Where does the role of communicator fit in tomorrow’s world?

Back in March I posted a piece about  a networking event I had attended entitled Seeing Around Corners – Tooling up for the Future after which I was interviewed by Alison Boothby – a freelance business writer who works with recruitment consultants Comma Partners who hosted the event.

Alison was writing a piece for simply-communicate.com based on the discussions held at the event to explore the following questions: Where does the role of communicator fit in tomorrow’s world and how will their work be impacted by future trends in technology, business models and a growing and ageing global population? You can read the full article at http://bit.ly/KonyVd but I thought it was worth sharing the top ten points Alison highlighted as critical success factors (as identified by audience of senior communicators) for communicators over the next decade:

1. Communicators need to work far more closely with HR, OD and Training functions. The challenge of engaging a multigenerational and ageing workforce in organisational structures that are more fragmented, fluid and virtual cannot be underestimated.

2. Building and sustaining employee trust is a high priority for successful business in the next decade and employees will expect the same technological conveniences at work as they have in their personal lives.

3. It’s the responsibility of both HR and communicators to design processes for employees which are centred on the demands of the individual and their changing needs throughout their employment lifecycle.

4. Employees must be treated as seriously as customers.

5. The relationships between leadership and employees are critical and communicators play a big part in breaking down the barriers between them. Communicators must be prepared to challenge leadership.

6. Communicators need to keep on top of technology, know what is possible and how to use it appropriately for different audiences within the workplace, taking account of individual needs and preferences.

7. Communicators and HR must work together to instil a mindset in the organisation that is tolerant of change and uncertainty – this is the new ‘normal’.

8. By helping employees understand what’s expected of them and how this fits into the organisation’s strategy, employees can become more open-minded and nimble.

9. Communicators who are still relying on others coming to them for the messages – visiting intranet portals, reading emails – are missing out on one of the biggest communication shifts in history.

10. Communicators are more often than not ‘agents of change’. Does the function need a rebrand?

Given the multitude of challenges businesses are facing, what do you think are CSFs for communicators over the next 5-10 years?


About madeleinekavanagh

Internal comms specialist with a career spanning advertising, car sales and management consulting. My greatest legacy (so far) - my son!
This entry was posted in Authentic communication, Corporate Communications, Internal communications, People management / motivation, Social media, Success factors. Bookmark the permalink.

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