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At Voice Live on 19 November, comms experts from Nationwide Building Society will be presenting our Inside Story session, looking at how the team uses data and insight to guide internal comms campaigns.

In a busy department, internal communicators don’t often have time to look in-depth at how to make strategic changes to the way things have always been done. But it’s no longer enough to get content out there and to hope it’s read – you need measurement that shows it’s making a difference and changing behaviour. 

At Voice Live on 19 November, employee engagement experts from Nationwide Building Society will talk about the impact that insight can have on internal communication.

In our Inside Story case study at the event, Neil Burgess, senior communication manager – strategy, planning and outcomes, and his colleagues will talk about how the right data can guide more effective campaigns.

Real value from true insight

True insight goes beyond the number of people looking at your videos or articles – “vanity metrics”, as Neil calls them.

“Those numbers are useful to a point. But the real value comes from knowing whether your people understand what you’re telling them, believe it and, importantly, know what they need to do as a result.

“You can carry out an engagement survey – and they are also useful to a point – but you need to understand your audience in more detail, in a sophisticated way. If you know whether you have low levels of understanding, belief or action, you have to use your channels in different ways to drive those scores up. For example, action is primarily driven through face-to-face and leadership-led channels.”


Applying insight to campaigns

At Voice Live, the Nationwide team will present one such campaign that arose from a need to improve action in the organisation.

The Arthur Webb Challenge is an annual competition that asks colleagues in teams to come up with an improvement idea around a given topic – efficiency savings, for instance – and to bring it to life, pitching it to leaders. Ideas progress through semi-finals and finals before a winner is announced.

“There is one ultimate idea each year,” explains Neil, “but every idea can be progressed. It’s been a phenomenally successful campaign, as we’re wrapping up the need for action in an engaging competition.”

And using more strategic insight doesn’t only help develop more powerful comms programmes; internal communication’s position of influence gets a boost too.

“That knowledge is what gets you at the top table,” says Neil. “That’s what internal communicators are aiming for. When you have insight that shows employees’ levels of understanding, belief and action, internal comms has a higher profile with senior leaders.”


Neil Burgess and colleagues Darren Brooks, internal communication manager – campaigns, and Mark Gibson, communication manager – strategy, planning and insight, will be at Voice Live on Tuesday 19 November, presenting Nationwide’s case study of using insight to guide internal communication. Click here for more information on the event and to book your place.      

Click here for more information on Voice Live and to book your place.

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