Yahoo’s Ban on Working from Home Likely to Backfire

The recent decision by Marissa Mayer to abolish telecommuting at Yahoo has sparked a firestorm of criticism and debate in social media platforms and executive suites, and put a spotlight on the increasingly accepted practice of virtual work. You can review a good summary of the polemic here.  Certainly, at first glance the policy change seems to go against prevailing workplace trends and HR logic – where maximized work-life balance fosters more happy, productive employees. Telecommuting is a growing trend and seems a boon to both employees and companies alike (statistics I’ve seen suggest productivity increases with flexible work arrangements.)

This response - from none other than Richard Branson – is fairly typical of the strong negative reactions to the Yahoo move, which suggest the blunt directive is anachronistic and short-sighted. Some of the criticisms have even questioned Mayer’s feminist bona-fides – such as Maureen Dowd’s column suggesting Mayer’s gilded work arrangement may be clouding her understanding of the needs of other working women. It should be noted not all the comments were negative. Several like this one featured Yahoo insiders who praised the move, suggesting there were too many slackers taking advantage of the loose workplace rules. Other commentators argued that the company’s growth and survival trumps any workplace conveniences.

One of the realities that I found missing in some of the comments is that in all flexible workplaces – in particular those promoting working from home – there’s always been an implied, or formal contract, featuring one or all of the following requirements:

• There’s no blanket policy – Each job/role should be evaluated if and how it lends itself to telecommuting, and in many cases senior leaders or group leaders understand their roles preclude being based off-site for extended periods of time.
• Productivity trumps convenience – If a case can be made the efficiency and output of employees is suffering due to telecommuting, then the policy should be revisited.
• It’s not all of nothing – Most people I’ve worked with over the years operated in a blended routine that includes both virtual work (from the home or other outposts) and occasional face-to-face interaction, such as quarterly meetings or special retreats.
• Circumstances change…and so may your job – Employees must recognize that workplace policies are fluid and can (and must) change to ensure they remain viable and relevant in the context of the company’s evolving performance and objectives.  The fact that telecommuting is a policy now is not a guarantee or excuse for keeping it in perpetuity.

In defense of Yahoo’s blanket ban on working from home, many of the negative comments seem to conveniently ignore the company is on a steady downhill towards irrelevance and possible oblivion. Yahoo’s leaders made a strong case that business as usual wasn’t working and dramatic change was required not just to boost productivity, but also collaboration and innovation – both of which benefit greatly from sustained in-person interaction. Furthermore, company leaders are leaving the door open to further adjustments, saying this is the right solution for right now.

As I thought further about this issue, however, I looked at my own situation, where work with global partners via Skype or other interactive platforms is the norm, and productivity rarely seems compromised by the lack of face-to-face interaction. In fact, the inherent flexibility of a virtual team has often been a boon to our performance – with more than one Skype call featuring folks at the breakfast table or quietly baby-sitting their children. Is it helpful to have in-person meetings on occasion? Certainly. But does that prelude a balanced model where virtual work is allowed for more routine work and collaboration. It should not.

In the final analysis, I believe Mayer could have taken a more nuanced, incremental approach, starting with a more disciplined policy and closer monitoring to weed out the worst abusers, but she likely felt that lacked the urgency the dire situation required. Ultimately, I think her blunt approach will backfire – if she doesn’t retreat from the decision altogether. (They left the door open for future changes in the policy, so this is perhaps the most likely outcome.) The unintentional  message it sends to employees and prospects is that they can’t be trusted and don’t merit the same flexibility and options that are given to most other technology companies – particularly those based in Silicon Valley. After all, though productivity is certainly paramount it cannot be achieved without employee engagement and goodwill. Given this context, Mayer may win the immediate battle for innovation, but lose the longer war for talent.

The Benefits of a Job with Meaning

Over the years, I’ve had many clients and peers ask me about the best strategy for true, lasting employee engagement…the holy grail of internal communications. Like many, I’d tell them about the importance of two-way communication, robust workplace programs, strong leadership and a vibrant culture.  But often I’d also relay my “Amazon” story – which was based on my short but formative consulting stint with the internet giant when it was still a brash start-up.

My Amazon story was about the incredible energy, drive and productivity of their Seattle team despite tough odds, persistent criticism from pundits and brutal, round-the-clock working conditions (this was not a place to ask about office hours.) Sure these guys worked in a funky renovated hospital and defined the casual workplace, but they worked incredibly hard and seemed driven by a greater cause, a belief they were inventing a new business and creating a better customer experience. In hindsight, there were right, and they continue to blaze a path in the evolving world of internet commerce.

The lasting lesson for me – and the point of telling my story to clients – is that doing all the right things is usually not enough to get employees to operate at the highest level, and that the most successful companies are the ones where employees believe their work has higher meaning beyond the obvious imperatives – fill a customer need, sell services or products, make money and please investors. All of us want to do something that really matters, or at least appears to be useful, relevant and timely.

As it happens, I’ve had the opportunity to put this theory in practice in a recent client engagement. This company was in the midst of a classic “transformation” exercise designed to improve efficiency and profits. In short, they needed a major reboot. After months of relying largely on logical arguments and data – the usual practical, empirical rationale for change and list of potential benefits – we started to focus more on the meaning of the company and its unique heritage. Luckily for us, this client was a legitimate pioneer in its industry (helicopter services) and had a very compelling, unique story to tell about getting customers to/from the most remote places on earth safely and on time. In short, this company was cool, did something very special – even dramatic – and had a lineage going back to the creation of helicopter flight. Not surprisingly, this storyline – translated into various media and injected into the brand identity – has resonated much more than the balance sheets and market studies that were initially the focus.

I’m glad to say the smart folks at McKinsey have landed on the same conclusion. This recent article makes a compelling case for why this quest for meaning is critical for tangible and lasting employee engagement. The article acknowledges one of the challenges inherent in this aspiration– some companies will naturally have an easier time identifying and promoting their distinctive pixie dust; either because they are pioneers, uber-cool, game-changers, or have an obvious altruistic bent that fuels that sense of “meaning”. Think Google, Kiva, Facebook, Body Shop or Apple. Much tougher to imagine, and implement, if you work for a company that produces ball-bearings or book shelves.

But the McKinsey folks argue there are strategic steps and tactical tools that can allow even the most mundane, uncool business to foster a sense of meaning among their employees. I particularly like their concept of holistic storytelling, which suggests companies go beyond the typical turnaround or “good to great” narrative – which is inherently focused on company benefits – to encompass other impacts:

Our research shows that four other sources give individuals a sense of meaning, including their ability to have an impact on:

• society—for example, making a better society, building the community, or stewarding resources
• the customer—for instance, making life easier and providing a superior service or product
• the working team—for instance, a sense of belonging, a caring environment, or working together efficiently and effectively
• themselves—examples include personal development, a higher paycheck or bonus, and a sense of empowerment

Ideas like this can provide communication professionals with additional justification, and potential approaches, to foster engagement that comes from deep employee alignment and commitment.  When employees are in the zone, as McKinsey says, there is nothing they can’t achieve. It’s our job to help them do that.

CES Confirms PR Blind Spot For Technology

Each year at this time the gigantic Consumer Electronics Show occurs in Las Vegas. This is like the Super Bowl of the technology industry with equal parts hype, illusion, innovation and debauchery in the program. What strikes me every year, however, is not necessarily the news or products coming out of CES – here’s one summary of the key trends at CES – but that the event is virtually ignored by the PR industry.

As I read article after article in the business, marketing and technology media outlets, there is nary a mention in PR industry publications. (PRWeek US does have one article, but it focuses on how brands are adapting their promotions to drive buzz at the event rather than the actual technology.) There’s a similar trend on popular PR blogs and discussion groups, with those leaning on communication (or broader, related topics like engagement and dialogue) virtually ignoring the event and related discussions.

This lack of interest, and coverage, reflects a dangerous blind spot for the PR industry, which still focuses on churning out content and traditional techniques and tools and lacks interest and expertise in emerging technologies. I’ve witnessed the same “leading from behind” trend with the industry’s uneven, tentative reaction to the social media revolution, which has resulted in sporadic deployment and glaring knowledge gaps across the industry. It’s as if the technology side of the equation has been outsourced to digital agencies or even IT teams (though the latter also lag badly in some organizations.)

I recognize CES is about consumer technology and products, but I believe the concept of marketing to consumers carries some relevance to marketing – or communicating – to other audiences, including employees. At minimum, should professional communicators not track what new technologies are impacting various products and industries – particularly those directly grounded in communication areas like digital content and collaboration?

This is one area where marketing and advertising firms seem to have the upper hand. They realize, it seems, that they risk irrelevance and oblivion if they don’t seek to understand and implement new technology to inform and engage customers. I like the approach of the Starcom/Publicis agency team, which hosted hundreds of clients at CES to expose them to emerging trends and partner in discussions on the implications for marketing. Their message on the event is perceptive and telling:

“CES is about more than just technology.  The agency views it instead at the Consumer Experience Show. […] One of the underlying messages from CES is that technology is a major contributor to a culture and business climate that is evolving at warp speed. Ultimately, creating a compelling experience is what we’re all struggling to do.”

I keep hoping that the PR industry will stop playing catch up on these major trends. Maybe I’ll see more interest and participation at SXSW in Austin, which is ostensibly more relevant to PR professionals. Getting informed and engaged is in the interests of our industry, and our clients.

Maybe Love Is All You Need

I recently attended a conference in Austin that focused on social media best practices, and more specifically the merit of word-of-mouth in driving brand reputation and preference.

Wordofmouth.org’s Andy Sernovitz makes a compelling and deceptively simple argument that love – or making your customers happy – is the fuel for positive, robust word-of-mouth conversation. This positive buzz, in turn, provides the essential element for a lasting, mutually beneficial relationship between customer and company that typically translates into customer advocacy and, ideally, purchase.

In short, companies need to give their customers a good reason to like them, and talk about their products or services. Making customers happy – best done by doing things big and small that are remarkable, or special – helps spark and spread the conversation, and also ensures the buzz remains positive – which is critical since we all know that a lover scorned can make a great deal of bad noise. Sernovitz has a funny line in his presentation that advertising is the price for not having good word-of-mouth; companies without a robust, active fan base need to pay to broadcast their message to generate the same awareness and interest. Another key point here is that this goes well beyond the actual product or service the company offers, it’s also about how they treat their customers.

In an era when personal recommendations carry considerable weight in consumer consideration and purchase, the relevance, emotional heft and organic credibility of word-of-mouth is critical. This observation intuitively makes plenty of sense to me. I’ve experience first-hand how simple steps taken by companies – both good and bad – have dramatically impacted my impression, commentary and likelihood to recommend them to others.

So here’s the question I asked myself walking out of this conference: does this same logic, or model of loving your target audience, apply to a corporate context? More specifically, could it help to make employee communications more relevant and compelling, and help to address the malaise and detachment that seems widespread in so many organizations?

My answer is…a qualified yes.

On the one hand, I can see how this model isn’t a perfect fit for the corporate world.

• First, information like quarterly earnings, strategic priorities or leadership changes does not exactly fit the mold of content that can delight and surprise the audience. Corporate news can tend to be dry and formal.
• It’s also important to remember that content must match the situation and audience, so a more informal, conversational and/or humorous approach may not be appropriate for all companies or employee segments.
• While companies can reach and engage new fans and customers every day, they typically have a much more limited and stable internal audience. Dealing with employees, therefore, doesn’t allow the same experimentation or re-invention you can have with consumers.
• Finally, love must be earned through both deeds and words. In an era rife with company layoffs and cost-cutting, an approach that appears contrived or disingenuous may foster cynicism and even anger rather than love.

Still, I think there are important lessons here for communication professionals:

• Never think of employees as a captive audience that have no choice but to absorb and use the information you share. The more you think of employees as internal customers – with their own preferences, habits, concerns and, yes, distractions – the more you can customize your outreach to increase relevance and impact. A good mindset is to remember you are competing for eyeballs just as you would in a marketing context.
• Though corporate information and news can be dry and technical, there is plenty of opportunity to make communication more original, smart and…yes, more remarkable. There are many internal campaigns and messages that use the best elements of marketing – including sarcasm and humor – to break through the clutter and start positive conversations. Maybe the best opportunity is the element of surprise – doing something (positive) your employees don’t expect.
• Don’t underestimate the small touches – whether informal manager recognition or a CEO responding quickly to an employee email. Employee opinions are shaped by these small, daily interactions as much as the formal HR policies and benefits.
• Listen to your employees. Really listen. That means not just the usual annual surveys – which often have a dubious reputation – but addressing questions and concerns through all available channels. Even better, try to fix issues that need fixing.
• Remember that this is a conversation, not a monologue. By its very nature, word-of-mouth must be allowed to flow freely with minimal restriction. If you want to start some good buzz, don’t strangle it with onerous legal hurdles or by stifling legitimate criticism.
• Remember that line about “advertising is the price of not having good word-of-mouth”? Use that same logic to calibrate your communication output to focus more on how your employees are reacting to your activities, and how you can improve that response, than simply increasing the volume of your outreach. Better to do less communication that works.
• Identify and nurture your influential supporters. Much like on the web, the comments and opinions of employee peers will play a big role in the water cooler discussions.

Perhaps the biggest lesson here is that your communication approach must consider both the head and the heart. It’s almost a professional cliché, but despite that too many organizations emphasize fact over emotion and productivity over opinion. Think of your employees as individuals that will be more engaged and supportive if they feel appreciated and relevant. Maybe you do need more than love in the business world, but you probably won’t be successful without it.

The “Vision Thing” Does Matter

In recent weeks I’ve been involved in several projects that revolve around that challenging, nebulous communication exercise called the “vision thing.” More specifically, I’ve worked with clients to help develop, or uncover, and articulate their corporate mission…or vision…or purpose.

As you can surmise by my last sentence, these type of engagements are often rife with confusing, overlapping terminology and unclear intent. In fact, the very labels used in this type of work usually spark negative reactions, if not yawns, for many employees. Still, this is critical work that can help to direct business decisions and boost employee morale, engagement and productivity.

On the surface, helping a company to crystallize its purpose – or reason for being in business – seems obvious. In fact, shouldn’t a company already know who it wants to be, and what it wants to stand for in the marketplace? In theory yes, but the reality is many organizations don’t have a credible, relevant purpose – or mission statement – that captures their core aspirations and corporate DNA. Even fewer of them have defined their identity and core values. Much of the work I’ve seen in this area is generic, trite and lacks relevance or credibility with both customers and employees. Think of the clichéd values on the wall (sometimes as many as 12!) or the vacuous mission statement with no apparent link to daily operations or goals.

With this context in mind, I’ve developed a short checklist to help organizations develop and execute a valid mission statement:

• Use words wisely – Knowing that many employees (and indeed professionals) are fuzzy about what these words mean and often tune them out, start by carefully selecting and clearly defining the labels you will use. Perhaps the most frequent confusion I’ve seen centers around purpose – which identifies a company’s fundamental reason for being, and captures key customer benefits and/or market differentiators – and strategy – which is a plan of action, or roadmap, to achieve the purpose.
• Connect the dots – A purpose will only make sense, and drive real change, if it’s part of a strategic framework that clearly outlines the various elements of an organization’s strategic plan. There is the purpose, or aspiration, which is linked to the strategy, or roadmap to achieve the purpose. Beyond that, there are typically related elements such as: core values that define the “how”, or desired behaviors; market differentiators; cultural tenets; and so on. Whatever the elements are – since these will differ based on circumstance and industry – their relationship and relevance should be clearly and consistently communicated.
• Don’t forget the brand – Linked to the point above, a purpose should also inform a company’s brand positioning. That means marketing messages and themes should reinforce, if not specifically mention, the key elements of the purpose. Many companies spend considerable time developing their brand essence or positioning, as well as related tag lines or campaign slogans. This marketing approach certainly has merit, but the process – and implicit messages – must be aligned both with the purpose and related themes the company is promoting with employees.
• Be credible – Having a purpose that is a stretch, or aspiration, is fine. In fact, the purpose can be so ambitious the company may never fully achieve it. But the purpose has to be realistic and based on true marketplace advantages and cultural differentiators.
• Walk the talk – As noted above, the key to a viable, relevant purpose is having a robust plan of action – or strategy – that firmly anchors the purpose to the company’s business operations. Everything the company does – all the way down to capital investments, performance reviews and team priorities – should be linked to achieving the purpose. In short, it can’t just be an idea or concept.
• Tell a story – Though in theory a purpose should serve to direct and motivate staff, too often they fail to engage and drive any meaningful action. There is huge opportunity to leverage the inherent passion and pride in a purpose through compelling, consistent communication across all audiences. Companies that do this well use all the tools and sophistication of marketing and storytelling to bring their purpose to life and illustrate best practices and positive outcomes.
• Be disciplined – A purpose isn’t going to do much good if there’s no discipline behind it. It should serve as the North Star for a company, and a litmus test for investment of time and resources. If an activity or investment doesn’t support the purpose, don’t do it.
• Think long term – Many companies often make a big splash to announce their new purpose (or new strategy) but often fail to follow-up with updates and illustrations that provide a sense of progress and success. Though short-term priorities and even strategies will change over time, a purpose should have a long shelf life. The key to sustaining relevance, therefore, is to give stakeholders are sense of if/how the purpose is being achieved, and what impact that is having on the company’s success.

Every Picture Tells a Story

Through my career as a communication professional, one mantra that’s provided me with sustained inspiration and direction is the need to consider all five senses while communicating. In other words, though we tend to spend most of our time in written words (only using sight) there is benefit in using other senses as appropriate – particularly sight and sound – to try to reach and affect our target audiences.  As it happens, I got a great reminder the past few weeks of the impact and effectiveness of compelling visuals.

First, I finally joined the Pinterest bandwagon. I’d heard the increasing buzz about the booming site (or app?) from peers and friends alike, and now use it regularly to “pin” and share a wide range of images. I’m still not sure if it’s a fad or adds any lasting value to the on-line conversation, but from my perspective the images (most of them photographs or posters) are as compelling and informative as the best blog posts or Twitter comments – though it’s true the format limits the detail and nuance the images can convey. Still, I’ve discovered several stories and campaigns – including the much-hyped KONY story – through their Pinterest “windows.” And for what it’s worth my peers and friends have a much richer understanding of my personality and preferences from my selection of images.

The past few months some of the best blog posts I’ve read – or seen – involved info-graphics on a wide range of topics – ranging from the growth of the Internet to the DNA of social media. And by the way, they are much more compelling, memorable and user-friendly than equivalent white papers on similar topics. Check out this one as an example. I’ve also noticed a strong trend towards peers and friends sending me (or posting) photos and videos – often with little or no text.

My best personal anecdote of the power of visuals is about a simple photograph. While working several years ago in a global organization undergoing a massive transformation (both cultural and structural) we convinced the CEO to focus on several stark, bold photographs to convey the key themes behind the change. Over time these photos became widely recognized and even used as unofficial brands for the various facets of the program. One photo in particular – a fish jumping from a safe, small bowl of water into a larger one – came to symbolize the essence of the company’s revolution and was prominently displayed in the CEO’s office as a reminder. Of course, there was content behind the photo – without meaning using photos can easily invite sarcasm and even parody.

I’m not the only one thinking about this visual trend; this blog post in AdAge argues the shift to visual is part of a greater cultural trend sparked by technology: Smarter devices are prompting more occasions for people to create and consume visual content, while social media is encouraging that content to be shared on multiple platforms.

While the use of strong visuals and design has long been a best practice in advertising and entertainment (which could be described as both a form of marketing and communication), it remains nascent and uneven in the PR industry.  For many organizations, the focus on visuals (and related emphasis on graphic design) is limited to primitive PowerPoint slides and esoteric debates about fonts. Even simple internal branding or program collateral is rare in many corporate settings.  Where visuals exist, they are too often functional and lacking attention to creative, original design.  (When is the last time you’ve seen content on bulletin boards with any hint of imagination and visual originality?) Video also seems limited in many companies – at least in terms of internal use – despite the fact new technology makes shooting and editing content ridiculously easy and inexpensive. Even photography seems to be an after-thought in communication platforms and plans.  Years ago this might be explained by the cost of design and printing, but in this digital age there is no excuse for the paucity of pictures.

While one could argue the external world bombards us with too much visual stimulus – think a Blade Runner dystopia where imagery overload drowns out even compelling ideas – many organizations are stuck too far in the other direction. In a commendable effort to avoid hype and be direct, they have become too serious and formulaic, even boring.  Another possible factor behind this visual gap is the lingering firewalls between related disciplines like marketing, IT, design and PR. While it seems like a no-brainer to walk down the hall to your marketing team to leverage them in an internal promotion – one of many examples of potential cross-pollination – it seems to be a rare occurrence.

The result of this lack of visual imagination is predictable: many internal communication programs have limited resonance and impact on employee awareness and engagement. While our focus as communication professionals should always remain the message, we need to expand our thinking about how we communicate with our audiences. The power of images is too potent to ignore.

Can Social Media Hamper Efficiency?

During the tremendous growth of social media in recent years, most of the commentary has focused on the potential benefits and positive impact of the new technology – whether it be enhancing connections with customers, acting as a new & enhanced marketing channel or facilitating real-time networking. In recent weeks, however, I’ve been involved in a number of conversations and client engagements that raised a provocative question: does all this emphasis on social collaboration, crowd-sourcing and broad engagement  - supported by increasingly cheap and slick technology – actually hamper efficiency? More specifically, have we gone too far on the side of consultation and consensus, with the result of slowing down decision-making and execution? (This is different than the popular criticism of social media as a colossal waste of time with no clear business benefits.)

My friend Jeff Hunt of PulsePoint Group, for example, recently argued in this post that too much emphasis on collaboration – without clear rules of engagement – can stifle innovation. In a similar vein, a recent client worried that introducing new internal networking platforms would encourage staff to indulge in aimless discussion and prevent objective, quick decisions. The question of efficiency almost seems contradictory, given the immediacy and ubiquity of social media platforms…where developments are measured in minutes rather than days.

From my perspective, the answer to this rhetorical question is…yes: Collaboration and conversation can slow decision-making and hamper execution if you don’t support your social media efforts with streamlined processes and clear guidelines. If you want to introduce new crowd-sourcing tools – either with customers or employees – introduce a streamlined process to evaluate entries and decide which ideas get implemented. If you want major decisions to be reached through dialogue and consensus, set clear time and participation limits and confirm who makes the final call. If you have something to communicate that doesn’t require widespread participation and rumination, try meeting in small groups or – gasp – make a phone call. Collaboration and conversation will by its nature be somewhat messy and unpredictable, but it can and should be directed and managed by simple, clear rules.

Most importantly, perhaps, leaders should recognize that not all decisions should be left to group-think or need to be curated by teams. Getting input on a new shoe design or naming an intranet are not in the same category as planning a time-sensitive product launch or making organization changes that require surgical, timely decisions. In other words, pick your spots. Know when to listen, to invite comment, to encourage ideas, to foster debate…and when to just act.

This discussion is yet another illustration that social media is neither a panacea for business salvation nor a productivity-destroying albatross. New technology provides incredible capabilities to foster virtual, multi-media conversation and collaboration with a global audience. But it doesn’t replace the need for focused, deliberate management and robust planning to ensure things get done right and on time.

Leadership Is Own Worst Enemy In Manager Outreach

My fellow Northwestern Wildcat alumni David Grossman, an internal communication expert, recently shared research in his blog suggesting senior managers are the biggest roadblock to “fearless” internal communication by managers. Gaining leader understanding and support remains a big challenge for many managers who are willing and able to communicate with their teams. This research certainly confirms my own experience, where tremendous focus and energy is devoted to developing creative communication plans, introducing new or improved communication channels and/or helping managers to be better communicators…sometimes all for naught. Ultimately, politics trumps it all. If leaders aren’t on board and actively participating in the communication effort, it will likely fail.

Of course, many communication professionals are aware of this potential pitfall and take steps to avoid this executive resistance. Tactics include enlisting influential leaders as participants or ambassadors, framing programs with leader-friendly arguments like ROI and strategic benefits, or even using market (or competitor) data as motivation. But without a clear mandate, or directive, from the top leaders of the organization, some “walk the talk” evidence they are on-board, and tangible incentives and rewards for active communication, the manager cascade process will remain vulnerable to political meddling. Sometimes, managers are discouraged through subtle, symbolic actions (or lack of action) or apparently throw-away comments (“…you can check the intranet but do it on your own time”.) But I’ve also witnessed explicit warnings by leaders, telling managers that no matter what they hear from HQ, communication is a distraction and comes second to productivity.

Conversely, in one organization it took just one very clear directive from an executive to his senior team to get an ambitious manager communication program untracked and embedded in the daily work routine. And this was in a contact center environment, where time is indeed money and around-the-clock staff support is critical. Another effective approach is to use the broader workforce to drive change. Most managers can make a strong case that their employees are starved for information and rely on them as the most relevant and credible sources. They can even go to their leaders with examples of prevalent questions or rumors that require a clear, concise response. In other words, let us do what needs to be done.

The lesson here is clear: communication pros must proactively address any leadership resistance to manager communication through the planning and implementation cycle – even silent resistance – to ensure managers can participate to their full potential. Managers are probably your best communication asset, even in this age of social media.

Companies Fighting Losing Battle Against Social Technology

One of the issues I keep encountering in my work (and personal life) is the surprising gap between the use of social media technology outside the workplace and inside corporate firewalls. More specifically, many organizations continue to try to keep out the waves of disruptive technology through every means possible – including firewalls and restrictive company policies – while consumers of every age and region become more technologically agile and demanding. In some organizations, it’s as if you enter a time-warp where innovation is taboo and technology is used to restrict the flow of information, rather than fuel it.

I’ve argued that this corporate resistance is misguided and a recipe for strategic stagnation and market irrelevance – not to mention a serious drawback on recruitment and employee engagement. (Who wants to give up their smart phones and online tools when they go to work?) Well, a recent report by Forrester – which was presented during SXSW – suggests that despite their best efforts, these reticent companies may be losing the battle. [FYI - The study was available for free only for SXSW participants.]

A recent Forrester survey of U.S. information workers found that:

• 8% of workers use their own smart phone for work
• 12% download and use outside applications on a work computer
• 27% use unsanctioned login-required sites for work

Clearly, as the line between personal and professional blurs an increasing number of workers are using their personal communication tools and platforms for work purposes – and why wouldn’t they? New technologies – such as cloud computing, smart phones and social networks – foster lightning-quick information sharing, conversations and collaboration.

The study also confirms there is still stubborn resistance in corporate America, however. While 20% of respondents identified themselves as “HEROs” (the most resourceful and empowered) and 13% as “rogues” (using the technology without permission), 34% were defined as fully “locked down” and 34% as “disenfranchised” (feeling least resourceful and empowered). In the Forrester context the “HEROs” are the ones who know and understand customer needs and use technology to better serve those empowered customers.

The study argues that the smart response to this rogue trend is to empower workers to serve empowered customers. In fact, the study (and a related book) shares a number of examples of employees who used new social technologies to help the business, and ultimately benefit the customer experience. Hopefully this type of report will help dispel the favored argument of resistant executives that staff will use technology for frivolous pursuits. (Defining what is frivolous and what is productive is a topic for another post.)

Of course, there are many positive reasons why companies should introduce social media in the enterprise and provide their staff with the latest technology – notably to help them collaborate more efficiently and enable them as customer advocates – but now it appears the best reason is it’s going to happen anyway.

Cultural Orientation Needs Human Touch

A recent article in the San Jose Mercury News provides a fascinating window into how Facebook educates its rapidly expanding global workforce about the company’s celebrated culture. According to the article, Facebook uses a very high-touch strategy led by “landing teams” of trained HQ staff who parachute into new offices for assignments, which often last at least one year. Their mission: to carry and recreate the distinctive Facebook cultural DNA to the new troops. The landing team use a range of activities and tools to tell their story – including the Facebook “hackathon” event, which is designed to demonstrate the value of risk-taking and collaboration and spread some of that start-up pixie dust. Even the office set up is designed to replicate the look and feel of headquarters. Part of the team’s role includes recruiting new staff. During their assignments these ambassadors are expected to do their regular jobs. That’s an impressive commitment, and a good formula to get the best ambassadors.

This story is interesting on many fronts, not the least of which is the priority placed on ensuring new staff understand and embrace the company’s identity and values across diverse global locations. But perhaps the most important lesson here is the focus on sustained, face-to-face teaching – or call it mentoring. Culture has always been a strange animal for organizations, with the orientation and education work typically shared across a motley mix of teams (notably HR, marketing and internal communications). Often orientation is packaged as one-day firehose of materials and briefings – ranging from legal requirements to cafeteria menus – with culture delegated to some seminal historical documents and reinforced by vague, trite collateral in the facilities. The missing ingredient is often the hallway conversations – usually informal but sometimes led by assigned mentors – that carries the real stories, and implicit norms, that are true representations of the company culture.

The Facebook approach works well on several levels:

• It focuses on the real culture that staff already live and breathe, not some boardroom aspiration or stale bullet points in an elevator;
• It uses committed, passionate workers who have a range of jobs, not “trained staff” from support departments who are more likely to use canned materials and messages;
• It suggests that conveying information on topics like values and mores involves as much show as tell, and more emotion than fact;
• It rightfully assumes that teaching new staff about culture – and making sure they understand and embrace the values and norms – is not a one-shot deal, but a long-term commitment; and,
• It recognizes that even in dynamic, innovative global companies like Facebook a shared, coherent cultural experience is important to workplace morale and productivity.

I’ll admit that the Facebook approach may not work for all organizations – who after all have their own distinctive DNA – but it’s worth asking whether more traditional approaches work anymore.