It has become increasingly difficult to stand out from the crowd when offering newly developed products and services, which has made corporate culture an essential element of success. Analyses conducted worldwide by the Top Employers Institute show that cultural and organisational changes have become some of the main priorities for HR elements of global companies. It has also been observed that communication is the keystone to implement these changes successfully.
In this context, companies are increasingly using communication tools for employees to give feedback on organisational aspects, in addition to communicating the mission, vision, and values of the company. Let’s review the research results of the 55 certified Top Employers Spain.
Some of the main channels offered to employees to give feedback on organisational aspects are as follows: 96% of Top Employers Spain conduct surveys among their employees, 95% offer formal sessions, such as meetings, while 84% organise special events, including breakfast at work or teambuilding activities. Other frequently used channels are email, forums, and blogs on the Intranet, or conversations with the CEO.
To communicate their mission, vision, and values, companies use corporate meetings, roadshows, bulletin boards, Intranet, magazines, videos, or codes of conduct.
Companies have a wide range of internal communication tools. Thales, for example, has installed muppies (neon signs) in their offices, ING Direct and Ferrovial have their own internal social networks, and British American Tobacco has installed screens for all office communications.
Informal channels are also increasingly being used by companies to achieve two-directional communication that involves active listening to what employees think. Before discussing the brand itself, make sure you have assimilated your corporate values throughout your workforce.
AXA, for example, has ONE, a single Intranet for the 56 countries of the Group and its more than 150,000 employees worldwide; this connectivity allows employees to communicate, innovate, interact, and share knowledge. 2.0 is a tool that allows you to create networks, communities, wikis, and other features of social networks. This promotes a collaborative culture where continuous learning is a natural part of each day, and fosters a collaborative style of two-directional communication.
LG Electronics also emphasises creativity through contests as a defining element of their corporate culture. In one such contest, employees who best represent each of the values can win votes. Thus, all company employees are reminded of the vision and mission, both locally and globally.
Internal communication should be transparent and honest, something that I saw very clearly during my time at a Top Employer Spain named Janssen. This pharmaceutical company places a special focus on the role of the manager as a transmitter of values and beliefs of the company through specific bonus programs.
In short, communication is key, but that is genuinely understood. The leader of a team has to know his people and consider what drives those individuals. We must build a relationship of trust with the talented professionals in whom we have placed our trust. In this way, they can share in the common vision of the business, be committed to the goals of the company, and become ambassadors of the brand.
