Companies, Do they communicate effectively with its people?

We make it easy to know what percentage of companies communicate effectively with their professional. It has lost the fear to answer anonymous surveys, and the misnamed “employees” -I hate that word- They prefer to be more transparent than before.

This data may be irrelevant, but in the era of employee brand advocacy it is entirely relevant. It is because a CEO can not require its people to act as positive ambassadors for the company or its brand (brand advocates) without sharing key information before. Nor without allowing proper development of your personal brand.

Companies suspended in internal communication

Indeed, and suspense I mean not share information that everyone can see in a web. I mean meet medium-term objectives of the company and its brands.

Just a 42% meets the objectives of the company

the data, drawn from a study of the company Weber Shandwick collected the report Employees Rising, on a basis of 2.300 professionals working in companies +500, It is revealing.

employees rising

Source: Weber Shandwick

The same study indicates that the worst information flow occurs from the CEO down (only a 17%) compared to an immediate supervisor (31%).

The utopia of engaged employee amid the chaos of communication

The companies heavenly music sounds them that from “engaged employee” (active and engaged employee, Natural company spokesman). But in a context of poor communication that is a utopia.

How can the company expect more active participation of its people in building the brand without sharing the medium term it the most basic information on the objectives?

And what's worse, How can the company expect more active participation of its people without giving anything in return?

Assist in strengthening personal brand

few days ago I wrote on the blog that Soymimarca employer branding (promotion of the employer brand to attract external talent) It is an investment with no return if previously not invest in and who is within.

To people they are not retained, not stop. They must create the framework so that they can develop their personal brand. With information, with training, mentee programs, with participation in decision-making, with own firm in corporate media, internal and external.

The human side of branding

Curiously, the word branding (brand building process) It is more associated with iconic elements -the mark, field meanings, internal communication, outbound, public relations, the stylebook…- that people. Misconception.

Branding necessarily have a human component. Authentic transmitters and trusted values ​​are within.

Two days ago I heard Micky Ribera, CEO de Be[Agency], is now selling brands sell smoke. At first it may seem shocking. But you're right, brands should not be sold, They must trust that role in the marketing of products and services. The role of the brand is not selling, It is to build bridges, It is to build trust, one on one, humanizing, connecting.

To this end, it is imperative that quality communication flow from the CEO to the fellow. This ensures that the potentiating actions employee engagement y employer branding They are effective.