《Axios HQ:2022年职场沟通报告-职场沟通危机(英文版)(19页).pdf》由会员分享,可在线阅读,更多相关《Axios HQ:2022年职场沟通报告-职场沟通危机(英文版)(19页).pdf(19页珍藏版)》请在三个皮匠报告上搜索。
1、The workplacecommunications crisisWhy internal communications arent workingAxios HQ is dedicated to helping organizations communicate more effectively.This year,we surveyed hundreds of employees,communication professionals and executives to better understand how leaders communicate at work and,more
2、importantly,what is and isnt working about it.This report dives deep into workplace communications the habits,opinions,and attitudes of employees and employers alike to understand how we can all be clearer,more productive communicators at work.About the report Communications Report 2022|Whats inside
3、You can imagine the ripple.Team feelings of support,transparency and connection fade.Rising managers,untrained in communication,exacerbate the issue.Cross-organizational updates become unclear,inconsistent and weak.And once youve lost team engagement,its hard to rebuild trust.Critical messages that
4、many leaders think theyre getting across are never seen at all.Lets dig into whats happening and how it can improve.Executive summary Communications Report 2022|There is a fundamental issue inside every organization every institution,agency,nonprofit,team.Whether they know it or not,research shows m
5、ost are struggling with the same internal issue:communication.The problem:Theres a massive breakdown in how communication leaders engage their teams and how those teams view the details they receive.66%of communicators think they know what updates employees need.31%of employees agree.Across teams of
6、 all sizes,that creates under-productive and disengaged employees.Leaders are sharing an avalanche of information mostly ad hoc but rarely have a feedback loop in place to know if their comms are effective.So while communicators think employees are sprinting toward the next goal,theyre more often st
7、ruggling or unclear on how to move forward.The crisis aheadEmployees arent reading ad hoc updatesCHALLENGE 1Communications Report 2022|The number one challenge communicators face:getting teams to stay engaged and read critical company or organizational updates.Across communicators:48%say its their t
8、op issue,at companies with under 100 employees.66%say the same thing,once their teams hit 100 and larger.Employees face a flood of information in their day-to-day work emails,IMs,document dumps,texts,tweets,alarms,alerts.And while shrinking attention spans and shallow memories arent new,its fallout
9、will continue to scale as the company does.Case in pointLess than half of employees feel informed about their companys business goals.And the communications they receive are often flawed:Leadership perspective is often lacking.Messages are confusing and not transparent.Updates arent relevant or cate
10、red to teams.Cadence is inconsistent or unreliable.Nearly 70%of communicators acknowledge the problem their main way of sharing information is ad hoc email.Yes,but:Only 48%of employees realize these ad hoc updates are the main way they get access to important information.Its inefficient and feeds a
11、vicious cycle.Employees feel confused and out of the loop,and communicators,tight on time and feedback,struggle to evolve their strategy 32%say finding enough time is a key issue in communicating to employees.Streamlined,focused updates are critical in stopping this spiral.Employees arent reading ad
12、 hoc updates Communications Report 2022|74%of communicators think their updates are concise and effective.40%of employees agree.A smart solution,from GrailThe answer is not more words.It is far fewer,more thoughtfully shared,that will serve teams and their leaders long-term,mend employee trust,and r
13、eignite engagement.The issue with ad hoc is leaders only think,“I need to communicate a piece of information,”said Matt Burns,VP of Communications at Grail,a biotech company,“not,What is the employee experience that were creating with all of these little touchpoints?”The Grail way:“We set a deadline
14、 on Thursday.If you have priorities you want to communicate to employees,share those,and we put them into a very compelling newsletter.”In 4 minutes,employees get the details they need,rather than ignoring a dozen ineffective emails.Clear,concise,consolidated.This approach saves time.Leaders send fe
15、wer updates,each one full of essential information.Employees get a consistent feed of relevant,transparent updates,in an engaging way.Its not just good for the employee experience.Managers are getting a lot more eyeballs on core communication they want people to see.Matt Burns,VP of Communications a
16、t Grail Employees arent reading ad hoc updates Go deeper:More advice from Grails VP of CommunicationsCommunications Report 2022|Communication issues compoundIn small teams and early stages,communication is less complex.Keeping 10 people on the same page is rarely more than a quick call or catch-up a
17、way.Scale much beyond a dozen,though,and a new reality starts to set in:everyone becomes a“communicator.”45%of leaders whose titles have no tie to communications are sending internal updates to employees weekly or even more often.The problem:Most were never taught how to communicate with a team,enga
18、ge executives,or develop long-term reader trust.Its a skill leaders are expected to have,but it often doesnt come naturally.CHALLENGE 2Communications Report 2022| Communication issues compound 66%of communicators in small orgs say only one or a few people send internal updates.80%of communicators in
19、 large orgs say one or more teams focus on sending internal updates.Communications Report 2022|Case in pointCommunicators are nearly twice as likely to think their updates are informative and engaging than the employees who receive them.As teams grow,management layers quickly get complex and folks w
20、ho have rarely seen effective communications become responsible for sharing vital news.Mid-sized companies struggle the most sharing high-level objectives.Large organizations say topics like DE&I are hardest to communicate.And while it is not lost on anyone that there is room to improve structure,st
21、rategy.or visual appeal in workplace communications employees rate them a 3.3 out of 5 feedback loops to inform those changes are missing.45%of communicators say they dont get enough feedback.31%of employees say theres no clear place to share their feedback.That leaves companies stuck in a damaging
22、rut.Employees get in a habit of“skim-and-delete”if they read updates at all.Communicators lack the data to do it well.And around the time organizations hit 1,000 employees,that confusion and disconnect becomes an obstacle thats hard to correct.As companies grow.A smart solution,from SalesforceCommun
23、ication doesnt have to be complicated.It comes down to an honest evaluation of what teams need,a realistic assessment of how much information to share,and a conversational approach that reaches readers with the same language they use day to day.“The trust and transparency we create as communicators
24、is gold,”said Salesforce CCO Brad Burns.“Whether youre a two-person shop or a Fortune 500 company,it begins and ends there.”The Salesforce way:“We started sending a daily email to employees.It talks about what happened today and whats going to happen tomorrow,and we have an open rate of almost 70%by
25、 65,000 employees.”Consistent communication,directly from leadership,with follow-on updates from a manager.This helps teams feel included in high-level strategy,find a sense of community and connection,and map their daily contributions to each set of goals between them and the very top.Communication
26、 issues compound Go deeper:More advice from Salesforces CCOCommunications Report 2022|Its an email thats written with humor.Its punny.Its engaging.It has become destination reading for our company.Brad Burns,CCO of SalesforceTracking is an obstacleCHALLENGE 3Communications Report 2022|Less than half
27、 of communicators 47%say their organization measures how effective their internal communications are.Among those who do:73%say email open rates and surveys are their most common tools.79%say casual and unsolicited feedback is their other regular input.The problem:Employee engagement is being treated
28、 as a given,rather than the result of a strategy that leaders nourish,nurture,track and evolve.Standard emails cant always offer the analytics and insights that make that monitoring easy,so as teams grow,they turn to more sophisticated engines.Tracking is an obstacle Communications Report 2022|Case
29、in pointAbout 30%of communicators at medium and large organizations say newsletters and other similar,multi-item updates have become the main way they share internal company news.75%send them at least monthly.54%send them at least weekly.Streamlined strategies,plus analytic tools,can help communicat
30、ors track engagement in the same ways organizations are now accustomed to seeing sales,marketing and business-level performance.Teams that are most engaged start to reveal themselves,the topics that resonate become easier to spot,and baked-in opportunities for employee reactions and feedback can inf
31、luence content strategy.Smart solutions,from the surveyIts important to keep a pulse on reader attitudes.But for teams that dont yet have a feedback process in place or tech stack to track performance,employees and communicators shared what they think sparks engagement.What employees want from workp
32、lace updates:Shorter,multi-item updates that are relevant to their roles.Clearer,more transparent updates to cut out surprises.In-person opportunities to discuss important updates.Ways to share their voice and offer feedback.What communicators suggest for sharper internal updates:Keep them short and
33、 succinct.Set a good,reliable cadence.Dont ever send more than you have to.Engage readers in several ways emails,meetings and more.Tracking is an obstacle Go deeper:Checklist for more engaging communicationsCommunications Report 2022|Both sets of insights add up to clearer communication strategies,m
34、ore engaged and informed employees,and an overall team culture thats found a way to get smarter,faster together.Our thought bubble:Take actionIn this era of nonstop noise,every person must be a skillful communicator,and theres nowhere that need is felt more than in teams and organizations.The urgent
35、 issue theyre facing:Communicators do not realize their strategies are ineffective.Employees dont believe their needs and feedback are heard.Both issues intensify as teams continue to scale.As communication breaks down,trust,engagement,and productivity erode alongside it.At organizations small and l
36、arge from Axios to the Fortune 100 a few strategies have helped leaders and teams connect in a more genuine way,stay focused on the information that matters,and above all else,bust through the noise.WHATS NEXTCommunications Report 2022|How to get started1.Consolidate whats key.Keep vital updates in
37、one recurring update.Readers build a habit around it,and leaders avoid ad hoc sends.2.Ruthlessly prioritize.Make your point early and clearly so readers can move on:60%80%of them are scanning,not reading,what you write,University of Maryland research found.3.Write like you speak.Jargon and well-know
38、n background weigh your messages down.Conversational language is captivating.4.Listen and learn.Youre reaching smart readers.Give them what they need,stop when youve said enough,and set up a system for feedback.5.Repetition matters.If you want someone to remember your message,communicate crisply and
39、 repeatedly.By the time you have annoyed yourself,others are probably starting to hear you.Take action Go deeper:How to win the war for attentionCommunications Report 2022|The communications crisis isnt confined to business or top leaders.The more noise and distraction,the more precision and efficie
40、ncy will matter for anyone to be heard and remembered.Our thought bubble:Who we surveyed Communications Report 2022|METHODOLOGYCommunicators27%Non-Communicators73%Communicators vs.Non-communicatorsExecutive37%Senior Management31%Middle Management20%Intermediate Level11%1,001+45%101-50019%501-1,0007%
41、We conducted two surveys one reaching communicators and leadership at organizations,and one reaching employees.Respondents included both Axios readers and non-readers:11-10029%Job levelCompany sizeEntry Level1%Who we surveyed Communications Report 2022|IndustryHealth Care16%Other Industries*24%Banki
42、ng,Finance,Insurance12%Education9%Government and Public Administration9%Manufacturing8%Nonprofit and Association8%Consulting7%Information Technology7%Other Industries includes the following categories:Media,Publishing,or Broadcasting 5%Transportation and Public Utilities 4%Retail 3%Legal Services 2%
43、Investing 2%Real Estate 2%Hotel and Food Services 1%Telecommunications 1%Academia 1%Arts&Entertainment 1%Government Lobbying 1%Gaming 1%Who we surveyed Communications Report 2022|See how Axios HQ has perfected the art of clear stakeholder communications.About Axios HQ See a sample updateBook a demoC
44、ommunications Report 2022|Axios HQ helps teams communicate more effectively.Rooted in years of research,HQ creates smart updates that distill essential information in half the time increasing transparency,boosting engagement,and building trust.Innovative companies like Delta,Edelman,and Everfi know communication is the key to culture,connectedness,and growth,and they use HQs intuitive platform to elevate company updates that get their teams smarter,faster.About usWrite less.Say more.