The document discusses how communications professionals need to adapt their skills to changing workforce demographics. As Generation Y, who have different communication preferences than previous generations, are projected to make up 75% of the workforce by 2025, communicators need to shift from a "driver" role of top-down information sharing to a "coach" role of facilitating two-way interactive communication. Community management skills like connecting people, driving conversations, and encouraging sharing will become increasingly important for communicators to engage younger employees and enable information sharing across hierarchical boundaries.

1. Internal Communications
Why every communications professional should have
community manager skills
Dennis Agusi
Corporate Communications
June 2012

2. Today’s Agenda
The workforce From driver to
Q&A
is changing coach
Corporate Communications, Dennis Agusi, June 2012 2

3. A strong diversified industrial group leading in
health and well-being
Our mission: Improving people’s lives through meaningful innovation.
Corporate Communications, Dennis Agusi, June 2012 3

4. Today’s Agenda
The workforce From driver to
Q&A
is changing coach
Corporate Communications, Dennis Agusi, June 2012 4

5. Today
The world’s workforce is changing 31,036
Generation Y will make up 75% of the world’s workforce by 2025 members
Source: Gen-Y Workforce And Workplace Are Out Of Sync
Forbes (2012)
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6. Generation Y (Millennials) communicates differently
This force us to rethink the way we communicate internally
• Informal communications
• Communicates in real-time
• 24/7 and every day
• Open and transparent
• Works everywhere
• Discovers information
Source: Gen-Y Workforce And Workplace Are Out Of Sync
Forbes (2012)
Corporate Communications, Dennis Agusi, June 2012 6

7. Generation Y
What they expect in the enterprise
A voice in
the
enterprise
Social and Real-time
informal communications
Generation
Y
Open and Flat
transparent communications
Corporate Communications, Dennis Agusi, June 2012 7

8. What does this mean for communicators?
The need to communicate differently
Before Now
Not visible for everyone Visible for everyone
Control No control
Top-down Bottom-up/side-to-side/top-down
One-to-many Many-to-many
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9. Today’s Agenda
The workforce From driver to
Q&A
is changing coach
Corporate Communications, Dennis Agusi, June 2012 9

10. Social technologies allow everyone to communicate
We are not the only communicators in the organization anymore
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11. From driver to coach
Most communicator's are But it’s time to act like a coach
driving the communications and facilitate communication
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12. What are the new skills required?
How is our role changing?
FROM: CREATOR TO: ENABLER
Primary objective Primary objective
Employees understand and believe in Employees are mobilized around
company goals company goals
Method Method
Inform and inspire Provoke and facilitate
Comms. environment Comms. environment
Hierarchical; one-way push; rely on On employees’ terms; two-way; participatory;
mass channels and manager cascades interactive (face-to-face and Web 2.0)
Skill set Skill set
Writing; channel management; Coaching; facilitating; behavioral psychology;
persuasion; shaping strategic agenda identifying business need for communications
Success metrics Success metrics
Message reach; employee attitudes Employee mobilization; business outcomes
Source: Mobilizing the Workforce, Communications Executive Council
Corporate Executive Board (2009)
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13. What are the skills of a community manager
Helpdesk Troublemaker Coach
Connects Encourages
people to sharing
people
Comedian Drives
conversations
Teacher
Corporate Communications, Dennis Agusi, June 2012 13

14. Today’s Agenda
The workforce From driver to
Q&A
is changing coach
Corporate Communications, Dennis Agusi, June 2012 14

15. Q&A
Corporate Communications, Dennis Agusi, June 2012 15

16. Q. How Millennial
BONUS!!! Are You?
Take the quiz!
Corporate Communications, Dennis Agusi, June 2012 16

17. From driver to coach
The communications professional is not the only one that is communicating
dennisagusi
or
dennis.agusi@philips.com
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19. Some facts about Generation Y
• Choose their employer based on
83% has a social profile
access to leading technology
38% have tattoos
• Prefer to choose the computer,
mobile device and applications they 64% believes in god
use at work 41% have a full time job
• Favor instant messaging over e-mail 25% comes from a single parent home
• Routinely bypass corporate approval 75% have working mothers
procedures when using devices and 40% have been at their jobs less than
applications 12 months.
• Regularly download nonstandard
technologies not available at work
• I can get to everything I need online
• Up-to-date versions of software
Source: global research, Accenture (2012)
Gen-Y Workforce And Workplace Are Out Of Sync, Forbes (2012)
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