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Middle Manager Dialogue Loop Ford

Middle Manager Dialogue Loop Ford

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Published by: cecinsider on Apr 06, 2011
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From the COMMUNICATIONS EXECUTIVE COUNCIL®o the SALES, MARKETING, ANDCOMMUNICATIONS PRACTICEwww.cec.executiveboard.com
© 2011 The Corporate Executive Board Company.All Rights Reserved.
CEC9803411SYN
23
MIDDLE MANAGER EARLY INVOLVEMENT
Ford’s Sustainability Planning ProcessCreate ongoing managerdialogue soon aftersetting a high-level CSRstrategy.
 
While most organizationsinvolve junior staf only atthe operational planningphase, Ford consults withmiddle managers early inthe process, as soon as ithas a high-level strategicobjective.
 
Ford creates ongoingdialogue with middlemanagers through severalconversations designedto help managers withimplementation and adjustthe strategy as needed.
 
The role o the CSRteam at Ford is that o aconversation broker andcommunication enabler.
1. High-LevelSustainabilityStrategic Planning3. Operational Planning2. Middle ManagerDialogue Loop
Prioritize CSR opportunitiesand set high-level strategicdirection with seniormanagement.Create ongoing dialoguewith junior managers to alignoperations to strategy andrefi ne plans.Roll out CSR strategy intooperations.
Ford’s CO
2
FootprintReduction Timeline
Near Term—
Begin migrationto advancedtechnology
Mid Term—
Fullimplementation oknown technology
Long Term—
Continue leverage ohybrid technologiesand deployment oalternative energysources2007201120202040
Senior management refi nesobjectives/plans resourcesor roll out stage.Educate middle managerson CSR strategy at thesenior level.Share manager eedbackon resource needs/suggestions with seniorleadership.Ask questions to suracemanager resourceconstraints.
 
Do the legwork for senior management:
Educate middle managers onrelevance o CSR strategy to business unit.
 
Proactively engage middle managers:
Ask questions to identiy their keyresource and people constraints.
 
Broker support:
Facilitate urther conversations between middle managers andkey support groups in the company.
 
Share feedback with senior management:
Feed upwards key inormation aboutaspects o strategy to refi ne.
Role of Communications/CSR TeamMiddle ManagerDialogue Loop
Source: Ford Motor Company; Communications Executive Council research.
 
From the COMMUNICATIONS EXECUTIVE COUNCIL®o the SALES, MARKETING, ANDCOMMUNICATIONS PRACTICEwww.cec.executiveboard.com
© 2011 The Corporate Executive Board Company.All Rights Reserved.
CEC9803411SYN
24
SUCCESSFUL DIALOGUE LOOP CREATION
Ford’s Dialogue Prioritization Framework
CO
2
Footprint Example
Start with those parts ofthe business CSR strategywill have greatest near-term impact.
 
For example, in its CO
2
 ootprint reductionobjective, Ford fi rst reachesout to middle managersin Product Development.Vehicle design is the fi rstthing to change to reduceCO
2
emissions in the long run.
 
Ater assessing the ullimpact and resourceconstraints in ProductDevelopment, Ford’s CSRteam can move on toSustainable Materials and setin motion the same dialogueloop with middle managersthere.
 
This makes the task moremanageable or Ford’s smallCSR team.
Magnitude of Impact
Timeline of Implementation/Roll-Out
ProductDevelopmentSustainableMaterialsManuacturingDealers
Tips for Successful Dialogue
Capture execution challengeswithin the organization, romthe bottom-upBroker introductions amongbusiness peers to supportmanagers with urther resourcesShare rontline eedback at thesenior level to continually refi neexisting CSR strategies
Dialogue Dened
 
Two-way, ongoing exchange o ideas and inormation to engage rontline employees in problem-solving abouthow to achieve business growth (or cost eciencies) in a more sustainable way.
 
Who:
Communications/CSR Managers & business partners deep into the organization who have to execute CSRstrategies into theirs business unit’s (BU) operations. These are usually line managers, who are close enoughto the voice o rontline staf and also understand core objectives o their business unit.
Source: Ford Motor Company; Communications Executive Council research.

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