Elevate yourselves to strategic partners, measure what matters

Jim Shaefer was guest speaker at #IABCPhiladelphia on Wednesday night and encouraged professional communicators to shift attention from content delivery to supporting leaders in engaging employees and communications that can impact business performance. Business partners measure what matters to C-suite executives, who don't understand typical communications metrics.

Want to elevate your internal communications, be more strategic and be more valued? Focus on making an impact to business performance, help leaders communicate more effectively and engage employees on priorities. 

Pay attention less to activities, channels and information delivery and be a trusted advisor who understands business drivers and results. He said employees respond to what leaders say and do, performance management systems and recognition practices, he said.

In a casual, engaging talk, Jim (@jim_shaffer) visited IABC Philadelphia meeting in King of Prussia, Pa., from his base in Annapolis, MD. He shared stories about interviewing C-suite execs, perceptions of their communication function, and his experiences working with companies like #FedEx, #ConAGra, #Pfizer, #Abbott, #OwensCorning #Nordstom #Marriott #Verizon on performance improvement and large-scale organizational change.

He suggested #internalcommunications can be elevated in the minds of leadership when communicators serve as business partners and develop ways to use communications to improve operations. With research and examples from his consulting, he gave the following tips:

• understand the business and market trends
• strengthen business and financial knowledge and sharpen consulting skills
• give an outsider's perspective and help leaders brainstorm "what if?"
• align employees with the company vision, purpose and their role
• educate employees about context and factors impacting business
• allow time to communicate properly to enable successful change, ensuring employees understand the "why".

Jim said business leaders don't understand the value of typical communications measurements. They care about how to make money, save money, improve operations and grow the business.

He encouraged everyone to emphasize well-known tactical metrics less, like frequency of content delivery, message readership, web site page views, click throughs, and social media like, shares and follows. Instead, show how communications supports organizational performance goals like safety, quality, innovation, customer satisfaction, or revenue growth.

What do you measure in internal communications? How do your leaders respond to your metrics? Do you feel metrics provide insights into your effectiveness?

Jim Shaffer is an internationally recognized business advisor, leadership coach, author, speaker and leader of the Jim Shaffer Group, founded in 2000. His clients say he has a unique ability to leave them with "stronger leaders and higher performing people." He was one of the architects and leading practitioners of Towers Perrin’s change management practice.

His book, The Leadership Solution, has been frequently listed as one of the top “must have” business books on leadership, change management, communication and creating high performance through people. Visit www.jimshaffergroup.com to learn more and subscribe to his twice-monthly newsletter, The Leadership Report.

Thanks to the IABC program planning team.

#Vanguard communications team was well represented.

#ElenaBucciarelliPerri #BillSeiberlich #MichaelZimet #ReginaBiunno 

#strategiccommunications #leadership #strategyexecution