Lesley whitteker

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Lesley whitteker

  1. 1. Communicating across geographic boundaries Lesley Whitteker
  2. 2. Outline <ul><li>Context: Leighton Contractors Resources and Construction Divisions, operating across multiple sites </li></ul><ul><li>Business needs analysis – a key to internal support </li></ul><ul><li>The basics: target publics analysis, key messages, strategy and implementation </li></ul><ul><li>Case study: Construction Safety Essentials: 8 Essentials – for Life. </li></ul><ul><li>Digital is another channel, not a complete solution </li></ul><ul><li>Case study: Radio Mining </li></ul><ul><li>Conclusions </li></ul>
  3. 3. Leighton Contractors <ul><li>One of Australia and New Zealand’s premier developers </li></ul><ul><li>Provides clients with end-to-end services in the civil engineering infrastructure development, non-residential building, contract mining and telecommunication infrastructure sectors </li></ul><ul><li>Employs over 7,000 people and currently has almost $9 billion of work in hand </li></ul>
  4. 4. Leighton Contractors <ul><li>Leighton Contractors Northern Region covers Queensland, Northern Territory & Papua New Guinea. Recent projects include the Gateway Bridge Upgrade, CLEM7 tunnel tollroad and HQ. </li></ul>
  5. 5. Our business, our people <ul><li>Construction and Resources Divisions </li></ul><ul><li>In Resources alone, more than 4,000 employees, many remote/FIFO, at 26 sites in two countries </li></ul><ul><li>Construction Division – in Northern Region alone, typically twenty different operational sites across Qld, NT and PNG, from civil (roads) to building </li></ul><ul><li>Engineering lead organisation – cultural implications </li></ul><ul><li>Safety a key priority </li></ul><ul><li>High levels of change – potential change fatigue </li></ul><ul><li>High pressure jobs, long hours and technical focus – successful projects </li></ul>
  6. 6. Business needs analysis – a key to internal support <ul><li>Research – annual internal survey </li></ul><ul><li>Business objectives – safety, winning work, values and behaviours </li></ul><ul><li>How communication helps achieve these </li></ul><ul><li>Importance of planning and strategy to gain senior support for successful internal communication </li></ul>
  7. 7. Issues <ul><li>Not enough communication </li></ul><ul><li>Paradoxically, too much information, but irrelevant or not well targeted </li></ul><ul><li>Some frontline managers find communication a challenge </li></ul><ul><li>Encouraging and enabling living company values </li></ul><ul><li>Low awareness/confusion on brand externally </li></ul><ul><li>Client satisfaction </li></ul>
  8. 8. Target publics analysis in depth <ul><li>Intensive analysis publics/segmentation </li></ul><ul><li>For example one segment is Resources wages employees </li></ul><ul><li>Site-based, ‘hyper-masculine males’ </li></ul><ul><li>Must be in control </li></ul><ul><li>Competitive risk takers </li></ul><ul><li>Peer pressure </li></ul><ul><li>Humour a good way to convey a message </li></ul>
  9. 10. Getting the basics right <ul><li>Key messages </li></ul><ul><li>Strategies e.g. supporting leaders to communicate well with their teams </li></ul><ul><li>Implementation- frontline leader communication training and tool kit </li></ul><ul><li>Not overlooking simple but important tactics e.g. ensuring all internal distribution lists correct and up to date! </li></ul><ul><li>Intranet review and redevelopment a current priority </li></ul>
  10. 11. Case study: Construction Safety Essentials: 8 Essentials – for Life. <ul><li>Objectives – inform, educate, change behaviour </li></ul><ul><li>Need to change systems, procedures, training as well </li></ul><ul><li>Risk of becoming change managers as well as communicators </li></ul><ul><li>Phased campaign over 15 months – 4 months in </li></ul><ul><li>Initial awareness and commitment, informing on changes </li></ul><ul><li>Emphasis on 2 way communication/workshops </li></ul><ul><li>Longer term change behaviour around 8 safety essentials e.g. working at heights </li></ul><ul><li>Evaluation will include surveys and safety stats </li></ul>
  11. 13. Digital is another channel, not a complete solution <ul><li>85% mining employees operate from remote regions </li></ul><ul><li>Minimal access to digital communications </li></ul><ul><li>Often prefer information from supervisor, stories and shared experiences </li></ul>
  12. 14. Case study: Radio Mining <ul><li>26 mine operations and two countries </li></ul><ul><li>Objectives: improve morale, highlight employees’ importance, increase cross-site communication, remind on values </li></ul><ul><li>Recorded live at mining ops with high employee involvement - more than 450 employees involved in recordings – had benefits in itself </li></ul><ul><li>Studio produced CD and distributed with newsletter to employee households (3,500+ employees) </li></ul><ul><li>Piloted to test effectiveness </li></ul>
  13. 15. Case study: Radio Mining <ul><li>3 target publics: wages employees (hardest to reach); staff; employees’ families </li></ul><ul><li>Radio was an informal, innovative medium, effective for hard to reach audiences with low interest in print materials </li></ul><ul><li>Strategy tactics included emails/posters; merchandise, events and tour website/internal newspaper, Unearthed </li></ul>
  14. 16. Case study: Radio Mining <ul><li>Evaluation: employee survey and small focus groups </li></ul><ul><li>Competition assisted gathering of feedback </li></ul><ul><li>Highly successful results eg 92% indicated value of hearing from supervisors; 93.7% believed Radio Mining was focused on employees </li></ul><ul><li>Targets met or exceeded </li></ul><ul><li>Won PRIA Golden Target award and was published as a case study in an academic textbook </li></ul>
  15. 17. Conclusions – communicating across geographical boundaries Business needs analysis & senior buy in essential to resources and success Strategy, target audience knowledge, planning and evaluation are key Tools and channels must be appropriate from face to face to online. Innovation and dialogue important to effectiveness.

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