| | Six communication
practices distinguish
high-performing
companies from their
competitors, according
to a new study by Watson
Wyatt, the global
consulting firm.
The 2007/2008
Communication ROI study
found that companies
with the most effective
communication programmes
had a 47% higher total
return to shareholders
from 2002 to 2006,
compared with companies
that communicate least
effectively. Moreover,
those companies are four
times as likely to
report high levels of
employee engagement as
companies that
communicate least
effectively.
| |
|
| |
The study identified
the following six
practices of
high-performing
companies: focusing
managers and other
employees on customer
needs; engaging
employees in running the
business; helping
managers communicate
effectively;
leveraging the
talents of internal
communicators to manage
change effectively;
measuring the impact of
employee communication;
and branding the
employee experience.
"Top-performing
companies treat
communication as a key
business driver," said
Kathryn Yates, global
director of | |
|
| | communication consulting
at Watson Wyatt. "They
use communication to
educate managers and
engage employees in the
business by providing
line-of-sight to
customers' needs and
business goals.
Furthermore, by gaining
insight into what
top-performing companies
are doing, employers can
reorient their
communication
programmes, brand their
employee experience and
make a difference in
their business results."
Other significant
trends included:
● More companies are
communicating directly
with employees on how
their actions affect the
customer. The percentage | |
|
| | of companies
consistently providing
such feedback increased
from 21% in 2003 to 39%
in 2007.
● Fewer than one in
five respondents let
employees weigh in on
decisions that affect
them. Still, top
financial performers are
10 times more likely to
invite employee
feedback.
● The percentage of
companies treating
managers as a distinct
and important audience
for advance
communication increased
7.5% with the top
financial performers 50%
more likely than others
to provide such
information.
| |
|
| |
"Effective
communication programmes
address the whole gamut
of employers'
relationships with
employees, and help
engage and motivate
workers," Yates said.
"This is not just a
'feel-good' exercise.
Companies that
communicate effectively
with employees have an
engaged workforce and
superior financial
results."
The 2007/2008
Communication ROI study
is based on responses
from 264 companies.
| |
|
Previous Page 