Can you hear me now? - Ragan Communications...Page 1 Can you hear me now? Strategies for...
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Page 1 Can you hear me now? Strategies for communicating with a dispersed workforce Robin Farr Director, Internal Communications and Culture WestJet Airlines February 2016 @robinjfarr
Transcript of Can you hear me now? - Ragan Communications...Page 1 Can you hear me now? Strategies for...
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Can you hear me now?Strategies for communicating with a dispersed workforce
Robin FarrDirector, Internal Communications and Culture
WestJet Airlines
February 2016
@robinjfarr
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The WestJet campus (head office)
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WestJet: Where most of the work happens
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About WestJet
International airline based in Calgary, Alberta with 11,000+ employees
3,000 flight attendants1,500 pilots3,000+ agents at airports1,000 maintenance, baggage handlers, etc.2,000 office-based
Publicly tradedTop employer Most admired corporate culture
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Challenges
• Work environment• Shift work• Time zones• Access to Wi-Fi
• Lack of company devices• Head office vs. frontline culture• Understanding the business
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Clear. Consistent. Compelling.
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Visual cues…
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(Clear)
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…use them everywhere (departmental newsletter)
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(Consistent)
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WIIFM?(Compelling)
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Leader communications
• Level of importance: Who speaks?• Format? Video, written, social• Virtual communications• Panel Q&A• The cascade
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Leader guide example
Key messages• Lorem ipsum dolor sit amet, consectetur adipiscing elit. • Integer nec odio. Praesent libero.
Priorities for 2015
Analogies:• Fork in the road• Widen the moat• It’s the 3rd period and we’re playing to win
Leadership messages:• What this means for our group• What we need from you• Etc.
People: Guests: Business:
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Leader package – other materials
• Strategic plano Long-term plan and
short-term priorities• Fact sheets• Video links with time
codes• Suggestions for
departmental focus
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Cultural considerationsThe difference between pilots and flight attendants
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Cultural considerations
• The Facebook factor: Employees are getting news but are they getting it from you?
• Timing: Implications for shift work and geographically dispersed groups
The what, when, how, who
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Cultural considerations
• What systems do your employees have to access for their jobs? Put communications there – information, reminders, links, etc.
• Create social opportunities (food works!)
• Take advantage of existing forums (training, etc.)
Go where they are
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Cultural considerations
Is it for information or is action required? Immediately or no? The answers to those may affect what channel and timing you choose.
Action vs. information
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Launching a new platform
• Convert the converted• Make it appealing to be there• Get leaders involved• Support groups• Promote and showcase conversations• Non-work-related content is OK
Yammer launch and the transition from other platforms
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Examples
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Weekly headlines
If you only read one thing, let it be this.
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Work the theme
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Boarding passes for day 1
of significant change to operations
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Communicating with visuals
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Infographic for announcement with three major pieces of news.
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Clear. Consistent. Compelling.
