2015 Workplace Trends Webinar Presentation - FINAL for WEBINAR - 120914

2015 Workplace Trends For Communicators

Poll Results Webinar

Dec. 9, 2014 Hosted by Dulye & Co. in partnership with IABC Heritage Region and PR Newswire

© 2014 Dulye & Co. Proprietary #2015CommTrends

Webinar Team

Linda Dulye@dulye

President & Founder Dulye & Co.

Gary Spondike@gspondy

Conference ChairIABC Heritage Region

Michael Pranikoff@mpranikoff

Global Director, Emerging Media PR Newswire


What We’ll Cover

� 2015 Research Overview

� Actual Results: 2015 Quantitative Data and Written Comments

� Comparatives: 2013 / 2014 / 2015 Results

� 5 Ways to Use this Data

Got a question? Tweet @mpranikoffJoin the conversation #2015CommTrends

Got a question? Tweet @mpranikoffJoin the conversation #2015CommTrends


Poll Hosted by Dulye & Co. for Third YearEmployee Engagement

2-Way Communication Strategies

Pulse Check Measurement

Leadership Development


About The IABC Heritage Region

Among the largest of the IABC regions, serving 17 U.S. states plus Washington, D.C.

Supports IABC’s mission by:

1.Serving region members

2.Fostering organizational growth

3.Serving as a communication conduit

Forrest HughesDirector

IABC Heritage Region


2015 Research Overview:Process, Participation

and Key Takeaways


2015 Poll Process

� Develop poll: 12 questions about challenges, priorities, resources, metrics / 4 demographic questions

� Distribute link and conduct poll: Oct. 20 – Nov. 5, 2014

� Compile 210 responses and trend data

� Sort 456 written comments

� Present results today during live webinar!


Terrific Response for 2015

136 108

210

0

50

100

150

200

250

2013 Poll(conducted in 2012)



Nu

mb

er

of

Re

sp

on

se

s

Workplace Trends Poll

Participation Tracker

Largest response in poll’s three year history!Largest response in poll’s three year history!


Participation Demographics

VP (19)9%

Director (57)27%

Manager (54)26%

Specialist (44)21%

Other (37)18%

Level

Private sector (110)52%

Not-for-profit (42)

20%

Govt./ Public

sector (37)18%

Other (21)10%

Business/Organization


Participation Demographics

1-5 (113)54%More

than 10 (52)25%

6-10 (43)21%

Greater than 1,000 (119)57%

Less than 100

(42)20%

101-500 (28)14%

501-1,000 (18)9%

Company Size # of employees

Communication Dept. Size


2015 Research: Key Takeaways

� Communication professionals rank employee engagement AND implementing new work tools/technology as top 2015 challenges. Not the case for their business leaders.

� “Strategic planning” is biggest priority for communication professionals.

� Consistency reigns! Regardless of their business size, industry or department size, communicators rank “employee engagement” as a top challenge and “strategic planning” as a top priority.

� When it comes to demonstrating value, most communicators say “employee engagement” is the result they must deliver in 2015.


2015 Research: Key Takeaways

� Communicators see “business management experience” as paramount for career growth.

� Staffing and budgets for most communication departments are expected to be unchanged.

� 41% of respondents rarely or never receive executive-level funding for their communication programs.

� Financial performance is the ultimate metric for most communication leaders.


Actual Results: 2015 Quantitative Data

and Written Comments


Biggest Workplace Challenges: CommunicatorsWhat are the top 2 challenges on your professional radar screen for 2015?

(Participants were asked to select 2 responses)

42%

42%

24%

20%

19%

0% 20% 40% 60% 80% 100%

employee engagement

work tools/technology

innovation and product/servicepipeline

business development

leader development

Note: This is the first year that ‘work tools/technology’ was included as a response choice for this poll question.


Biggest Workplace Challenges: Executive TeamWhat are the top 2 challenges on your company’s Executive Team’s radar screen for

2015? (Participants were asked to select 2 responses)

47%

39%

27%

18%

17%

0% 20% 40% 60% 80% 100%

business development

innovation and product/servicepipeline

customer satisfaction

economic uncertainty

competition threats


Face-Off: Top 5 Challenges for 2015

Communication Professionals

1. Employee engagement

2. Work tools/technology3. Innovation4. Business development5. Leader development

Executive Team(as rated by communication professionals)

1. Business development

2. Innovation3. Customer satisfaction4. Economic uncertainty5. Competition threats

Significant variation! Significant variation!


More Variation! Among Communicators

32%

39%45%

52%

0%

50%

100%

VicePresident

SpecialistDirectorManager

%o

f re

sp

on

ses w

ith

e

ng

ag

em

en

t a

s to

p p

rio

rity

Different perspective from the top!Different perspective from the top!


Communicators’ Top 5 PrioritiesIdentify your top two priorities for 2015 as a communication leader.

(Participants were asked to select 2 responses)

37%

32%

28%

28%

24%

0% 25% 50% 75% 100%

strategic planning

metrics and measurement

employee engagement

work tools/technology

personal development


Communication Budget

59%

21%

20%

0% 50% 100%

Unchanged

More

Less


Communication Staffing

70%

21%

10%

0% 50% 100%

Unchanged

More

Less


Communication Funding / SupportTo what extent are communication programs/practices where you work funded by the

CEO, President or other Senior Leader outside of the HR or Communication Depts.?

39%

31%

20%

10%

0% 20% 40% 60% 80% 100%

Sometimes

Rarely

Often

Never

Note: This question was introduced for the first time this year in the 2015 Workplace Trends Poll.


Communicators’ Professional DevelopmentWhat skills or expertise do you feel is most important for a communication

professional to become or remain a member of senior management?

40%

22%

18%

11%

2%

8%

0% 20% 40% 60% 80% 100%

Business management experience

Analytical skills

Networking skills

Industry experience

Financial skills

Other


Communicators’ Work Relationships

3.4

3.0

3.4

1 2 3 4

With your direct boss

With your company/organization’s C-suite leaders

With colleagues in otherdepartments

Non-existent Excellent


Written Comments: Communicator Deliverables

36

32

23

17

17

17

12

7

23

0 10 20 30 40

Employee engagement

Business development/bottom line

Customer satisfaction

Marketing/brand awareness

Employee understanding of strategy/goals

Work tools/technology

Better communication practices

Staff/leader development

Other

Number of Responses

In your role as a communication leader, what is the #1 result that you are responsible

for delivering in 2015?

Total: 184


Written Comments: Performance Metrics

37

27

21

20

18

12

11

6

6

5

17

0 20 40

Sales/financial performance

Survey/focus group results

Employee engagement/satisfaction/participation

Multiple metrics

Web analytics/use of online tools

Customer satisfaction

No metric established

Project completion/meeting deadlines

Informal feedback

External stakeholder awareness

Other

Number of Responses

In your role as a communication leader, what is the metric that will be used to track

and measure performance?

Total: 180


Comparatives: 2013 / 2014 / 2015 Results


Biggest Workplace Challenges: CommunicatorsWhat are the top 2 challenges on your professional radar screen?

Top 5 responses by year.

2013

1. Employee engagement 39%

2. Business development 36%

3. Economic uncertainty 33%

4. Innovation 25%

5. Customer satisfaction 20%

2014


2. Customer satisfaction 35%


4. Economic uncertainty 21%

5. Innovation 16%

2015


2. Work tools/technology 42%

3. Innovation 24%


5. Leader development 19%

Communicators still rank “employee engagement” as the #1 challenge. However, after being introduced as a response choice for this question in the

2015 poll, “work tools/technology” gains favor.

Communicators still rank “employee engagement” as the #1 challenge. However, after being introduced as a response choice for this question in the

2015 poll, “work tools/technology” gains favor.


Biggest Workplace Challenges: ExecutivesWhat are the top 2 challenges on your company’s Executive Team radar screen?


2013

1. Business development48%

2. Economic uncertainty40%

3. Innovation31%

4. Customer satisfaction25%

5. Competition threats14%

2014


2. Innovation37%



5. Talent recruitment17%

2015


2. Innovation39%



5. Competition threats17%

“Business development” continues as the #1 challenge for executives, and concerns about the economy continue to wane.

“Business development” continues as the #1 challenge for executives, and concerns about the economy continue to wane.


Communicators’ Top 5 PrioritiesIdentify your top two priorities as a communication leader.


2013

1. Strategic Planning42%

2. Employee engagement26%

3. Personal development26%

4. Metrics/measurement26%

5. Work tools/technology24%

2014

1. Strategic Planning39%





2015

1. Strategic planning37%





Communicators consistently cite the same top 5 priorities for the past 3 years, with “strategic planning” holding the top spot.

Communicators consistently cite the same top 5 priorities for the past 3 years, with “strategic planning” holding the top spot.


Communication Budget

52%

17%

31%

61%

16%

23%

59%

21%

20%

0% 20% 40% 60% 80% 100%

Unchanged

More

Less

2013 2014 2015


Communication Staffing

71%

14%

15%

61%

16%

23%

70%

21%

10%

0% 20% 40% 60% 80% 100%

Unchanged

More

Less

2013 2014 2015


How To Get This Research

View 2015 Poll results at:

dulye.com/2015workplacetrends


How To Use This Research

1. Share the data with colleagues, your boss and line-of-business clients

2. Compare it with hard data from your organization. If you don’t have hard data, get it.

3. Re-examine the direction of your 2015 strategic plan

4. Evaluate your engagement metrics. Do they measure what matters for the business?

5. Step up executive coaching on the engagement mandate


Thank You! Any Questions?

The entire contents of this presentation are proprietary to Dulye & Co. This material may not be copied or reproduced for any purpose. Any reproduction or disclosure requires the prior consent of Dulye & Co.

For more information, please contact Roger Gibboni, COO, at 845-987-7744, [email protected].

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2015 Workplace Trends Webinar Presentation - FINAL for WEBINAR - 120914