Establishing an internal communications function in EMEA

Purpose
The Bank of New York is an increasingly global organisation with over 5,000 employees across EMEA. To convey consistent and regular tailored messaging to an employee base across over 10 locations in EMEA, The Bank of New York needed to institute internal communications locally to take account of cultural differences.

Approach
Following the European Employee Survey, there were some clear indicators as to what was needed from a communications perspective. With some organsational restructuring due to be announced there was also a critical role in creating clear, open and honest communications. In just three months the intranet was relaunched, a EMEA specific newsletter - OneEurope - created, and clear and succinct messaging around the reorganisation communicated through a range of channels. Internal communications also worked to play a key part in Senior Management offsites and quarterly meetings, providing guidance on content and assessing feedback to tailor agendas appropriately. To gain an even better understanding of employee issues, the 2006 Employee Survey was more detailed, engaged all senior mangers ahead of being rolled out and was extended to Asia Pacific and Latin America.

Result
In 11 months there was a fully established internal communications function with an additional person hired to service northern Europe and the interim role was handed over to a newly recruited permanent employee. A virtual communications team across all locations was established, 10 issues of OneEurope were published, the intranet site moved to a second upgraded phase following feedback and internal communications has become fully integrated into the needs of the Senior Management Team. In addition, following an intensive marketing campaign, responses rates across EMEA rose from 60% in 2005 to over 75% in 2006.