strategic communication

“Write to be understood, speak to be heard, read to grow.” – Lawrence Clark Powell

Archive for the tag “glassdoor”

How does Your Company Measure Up?

Strategic communication professionals must balance a large variety of tasks every day for their company or organization. Not only do internal communications need to be practiced through e-mail, staff meetings, and feedback options, they also must ensure their external communications are conveying the right message to their audience. This blog has talked about the use of social media, the importance of internal and external relationships, and advertising strategies to reach the most people. Now, after a communications professional has gone through the long checklist of disseminating messages, how does one know whether or not the communication plan is successful?

When thinking in terms of company success, there are many tangible and intangible factors with big roles. Success is partly the big numbers at the end of the year. Were product sale goals met/exceeded? Was a certain product acquisition a good investment in terms of revenue? Numbers and quantitative data are convenient measures of a company’s success. However, another important part of overall success is the audience’s perception of your company. Are your products being received positively or negatively? Does your company’s reputation fit well with the community? Does your company have a long, solid relationship with both the consumers and the community?

Intangible factors like feelings and perceptions can sometimes be most important, but are often not considered. As long as employees get their proper paycheck there is nothing to worry about. Think of what the media defines as successful companies: Apple, Microsoft, and Google. These big name brands are not just successful because their products are used every day—they also value internal and external relationships. These brands have had their share of struggles, but being able to withstand good internal and external relationships for so long has made them trusted names in the world. They prove their worth through their services.

When evaluating a campaign, it is important to go back to a company’s original objectives. Objectives can be those specific numbers in sales mentioned before, but they can also be intangible. Perhaps with the selling of a certain product, you company also wants to raise awareness on a topic. Every bottle of Dawn dish soap features a statement about how Dawn saves wildlife. Their website features the statement “Every time you use dishwashing liquid from Dawn, you help save wildlife.” Customers that frequently buy Dawn will expect a picture of an animal on the front of the bottle and understand that Dawn is used to clean wildlife in terms of environmental disasters. When evaluating Dawn, strategic communicators can look at how much Dawn sells, how many visits to their official webpage occurred as a result of inquiry on how it helps save animals, and how many new volunteers sign up.

dawn

Sometimes internal employees can determine the success of a project within a company. The old idea about learning from failure definitely applies in the professional world. I can think of times when I was working on a project with a team and we were so confident that we were close to finishing when suddenly something else was thrown in that required us to start all over. Had we taken the time to fully understand the task, we could have prevented having to start over. However, when the next project came along, we were sure to hold a meeting to make sure everyone was on the same page about what needed to be done. What was so important during these tasks was that our leaders never faltered. No one had a negative attitude or wanted to quit. No one blamed anyone for mistakes. We just opened the floor for more suggestions and knew that we would complete the project if we continued to work hard and communicate with one another. Success of a company can be measured in terms of relationship commitment. Openness and assurance in all internal communications as well as emphasizing the human condition will show company success in terms of employee satisfaction. No matter the level of employee, all humans want to be treated as though they are a valued asset of a company. Employees with positive outlooks who continue to work hard are another factor to observe when evaluating success.

While this may not seem the most official way to measure a company’s success, what the public opinion says about a company speaks volumes. I have mentioned the Glassdoor app in previous posts, and how you can view rankings of companies based on a number of factors. However, when I chose to write my own review of a company, I was prompted with questions that will fill those rankings that can be viewed by anyone online. Review sites such as this one or Yelp can assist in evaluating a company as whole.

The first question is to define if you are a current or former employee, which could be the most important question to answer. Is your company satisfying to current employees? Do employees leave your company with positive comments about it? The next question is to list some Pros about working there as if “you are talking to a friend.” Glassdoor understands the impact of Word-of-mouth marketing, and gives current/former employees a chance to praise a company in a way that is comfortable to most people. The next section is to describe cons, or challenges, of working at the company. Finally, the last question is “Advice to Management.” This is where users can express their opinions on how the company is managed. Does upper management encourage growth? Do they accept employee feedback and promote two-way communication?

All of the reviews are anonymous, because Glassdoor wants users to give the full picture of a company. This benefits those looking for a job, but it also gives leaders of companies an opportunity to view how people feel about their work environment and services. Obviously, there are always the setbacks of scorned employees or current employees being asked to give positive reviews, so it is important to understand these reviews may not be 100% accurate. However, these feedback sites usually come up when Googling a specific company, and it would be beneficial for users to see a high rating.

Measuring a company’s success ultimately serves as a summary of each week’s topic these past eight weeks. Companies will find success if leaders are encouraging, open, innovative, and informative. Leaders who get a company excited about a product or cause will see the excitement transfer in both sales and general employee wellness. Reviews, word-of-mouth, and numbers all contribute to measuring success and will be useful in the overall evaluation of a company’s work.

The Power of a Leader’s Vision

Job seekers are finding that the culture of a workplace is extremely important. I am not just talking about employee relations and fun events, rather I am stressing the importance of how the company views leaders. Glassdoor is a website and app that provides reviews for companies nationwide. I downloaded the app and am able to search jobs and companies in any city. Once I find a company, I am taken to a Glassdoor page that gives it an overall rating out of 5 stars. The rating is compiled of anonymous reviews that share experiences. Each review includes a rating on recommendation, positive/negative outlook, and opinion of CEO.

Glassdoor2

The highest ranking companies have consistent positive outlooks of the CEO. Review titles are usually “Great place to work!” “Great Executives!” “Opportunity for growth!” The places where employees are encouraged to work hard and grow into new opportunities are the most appealing. The upward mobility is a result of a productive environment instilled by leaders upholding the company’s values. The leaders of the company have a vision for their purpose, and they know how to motivate all employees to continue working hard. A leader’s vision that is shared by all employees makes all the difference when evaluating a workplace.

Leadership is an interesting concept in that anyone can have the qualities of a leader. Sure, there are some who seem to be “born to lead” with natural confidence and enthusiasm for success. However, there is not some cookie-cutter mold that every leader must follow. While it is important to have skill sets with management qualities (organization, planning, working with budgets), a leader should have behavioral qualities that encourage a company to constantly grow and improve.  For example, leaders in communications understand that technology and social media have changed the way companies share information to their audiences. Those who are hesitant to adopt a social media platform or use mobile media are falling behind. Leaders look to the future with confidence, and reassure the team that it is worth it to make changes for the better of the company.

One of the most admirable traits of a leader’s vision is the fact that it is driven by motivation. Leaders do not give up and do not distract themselves from the ultimate goal. In a world where many people are instructed to make “safe” decisions or choose a “stable lifestyle” instead of taking a chance, it is easy to give up on a dream. A leader never loses sight of the final destination, rather, he/she reroutes the direction to get there. Wendy Kopp founded one of the most well-known, valuable organizations, Teach for America, during a time when no one would have dreamed successful college graduates would want to work in lower income level parts of the country. Her perseverance lead to the success of the organization, and it inspired associates to work to make a difference in the lives of others.

Actions matter

Actions matter

Benjamin Zander announced that when he finished his TED Talk, everyone in the building would have a better understanding and love for classical music. He made it a point to express he had no doubt in his mind it would work, claiming that visions can be realized if the leader and team both believe it. His example: “What if Martin Luther King, Jr. said ‘I have a dream! Although I’m not sure they’ll be up to it…” really stood out because MLK Jr. was out to do the impossible. There were so many odds against him, yet he never faltered in front of the crowd. He knew that if he wanted his dream realized, he had to believe it would be realized and he would take every chance he got to achieve it. The support from the crowds helped his cause because they trusted him and admired his vision. It didn’t matter how hard the road was as long as they had something to hope for.

Everyone has a passion for something. Some people are passionate about writing or theatre, and want to share their stories with the world. Others want to do a good job in their work, perhaps because they really enjoy the purpose their work or because they really enjoy taking care of their loved ones. Those who follow their passions without failure are the leaders. How they handle negative outcomes or intense pressure makes all the difference in the quality of leadership. What I am figuring out as I continue life after undergrad is that the field you work in is so important.  Working in a field that you are interested in, that excites you, and ignites a passion in you will make you work harder. You will find that every action you make will ultimately work toward reaching success, and you will want others to succeed alongside you.

Steve Jobs

Steve Jobs

Now that we are all feeling inspired, let’s put this leadership vision in a work setting. Think about the goal of the organization and how each work task gets the team one step closer to that goal. Ensure each employee is properly trained in their position. Encourage everyone to keep putting all of their efforts into their work by reminding them of their purpose. Customer satisfaction cannot happen if the right kind and number of products are not available, if a customer service representative is rude, or if public information isn’t updated. Be someone who thinks strategically about what each department of an organization brings to the company as a whole. Open the floor to new ideas from everyone. What is working well and what can be improved?

Leaders should trust that their leadership is effective enough to continue without their presence. If employees are trained on what they need to do and educated on why they need to do it, a leader won’t have to breathe over each person’s shoulder to ensure everything is working. Jerry Porras discusses visionary companies: those that are high performing and have endured over the years. Visionary companies are known to make an impact on human culture. He brings up the fact that leaders make companies great while they are present and this greatness last even when they are gone. The leader that builds an organization on all things it needs to be successful is ultimately the most effective leader.

Leaders work for a cause greater than themselves. It is not all about glory and self-fulfillment. Having a vision is a powerful tool for a leader because it encourages hard work and dedication. Leaders that encourage their team with motivation, open discussions, and a positive work environment will drive organizations to lasting success.

“The worst leader is one who is despised.
Next, one who is feared.
Next best is a leader who is loved.
When the best leader works, people are hardly
aware he/she exists.
When the work is done, people say,
‘Amazing. We did it all by ourselves!’”
-Lao Tse; Tao te Ching

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