Communication to support Workforce and Succession Planning

“Increasingly managing information isbecoming part of HR’s agenda. Effectiveorganizations explicitly address two

sets ofchoices concerning the flow of

information:choices in establishing a comprehensivecommunications strategy and choices indirecting the movement of

information.”Wayne Brockbank and Dave Ulrich

Ask yourself

n What is likely to happen if you do not draw up a communication strategy for Workforce and Succession Planning?

n Do you have dedicated communications support?

n Who will own and drive the communications strategy?

What will influence communications?

n Staff moralen Communicators themselvesn Culturen Nature of the messagen Organisational structuren How and when you communicate

Planning the communication strategy

1. Determine your communication requirements

2. Identify your stakeholders3. Identify the correct communicators4. Communicate the message via the

correct medium5. Drawing up the communication

plan 6. Measure and evaluate your

communication

Workinfo.com

Advantages of strategic internal communicationn Strategic internal communication planning can be a

proactive approach to building a better, more directed and efficient workforce. 

n The most successful organisations are normally those that ensure that all their staff understand the mission, goals, values and procedures of their organisation.

n Effective internal communication is a shared management responsibility.

n Communication should be an open two way dialogue because:

n Taking account of the views and concerns of employee unions, representatives and associations can also lead to more effective management.

n Engaging employees in a conversation for action allows institutions to tap into a vast pool of intelligence and expertise.

Workinfo.com

The various stages of commitment

Stages Level of commitment

Awareness No commitment YET

Understanding Very LIMITED commitment

Acceptance LIMITED commitment

Involvement FULL commitment

Workinfo.com

Basic Principles of Communications

Be credible in all communication activities.

Ensure that the communicators are trusted and respected.

Where appropriate, involve the audience – don’t just inform them.

Encourage questions.

Tailor the communication to the different audience needs.

Use the most appropriate communication channel.

Repeat messages via various mediums but avoid information overload.

Whenever possible use face-to face communication.

Ensure that the messages are consistent.

Manage expectations.

Listen and act on feedback.

Workinfo.com

Building the message

When building your message – askyourself:n What?n Why?n Who? n When?n How?

Workinfo.com

StakeholdersAnnexure 1Who are stakeholders?n Anyone who has an interest in the communication or who can

impact the communications.

Organisation Structuren Here you should outline the structure of your division or

organisation in order to make sure that you do not leave out any important stakeholders.

Key Stakeholdersn Here you should outline who your stakeholders are according

to who needs to be actively involved and who needs to be fully informed.

Stakeholder Mapn The stakeholder map should allow you to plot where you think

the various stakeholders are in terms of their degree of influence in the organisation, how important it is that they buy-in to the communication and their possible resistance to the messages.

Workinfo.com

Drawing up the communications planCommunication Plan• Communication Issue• Key Messages• Desired Outcomes• Actions / Initiatives• Stakeholders• Communication Channel • Timing• Budget

Workinfo.com

Can you measure your success?If you don’t evaluate the success ofyour efforts, sooner or later,

someoneelse will.

List a couple of ways that we canmeasure whether your

communicationstrategy was a success?

Workinfo.com

Measurements of success1. General Employee Surveys2. Climate studies or staff moral surveys3. Readership / viewership surveys4. Focus groups or interviews with staff5. Suggestion Box6. Provide an email address to which staff

can send suggestions, complaints etc.7. Place leaflets / questionnaires in the staff

newsletter8. A manned telephone line that staff can call9. Competitions that prompt staff to give

feedback by incentivising them by way of a prize.

Staff Feedback There are a number of ways to receive feedbackfrom staff:n Staff forums or focus groupsn A suggestion Box n An email addressn A telephone linen Competitions that prompt staff to give feedback

The following rules should be observed:n Always meet deadlines.n Wherever possible get your staff or colleagues

involved to assist. n Always reply if required to do so, don’t just ignore

the request for information.n Respect confidentiality and anonymity