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Debbie West speaks with internal communications leaders about the relationship between levels of trust in an organisation and good internal comms practice.
Many in the communications world will be familiar with the findings of the Edelman Trust Barometer, for example, which has featured statistics showing declining trust for established sources like governments and traditional media, whilst the Institute of Internal Communications (IOIC) published their IC Index for 2024 and called it the trust issue.
So, Debbie wanted to find out how internal communications professionals have been tackling the challenge to cultivate trust in organisations against this backdrop.
Her guests were:
1/ Jane Cobell, Communications Manager, Johnson Matthey
2/ Andy Jones, Group Internal Communications Manager, PIB Group
3/ Norma Jean Belenky, Head of Events, Podbean
In this episode of the C-Suite Podcast, host Debbie West delves into the intricate relationship between trust and internal communications within organisations. The discussion is framed around the findings from the Edelman Trust Barometer and the recent IC Index for 2024 from the Institute of Internal Communications, both highlighting the critical issue of trust in today’s corporate landscape.
Andy Jones emphasises that trust is fundamental for effective internal communications, equating its absence to “shouting into an empty carrier bag”. He highlights the challenge of building trust in a high-growth business, stressing the need for authentic engagement and clear communication of company values and culture. According to Andy, trust is essential for engaging colleagues, and it is built over time through consistent and authentic interactions.
Jane Cobell discusses the transformative role of leadership in fostering trust during organisational changes at Johnson Matthey. She shares how moving away from overly scripted communications to more personalised and humanised interactions has positively impacted employee trust and engagement. Jane highlights the importance of leadership authenticity, noting that being too formal and scripted can degrade trust. Instead, embracing a more human and personal approach has shown significant positive results.
Norma Jean Belenky underscores the significance of transparency and relatability in internal communications. She notes the importance of meeting employees where they are, considering modern consumption habits, and using formats like podcasts to foster a more inclusive and connected workforce. Norma Jean explains that employees want to feel included and valued, and leaders who can relate to their teams in a genuine manner are more likely to build strong, trust-based relationships.
The panel explores various challenges, such as the detrimental effects of delayed communication and the struggle to maintain authenticity in scripted video messages. They discuss the need to balance concise, engaging content with comprehensive information, especially in an era of decreasing attention spans. Andy points out that being slow to act can allow rumours to spread, which can complicate the communication process. The panellists agree that showing vulnerability and addressing tough questions openly can enhance trust.
The rise of hybrid working and reliance on technology for communication has reshaped workplace dynamics. Norma Jean highlights how technology enables greater flexibility and trust by allowing employees to engage with content on their own terms. Andy notes that the effectiveness of technology depends on its usage, cautioning against the potential pitfalls of over-scripting and losing authenticity. The panellists discuss how technology can support trust by providing employees with the flexibility to access information and stay connected, even when working remotely.
Jane and Andy share successful initiatives like user-generated content and internal podcasts, which have enhanced engagement by providing authentic, conversational insights into the organisation. These initiatives have allowed employees to feel more connected and informed, even in a distributed work environment. Jane mentions how user-generated content, such as video diaries from different locations, has given employees a window into various aspects of the business, fostering a sense of connection and understanding.
The episode then moves on to a consensus on the importance of fostering an authentic, transparent, and relatable communication environment to build and maintain trust within organisations. The panellists agree that while technology offers numerous opportunities, the key lies in its thoughtful and human-centric application. By embracing authenticity and addressing employees’ needs and preferences, organisations can cultivate a high-trust environment that supports effective communication and engagement.
Jane highlighted the transformation brought about by their engaged community platform, formerly known as Yammer, now referred to as Viva Engage. This platform facilitated a connection between leaders and employees, enabling the sharing of stories, videos, and pictures globally. The platform’s success was evident through a significant increase in daily active users, growing from 500 to 2,500. Jane also discussed the impact of their Airwaves initiative, which prioritised announcements on the platform and drastically reduced email communication, resulting in widespread engagement and positive feedback.
Additionally, Jane introduced Airwaves Live, a webcast that replaced traditional town halls with a more dynamic and conversational format. Hosted in an external studio, the webcast featured a host and guests discussing key topics in an unscripted manner. This approach garnered a 90% positivity rate and 80% approval for open and honest question handling, significantly boosting engagement and trust within the organisation.
Andy shared his experience with PIB, where the comms team has grown and enabled the launch of a new intranet and various innovative initiatives. One such initiative was a podcast featuring unscripted conversations between leaders, which received positive feedback. Another was a “What are you famous for?” video series, allowing employees to showcase their unique talents and personal stories. Andy emphasised that the ability to ask challenging questions was a strong metric of trust, as it reflected employees’ confidence in the organisation’s openness.
Norma Jean from Podbean added her perspective on metrics, stressing the importance of creating engaging and fun content. She mentioned that while they do not access clients’ backend data, feedback indicated that authentic and engaging content resonated well with employees. She emphasised the significance of accessibility and inclusivity in content delivery, noting that a secure podcasting platform allows employees to stay connected and engaged even on the go.
In closing, the speakers shared key takeaways for internal communicators aiming to improve trust in their organisations. Jane highlighted the importance of building strong relationships with leaders and creating emotionally engaging communications. Andy underscored the value of consistency and humility in daily interactions. Norma Jean emphasised the importance of feedback, suggesting that regular check-ins with the audience are crucial to ensuring the content meets their needs and preferences.