Compliance can learn from a Ferrari app and use the example to enhance its communication strategy,  using internal social media.

As described earlier, Compliance communication is a sensible topic, as too less not serves the purpose to inform the employees and too much can easily lead to an information overload and that employees’ ears get deaf for the message.

A solution is to create a communication strategy with tailor-made messages for the different internal groups. Doing so, everybody should receive the information what is required for their job positions, not more and not less.

But communication (and this includes also training, workshops or the daily walk-the-talk) shall not limit itself to the transportation of information, but furthermore motivate the employees. This leads to the question what will we do, if we reached that goal and motivated employees ask for advanced information? We have to be honest and acknowledge that this could be always only a small circle of individuals, but nevertheless it is an important group,  as they perceive the message not only as a legal requirement, but understand the ethical importance, not only for the company, but for the sustainable development of the region and their personal life.

The Ferrari Formula One-team solved the problem with an App: Scuderia Ferrari All Access. Fans could download the software on their smart-phone and register. When this was done, the users received access to a first level of information. When they liked and / or forwarded these messages, they gained points and with this liberated a next level of VIP information. For a higher level of access, users had to act as multipliers of the race team’s communication. As they are emotionally involved in the sports, they did this anyway. The app supported the efficiency.

Today global organizations and companies offer a powerful intranet, which includes often also social media. Such a tool can be used as an internal LinkedIn or Facebook. If such a possibility is given, the Compliance department can and should actively use this.

Employees could join a Compliance group and receive here more detailed information. Such a communication channel cannot replace a classic communication strategy, as this information only goes to a group of self-selected employees.  Due to this, the group will consist of individuals from risk- and non-risk-groups. Nevertheless, it is a relevant channel to be included into the overall communication strategy, as some groups, as the famous Millennials, are socialized with social media and may use this as their favorite source of information. If the intranet includes such a possibility, another possibility would be to write a regular Compliance blog. Important information could be included into the regular communication campaign and additional texts and photos could be included into the blog, which would be accessed by interested employees.

Similar to the Ferrari app, the highly involved employees actively seek information on these channels and act then as multiplier to communicate the gained knowledge inside their work and private groups.

Source:

Henz, Patrick (2017): “Access Granted – Tomorrow’s Business Ethics”

Advertisements