Recently, a number of studies have unveiled changing times in corporate communications. Across investor relations, public relations and employer brand management, research shows businesses are seeking to improve their efficiency, reputation and financials

UK’s Best Workplaces 2019

The Human Capital Management Institute published its yearly 'UK’s Best Workplaces’ study, finding that “these ranked organisations are committed to putting the employee experience at the forefront of their collective business strategies, leading to better business performance and higher employee retention.”

The research discovered and highlighted the importance of good employee experience within a workplace, as the result of this not only means a healthier working environment but also an increase the company’s value and success. Of the respondents, 94% of employees say the best workplaces make new hires feel part of the organisation from day one.

UK’s best workplaces 2019 – Super Large (+1,000 employees)
1. Salesfarce
2. Cisco UK
3. Hilton
4. Admiral group
5. Mars UK
6. SAP UK
7. Home Group Limited
8. BUUK infrastructure
9. Gowling WLG UK LLP
10. Rackspace Ltd

Employer brand management linked to corporate reputation

The Confederation of British Industry (CBI) and McKinsey found that a 7% increase in the quality of people management in the UK would correspond to a £110bn increase in capital across the UK economy. But, in order to do so, changes have to occur. The CBI says leaders have to espouse good people management practice from the top and correspond human capital objectives with business output objectives. Companies also need to recruit higher skilled workers and benchmark their progress against competitors, particularly when it comes to development and support.

The report concludes that 69% of the British public said reputation is tied to the way a business treats its staff. Matthew Fell, chief UK policy director for the CBI, says, “Too many businesses are missing a trick by not investing more into how they engage with workers. The size of the opportunity here is massive.” But, the challenge is still prevalent; almost two-thirds of CEO’s assume their businesses quickly adopted good practices, even though the study showed that under 80% of businesses perform below global competitors.

Purpose & Profit in corporate communications

Communications with investors have long been focused on financials. But, the trend toward increased reporting of corporate strategy, CSR efforts and human capital management is changing the way companies approach corporate comms.

Communications consultancy Black Sun worked with the International Reporting Council (IIRC) to introduce the Purpose & Profit study, focusing on communications beyond financials. The survey found that 89% of executives think businesses should look beyond the bottom line to deliver performance results. Worryingly, only 30% of executives have long-term strategic plans in place while 82% say that long-term strategic planning would help improve their organisations.

Richard Howitt, CEO of the IIRC says, “The evidence continues to demonstrate that moving towards integrated reporting is not just the right thing, but the best thing an organization can do for its long-term viability. 72% of executives believe it will reduce short-term thinking within the organization by supporting decision making and actions that focus on sustainable value creation over the short, medium and long-term.”

Research reveals c-suite thinks use of mobile is still falling short of expectations

Experience marketing agency George P. Johnson recently published a study, which explores the growing investment in mobiles and its impact on brand experience within different sectors. The study showed that 92% of c-suite decision makers in retail invested more in mobile technologies this year. Yet, only 37% of the respondents found that the retail sector takes advantage of mobile in marketing, even though the retail sector is the third largest sector in terms of mobile opportunity.

Retailers have the opportunity to enhance customer experience with effective mobile communications, but are still stymied by leadership. Nick Riggall, VP of digital strategy at George P. Johnson says, “Mobile is a habit creator. It has already changed consumer expectations. The rise of mobile-first approaches should be a lesson for all brands in how to successfully use the technology to create solutions and shape brand experiences at every touchpoint.”

McOnie launches results of a worldwide survey on the comms industry in 2019

Godalming-based B2B communications agency McOnie conducted a global survey in collaboration with the International Public Relations Network. The report investigated the impact fake news has on PR, concluding that over 50% of PR agencies “feel that fake news is forcing a change in traditional public relations operations.”

The survey, ‘The changing trend of PR globally – an agency perspective,’ was executed within 43 different PR agencies spread around the world, and concluded that the traditional PR and communications landscape is changing because of the influence of digital. It found that 58% of respondents cite the influence of digital as the biggest change in PR. Sarah McOnie, managing director at McOnie says, “It’s clear that because of the influence of digital, and the challenges that come with that the order of PR values have shifted with trust valued as most important, followed by creativity, loyalty and long term value.”