You are on page 1of 34

2015 Workplace Trends For Communicators

Poll Results Webinar


Dec. 9, 2014
Hosted by Dulye & Co. in partnership with
IABC Heritage Region and PR Newswire

Webinar Team

Michael Pranikoff
@mpranikoff

Gary Spondike
@gspondy

Global Director, Emerging Media Conference Chair


PR Newswire
IABC Heritage Region

2014 Dulye & Co. Proprietary

Linda Dulye
@dulye
President & Founder
Dulye & Co.

#2015CommTrends

What Well Cover

 2015 Research Overview


 Actual Results:
2015 Quantitative Data and
Written Comments
 Comparatives:
2013 / 2014 / 2015 Results
 5 Ways to Use this Data
Got a question? Tweet @mpranikoff
Join the conversation #2015CommTrends
2014 Dulye & Co. Proprietary

#2015CommTrends

Poll Hosted by Dulye & Co. for Third Year


Employee Engagement

2-Way Communication Strategies

Pulse Check Measurement

Leadership Development

2014 Dulye & Co. Proprietary

#2015CommTrends

About The IABC Heritage Region


Among the largest of the IABC
regions, serving 17 U.S. states plus
Washington, D.C.
Supports IABCs mission by:
1. Serving region members

Forrest Hughes
Director
IABC Heritage Region

2. Fostering organizational growth


3. Serving as a communication
conduit

2014 Dulye & Co. Proprietary

#2015CommTrends

2015 Research Overview:


Process, Participation
and Key Takeaways

2014 Dulye & Co. Proprietary

#2015CommTrends

2015 Poll Process


 Develop poll: 12 questions
about challenges,
priorities, resources,
metrics / 4 demographic
questions
 Distribute link and conduct
poll: Oct. 20 Nov. 5, 2014
 Compile 210 responses
and trend data
 Sort 456 written comments
 Present results today
during live webinar!

2014 Dulye & Co. Proprietary

#2015CommTrends

Terrific Response for 2015

Number of Responses

Participation Tracker
250

210

200
150
100

136

108

50
0
2013 Poll
(conducted in 2012)

2014 Poll
(conducted in 2013)

2015 Poll
(conducted in 2014)

Workplace Trends Poll


Largest response in polls three year history!
2014 Dulye & Co. Proprietary

#2015CommTrends

Participation Demographics
Level

Other (37)
18%

Business/Organization

VP
(19)
9%

Other
(21)
10%
Director
(57)
27%

Specialist
(44)
21%
Manager
(54)
26%

2014 Dulye & Co. Proprietary

Govt./
Public
sector (37)
18%

Private
sector
(110)
52%

Not-forprofit (42)
20%

#2015CommTrends

Participation Demographics
Company Size
# of employees
501-1,000
(18)
9%
101-500
(28)
14%
Less
than 100
(42)
20%

Communication
Dept. Size

6-10 (43)
21%
Greater
than
1,000
(119)
57%

2014 Dulye & Co. Proprietary

More
than 10
(52)
25%

1-5 (113)
54%

#2015CommTrends

2015 Research: Key Takeaways


 Communication professionals rank employee engagement
AND implementing new work tools/technology as top 2015
challenges. Not the case for their business leaders.
 Strategic planning is biggest priority for communication
professionals.
 Consistency reigns! Regardless of their business size,
industry or department size, communicators rank employee
engagement as a top challenge and strategic planning as
a top priority.
 When it comes to demonstrating value, most communicators
say employee engagement is the result they must deliver
in 2015.
2014 Dulye & Co. Proprietary

#2015CommTrends

2015 Research: Key Takeaways


 Communicators see business management experience as
paramount for career growth.
 Staffing and budgets for most communication departments
are expected to be unchanged.
 41% of respondents rarely or never receive executive-level
funding for their communication programs.
 Financial performance is the ultimate metric for most
communication leaders.

2014 Dulye & Co. Proprietary

#2015CommTrends

Actual Results:
2015 Quantitative Data
and Written Comments

2014 Dulye & Co. Proprietary

#2015CommTrends

Biggest Workplace Challenges: Communicators


What are the top 2 challenges on your professional radar screen for 2015?
(Participants were asked to select 2 responses)

employee engagement

42%

work tools/technology

42%

innovation and product/service


pipeline

24%

business development

20%

leader development

19%
0%

20%

40%

60%

80%

100%

Note: This is the first year that work tools/technology was included as a response choice for this poll question.

2014 Dulye & Co. Proprietary

#2015CommTrends

Biggest Workplace Challenges: Executive Team


What are the top 2 challenges on your companys Executive Teams radar screen for
2015? (Participants were asked to select 2 responses)

business development

47%

innovation and product/service


pipeline

39%

customer satisfaction

27%

economic uncertainty

18%

competition threats

17%
0%

2014 Dulye & Co. Proprietary

20%

40%

60%

80%

100%

#2015CommTrends

Face-Off: Top 5 Challenges for 2015

Communication
Professionals

Executive Team
(as rated by communication professionals)

1. Employee engagement

1. Business development

2. Work tools/technology
3. Innovation
4. Business development
5. Leader development

2. Innovation
3. Customer satisfaction
4. Economic uncertainty
5. Competition threats

Significant variation!
2014 Dulye & Co. Proprietary

#2015CommTrends

More Variation! Among Communicators

% of responses with
engagement as top priority

100%

52%

50%

45%
39%
32%

0%

Manager

Director Specialist

Vice
President

Different perspective from the top!


2014 Dulye & Co. Proprietary

#2015CommTrends

Communicators Top 5 Priorities


Identify your top two priorities for 2015 as a communication leader.
(Participants were asked to select 2 responses)

strategic planning

37%

metrics and measurement

32%

employee engagement

28%

work tools/technology

28%

personal development

24%
0%

2014 Dulye & Co. Proprietary

25%

50%

75%

100%

#2015CommTrends

Communication Budget

Unchanged

59%

More

21%

Less

20%

0%

2014 Dulye & Co. Proprietary

50%

100%

#2015CommTrends

Communication Staffing

Unchanged

70%

More

21%

Less

10%

0%

2014 Dulye & Co. Proprietary

50%

100%

#2015CommTrends

Communication Funding / Support


To what extent are communication programs/practices where you work funded by the
CEO, President or other Senior Leader outside of the HR or Communication Depts.?

Sometimes

39%

Rarely

31%

Often

20%

Never

10%
0%

20%

40%

60%

80%

100%

Note: This question was introduced for the first time this year in the 2015 Workplace Trends Poll.

2014 Dulye & Co. Proprietary

#2015CommTrends

Communicators Professional Development


What skills or expertise do you feel is most important for a communication
professional to become or remain a member of senior management?

Business management experience

40%

Analytical skills

22%

Networking skills

18%

Industry experience
Financial skills

11%
2%

Other

8%
0%

2014 Dulye & Co. Proprietary

20%

40%

60%

80%

100%

#2015CommTrends

Communicators Work Relationships

With your direct boss

3.4

With your company/organizations


C-suite leaders

3.0

With colleagues in other


departments

3.4

1
Non-existent

2014 Dulye & Co. Proprietary

4
Excellent

#2015CommTrends

Written Comments: Communicator Deliverables


In your role as a communication leader, what is the #1 result that you are responsible
for delivering in 2015?

36

Employee engagement

32

Business development/bottom line

23

Customer satisfaction
Marketing/brand awareness

17

Employee understanding of strategy/goals

17

Work tools/technology

17
12

Better communication practices

Staff/leader development

23

Other

0
Total: 184

2014 Dulye & Co. Proprietary

10

20

30

40

Number of Responses

#2015CommTrends

Written Comments: Performance Metrics


In your role as a communication leader, what is the metric that will be used to track
and measure performance?

37

Sales/financial performance

27

Survey/focus group results

21
20
18

Employee engagement/satisfaction/participation
Multiple metrics
Web analytics/use of online tools

12
11

Customer satisfaction
No metric established

6
6
5

Project completion/meeting deadlines


Informal feedback
External stakeholder awareness

17

Other

0
Total: 180

2014 Dulye & Co. Proprietary

20

40

Number of Responses

#2015CommTrends

Comparatives:
2013 / 2014 / 2015 Results

2014 Dulye & Co. Proprietary

#2015CommTrends

Biggest Workplace Challenges: Communicators


What are the top 2 challenges on your professional radar screen?
Top 5 responses by year.

2013

2014

2015

1. Employee engagement
39%
2. Business development
36%
3. Economic uncertainty
33%
4. Innovation
25%
5. Customer satisfaction
20%

1. Employee engagement 1.
45%
2. Customer satisfaction 2.
35%
3. Business development 3.
34%
4. Economic uncertainty 4.
21%
5. Innovation
5.
16%

Employee engagement
42%
Work tools/technology
42%
Innovation
24%
Business development
20%
Leader development
19%

Communicators still rank employee engagement as the #1 challenge.


However, after being introduced as a response choice for this question in the
2015 poll, work tools/technology gains favor.
2014 Dulye & Co. Proprietary

#2015CommTrends

Biggest Workplace Challenges: Executives


What are the top 2 challenges on your companys Executive Team radar screen?
Top 5 responses by year.

2013

2014

2015

1. Business development
48%
2. Economic uncertainty
40%
3. Innovation
31%
4. Customer satisfaction
25%
5. Competition threats
14%

1. Business development
48%
2. Innovation
37%
3. Economic uncertainty
29%
4. Customer satisfaction
29%
5. Talent recruitment
17%

1. Business development
47%
2. Innovation
39%
3. Customer satisfaction
27%
4. Economic uncertainty
18%
5. Competition threats
17%

Business development continues as the #1 challenge for executives,


and concerns about the economy continue to wane.
2014 Dulye & Co. Proprietary

#2015CommTrends

Communicators Top 5 Priorities


Identify your top two priorities as a communication leader.
Top 5 responses by year.

2013

2014

2015

1. Strategic Planning
42%
2. Employee engagement
26%
3. Personal development
26%
4. Metrics/measurement
26%
5. Work tools/technology
24%

1. Strategic Planning
1.
39%
2. Personal development 2.
33%
3. Employee engagement 3.
30%
4. Metrics/measurement 4.
30%
5. Work tools/technology 5.
23%

Strategic planning
37%
Metrics/measurement
32%
Employee engagement
28%
Work tools/technology
28%
Personal development
24%

Communicators consistently cite the same top 5 priorities


for the past 3 years, with strategic planning holding the top spot.
2014 Dulye & Co. Proprietary

#2015CommTrends

Communication Budget
2013

2014

2015
52%
61%
59%

Unchanged

17%
16%
21%

More

31%
23%
20%

Less

0%

2014 Dulye & Co. Proprietary

20%

40%

60%

80%

100%

#2015CommTrends

Communication Staffing
2013

2014

2015
71%

Unchanged

61%
70%

More

14%
16%
21%

Less

15%
23%
10%
0%

2014 Dulye & Co. Proprietary

20%

40%

60%

80%

100%

#2015CommTrends

How To Get This Research

View 2015 Poll results at:


dulye.com/2015workplacetrends

2014 Dulye & Co. Proprietary

#2015CommTrends

How To Use This Research


1. Share the data with colleagues, your boss
and line-of-business clients
2. Compare it with hard data from your
organization. If you dont have hard data,
get it.
3. Re-examine the direction of your 2015
strategic plan
4. Evaluate your engagement metrics.
Do they measure what matters for the
business?
5. Step up executive coaching on the
engagement mandate
2014 Dulye & Co. Proprietary

#2015CommTrends

Thank You! Any Questions?

The entire contents of this presentation are proprietary to Dulye & Co. This material may not be copied or reproduced for
any purpose. Any reproduction or disclosure requires the prior consent of Dulye & Co.
For more information, please contact Roger Gibboni, COO, at 845-987-7744, rgibboni@dulye.com.

2014 Dulye & Co. Proprietary

#2015CommTrends