60
CIPR INSIDE MEASUREMENT SUMMIT 2013 #ICsummit13

Surveys, sentiment and strategy internal communication measurement summit, CIPR Inside

Embed Size (px)

DESCRIPTION

Slides from CIPR Inside measurement summit on 23 July 2013. Read more about the summit here: http://www.allthingsic.com/icstrategy/

Citation preview

Page 1: Surveys, sentiment and strategy internal communication measurement summit, CIPR Inside

CIPR INSIDE MEASUREMENT SUMMIT

2013

#ICsummit13

Page 2: Surveys, sentiment and strategy internal communication measurement summit, CIPR Inside

CIPR INSIDE MEASUREMENT SUMMIT

Welcome

James Harkness,Chair, CIPR Inside

Page 3: Surveys, sentiment and strategy internal communication measurement summit, CIPR Inside

CIPR INSIDE MEASUREMENT SUMMIT

Page 4: Surveys, sentiment and strategy internal communication measurement summit, CIPR Inside

CIPR INSIDE MEASUREMENT SUMMIT

“What gets measured gets done...”

Page 5: Surveys, sentiment and strategy internal communication measurement summit, CIPR Inside

CIPR INSIDE MEASUREMENT SUMMIT

“I have been here six months and my manager has only spoken to me twice...”

Page 6: Surveys, sentiment and strategy internal communication measurement summit, CIPR Inside

CIPR INSIDE MEASUREMENT SUMMIT

2013

Page 7: Surveys, sentiment and strategy internal communication measurement summit, CIPR Inside

CIPR INSIDE MEASUREMENT SUMMIT

CIPR Inside Measurement Matrix

Kevin Ruck, PR Academy

Page 8: Surveys, sentiment and strategy internal communication measurement summit, CIPR Inside

CIPR INSIDE MEASUREMENT SUMMIT

Channels: are they working?

How effective are your newsletters, magazines, intranet, social media channels, e-mail briefings, conferences, “town hall” type meetings, team meetings, project meetings and 1:1s? Is the channel appropriate for the content?

Page 9: Surveys, sentiment and strategy internal communication measurement summit, CIPR Inside

CIPR INSIDE MEASUREMENT SUMMIT

Content: are employees getting the information they want and need?

Is communication timely, relevant, accurate and consistent? Is the tone of voice right? Is it open? Is it honest? What are employees interested in?

Page 10: Surveys, sentiment and strategy internal communication measurement summit, CIPR Inside

CIPR INSIDE MEASUREMENT SUMMIT

Conversations: are people communicating effectively?

How well do leaders, senior managers, middle managers, line managers and colleagues communicate, both formallyand informally?

Page 11: Surveys, sentiment and strategy internal communication measurement summit, CIPR Inside

CIPR INSIDE MEASUREMENT SUMMIT

Voice: are there adequate opportunities for people to have a say?

How seriously is employee voice treated? Are responses provided to comments and suggestions? Can people get involved in change management and contribute to decisions that support innovation and influence business outcomes?

Page 12: Surveys, sentiment and strategy internal communication measurement summit, CIPR Inside

CIPR INSIDE MEASUREMENT SUMMIT

Employees’ rating of management’s active consulting (%)

Page 13: Surveys, sentiment and strategy internal communication measurement summit, CIPR Inside

CIPR INSIDE MEASUREMENT SUMMIT

Sentiment: what do employees think and feel about the organisation?

Is communication helping to increase engagement? Are leaders and managers trusted? Do people identify with organisational strategy and values? Are they advocates?

Page 14: Surveys, sentiment and strategy internal communication measurement summit, CIPR Inside

CIPR INSIDE MEASUREMENT SUMMIT

Employees’ organisational commitment (%)

Page 15: Surveys, sentiment and strategy internal communication measurement summit, CIPR Inside

CIPR INSIDE MEASUREMENT SUMMIT

Behaviour: has employee behaviour been influenced by communication?

How has it influenced their decisions or behaviour? Are they working more safely, talking more knowledgeably with customers?

Page 16: Surveys, sentiment and strategy internal communication measurement summit, CIPR Inside

CIPR INSIDE MEASUREMENT SUMMIT

71%“Using my own initiative I carry out tasks that are not required as part of my job”

Page 17: Surveys, sentiment and strategy internal communication measurement summit, CIPR Inside

CIPR INSIDE MEASUREMENT SUMMIT

Correlations: strategic planning

Analysing the strength of the association of a specific aspect of communication with a specific aspect of engagement.

For example, satisfaction with employee voice and emotional organisational engagement.

1 1.5 2 2.5 3 3.5 4 4.50

0.5

1

1.5

2

2.5

3

3.5

4

4.53.8

4.2

2.4

1.4

3

2

Emotional EngagementVo

ice

Page 18: Surveys, sentiment and strategy internal communication measurement summit, CIPR Inside

CIPR INSIDE MEASUREMENT SUMMIT

2013

Page 19: Surveys, sentiment and strategy internal communication measurement summit, CIPR Inside

CIPR INSIDE MEASUREMENT SUMMIT

Analysing internal social media and links to IC strategy

Dr Jimmy HuangWarwick Business School

Page 20: Surveys, sentiment and strategy internal communication measurement summit, CIPR Inside

Rhetorical practice as a crucial aspect of IC

Rhetor

Audience

Message

Strategicintent

Media

Fe

ed

ba

ck

Organisational culture &Institutional norms

Rhetorical resource

Page 21: Surveys, sentiment and strategy internal communication measurement summit, CIPR Inside

Three telecoms examples

Case 1 Case 2 Case 3

Page 22: Surveys, sentiment and strategy internal communication measurement summit, CIPR Inside

• Three key dimensions of IC – Reach versus richness– Univocality versus multivocality – Consumption versus coproduction

• Their characteristics and implications– Defining the degree of fluidity in internal communication– Paradoxical relationships (trade-offs) within and amongst each

dimension – Forcing managers to make an ‘either or’ decision amongst the trade-

offs

Key dimensions, characteristics and implications

Page 23: Surveys, sentiment and strategy internal communication measurement summit, CIPR Inside

CIPR INSIDE MEASUREMENT SUMMIT

Can IC be ambidextrous by moving beyond the

trade-offs through the use and leverage of social media?

Page 24: Surveys, sentiment and strategy internal communication measurement summit, CIPR Inside

CIPR INSIDE MEASUREMENT SUMMIT

Rhetor

Audience

Message

Strategicintent

Socialmedia

Feedback

Reach vs richnessUnivocality vs multivocality

Consumption vs coproduction

Degree of fluidity & ambidexterity

Interactivefeedback

Rhetorical resource

Organisational culture &Institutional norms

Page 25: Surveys, sentiment and strategy internal communication measurement summit, CIPR Inside

• Aligning your strategic intents with your IC strategy

• You can be innovative in your IC strategy, but do approach it as a long-term investment

Concluding remarks

Page 26: Surveys, sentiment and strategy internal communication measurement summit, CIPR Inside

CIPR INSIDE MEASUREMENT SUMMIT

2013

Page 27: Surveys, sentiment and strategy internal communication measurement summit, CIPR Inside

CIPR INSIDE MEASUREMENT SUMMIT

Office internal communications and staff engagement dashboardA practitioner’s guide

Guy Bailey and Janis MacLennan, Home Office

Page 28: Surveys, sentiment and strategy internal communication measurement summit, CIPR Inside

CIPR INSIDE MEASUREMENT SUMMIT

Introductions

Guy Bailey MCIPREvaluation and staff engagement lead, Home Office

Janis MacLennan, CIPRInternal communications manager, Home Office

Home Office internal communications and staff engagement dashboard , Guy Bailey MCIPR, July 2013.

Page 29: Surveys, sentiment and strategy internal communication measurement summit, CIPR Inside

CIPR INSIDE MEASUREMENT SUMMIT

Page 30: Surveys, sentiment and strategy internal communication measurement summit, CIPR Inside

CIPR INSIDE MEASUREMENT SUMMIT

The offer

improving internal channels

linking with business objectives

tying it all together – the dashboard

Home Office internal communications and staff engagement dashboard , Guy Bailey MCIPR, July 2013.

Page 31: Surveys, sentiment and strategy internal communication measurement summit, CIPR Inside

CIPR INSIDE MEASUREMENT SUMMIT

The approach

data gathering

problems / solutions

customer requirements

Home Office internal communications and staff engagement dashboard , Guy Bailey MCIPR, July 2013.

Page 32: Surveys, sentiment and strategy internal communication measurement summit, CIPR Inside

CIPR INSIDE MEASUREMENT SUMMIT

Data gathering - monthly return

Page 33: Surveys, sentiment and strategy internal communication measurement summit, CIPR Inside

CIPR INSIDE MEASUREMENT SUMMIT

Problems/solutions

missing data

double-counting

spot or trend values

measuring staff feedback actions

Home Office internal communications and staff engagement dashboard , Guy Bailey MCIPR, July 2013.

Page 34: Surveys, sentiment and strategy internal communication measurement summit, CIPR Inside

CIPR INSIDE MEASUREMENT SUMMIT

Page 35: Surveys, sentiment and strategy internal communication measurement summit, CIPR Inside

CIPR INSIDE MEASUREMENT SUMMIT

Evaluation layers

level 1internal comms and engagement measures

level 2high-level staff engagement priorities

level 3overall engagement index

Home Office internal communications and staff engagement dashboard , Guy Bailey MCIPR, July 2013.

Page 36: Surveys, sentiment and strategy internal communication measurement summit, CIPR Inside

CIPR INSIDE MEASUREMENT SUMMIT

Page 37: Surveys, sentiment and strategy internal communication measurement summit, CIPR Inside

CIPR INSIDE MEASUREMENT SUMMIT

Page 38: Surveys, sentiment and strategy internal communication measurement summit, CIPR Inside

CIPR INSIDE MEASUREMENT SUMMIT

Dashboard outcomes

influencing Board strategy

improved internal channels

instilling culture of evaluation across team

sharing best practice across the sector

having the opportunity to speak here today!

Page 39: Surveys, sentiment and strategy internal communication measurement summit, CIPR Inside

CIPR INSIDE MEASUREMENT SUMMIT

Next steps…

Thank you for listening

and please get in touch for more information:

Guy Bailey MCIPREvaluation and staff engagement lead, Home Office

[email protected]

Page 40: Surveys, sentiment and strategy internal communication measurement summit, CIPR Inside

CIPR INSIDE MEASUREMENT SUMMIT

2013

Page 41: Surveys, sentiment and strategy internal communication measurement summit, CIPR Inside

CIPR INSIDE MEASUREMENT SUMMIT

A more rigorous way of measuring employee

engagement

Simon Elliott, BP

Page 42: Surveys, sentiment and strategy internal communication measurement summit, CIPR Inside

CIPR INSIDE MEASUREMENT SUMMIT

Twin track approach

Robust measurement framework

Consistent survey methodology

Responsive tools and techniques

Supporting structures

How we went about it

Page 43: Surveys, sentiment and strategy internal communication measurement summit, CIPR Inside

CIPR INSIDE MEASUREMENT SUMMIT

near term data and insightson-going measures

long term trends and sentimentannual tracking

SurveyWizard

How engaged are employees in ‘important matters’ in BP and to what extent is this helping to build and sustain business performance ?

Twin track approach

Page 44: Surveys, sentiment and strategy internal communication measurement summit, CIPR Inside

CIPR INSIDE MEASUREMENT SUMMIT

Robust measurement framework

1. communication effectiveness 2. employee experience+drives

3. understanding what I know

4. confidencehow I feel

5. trustwhat I think

extent to which employees are aware of and understand the business context, priorities and what is expected of them in their job

influences

6. actions what I do and how I behave

impact on

engagement

clear long term performance focus

consistent ways of working

shared beliefs and behaviours

underpinned by

employee and workplace satisfaction

BP 75%

Page 45: Surveys, sentiment and strategy internal communication measurement summit, CIPR Inside

CIPR INSIDE MEASUREMENT SUMMIT

about BP about my business

about my manager & team

about me & my job

communication effectiveness

employee experience My manager / supervisor treats me fairly

understanding

confidence

trust I trust and respect the management of BP

action

4 perspectives

6 measures

every survey question

informs one of six measures -

from one of four

perspectives

Consistent survey methodology

Page 46: Surveys, sentiment and strategy internal communication measurement summit, CIPR Inside

CIPR INSIDE MEASUREMENT SUMMIT

Responsive tools and techniques

Governance - overview of all employee survey activityPeace of mind - enhanced data privacy and securityEfficiency - bespoke question library and standard survey templates Effectiveness - internal benchmarking capabilityCollaboration - user group functionalityConsistency - Group required questions automatically added to all surveys

‘The BP survey tool for all employee surveys’

SurveyWizard

Page 47: Surveys, sentiment and strategy internal communication measurement summit, CIPR Inside

CIPR INSIDE MEASUREMENT SUMMIT

Supporting structures

capabilitycommunity of practice

integrated activities

communications policy incorporating

measurement standards and requirements

access to tools, techniques and

processes

Page 48: Surveys, sentiment and strategy internal communication measurement summit, CIPR Inside

CIPR INSIDE MEASUREMENT SUMMIT

Any questions?

Page 49: Surveys, sentiment and strategy internal communication measurement summit, CIPR Inside

CIPR INSIDE MEASUREMENT SUMMIT

2013

Page 50: Surveys, sentiment and strategy internal communication measurement summit, CIPR Inside

CIPR INSIDE MEASUREMENT SUMMIT

Using measurement to support business performance

Ghassan Karian, Karian and Box

Page 51: Surveys, sentiment and strategy internal communication measurement summit, CIPR Inside

CIPR INSIDE MEASUREMENT SUMMIT

Strategic thinking, logically measured, creatively delivered

Page 52: Surveys, sentiment and strategy internal communication measurement summit, CIPR Inside

CIPR INSIDE MEASUREMENT SUMMIT

About us• We help organisations improve business performance through

securing enhanced employee engagement and involvement• We are experts at delivering the necessary insights, strategy, and

creative communications to secure employee engagement and involvement

Page 53: Surveys, sentiment and strategy internal communication measurement summit, CIPR Inside

CIPR INSIDE MEASUREMENT SUMMIT

Employee insights to inform business

decisions

We help businesses use measurement and related insights to shape future communication and engagement activity. We are also experts in engagement research and follow-up action planning.

Page 54: Surveys, sentiment and strategy internal communication measurement summit, CIPR Inside

CIPR INSIDE MEASUREMENT SUMMIT

Insight at the heart of planning

Measurement and related insights are an integral part of effective communication and campaigns planning.

We provide good practice measurement support as part of an on-going cycle, which incorporates:

• Proactive research which informs communication planning, influencing the shaping of communication messages, channels and activity.

• Retrospective research assesses the impact of communication on the desired opinions of target audiences. These are the outputs of communication activity.

Page 55: Surveys, sentiment and strategy internal communication measurement summit, CIPR Inside

CIPR INSIDE MEASUREMENT SUMMIT

A robust engagement model

Making the link between communication through to business performance

Page 56: Surveys, sentiment and strategy internal communication measurement summit, CIPR Inside

CIPR INSIDE MEASUREMENT SUMMIT

Powerful reporting – joining the dots

Powerful dashboard reports which visually and verbal provide the key insights.

‘Jo Pulse’ narrative of the numbers in ‘human speak’.

Joining the dots between different data insights

Any visuals are examples only and do not include real data or commentary

Page 57: Surveys, sentiment and strategy internal communication measurement summit, CIPR Inside

CIPR INSIDE MEASUREMENT SUMMIT

Communication and performance

Scorecards/dashboards for tracking the performance of communication goals and activity.• A simple,

accessible mechanism to monitor progress and communication KPIs.

• A powerful tool for engaging business leaders and other stakeholders.

Our performance

Any visuals are examples only and do not include real data or commentary

Page 58: Surveys, sentiment and strategy internal communication measurement summit, CIPR Inside

CIPR INSIDE MEASUREMENT SUMMIT

Business driver analysisReportable safety incidents

% Absence

Analysis of the engagement research results against a range business performance KPIs.  Correlation analysis, assessing links between:• Overall engagement

and different business KPIs

• Specific engagement indicators and specific business KPIs (such as employee absence, turnover, safety/near miss incidents, cost per employee etc.).

 

Any visuals are examples only and do not include real data or commentary

Page 59: Surveys, sentiment and strategy internal communication measurement summit, CIPR Inside

CIPR INSIDE MEASUREMENT SUMMIT

Follow-up action

Measurement planning as a forward-looking tool, rather than for retrospective justification.

Online action planning• Easy to use• Simple to store and

update• Central monitoring• Year-on-year evolution

Page 60: Surveys, sentiment and strategy internal communication measurement summit, CIPR Inside

CIPR INSIDE MEASUREMENT SUMMIT

2013

www.ciprinside.co.uk