Organizational Leadership To Engage Employees
Engagement Happens Only With Good Employee Communications
Jun 12, 2009
There's good reason that Brian Dunn, President and Chief Operating Officer of Best Buy, received the International Association of Business Communicators top award, the 2009 IABC Excel Award, for demonstrating excellence in organizational communications leadership.
During his acceptance of the award, Dunn described his top tips for business success for this $40 billion (U.S.) corporation despite economic uncertainty and the largely discretionary nature of its products.
Employee Engagement Happens Only With Context
People crave context. Dunn’s initial point is that many employees in organizations face an enormous gap in understanding management decisions. At Best Buy, for example, where about 60% of its employees are under the age of 24, staff and consumers needed to understand the depth of the economic downturn.
Dunn adopted a proactive, be authentic communications strategy about the difficult climate to talk with employees and the media about the company’s surprise at the depth of the downturn. He then used these communications opportunities to discuss how Best Buy had adjusted it pricing strategy to meet these economic realities.
Strong Internal Communication Strategy Supported
Meet people where they are The company hosts Town Hall meetings with no formal agendas, Dunn visits stores to talk with staff and an online forum called Watercooler is a space where more than 10,000 employee participate weekly. Facebook and Twitter are part of its communications program and about 400 line level employees are trained to speak to the media.
Don’t be afraid to have fun. Best Buy’s communications team leads a fresh and courageous tone by producing an annual April Fool’s edition of its employee website and poking fun at executives on its employee television show called Tag TV. One episode communicates a sustainability message by showing Dunn pedaling an exercise bicycle that powered the lights in the studio.
Communications Management Means Leading With Courage, Quality
Know when to admit you are wrong. Best Buy introduced changes to an employee discount program that created a flood of negative employee response. Dunn reversed the decision two days later on ithe online Watercooler by admitting the error. The company fostered a stronger bond with employees as a result of listening and responding.
Recognize the Hard Work of Strategic Communications
Get sharp on your story. Leaders need to learn how to become an effective communicator with hard work and a great deal of practice. Dunn has media training twice each year to keep his verbal communications skills strong.
Tell it to the world. Best Buy tells the same story to its employees as it does the media and Dunn sends memos to his executive team that he would be comfortable reading on the front page of the Wall Street Journal.
At the same time, the human element leads the company's communications. The company’s “True Stories” campaign, for example, features advertising with employees describing real experiences with customers.
Organizational leadership involves employee engagement, using strategic communications in a contextual manner, authenticity, constant listening and a dose of light humor, Best Buy’s organizational leadership leads by example in the use of these strategic communications elements.
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