In an age of information overload, in which employees (and pretty much all stakeholders) are bombarded with information from all angles, we’ve long suspected that the value of an individual message has diminished.
Well, CEC wanted to find out what employees really make of the messages they receive from Corporate Communications, leaders, and line managers. And in many ways, the results were concerning! Here’s a summary:
Finding #1: Employees Deem Messages To Be Largely Irrelevant
Employees rate nearly half of the messages they receive (49%) as irrelevant. Furthemore, they rate just 7% of messages they receive to be highly relevant to themselves and their team.
- CEC Members: Check these 7 tips for writing in a more engaging way
Finding #2: Employees Don’t Deem Messages To Be Credible
Employees are extremely skeptical about the messages they receive. Only 2% of messages were deemed to be highly credible, whereas 75% were deemed to have low credibility.
- CEC Members: Leaders and managers will often be best placed to build connections with their staff – learn how to become a better coach for executive and leader communications.
Finding #3: Employees View Messages As “Command & Control”
Although organizations such as GSK and L’Oreal have found success in coaching their managers to enable employee agility and innovation with interactive communication styles, 42% of employees actually view the messages they receive as command and control, whereas only 15% view messages as interactive.
- CEC Members: Check how GSK enable their leaders to self-discover communications habits that stifle employee agility.
So, you’ve seen what the data says. How does this match with your experiences? Are you surprised by these results? Or do they match your expectations? Let us know!!
on September 6, 2012
Respond
I may be missing it, but can someone supply some data behind these results (numbers surveyed, size of companies, etc.)?
on September 6, 2012
Respond
I agree with Robert, would love to see the survey data and full report on this. Would be very helpful
on September 7, 2012
Respond
interesting stats; please provide sample size and geographical spread if possible
on September 10, 2012
Respond
Hi all,
Forgive the slow response – the n size is actually contained on each of the graphics, but it’s a little small to see. Full information is contained via the link https://cec.executiveboard.com/Members/ResearchAndTools/Abstract.aspx?cid=101183481&utm_source=cecinsider&utm_medium=exbdblogs&utm_term=101183481&utm_campaign=11139
For those without access to our website, details are these:
Relevance: n = 3,523; 7 point scale, (Low Relevance = 0–2; Medium Relevance = 3–5; High Relevance = 6–7)
Credibility: n = 4,867; 7 point scale, (Low Credibility = 0–2; Medium Credibility = 3–5; High Credibility = 6–7)
Command & Control vs Interactive: n = 3,523; 7 point scale, (Mostly Command and Control = 0–2; Mix of Command & Control and Interactive = 3–5; Mostly Interactive = 6–7)
I hope that this helps – please let me know if I can help further.
on September 10, 2012
Respond
Thanks for the info Daniel. Still unclear as to the employees surveyed. Multiple companies? Across multiple industries? Large, medium, small? I fully admit it might be somewhere and I am missing it. I do that sometimes.
on September 14, 2012
Respond
Robert,
Sorry again for the slow response – our system usually lets me know when there’s a comment I need to respond to!
The demographic information you’re looking for is contained on page 16 of the Appendix of this link (not the first page 16 you’ll come to – please scroll on):
https://cec.executiveboard.com/Members/Popup/Download.aspx?cid=100265638&s1=Change-Management
You’ll be able to see the following data:
- Company size of respondents
- Seniority of respondent at their organization
- Role of respodnents
Sorry again for the slow response – I hope that this helps!
Daniel