With more and more companies now offering hybrid working as a result of the pandemic, it’s more important than ever to join up internal and external communication.
According to a survey of more than 500 CEOs and Board members at major UK companies, reinforcing ‘purpose beyond profit’ is a top priority in this new world of work. Reinforcing this message is essential to keep hybrid working employees informed, engaged, loyal and productive, as well as to maintain client and customer sentiment.
Definition Group commissioned the survey to understand how businesses’ experience of the pandemic will affect their communications priorities. All the respondents represented companies with more than 250 employees and annual revenues ranging from £50m to more than £500m.
Senior leaders in these large companies are concerned that hybrid working could lead to people becoming disengaged (29% agreed) or even create a two-tier workforce, with negative consequences for morale (26%). A quarter of respondents (25%) foresaw this culture change eroding loyalty and making employee retention more challenging.
Purpose beyond profit is essential to keep hybrid working employees engaged
Purpose drives engagement
Of course, employee engagement, cohesion and retention can all be improved by more effective communication. Communication has been at the heart of how businesses support employees, customers and clients alike throughout the frightening ups and downs of the pandemic. And it’s just as important now, if not more so, as companies adapt to the changes and challenges the pandemic continues to bring about.
Just under a third of the business leaders surveyed have already shifted priorities in recognition of this, with 32% making sure their purpose is reflected in all communication activity and 29% demonstrating it in practical ways, such as supporting charities and community projects.
A clear purpose and values can directly address businesses’ concerns about employee engagement, morale and loyalty: 31% of the survey respondents agreed that values and purpose make employees proud to work for the business, and 28% said they help with recruitment.
It’s clear that success in this new world of work will require a joined-up approach to internal and external communications, with a strong purpose-driven strategy underpinning customer engagement, corporate social responsibility activity, employee engagement, recruitment and more.
To address this challenge, Definition Group has developed insideout communications™. insideout communications™ harnesses the skills and expertise of Definition Group’s member agencies, including Redhouse, to create integrated and innovative brands, strategies and campaigns for clients in diverse sectors of the economy, across the UK and internationally.
We’re looking forward to helping our clients adapt and thrive in the new world we all face.