How well do your employees know your corporate strategy, the plan for business growth and profit?
If you picked a member of your team at random, asked about company’s priorities, and measured their accuracy, how would they score? Similarly, how well do you think that employee understands why your corporate goals are what they are?
Employees are often inundated with mass emails and flyers from HR or Internal Communications departments, packed with announcements about town hall meetings, training sessions, and other events. But the problem is that the purpose and impact of attending the event is often unknown or not clearly communicated.
I recently found a wonderful article by Harvard Business Review contributor David Lancefield that sums up best corporate communications practices. A study found that only 28% of executives and managers responsible for strategy could list three strategic priorities. It is something I share with my clients to contextualize my own approach. But, ultimately, it boils down to generating buy-in.
First and foremost, corporate strategies should be comprehensive. It is so incredibly common to become tunnel-visioned on one facet of your strategy while not fleshing out other necessary elements. Think of all the stakeholders — workers, investors, managers, etc. — and what it’ll take to earn their buy-in.
Be clear
Similarly, the more leaders can tailor the messaging to each stakeholder group in your company, the better. No matter how you communicate your corporate strategy, if your audience leaves wondering what it means or how it will affect them, your approach was not impactful.
Next, be sure to communicate in a way that your audience wants to be communicated to. Usually, that means ditching the run-of-the-mill slide deck. The way David Lancefield puts it is to look for memorable, “imprintable moments.” In short, make your message unforgettable.
Be honest
Additionally, the most effective corporate strategies lead with transparency. More often than not, honesty when communicating a corporate strategy is important, even when the message is about current challenges. Not only does this enable your team to make better decisions, but it also demonstrates that they are valued, respected, and trusted, which is tremendous for morale.
Finally, it is essential to remember that a successful internal communications strategy is not a one-time event but an ongoing process. This means constantly repeating and iterating on key messages to ensure that they are being heard and understood by employees. By continuously communicating and reinforcing your company’s goals and direction, businesses can help ensure everyone on the team is aligned and working towards the same objectives.
What this all boils down to is that creating vision and strategy simply isn’t enough.
As a business leader you should ensure your team understands, appreciates, and buys into your corporate priorities. Often, that is easier said than done. Luckily, there’s help. This is precisely what business transformation professionals specialize in.
So, whether you choose to work with a change consultant or not, make sure you are armed with a strong communications plan.
You deserve it.
Your team deserves it.
The health of your business might depend on it.
#internalcommunications #strategiccommunications #businessgrowth #transparency #collaboration