My thoughts on how Internal Communication will deliver business value in the future. Excerpt from my presentation at MACS school in Moscow

1. HOW INTERNAL COMMUNICATION
DELIVERS BUSINESS VALUE
MACS
12-11-2018
Bloch&Østergaard
Jonas Bladt Hansen
Creating organisations where people want to show up

2. 211/12/20182 Enterprise IG11/12/20182
I’ve got
8
seconds

3. 33 Enterprise IG
TIME SPENT ON SOCIAL IN A LIFETIME
3
1 year,
10 months
1 year,
7 months
1 year,
2 months
8
months
18 days
5 years, 4 months
on social media
https://hackernoon.com/how-much-time-do-people-spend-on-their-mobile-phones-in-2017-e5f90a0b10a6

4. 4
HOW IT CHANGES
THE ROLE OF
INTERNAL
COMMUNICATION
VERSION 1.0 VERSION 2.0
Act

5. WHAT I WILL TALK ABOUT TODAY
WHY PURPOSE IS IMPORTANT
THREE FOCUS AREAS FOR INTERNAL COMMUNICATION VERSION 2.0
HOW TO GET ATTENTION
HOW TO GET STARTED
5

6. START WITH WHY
6

7. 7
WHAT DOES VOLVO
DO?

8. 8
VOLVO WORKS
WITH SAFETY
Aiming for zero
“Vision 2020 is about reducing the number of people
that die or are seriously injured in road traffic accidents
to zero. Protecting and caring for people is at the heart
of Volvo Cars’ philosophy and this is our commitment to
saving lives.”

9. 9
THE PURPOSE
OF THE
PURPOSE
Shape Identity Set a direction
Prioritize Motivate
Help people
lead
themselves
Branding and
employee
advocacy

10. DEFINE THE PURPOSE OF
INTERNAL
COMMUNICATION
10

11. MANY INTERNAL COMMUNICATION
DEPARTMENTS FOCUS ON THE WRONG THINGS
Strategicimportance
Opportunity to influence behavior
Awareness
communication
Drive behavior in
strategic important areas
Minor news
Interesting stuff but
does not support
strategic agenda

12. FOCUS ON WHAT GIVES MOST BUSINESS VALUE
Strategicimportance
Opportunity to influence behavior
Awareness
Drive behavior in
strategic important areas
Minor news
Interesting stuff but does
not support strategic
agenda

13. EMPLOYEE EXPERIENCE

14. ENGAGED PEOPLE @WORK IN EURASIA
14
Gallup, State of the Global Workplace, 2017

15. WHY IT IS IMPORTANT
15
Organizations in the top quartile of the global
employee engagement database are 17% more
productive and 21% more profitable than those
in the bottom quartile”
• Gallup, State of the global workforce, 2017

16. WE FORGOT THE FOCUS ON THE EMPLOYEE
EXPERIENCE
16
Satisfied Passionate
FrustratedApathetic
EmployeeExperience
Employee Engagement
Source: Worktrends 2016, IBM/Globoforce Employee Experience Index study
Trust
Appreciation
Identification
Motivation

17. 17
CREATING
EXPERIENCES IN
THE MOMENTS
THAT MATTERS
MY REWARDS
MY
PERSONAL
EXPERIENCES
MY GROWTH
MY IMPACT
MY TOOLS
MY LAST
IMPRESSION
MY PHYSICAL
WORKPLACE
MY LEADER
MY FIRST
IMPRESSION
MY
COLLEAGUES
MY
CUSTOMERS

18. 18

19. FRICTI N
19

20. ENABLE PEOPLE TO COMMUNICATE
20

21. 1. ENABLE PEOPLE TO COMMUNICATE
21
IT’S A MATTER OF...
TRUST

22. CHANNEL OVERVIEW (EXAMPLE)
22https://www.linkedin.com/pulse/how-you-help-your-managers-choose-right-communication-bladt-hansen/

23. 2311/12/201823
PULSE SCORES
OFFICEVIBE HELPS YOUR
LEADERS IMPROVE
BASED ON FREQUENT
FEEDBACK FROM
EMPLOYEES

24. 2412 November 201824
EMPLOYEE ADVOCACY
A WAY TO ENGAGE
YOUR COLLEAGUES AS
AMBASSADORS. FIRST
RESULTS ARE
PROMISING

25. LET YOUR COLLEAGUES EXPERIENCE THE COMPANY
PURPOSE
25

26. 26
CREATING
EXPERIENCES IN
THE MOMENTS
THAT MATTERS
MY REWARDS
MY
PERSONAL
EXPERIENCES
MY GROWTH
MY IMPACT
MY TOOLS
MY LAST
IMPRESSION
MY PHYSICAL
WORKPLACE
MY LEADER
MY FIRST
IMPRESSION
MY
COLLEAGUES
MY
CUSTOMERS

27. CASE: WD-40
27
Purpose:
“We exist to create
positive lasting
memories in
everything we do. We
solve problems. We
make things work
smoothly. We create
opportunities.”

28. 28
INSPIRE TO ACTION IN THE MOMENTS THAT MATTERS

29. 29
INSPIRE COLLEAGUES TO ACT IN THEIR MOMENTS THAT
MATTER
Information
related to action B
Information
related to action A
Action A Information/UX designed to succeed
with the desired action
Action B
Out of sync – how we communicate most of the time
What we should aim for

30. 3011/12/201830 Enterprise IG12 November
2018
3
0

31. 31
PERSONAS
GET A BETTER
UNDERSTANDING OF
YOUR COLLEAGUES BY
CREATING PERSONAS
11/12/201831
Arla Personas - Source: https://www.gatehouse.co.uk/personas-where-efficiency-meets-empathy/

32. 32
CHECKIN
A USER CENTRIC FRONT
PAGE AND NAVIGATION
FOCUSED AROUND USER
NEEDS IN AN “I NEED
TO...” NAVIGATION
Screenshot, Arla’s Intranet CheckIn, 2016

33. 33
KNOW HOW TO GET ATTENTION

34. 11/19/201834
IT’S MORE THAN
WORDS CAN SAY
COMMUNICATION
STRATEGIES TOO OFTEN
NEGLECTS HOW HUMAN
BEINGS REALLY THINK
AND ACT

35. EasyAttractiveSocialTimely
THE EAST MODEL
35
Source: Behavioural Insights Team, UK Government

36. WHICH VIDEO WOULD YOU LIKE TO WATCH?
Same message, different content
36
Air New ZealandContinental/United Airlines

37. 3712 November 201837
EASY &
ATTRACTIVE
GETTING YOUR MESSAGE
OUT IN 8 SECONDS

38. 38
ATTRACTIVE
TELL STORIES WITH
IMPACT
11/12/201838

39. 39
SOCIAL
ENGAGE COLLEAGUES IN
COMMUNICATING
ABOUT YOUR
ORGANIZATION
11/19/201839

40. 4011/19/201840
SIMPLE
PUSHING THE MOST
IMPORTANT MESSAGES
OUT ON MOBILE
11/19/2018
4
0
Arla’s annual report is out. Revenue is up
by…

41. TIMELY
THE MOBILE COMPANY
“3” USES A MOBILE
PLATFORM TO STAY
CONNECTED WITH THEIR
FRONT LINE EMPLOYEES

42. 42
HOW TO GET STARTED

43. LEVELS OF SUCCESS
43http://engageemployee.com/wp-content/uploads/2018/05/2.-1220-1240-Eoin-Cotter-Poppulo.pdf
What they should
be measuring!
What many IC
departments
measure

44. 44
BUILDING AN ACTIVITY PLAN WITH THE BUSINESS
11/19/2018 44
AREA 1 AREA 2 AREA 2
MEASUREMENT LINKED TO STRATEGIC
OBJECTIVES
MEASUREMENT LINKED TO STRATEGIC
OBJECTIVES
MEASUREMENT LINKED TO STRATEGIC
OBJECTIVES
FOCUS
AREAS
W
H
Y
W
H
A
T
H
O
W
GOALS
SUPPORTED
WHY IS THIS IMPORTANT WHY IS THIS IMPORTANT WHY IS THIS IMPORTANT
WHAT ARE YOU GOING TO DO WHAT ARE YOU GOING TO DO WHAT ARE YOU GOING TO DO
HOW ARE YOU GOING TO DO IT? HOW ARE YOU GOING TO DO IT? HOW ARE YOU GOING TO DO IT?

45. 11/12/201845
HOW INTERNAL COMMS DELIVERS VALUE
IN A DISTRACTED WORLD
BE WHERE YOUR
COLLEAGUES ARE
• Focus on purpose and business value before
you focus on content and channels!
• Ask – what do you want people to feel and do?
• Focus on what your colleagues needs and less
on what they want.
• Be patient. Identify windows of opportunities to
try out new things
• Be bold, try out new things and accept that you
will fail (at least sometimes)
• …but be data driven and make sure you fail fast

46. @Bladt77
12 November
201846
THANK YOU