Communications - Internal

Competency map section on Communications - internalFor example:

Increasing the understanding of CR issues within the business
Communicating CR initatives and activities to the business
Improving employee engagement
Sharing CR success stories and achievements

What are your Desired Business Outcomes?

  1. Improving employee engagement

  2. Raising awareness of CR activity/strategy

  3. Education of employees

  4. Re-inforcing strong position/sector leadership

Select an outcome, and then browse the Knowledge, Behaviours and Resources to help you overcome the associated challenges.

1. Improving employee engagement.

For example, getting more people involved in activity, getting them to feel better about working for the company, more wiling to go the extra mile and improving Employee Opinion Survey scores.

Challenges

Knowledge and understanding

  • Engaging the 60% of the workforce that is interested but not active through compelling arguments and opportunities that they will respond to

  • Asking clear, meaningful questions in the employee opinion survey

  • Communicating how targets are going to be achieved and creating excitement about initiatives

  • Being as responsive as possible to help support new ideas

  • Dispersing ownership throughout the whole organisation and generating a sense that people are part of a team

  • Supporting an internal network of advocates/ champions

  • Understanding workforce demographics and addressing different levels of interest and commitment to CR

  • Engaging with a transient workforce

  • HR literate on the subject of employee engagement

  • IT literate, enough to discuss with the IT function what may help employee engagement

  • Builds up knowledge of practical advice to give to people who want to set up programmes

  • Understanding of company culture & values

  • Understanding of company strategy

Key CR Knowledge icon - head with cogsKey CR Knowledge

Behaviours

Resources

Change driver

Collaboration

Communication

Engages others

Influence

Innovation

Integrity

Operational

CR Academy Resource

Cranfield University School of Management: The Doughty Centre "Guide to Guides" (Pages 24-26)

BITC course

Engaging employees through CR

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2. Raising awareness of CR activity/strategy

For example, to raise awareness of CR initiatives and opportunities to get involved among employees, to raise awareness of CR strategy and targets amongst internal stakeholders, communicate successes and gain buy-in ensuring that considering CR is standard, to ensure a steady stream of stories promoting the good work being carried out.

Challenges

Knowledge and understanding

  • Developing a communications strategy to engage staff

  • Designing communications to fit in with the corporate brand and values, so that CR is seen as 'built in' rather than something separate

  • Developing messages that will stand out from other organisational communications

  • Limited personal creative skills

  • Ensuring balanced messaging to avoid  stereotypes e.g. that CR is about charity, even where this is effective in building people's pride in a company

  • Reaching (and getting feedback from)  workforces spread across multiple sites where many employees do not have access to PCs and no single communication channel exists

  • A high turnover in the workforce

  • Understands the organisational culture and any departmental sub cultures (especially when new to the business)

  • Understands the business/ department strategies

  • Understanding of the different communication channels available, who accesses them and what your key messages are


Key CR Knowledge icon - head with cogsKey CR Knowledge

Behaviours

Resources

Builds relationships

Collaboration

Communication

Engages others

Influence

Operational

Self-confident

 

 

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3. Education of employees

For example, embedding sustainable and responsible business behaviour into normal business as standard, and ensuring that people understand how their day-to-day activity contributes to a more sustainable and more successful business. 

Challenges

Knowledge and understanding

  • Reaching the workforce (see challenges above)

  • Explaining what CR means to the business

  • Explaining how CR is relevant to individual roles

  • Understands what good CR looks like for the business and the sector

  • Knows how to handle objections to integrating CR

Key CR Knowledge icon - head with cogsKey CR Knowledge

Behaviours

Resources

Collaboration

Communication

Engages others

Operational

Technical expertise

BITC resource:

A Director's Guide to CR Reporting 

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4. Reinforcing strong position/sector leadership

For example, staff behaviours are differentiated from those of competitors, which helps to achieve a strong positioning/sector leadership

Challenges

Knowledge and understanding

  • Getting the internal messaging right to bring about behavioural change

  • Introducing people into the company culture especially if large numbers of people have been TUPEd in

Key CR Knowledge icon - head with cogsKey CR Knowledge

Behaviours

Resources

Change driver

Influence

Operational

 

 

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