EMPLOYEE COMMUNICATIONS
New research from CIPD reveals real power of effective communication
A strategic approach to employee communication can only be successfully built on a shared sense of purpose, with all employees understanding what the organisation is “here to do”, according to new research from the Chartered Institute of Personnel and Development.
The study, “Harnessing the power of employee communication”, explores how to improve employee communication across the organisation. Case study examples form part of the research and include: BT Operate, E.On, Network Rail, Virgin Active, Westfield and IHG.
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Importance of leadership
According to the CIPD, leadership, particularly from senior managers, is crucial if a “shared organisational purpose is to be embedded in the day-to-day working lives of employees”.
At a time when many more digital channels are available for communication, the research urges employers to make their communication “personal and authentic”. It also recommends HR works together with internal communications, PR and marketing to ensure all elements of communication efforts are joined-up.
Practical tool
Accompanying this research is a practical tool, “HR: Taking employee communication seriously”, which offers advice and useful tips on how to improve or put into place a strategic approach to employee communication. The tool includes guidance, frameworks, diagnostics and further case studies to help practitioners identify why strategic communication is important to the HR strategy and a way to build sustainable change and employee engagement.
A final word
“Our research demonstrates that an organisation’s ability to effectively communicate with its employees is always important, but particularly so in difficult economic times. Leaders need to make sure that their sense of clarity for the future direction of the organisation is shared by their people.” - Rebecca Clake, CIPD adviser.
“There is nothing new in the importance of communicating and engaging with people – but in these continuing tough times employees need to have clear line of sight to their organisation’s purpose and trust the ‘deal’ they have with their employer”. - Helen Rosethorn and Annette Frem of Bernard Hodes, authors of the report and tool for CIPD.
Want to know more?
Title: “Harnessing the power of employee communication”, Research Insight, Chartered Institute of Personnel and Development.
Availability: To download the 22-page report in PDF format, visit the CIPD web site at www.cipd.co.uk/subjects/empreltns/comconslt/_harnessing-power-employee-communication.htm.
The Chartered Institute of Personnel and Development (CIPD) has over 135,000 members and is the “leading professional institute for those involved in the management and development of people”. For more details visit www.cipd.co.uk.