Enterprise Re-Engagement: Will Corporates Get It?

My latest posting on Communitelligence and the Employee Engagement Network raises the issue of why corporations, while needing to engage their full range of social, political and environmental stakeholders, could be well served to place employees at the heart of their broader engagement strategies.

Such an approach is not without risks.  Expecting employees to fight corporate battles in the public and political sphere is seen by some as a breach of labor-management etiquette, and also will require a new framework of trust to be generated between employee and employer following the shocks of the last few years.

However, employees and employers may be faced with little choice.  Both are more vulnerable to market shocks and competitive pressures—leaving relationships and reputation as the thin shield that affords them any protection whatsoever.  Whether corporations can join together their collective thinking about stakeholder engagement—or whether the current thinking of employee engagement as a sort of free lunch for employers ends up prevailing—is likely to have a decisive impact in the next few years.

The full posting is available at Communitelligence at: http://bit.ly/c7j4rM

Will Social Media Drive Integrated Internal-External Comms?

In the first-ever “Thought Leaders” post on the site of CIPR Inside–the internal communications community within the UK’s Chartered Institute of Public Relations–I discuss some of the key attributes of social media likely to drive greater integration of internal and external communication in the coming year.

Key drivers I’ve identified include:

* timing–satisfying the desire for instant and efficient communications, and allowing key messages to be distributed with appropriate dispatch

* mapping–helping to identify meaningful internal communities and communities within the market, and within them, the people who influence others

* relevance–allowing employees greater flexibility in subscribing to communications that they wish to receive

* targeting–building on community mapping to provide alternative local sources of news and credibility to relieve pressure on line managers, who while a favored communication channel, are often overburdened and unreliable

The full post can be found at CIPR Inside: http://bit.ly/90Xv8u

CommScrum Rugby-Tackles “Internal Communication”

Challenging the very viability of what’s currently known as “internal communication” was the focus of my recent posting to  CommScrum—a cooperative blog dedicated to “Full Contact Internal Comms.”

The Commscrummers: UK-based Dan Gray and Kevin Keohane, Netherlands-based Lindsay Uittenbogaard, and me, took a whack at the inward-facing focus of internal comms to date. We questioned its viability in the face of the ongoing convergence of communication disciplines and, equally, the emerging importance of employees as an externally-facing communication channel.

Commscrum publishes at least twice monthly—and can be found (with the usual robust set of comments, replies and retorts) at:  http://CommScrum.wordpress.com

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