For more than half of my career in public relations I worked inside the walls of a fairly large corporate communications department. If something was happening at the company, we knew about it. When an executive had news to share, they came to us. If a reporter needed a comment for an article in our industry, they came to us. In most companies, the corporate communications department has its “finger” on the pulse of the organization. 
But, does it? Many companies—especially manufacturers and global companies—have employees spread out across multiple locations. There is the administrative staff at the headquarters facility, but often the majority of workers are in factories, distribution centers, regional offices or out in the field. Do the people who work behind desks in the headquarters really understand how employees outside the building perceive the company? And, are those employees living the mission and values the company leadership established? Are they telling the company story?
We often tend to believe that what we perceive to be true, is indeed the truth. I came across a blog post on the Harvard Business Review that provided advice for how professionals can learn what others think about them. The reason being … it’s highly unlikely what many professionals believe to be true about their reputation is indeed the way they are actually perceived. So, what we have is a real disconnect between who we are, who we think we are and who people believe we are. Similarly, the same can be said of companies. So, what can corporate staff or communicators do to find out what employees really think? And, what should they do with that information?
A common trait among high-performing companies is that the entire organization—at every level—understands the company story (some may say ‘brand’ but we believe story trumps brand). Employees truly get what makes the company different from its competitors and are passionate about sharing that story with everyone they encounter—coworkers, clients, contractors, vendors, legislators, media, neighbors, family members and even strangers. They become your storytellers.
While this makes all the sense in the world, few companies and business leaders even know their story, let alone how to tell it so their employees become their storytellers (brand ambassadors). In fact, many are in the dark about what employees really think and may be surprised—even shocked—to learn what stories are actually out there.
It’s very easy to get caught up in the day to day running of a company or department. Someone has to steer the ship, right? But if you are steering with blinders on either side, you may be missing the big wave about to hit you from behind. You may not always like what you see, but it’s better to be aware and make corrections or improvements so the rest of the ride is smooth and your team is working with you, not against you.
Know what employees are saying about you and your company and encourage two-way communication. They are your ambassadors and storytellers. Work towards creating a culture that gets everyone on board to help you operate and steer the ship. This must go beyond simply giving instructions on what to do and how to do it. Involve employees. Be transparent. And, most of all, be genuinely enthusiastic. The way you deliver messages is as important as the message itself. Don’t get mired in corporate speak or complicated processes. That is expected and unfortunately often ignored. Tell the company story so it’s memorable and others will want to share it. Get employees involved. With social media and enhanced technology capabilities today, distance should no longer be an obstacle. No matter where an employee is located, they should feel as if they are on the same ship rather than in a canoe off to the side.
At WordWrite, we help companies identify their story and provide the tools and consultation to help them deliver that story—both internally and externally. A well-crafted and well-told business story is among your most powerful competitive advantages. You know where your company is headed and understand what sets it apart, but do your most important storytellers (your employees) get it? If not, you could be steering your ship alone.
Want to know more about how to get in touch with your company story? Here’s a link to our white paper to get you started on your storytelling journey.
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Hollie Geitner is vice president, client services for WordWrite Communications. You can find her on Twitter @JustHollieG.
