Similarly, a full third of companies reported that when it comes to consistency between
talk and action, their leaders fail to “walk the talk.” Since companies rely on managers
as key communicators, and employees prefer and rely on managers for information and
feedback, these results suggest that companies should:
• Clarify managers’ communication roles and responsibilities.
• Provide them with communication training.
• Establish metrics and measure their impact as communicators.
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Communication is critical, but few companies measure it
Better measurement drives better performance. According to the study, few companies
regularly measure the communication factors that ROI Communication identified as
predictors of higher earnings per share, including trust and engagement or the degree
to which they achieve an open communication culture.
The survey revealed that only 34 percent of companies have a robust employee
communication measurement program, and only 21 percent regularly benchmark the
performance of their employee communication function against other companies.
To reap the financial benefits of deeper employee trust and engagement, companies
should measure that engagement over time to identify both strengths and opportunities
for improvement. Specifically, seek to identify the source of credibility gaps, and ways
to facilitate an open communication culture.
about the study
To conduct the 2013 ROI Communication Benchmark survey, the ROI Communication
Benchmark team contacted senior leaders responsible for employee communication
at 697 companies on the Fortune 500 and Global 500 lists, and at privately held firms
with estimated annual revenue of at least US$4 billion.
Those companies interested in participating were asked to complete a 60-item
online survey, and secure sign-off from the executive responsible for corporate communication at their company. Ultimately 98 organizations, representing a wide range
of industries and demographics, completed the survey.
ROI Communication then used standard statistical techniques to establish the
validity of the sample size and evaluated survey results in relation to a company’s
financial performance, based on publicly available data.
about the authors
Barbara Fagan-Smith, ABC, is CEO of ROI Communication. Tina Rosenblum, Ph.D., is a
senior vice president with ROI Communication.