Transparency, responsibility, and accountability: The pillars of our communications strategy

Stakeholder sentiment a key metric

As VFS Global enables cross border mobility and works with multiple stakeholders, it’s important for us to consistently share the right information, and adopt a balanced approach to act as a conduit between client governments and applicants.

Given the digitally connected world we live in, stakeholder sentiments is a key growth metric for any business. So, the onus lies on us to become the authentic source of disbursing information.

This was especially evident during the pandemic when applicants relied on us to get accurate and timely information. The pandemic taught us agility and flexibility at the same time. Imbibing these qualities in our communications strategy has empowered us to engage with different segments of the audience.

Being transparent, responsible, and accountable is critical for all stages of our communications approach. A robust communication strategy is an important aspect as it enables us to control the narratives that influence popular perception and maintain a positive image of our organisation.

Managing communications in a constantly evolving digital era

With audiences widely dispersed, it’s important for us to listen to them. This enables us to build better engagement and identify any potential risks much ahead of time.

With new mediums of communication increasingly gaining popularity, we must stay a step ahead with outreach strategies. For instance, we have collaborated with social media influencers to create awareness among customers about why they should apply for visas in advance. In the future, we want to tap this network to create awareness about how customers should beware of frauds and scamsters. New-age content formats such as podcasts, reels, and vlogs help us to connect with our audiences, and yet stay relevant.

To succeed in today’s ever-evolving digital era, we must focus on crafting meaningful experiences that strike a chord with audiences and make a deeper impact. Artificial Intelligence (AI) is one such powerful tool that will help in data-driven campaigns, automating operational tasks, and analysing online interaction.

We consistently innovate our communications strategy to be in sync with how audiences consume information.

Importance of internal communications for a global workforce

“At VFS Global, we follow the People First approach as we believe it’s the key to build a more engaged and motivated workforce. Happy employees lead to happy customers.”

Internal Communications plays a critical role in this aspect as it increases employee engagement and makes employees feel more connected with the organisation.

Employees are the best brand ambassadors of a company. It’s imperative that all of them speak the same language when it comes to representing the organisation in a public forum. This is where Internal Communications plays a key role in ensuring that the company's vision and values are cascaded across all hierarchies.