Uniting different teams through an internal comms campaign | Inernal comms: strategising to connect and unify your team | South West networking group | 1 February 2019
1 like365 views
The document discusses a campaign led by Dan Hudson to engage and unite diverse teams within the Defra group, consisting of various agencies involved in environmental and rural affairs. It outlines the need for a shared identity, the design process focusing on employee insights, and the activities undertaken to improve awareness, pride, and belonging among team members. Success metrics indicate significant improvements in these areas following the campaign launch.
Uniting different teams through an internal comms campaign | Inernal comms: strategising to connect and unify your team | South West networking group | 1 February 2019
- 1. Uniting diverse teams with a creative campaign Dan Hudson Senior Internal Communications Manager Department for Food, Environment and Rural Affairs
- 2. Engaging and uniting colleagues across many diverse organisations • The need • The design • The activity • The success 2
- 3. The need
- 4. “The Defra group” 4 Defra The Environment Agency Rural Payments Agency Marine Management Organisation Covent Garden Market Authority Natural England Animal and Plant Health Agency Joint Nature and Conversation Committee Centre for Fisheries and Aquaculture Science Veterinary Medicines Directorate Forestry Commission Drinking Water Inspectorate Centre for Fisheries and Aquaculture Science Peak District National Park Authority Kew Royal Botanic Gardens Sea Fish Industry Authority
- 7. Why do anything? Shared strategy Centralisation of services Outcomes systems 25 Year Environment Plan EU Exit preparations 7
- 8. Objectives Awareness Colleagues have greater understanding about what individual organisations do, and how they work together Pride Colleagues feel proud to work for the Defra group Belonging Colleagues feel like they are a part of the Defra group Change in language Colleagues use the term ‘Defra group’ consistently and more frequently 8 THINK FEEL DO
- 9. How to do it? •What is it that unites us? •Flexibility •Common ownership 9 • Culture - long term • Bigger than ‘background noise’ • A new identity • Human
- 10. The design
- 11. Research “What’s the Defra group to you?” 11
- 12. Insight • Different cultures and ways of working • Strong sense of independence • Department sometimes viewed with suspicion • Highly committed, no matter where they work • Lots of pride about the group’s work • ‘Front line’ colleagues feel their work is overlooked 12
- 13. Design process 13 Brief Review 3 concepts Audience testing 1 concept - senior leader sign off Design
- 14. 14 The concept…
- 15. 15
- 16. 16 Rolling hills
- 17. 17
- 18. The activity
- 19. Launch Day one • Launch email – Permanent Secretary • Blog by Director of Communications • Town hall • 3 intranet case studies • Photo competition • Email newsletters 19 Weeks 1-4 • Leader-led conversation events • Marketplaces • Posters • Steady flow of case studies
- 22. 22 Yammer
- 23. 23 Posters
- 24. 24 Assets
- 25. Text in footer 25 Infographics
- 27. 27 Video
- 28. here for our peoplebuilding a greener futurebetter, smarter, togethercreating a great place to live equal, diverse, inclusive
- 29. The success
- 30. Evaluation • Page views • Digital assets downloaded • Stories published / submitted • Event attendance • Emails sent • Banners requested • Spot checks on staff reaction But, what really matters?...... 30
- 31. 37% 33% 38% AWARE PRIDE BELONGING 31 “We don’t really know who the Defra group are” “It still feels like a group of bodies, not a group” “I didn’t realise there were 34 different agencies” F 6 months before launch…
- 32. 37% 33% 38% AWARE PRIDE BELONGING 32 F 3 months after launch… 71% 38% 42% AWARE PRIDE BELONGING F +34% +5% +4%
- 33. And now? 33 Fully ‘group-wide’ Moving from architects to curators Influencing behaviour & culture
- 34. - Be clear about exactly what you what to change - Bring leaders with you - Find what unites - Use the voice of your people - Respect existing cultures - Allow others to ‘own it’ - Measure and respond 34 So what?
- 35. 35 QUESTIONS?
- 36. Visit the CharityComms website to view slides from past events, see what events we have coming up and to check out what else we do: www.charitycomms.org.uk
- 37. Internal comms: strategising to connect and unify your team South West networking group 1 February 2019 Bristol #CCSouthWest