialty food, healthcare and industrial starches  A need to promote National brand values and facilitate National corporate thrusts  A need for knowledge management and sharing, e-learning and empowerment: • Provide easy and rapid access to information, knoiwledge and assets • Support awareness of the values of the individual to the success of the company • Improve personal and team productivity • Promote global team working • Increase customer responsiveness© Hunterskil Howard International Communications and Marketing www.hunterskil-howard.com
  40. 40. The strategy  Encourage National employee to actively search for information via Intranet  Make it easier to share available information and expert knowledge  Make information accessible, easily searchable within 2-3 mouse clicks  Introduce intranet as a place where business gets done Hunterskil Howard positioned the National intranet as a virtual workplace; a living, changing world geared to providing work-related services that enhance people’s existing capabilities© Hunterskil Howard International Communications and Marketing www.hunterskil-howard.com
  41. 41. System architecture  Built in Lotus Notes  Series of LN databases, which were „web enabled‟.  Development environment required to test new code, functionality and changes  Once tested and approved by the client, these changes can be made live  Site is hosted within National at Warwick by IBM, this is then mirrored across the globe at local servers  Time differences and replication times have to managed carefully© Hunterskil Howard International Communications and Marketing www.hunterskil-howard.com
  42. 42. Launch of N-Zone  Rolling launch – over 24 hour period  Email from CEO with Macromedia Flash movie attachment sent to notify users of the launch region by region, based on the time zones - States, Australia, Asia, Africa and finally Europe.  Printed Poster/Flyers sent to more than 130 National Starch locations throughout the world© Hunterskil Howard International Communications and Marketing www.hunterskil-howard.com
  43. 43. National Toolbox – further people empowerment  A key component of the N-Zone – widely accepted within National  Enables National employees to create, publish and maintain their own sites within N-Zone framework  Users can add text, images, files and links when creating their own sites  No previous knowledge of computer programming or HTML is required  The Webmaster at National has the final authority to publish individual sites.© Hunterskil Howard International Communications and Marketing www.hunterskil-howard.com
  44. 44. Internal communications process Stage Why Willing Able Action Results Mission Values Messages Training Procedures Incentive Goals Principles Quality model Leadership Plan/strategy Resources Process Results Managers • Video • Sell-in • Conferences • Quality •CSF/EPS • PowerPoint Meetings • Classroom handbooks •Performance presentation • Employee sessions • Product inf. measurement • Internal newsletter • Intranet • Price lists and newsletter • Posters • Guiding development Customer programmes principles facing sales/support • Multimedia • Newsletter • E-learning • Asset • Personal • On-line video • E-mailings • Search management results page • Kick off • News group engine • Document • Feedback Shop floor/ meetings • Help desk distribution options • Open day suppliers • Directories • Interactive • Counters support© Hunterskil Howard International Communications and Marketing www.hunterskil-howard.com
  45. 45. Global Internal Communications  Realising your Vision, Mission and Goals  Proven track record for companies such as: • DHL Global Service Commitment programme • Novartis (Ciba Geigy / Sandoz) • Adecco (Adia, Ecco, etc.) • National Starch & Chemical  Based on proven models and methods  Maximising the returns on investments© Hunterskil Howard International Communications and Marketing www.hunterskil-howard.com
  46. 46. What is our role?  Listen and learn and give an honest perspective on your ideas and needs  Innovate, Integrate, Improve, Inspire …  Build and nourish your vision through compelling programmes … and measure their effect  Develop pragmatic, deliverable communications positions, missions, strategies & action plans within budgets and timescales  Develop and produce powerful, memorable and highly creative communications programmes© Hunterskil Howard International Communications and Marketing www.hunterskil-howard.com
  47. 47. Unleash the power of your people We can help “we” succeed© Hunterskil Howard International Communications and Marketing www.hunterskil-howard.com

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