At the annual CIPR Inside Conference, internal communicators from across the United Kingdom discussed collaboration, digital, evaluation and behavioural change in a packed day at London’s Kia Oval. Some of those insights are featured in this month’s Industry Voices

Jenni Wheller, chair, CIPR Inside and head of internal communications, SSP UK

Following research with our members and our own industry experience, we selected the theme of changing behaviour for better business for the conference. It’s clear that to be strategic and valuable, every piece of communication should be a part of an objective to make changes in a business. The day provided plenty of networking, debate and new insights, some controversial thinking and reconfirmed what many of us know – all business problems are fundamentally communication problems. As the storytellers in our businesses, internal communicators help organisations give people purpose and get engaged in the corporate objectives. When employees are given purpose and power, they are engaged and engaged employees mean better business.

Benjamin Ellis, CEO, Socialoptic “Measurement is problematic because we see things that aren’t there...You need to understand the basis of your measure. Just because you can see it and you can see the numbers, doesn’t mean it exists. We see what we expect to see in measurement. 

Kevin Ruck, co-founder, PR Academy “If we can use internal communication to help employees feel part of the family of an organisation, then they are going to be more likely to change and adapt. [Frontline employees] want to understand what is going on. IC, when done well, has the biggest impact on what employees feel about the organisation.”

Dana Leeson, digital workplace architect, BSI “The word collaboration is a mythical creature. It went out the window when we had digital tools because collaboration happens when you’re in the same room with someone and you have Post-it notes.”

Cathy Brown, executive director, Engage for Success “In order to reach to reach the nirvana where employee voice is there in your organisation, we need to change…Listening to and responding to your employee voice makes your organisation stronger, not weaker.”

Rachel Miller, director, All Things IC “People stick to what they know and have the same conversations with the same people because it’s low risk.”

Steven Murgatroyd, director, CommunICating “Digital isn’t going to change your business, everything around it is. Digital is going to tell you if your business is changing...We need to stop talking about digital as if it’s something out there that’s different.”

Chris Elias, head of internal communications, DVLA “The perception of our staff was that they can’t engage with digital because they don’t know how to turn a computer on.”

Simon Cromwell, communication and engagement manager, DVLA “What [the Hackathon] showed people was that there is a role for everyone. Technology isn’t a barrier, it’s an enabler to delivering business solutions. You just need people with the right mindsets and the right skillsets.”

Stephen Golding, director of internal communication, Tullow Oil “When [employees] are telling their story, they’re telling it in their own way and that’s much more powerful. Once they can buy into what it is, then they can feel much more passionate about the organisation too. If you create an environment where people can contribute, it’ll all make a huge impact on your company.”

Lasting thoughts from the conference panel members “Story. Collaboration. Measurement. Listening”