The Changing Workforce: Social Media and Engaging with Employees #cdniabc12

In a space where social media has infiltrated our companies, at first by choice; later on, by the strength of external voices, it’s become increasingly clear that social media is no longer just a marketing and PR channel. It is a force that impacts all levels of the organization. It is no longer about being aware of what’s happening, but about effectively managing the message to desired outcomes.

On November 1-3, 2012, The International Association of Business Communicators (IABC), a global network committed to improving organizational effectiveness through strategic communication, will host the IABC 2012 Canada Business Communicators Summit, Trends 2013 at the Chateau Laurier in Ottawa!

One of the hot topics will be presented by Jackie King, Vice President and Group Leader, Change and Internal Communications Hill & Knowlton Strategies, is Customizing Internal Communications for the Modern Workplace, Particularly During Times of Change

This important session provides some pretty key insights about “exploring the importance of connecting with, and engaging with various internal stakeholders particularly within today’s corporate reality of downsizing/rightsizing, mergers and acquisitions, and transformation at the operational and leadership levels.”As the session indicates, where technology changes ever so rapidly, where real time discussions are having more impact on the business, where the global economy is moving towards more efficiency, it is becoming more critical to transform processes to maximize effective communication.

“Agility is a competitive advantage. As companies refocus their strategies to meet new conditions, success will be determined by the speed of adoption.”

In order to make this happen, the transformation needs to be made at the employee level. “Engaging employees is more than just a feel-good exercise – it’s about influencing attitudes and behaviors to drive bottom-line results.”

I recently wrote an article called, Do or Die: The Inevitability of Social Business. What Jackie sites as important changes to the organization will impact three levels (reference: Humanize by Maddie Grant and James Notter)

1. Culture
2. Process
3. Behaviour – at the individual level

In this post, I pointed out, “Can we effectively align the workforce to operate cross-functionally, break down silos, and more importantly, come to a consensus?” This is difficult if departments have different goals and objectives. Let’s compound that with having to design a dynamic model that flexes based on customer outcomes. Now, we’re changing the way we integrate external information, and we’re paying heedance to the value of that information that pummels our organization daily… in volumes… and in real time.

These changes that Jackie King will reference are not easy, by any means. A mindset shift, decentralization of information and the ability to assign control to the employees will be necessary to help manage and potentially scale the communication. This is one session that’s not to be missed.

Other highlights from the conference that are must-sees:

• The Power of Internal Branding: The Communicator’s Secret Weapon, by David Grossman, ABC, APR, FCPRS, Founder and CEO of The Grossman Group
• Content in Context and the Content Marketing Revolution, Jonathan Harris, Managing Director at Infomart and VP Business Development, National Post
• Examining the Prime Minister of Canada’s Media Relations in a 24/7 Media World, Dr. Alex Marland, Associate Professor, Memorial University of Newfoundland.
• Somebody We Used to Know: Reputation Management in the Age of Social Media, Martha Muzychka, ABC, Principal, Praxis Communications

For more information on this conference, please click here. Early Bird Prices in effect until October 11, 2012.

Image reference: http://www.jarche.com/wp-content/uploads/2012/03/social-drives-training.png