This year in particular, has been a year in which we at Birth Group have had to develop a large number of Corporate Branding projects, specifically Employer Branding and of corporate communication. The increase was very significant and that is why today I want to touch on the subject a little more in depth and based on figures.
I think that in both points, there are two themes, somehow clear:
1. Companies are committed to consolidating and positioning themselves corporately.
2. The big quit, the quiet quit and the war for talent have pushed companies to invest more and more in their employer brand.
Apart from this, perhaps many of you have already had the opportunity to review “the Corporate Communication Panorama 2022” that AMCO developed hand in hand with Ipsos, if you have not done so, do not miss it, if you have already done so, I want point out 5 data that are very relevant to me and that give focus and meaning to Corporate Communication in Mexico:
- The area is becoming more and more relevant.
- 57% of the companies have an area, while the majority of the rest respond to HR.
- On the other hand, it becomes more relevant since 60% report directly to the CEO.
- Last but not least, 72% of organizations have a separate budget for their corporate communication.
- Communication is worked more internally than externally, trend or reality? I leave it to your interpretation.
- Regarding the external communication of organizations, only 10% is carried out via an agency, 43% in a mixed way and 47% internally.
- Regarding the internal communication of organizations, only 2% is carried out through an agency, 24% is mixed and 74% is carried out internally.
- Collaborators are the most important audience, and this is how it behaves:
- The audience to which it is most communicated according to the organizations and almost as important as the consumer, are the collaborators themselves.
- The most important audience according to agencies and consultants are collaborators with 31% followed by consumers/users with 28%.
- Spending on communication almost reaches 50% by employees, followed by the general population and consumers, with 11% each.
- The media and the evaluation of communication still have great opportunities ahead:
- The most used medium is email, followed by digital magazines, whatsapp groups, social networks, town halls, information screens and bulletin boards.
- The most effective are: mail, whatsapp or other messaging, town halls and internal social networks.
- 45% of organizations do not have metrics to measure, those that do have are based on: survey, attendance/participation rate, number of daily posts, reach and effect of messages, click rate and percentage of comments and dialogues.
- Lastly, and super hand in hand with what I do on a daily basis, the lack of alignment in communication, that is, the lack of use of insideout branding, is strong.
- Nearly 50% say they only line up sometimes, while about 20% say never or hardly ever.
Let us remember that this “AMCO and IPSOS Corporate Communication Outlook” was carried out at the end of 2021 and at the beginning of this year and was presented in August and it actually makes us think about this reality and how it is evolving. Finally, in terms of trends, some of them caught my attention, such as:
- The main challenges are: to communicate effectively, the commitment of the collaborators, approach to the audience, reputational positioning and digitization.
- The topics that companies should communicate more about are: corporate purpose, employer brand, social responsibility and circular economy.
- The causes that must be promoted by companies are: environment, diversity and inclusion, sustainability, gender equity, education, health, among others.
In short, corporate communication is a super exciting topic that continues to dictate an important course for organizations and in which we continue to innovate and adapt, especially after the pandemic.
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