internal communications strategy - cuna councils...internal communication: the strategy purpose •...
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Internal Communications Strategy
715-5833-8133
509-536-6140
Brandi McKinneyAssociate VP, Human Resources
Internal Communications Strategyat Alabama Credit Union
About Alabama Credit Union
• Headquartered in Tuscaloosa, AL• 31 locations • $876M in assets• 80,000 members• 270 FTI team members
Beyond “Open Door Policy”• No ivory towers
• Important to communicate the strategic plan
• Willing to have a little fun
• Social & Community Events
Intranet & Departmental Communications• “The Lighthouse”- Policies, procedures, etc. housed here• Departmental Communication Plan• Semiannual Leadership Forum • Weekly ThinkTank sessions
-One/month is for HR topic-One for product reviews & promotions-One for monthly sales/service review (“ThinkIn”)-One for miscellaneous training needs (security, etc.)
High-Performance Teams
• Teams of 6-12 people• Vary in length based on
complexity• Any HPT must tie back in to
strategic plan• Mid-Point check-in and closeout
Communications Team (Hydro)
• Strategic communications only• Variety of methods – primary is
weekly HPTV• High-Performance Team progress• Rotating team with quarterly
phases• Plans and executes StafFest
Why are HPTs important?
• Learning opportunity for participants
• Pushes relevant strategic projects to more people
• Those people talk about the project’s strategic value
• Creates a method for relationship-building
• MORE and BETTER VALUE informal communications
Shared ValuesHR, Marketing, and Talent Development
Careers PageOnboarding
Job descriptions Ongoing training
Performance reviews Strategic communications
Rolled out by Team Hydro
StafFest
• “Steve’s Favorite Day of the Year”• ALL team members are expected to attend• Input from consultants and Senior Leadership Team• Senior Team participates• Strategy-oriented
StafFest
StafFest
StafFest
• “Rude Questions”
• Themes carried forward with HPTV
• Surveys for engagement
• Ongoing references throughout year
Jan JohnsonEVP of Organizational Agility
Internal Communications Strategyat Royal Credit Union
About Royal
• Headquartered in Eau Claire, WI• 22 Branches in Wisconsin and Minnesota• $2.4B in assets• 205,000 members• 623 team members
Internal Communication: The Need
2013: Royal was entering into an organizational transformation
• Established core purpose and core values as the foundation for all decisions and behavior
• True Member-centricity only occurs when every team member recognizes how they contribute to the Member experience, directly or indirectly, and has the information necessary to deliver effectivelyo Breaking down functional barriers and eliminating a silo mentalityo Clear understanding of core purpose and values, strategic direction, organizational goals
• Effective communication is critical to success and requires a strategic, not haphazard, approach
Internal Communication: The StrategyPurpose
• Inform, engage, focus – entire organization• Enhance cross-functional, cross-geographical, and multi-directional information
sharing• Enhance knowledge sharing to provide continuous learning• Provide a faster path for idea communication and implementation• Ensure consistent and timely sharing of critical business information• Increase efficiency• Improve the Member experience• Drive agility, accountability, team member engagement
Internal Communication: The Strategy What’s covered
• Team member portal
• Meetingso Recurring executive visitso Service Alignment Meetingso Purposeful Leader Meetingso Impact Meetingso Annual team member event (alternate between a Summit and a Community Give-Back Day)
Internal Communication: The Strategy
What’s excluded
• Everyday interactions, whether impromptu conversations or formal meetings
• Formal training programs
• Emergency and disaster recovery communications
Internal Communication: The Results 2013 Royal’s first team member engagement survey
2014 team member engagement survey
2018 team member engagement survey
Item Results % Fav % Unfav
I understand my role in helping RCU achieve our strategy 75 9
Item Results % Fav % Unfav
I know how I can contribute to Royal Credit Union’s Success 94 1
Leadership gives team members a clear picture of Royal Credit Union’s strategic direction.
87 3
Item Results % Fav % Unfav
I know how I can contribute to Royal Credit Union’s success 93 1
Leadership gives team members a clear picture of Royal Credit Union’s strategic direction.
90 2
Michelle GrabickiVP, Corporate Culture
Internal Communications Strategyat Numerica Credit Union
About Numerica
• Headquartered in Spokane, WA• 22 Branches in Washington and Idaho• $2.2B in assets• 145,000 members• 565 team members
Numerica Journey
• Why are internal communications important?• What is the goal?• How did we make this a reality?
The Why
• Multiple locations in different markets• Organizational alignment
• Consistent member experience
What is the goal?
• Strategic Alignment
How did we make this a reality?
• Executive buy in• All in with a full time position• Scope
• Daily huddles• Intranet articles• Video Production• All Company huddles• Communication courses• Frequently Asked Questions
How do we know it is working?
• 94% Employee engagement in Best Places to Work• Internal communications incorporated in to business processes
• Project roll outs• Reminders• Celebrations• Performance updates• Service spotlights
• Utilization of multiple channels• E-mail, intranet, huddles, videos