Executing an internal communications strategy GE Capital’s approach Laura Butler Internal Communications  Manager
Executing an internal communication strategy <ul><ul><li>Telling your story to employees and asking them to do the same </...
About GE Capital A&NZ <ul><ul><li>One of the largest financial lenders in Australia and New Zealand. </li></ul></ul><ul><u...
Edison
Story telling is a powerful way of communicating <ul><ul><li>Authentic story telling can help you become more influential ...
Trust drives action & hits bottom line Source – Edelman study 2009
Tiger Woods is a good example <ul><li>Sponsorships  </li></ul><ul><li>Nike - $30MM </li></ul><ul><li>Accenture - $20MM  </...
There are key drivers of corporate  reputation  Source – Edelman study 2009 Offers high quality products and services 76% ...
GE Capital: our local strategy
Internal communications goals <ul><li>Increase employee trust </li></ul><ul><li>Empower employees to tell our story </li><...
How we execute on our communications strategy locally Content Compelling, relevant, and interesting. KISS. Channels Multi-...
GE Capital: our story
Communications today
Communications environment today <ul><ul><li>Importance of communications to drive change </li></ul></ul><ul><ul><li>More ...
2010 Initiative: Our Story Week
The goals and objectives <ul><ul><li>Activate employees to Tell Our Story  </li></ul></ul><ul><ul><li>Reinforce Our Story ...
The result! <ul><li>Our Story Week met its overall goals and objectives </li></ul><ul><ul><ul><li>Employees were activated...
Video from Our Story Week comp
Our Story Week on a budget! <ul><ul><li>Be resourceful </li></ul></ul><ul><ul><li>Rely on employees </li></ul></ul><ul><ul...
Key learnings <ul><li>Initiatives should be aligned to GE strategy (eg. health/eco) so employees understand the reason/pur...
Two-way communications
Crowdsourcing <ul><li>Crowdsourcing is harnessing a crowd to share ideas and stories and leveraging the mass collaboration...
Yammer <ul><li>Yammer is a micro-blogging site used to share knowledge. It is like an in-house Twitter which connects you ...
Why two-way communications? <ul><ul><li>Seek input, test ideas, gather feedback quickly </li></ul></ul><ul><ul><li>Generat...
Examining the ‘right’ amount of communication
Tell the story your audience wants to hear <ul><ul><li>People like yourself or in a similar situation to you now </li></ul...
GETV video
How you can execute your internal communications strategy <ul><li>Tell your company’s story. Ask employees to tell it too....
 
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Laura butler

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Laura butler

  1. 1. Executing an internal communications strategy GE Capital’s approach Laura Butler Internal Communications Manager
  2. 2. Executing an internal communication strategy <ul><ul><li>Telling your story to employees and asking them to do the same </li></ul></ul><ul><ul><li>Two-way communication for increased engagement </li></ul></ul><ul><ul><li>Implementing a smart strategy, fully utilising funds and resources </li></ul></ul><ul><ul><li>Examining the right amount of information to include </li></ul></ul>
  3. 3. About GE Capital A&NZ <ul><ul><li>One of the largest financial lenders in Australia and New Zealand. </li></ul></ul><ul><ul><li>Our diverse portfolios of companies includes GE Money, the former GE Capital Finance, Pacific Premium Funding, and Custom Fleet </li></ul></ul><ul><ul><li>Around 5000 GE Capital employees working in 5major sites. </li></ul></ul>
  4. 4. Edison
  5. 5. Story telling is a powerful way of communicating <ul><ul><li>Authentic story telling can help you become more influential </li></ul></ul><ul><ul><li>All of us, even business, have stories we want to tell </li></ul></ul><ul><ul><li>Internal communications develops strategies to tell the story effectively and engagingly </li></ul></ul>
  6. 6. Trust drives action & hits bottom line Source – Edelman study 2009
  7. 7. Tiger Woods is a good example <ul><li>Sponsorships </li></ul><ul><li>Nike - $30MM </li></ul><ul><li>Accenture - $20MM </li></ul><ul><li>Gatorade- $1MM </li></ul><ul><li>Gillette - $15MM </li></ul><ul><li>Electronic Arts - $8MM </li></ul>
  8. 8. There are key drivers of corporate reputation Source – Edelman study 2009 Offers high quality products and services 76% Stays within the spirit and letter of the law 76% Treats employees well 75% Senior leadership can be trusted 74% Company I trust 70% Communicates frequently and honestly 69% Gives value for money 66% Strong financial future 60% Commits resources to greater public good 59% Strong commitment to environment 58% Creates and keeps jobs 48% Innovator of new products 40%
  9. 9. GE Capital: our local strategy
  10. 10. Internal communications goals <ul><li>Increase employee trust </li></ul><ul><li>Empower employees to tell our story </li></ul>
  11. 11. How we execute on our communications strategy locally Content Compelling, relevant, and interesting. KISS. Channels Multi-platform, two-way communications Initiatives Giving back to employees
  12. 12. GE Capital: our story
  13. 13. Communications today
  14. 14. Communications environment today <ul><ul><li>Importance of communications to drive change </li></ul></ul><ul><ul><li>More frequent and open communication </li></ul></ul><ul><ul><li>Facilitate a dialogue </li></ul></ul><ul><ul><li>Increased engagement </li></ul></ul>
  15. 15. 2010 Initiative: Our Story Week
  16. 16. The goals and objectives <ul><ul><li>Activate employees to Tell Our Story </li></ul></ul><ul><ul><li>Reinforce Our Story – People, Performance, Planet </li></ul></ul><ul><ul><li>Promote GE’s global strategies – ecomagination, healthymagination & HealthAhead </li></ul></ul><ul><ul><li>Reinforce ‘One GE’ culture in A&NZ </li></ul></ul><ul><ul><li>Have fun and engage employees! </li></ul></ul>
  17. 17. The result! <ul><li>Our Story Week met its overall goals and objectives </li></ul><ul><ul><ul><li>Employees were activated to tell our story – 200 competition entrants and 349 GE Ideas generated </li></ul></ul></ul><ul><ul><ul><li>170 events reflected our commitment to People, Performance, and Planet, and GE’s global strategies </li></ul></ul></ul><ul><ul><ul><li>A true One GE effort – 22 sites involved across A&NZ </li></ul></ul></ul><ul><ul><ul><li>High level of engagement - 45% rated it ‘very good’, a further 21% rated it ‘excellent’ </li></ul></ul></ul><ul><ul><ul><li>Employees grateful for opportunities to take part - 69% attended two events or more </li></ul></ul></ul>
  18. 18. Video from Our Story Week comp
  19. 19. Our Story Week on a budget! <ul><ul><li>Be resourceful </li></ul></ul><ul><ul><li>Rely on employees </li></ul></ul><ul><ul><li>Use existing trusted suppliers </li></ul></ul><ul><ul><li>Repeat business </li></ul></ul><ul><ul><li>Promotional opportunities for participating businesses </li></ul></ul>
  20. 20. Key learnings <ul><li>Initiatives should be aligned to GE strategy (eg. health/eco) so employees understand the reason/purpose of the week (thereby reducing cynicism) </li></ul><ul><li>Success requires a great deal of effort from a great deal of people </li></ul><ul><li>Ample time to plan and create the week is crucial </li></ul><ul><li>Communication needs to clearly articulate the purpose, and events need to be promoted earlier </li></ul><ul><li>Events should be chosen strategically – 10 well aligned events may have more impact than 30 </li></ul><ul><li>Visibility of Exec and senior leaders before and during the initiative should be encouraged </li></ul><ul><li>You get more bang for your buck with harmonised national activities/discounts </li></ul>
  21. 21. Two-way communications
  22. 22. Crowdsourcing <ul><li>Crowdsourcing is harnessing a crowd to share ideas and stories and leveraging the mass collaboration enabled by Web 2.0 technologies. </li></ul>
  23. 23. Yammer <ul><li>Yammer is a micro-blogging site used to share knowledge. It is like an in-house Twitter which connects you with others from your business. </li></ul>
  24. 24. Why two-way communications? <ul><ul><li>Seek input, test ideas, gather feedback quickly </li></ul></ul><ul><ul><li>Generate new ideas </li></ul></ul><ul><ul><li>Gives leaders a true insight </li></ul></ul><ul><ul><li>Collaborate in large numbers </li></ul></ul><ul><ul><li>Build a connection with employees </li></ul></ul><ul><ul><li>Give employees a voice </li></ul></ul><ul><ul><li>Harness collective wisdom </li></ul></ul><ul><ul><li>Do anything we already do face-to-face </li></ul></ul>
  25. 25. Examining the ‘right’ amount of communication
  26. 26. Tell the story your audience wants to hear <ul><ul><li>People like yourself or in a similar situation to you now </li></ul></ul><ul><ul><li>Solutions to your problems </li></ul></ul><ul><ul><li>Experts in areas you care about </li></ul></ul><ul><ul><li>And fun, cool stuff! </li></ul></ul>
  27. 27. GETV video
  28. 28. How you can execute your internal communications strategy <ul><li>Tell your company’s story. Ask employees to tell it too. </li></ul><ul><li>Create two-way communications channels. Let go of control – collaborate with employees. </li></ul><ul><li>Remember to have fun! Be creative and use your resources to inject a little fun. </li></ul>

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