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2013 Workplace Trends Research Results Report

October 16, 2012


The entire contents of this report 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 Liz Smithers, Executive Assistant, at 347-733-1144 or lsmithers@dulye.com.

Dulye & Co. Workplace Trends: Report Contents

1. 2. 3. 4. 5. 6. 7.

Research Process / Design Summary Observations Overall Results: Quantitative Data Demographic Results: Job Title Demographic Results: Type of Organization Demographic Results: Communication Department Size Overall Results: Written Comments

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Dulye & Co. Measurement Process


1. Develop poll with 8 quantitative,
2 open-ended, 2 demographic questions.

2. Distribute online link to International


Association of Business Communicators Heritage Region members

3. Collect poll responses Oct. 4-11, 2012 4. Compile and trend data from 136
responses

5. Present results at International


Association of Business Communicators Heritage Region Conference, Oct. 16, 2012. Developed and managed entirely by Dulye & Co., the global leader in creating Spectator-Free Workplaces.
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Summary Observations: Results and Trends


Overall, communication professionals rate Employee Engagement as their #1 challenge for 2013. Written comments support this observation. Interestingly, communication professionals do not rate Employee Engagement as among the top 5 challenges on the radar screen for their executives. They rank Business Development as the top priority for leadership. As leaders, communication professionals rate Strategic Planning as their top priority In general, communication professionals report good working relationships with their boss, company executives and colleagues Overall, most communication professionals expect staffing and funding levels for the communication function to remain stable in 2013 Communication leaders at higher levels (VP and Director) are more focused on Business Development as a priority for 2013. Economic Uncertainty also ranks high as a challenge for communication professionals in most types of organizations, except Government. Written comments regarding metrics indicate most communication functions are using employee surveys to measure performance, with some tying performance directly to increased sales and ROI.

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Overall Results: Quantitative Data


Note: For questions 1-3, participants were asked to select 2 responses which were combined.

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Communication Professionals vs. Leaders: 2013 Challenges

Communication Professionals Top 5 Challenges


1. Employee engagement 2. Business development 3. Economic uncertainty 4. Innovation 5. Customer satisfaction

Executive Team Top 5 Challenges


(as viewed by communication staff)

1. Business development 2. Economic uncertainty 3. Innovation 4. Customer satisfaction 5. Competition

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Communication Professionals: 2013 Challenges


What are the top 2 challenges on your professional radar screen for 2013? (Please select 2 responses)

Top 5 responses
employee engagement

39% 36% 33% 25% 20% 0% 20% 40% 60% 80% 100%
7

business development

economic uncertainty innovation and product/service pipeline customer satisfaction

Total: 135
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Executive Team: 2013 Challenges


What are the top 2 challenges on your companys Executive Team radar screen for 2013? (Please select 2 responses)

Top 5 responses
business development

48% 40% 31% 25% 14% 0% 20% 40% 60% 80% 100%

economic uncertainty

innovation/product/service pipeline

customer satisfaction

competition threats

Total: 135
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Communication Leaders: 2013 Priorities


Identify your top two priorities for 2013 as a communication leader. (Please select 2 responses)

Top 5 responses
strategic planning

42% 26% 26% 26% 24% 0% 20% 40% 60% 80% 100%

employee engagement

your personal development

metrics and measurement

work tools and technology

Total: 136
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Communication Professionals: Working Relationships


Rate the following:

Your working relationship with your direct boss

3.4

Your working relationship with your company/organizations C-suite leaders

3.1

Your working relationship with colleagues in other departments 1


Non-existent Total: 131
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3.3
2 3 4
Excellent

10

Communication Function: 2013 Budget


Compared with 2012 funding, I expect my 2013 communication budget to be:

Unchanged

52%

Less

31%

More

17%

0%
Total: 130
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50%

100%

11

Communication Function: 2013 Staffing Levels


Compared with 2012 levels, I expect staffing in my Communication Department in 2013 to be:

Unchanged

71%

Less

15%

More

14%

0%
Total: 133
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50%

100%

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Demographics: Responses by Job Title


Note: For questions 1-3, participants were asked to select 2 responses which were combined.

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Response Demographics by Job Title


What is your current title?

Vice President

7%

Vice President: 9 Director: 43 Manager: 37 Specialist: 24


32%

Director

Manager

27%

Specialist

18% 0% 50% 100%

Total: 136
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Communication Professionals: 2013 Challenges


What are the top 2 challenges on your professional radar screen for 2013? (Please select 2 responses) Top 5 responses per group

Vice President
1. 2. 3. 4. 5. 1. 2. 3. 4. 5. Business Development 56% innovation and product/service pipeline 44% Economic uncertainty 33% Customer Satisfaction 22% Employee engagement 11% Employee engagement 43% innovation and product/service pipeline 32% Economic uncertainty 32% Business Development 27% Customer Satisfaction 8%

Director
1. 2. 3. 4. 5. 1. 2. 3. 4. 5. Business Development 44% Employee engagement 42% innovation and product/service pipeline 26% Customer Satisfaction 21% Economic uncertainty 23% Employee engagement 54% Economic uncertainty 38% Customer Satisfaction 25% innovation and product/service pipeline 21% Business Development 13%

Manager

Specialist

All groups agree on the top 5 challenges. VPs and Directors see business development as the #1 challenge; Managers and Specialists rank employee engagement as #1.

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Executive Team: 2013 Challenges


What are the top 2 challenges on your companys Executive Team radar screen for 2013? (Please select 2 responses) Top 5 responses per group

Vice President
1. 2. 3. 4. 5. 1. 2. 3. 4. 5. Business Development 56% Innovation and product/service pipeline 56% Economic uncertainty 22% Competition threats 11% Customer satisfaction 11% Business Development 46% Economic uncertainty 46% Innovation and product/service pipeline 19% Customer satisfaction 19% Competition threats 16%

Director
1. 2. 3. 4. 5. 1. 2. 3. 4. 5. Business Development 49% Economic uncertainty 44% Customer satisfaction 28% Innovation and product/service pipeline 26% Competition threats 19% Innovation and product/service pipeline 46% Business Development 42% Customer satisfaction 38% Economic uncertainty 33% Competition threats 13%

Manager

Specialist

All groups agree on the top 5 challenges for their Executive Team, and most rank business development as the #1 challenge, with the exception of Specialists, who rank innovation as the #1 challenge.
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Communication Leaders: 2013 Priorities


Identify your top two priorities for 2013 as a communication leader. (Please select 2 responses) Top 5 responses per group

Vice President
1. 2. 3. 4. 5. 1. 2. 3. 4. 5. Strategic Planning Metrics and Measurement Work tools and technology Funding and budget Leader development Strategic planning Employee engagement Metrics and measurement Work tools and technology Manager engagement 67% 44% 11% 33% 22% 41% 32% 27% 27% 19%

Director
1. 2. 3. 4. 5. 1. 2. 3. 4. 5. Strategic planning Employee engagement Metrics and measurement Work tools and technology Manager engagement Funding and budget Employee engagement Metrics and measurement Strategic planning Your personal development 40% 30% 20% 30% 19% 46% 42% 13% 38% 33%

Manager

Specialist

All groups agree that the top priority is strategic planning, with the exception of specialists, who rank funding as the #1 priority. All groups except VPS rank employee engagement as a top priority.

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Communication Professionals: Working Relationships


Please rate the following:
Director Manager Specialist Vice President 3.4 Your working relationship with your direct boss 3.2 3.7 3.5 3.4 2.8 3.6 3.5 3.4 3.4 3.5 3.0 1
Non-existent

Your working relationship with your company/organizations C-suite leaders

Your working relationship with colleagues in other departments 2

4
Excellent

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Communication Function: 2013 Budget


Compared with 2012 funding, I expect my 2013 communication budget to be:

Director

Manager

Specialist

Vice President 58%

Unchanged

41% 46% 56% 26% 38% 46% 22% 16% 22% 0% 22%

Less

More

0%

50%

100%

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Communication Function: 2013 Staffing


Compared with 2012 levels, I expect staffing in my Communication Department in 2013 to be:
Director Manager Specialist Vice President 65% Unchanged 43% 63% 67% 21% Less 38% 13% 11% 14% 19% 8% 22%

More

0%

20%

40%

60%

80%

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Demographics: Response by Organization


Note: in questions 1-3, participants were asked to select 2 responses which were combined.

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Response Demographics by Organization


What is your current company/organization type? Large Business: 66 Non-profit: 28 Small Business: 25 Government: 7
49%

Non-profit Org

21%

Large Business (over 501)

Small Business (under 500)

19%

Government Org

5% 0% 50% 100%

Total: 134
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Communication Professionals: 2013 Challenges


What are the top 2 challenges on your professional radar screen for 2013? (Please select 2 responses) Top 5 responses per group

Non-profit Organization
1. 2. 3. 4. 5. 1. 2. 3. 4. 5. Economic uncertainty Top 5 responses per group. 36% Business development 29% Innovation and product/service pipeline 29% Employee engagement 29% Customer satisfaction 21% Employee engagement 61% Economic uncertainty 29% Business development 24% Innovation and product/service pipeline 18% Customer satisfaction 17%

Small Business
1. 2. 3. 4. 5. 1. 2. 3. 4. 5. Business development 84% Economic uncertainty 44% Innovation and product/service pipeline 24% Customer satisfaction 20% Employee engagement 8% Innovation and product/service pipeline 57% Leader development 44% Employee engagement 29% Customer satisfaction 29% Business development 14%

Large Business

Government

All groups selected business development and employee engagement as top challenges. All except Government respondents are concerned about economic uncertainty. Government respondents listed leadership development as a top challenge.
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Executive Team: 2013 Challenges


What are the top 2 challenges on your companys Executive Team radar screen for 2013? (Please select 2 responses) Top 5 responses per group

Non-profit Organization
1. 2. 3. 4. 5. 1. 2. 3. 4. 5. Economic uncertainty Top 5 responses per group. 50% Business development 46% Innovation and product/service pipeline 36% Talent recruitment/retention 11% Customer satisfaction 32% Business development 42% Economic uncertainty 41% Innovation and product/service pipeline 33% Competition threats 18% Customer satisfaction 2%

Small Business
1. 2. 3. 4. 5. 1. 2. 3. 4. 5. Business development 72% Economic uncertainty 36% Innovation and product/service pipeline 28% All groups selected business development Talent recruitment/retention 24% as a top challenge. All Competition threats the government 12% except
are concerned with the economy. Almost half of Govt Business development employees are 57% focused on leadership development where Competition threats 29% small, and Customer satisfactionnon-profit29% large businesses are concerned with 29% Leader development employee Economic uncertainty engagement 14% and customer satisfaction.

Large Business

Government

All groups selected business development and the economy as top challenges for their executive team. Large Business and Government respondents are concerned about competition; Non-profits and Small Business are concerned about recruiting and retention.
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Communication Leaders: 2013 Priorities


Identify your top two priorities for 2013 as a communication leader. (Please select 2 responses) Top 5 responses per group

Non-profit Organization
1. 2. 3. 4. 5. 1. 2. 3. 4. 5. Strategic planning Top 5 responses per group. 57% Metrics and measurement 32% Funding and budget 25% Your personal development 25% Leader development 14% Employee engagement Strategic planning Work tools and technology Your personal development Metrics and measurement 42% 35% 27% 26% 21%

Small Business
1. 2. 3. 4. 5. 1. 2. 3. 4. 5. Strategic planning Metrics and measurement work tools and technology Your personal development Funding and budget Strategic planning Your personal development Metrics and measurement Staff development Work tools and technology 48% 32% 28% 20% 16% 43% 43% 29% 29% 14%

Large Business

Government

All groups selected strategic planning, metrics and personal development as top priorities. Large Business was the only group to select employee engagement as a top priority. Non-profit and Small Businesses selected funding as a top priority, and Government respondents selected staff development.

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Communication Professionals: Working Relationships


Rate the following:
Non-profit Government Small Business Large Business 3.3 3.4 3.7 3.3 Your working relationship with your company/organizations C-suite leaders 3.2 3.1 3.6 3.0 3.4 Your working relationship with colleagues in other departments 1
Non-existent

Your working relationship with your direct boss

2.9 3.5 3.3 2 3 4


Excellent

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Communication Function: 2013 Budget


Compared with 2012 funding, I expect my 2013 communication budget to be:

Non-profit

Government

Small Business

Large Business

61% Unchanged 43% 52% 46% 14% Less 57% 12% 41% 25% More 0% 32% 11%

0%
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50%

100%
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Communication Function: 2013 Staffing


Compared with 2012 levels, I expect staffing in my Communication Department in 2013 to be:
Non-profit Government Small Business Large Business

61% Unchanged 67% 11% Less 0% 4% 23% 29% More 14% 16% 9% 86% 80%

0%
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50%

100%
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Demographics: Responses by Size of Communication Department


Note: in questions 1-3, participants were asked to select 2 responses which were combined.

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Response Demographics by Size of Communication Dept.


What is your communication department size?

1-5 members

53%

6-10 members

20%

1-5 members: 71 6-10 members: 27 More than 10 members: 37

more than 10 members

27%

0%
Total: 135
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50%

100%

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Communication Professionals: 2013 Challenges


What are the top 2 challenges on your professional radar screen for 2013? (Please select 2 responses) Top 5 responses per group

1-5 Members
1. Business development 39% 2. Economic uncertainty 37% 3. Employee engagement 36% 4. Innovation and product/service pipeline 23% 5. Customer satisfaction 16%

6-10 Members
1. Business development 44% 2. Economic uncertainty 37% 3. Employee engagement 30% 4. Leader development 26% 5. Innovation and product/service pipeline 15%

Over 10 Members
1. Employee engagement 52% 2. Innovation and product/service pipeline 35% 3. Customer satisfaction 27% 4. Economic uncertainty 22% 5. Business development 22%

All groups selected business development as a top challenge, but departments with more than 10 members are more concerned about employee engagement. Respondents with less than 10 members are more concerned about the economy.

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Executive Team: 2013 Challenges


What are the top 2 challenges on your companys Executive Team radar screen for 2013? (Please select 2 responses) Top 5 responses per group

1-5 Members
1. Business development 49% 2. Economic uncertainty 36% 3. Innovation and product/service pipeline 30% 4. Customer satisfaction 29% 5. Talent recruitment / retention 11%

6-10 Members
1. Business development 56% 2. Economic uncertainty 41% 3. Innovation and product/service pipeline 37% 4. Leader development 19% 5. Competition threats 15%

Over 10 Members
1. Economic uncertainty 49% 2. Business development 41% 3. Customer satisfaction 32% 4. Innovation and product/service pipeline 27% 5. Competition threats 24%

All groups selected business development as a top challenge for their leaders, but departments with more than 10 members are more concerned about the economy.

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Communication Leaders: 2013 Priorities


Identify your top two priorities for 2013 as a communication leader. (Please select 2 responses) Top 5 responses per group

1-5 Members
1. Strategic planning 41% 2. Metrics and measurement 27% 3. Your personal development 26% 4. Work tools and technology 24% 5. Employee engagement 21%

6-10 Members
1. Strategic planning 52% 2. Metrics and measurement 30% 3. Employee engagement 30% 4. Your personal development 22% 5. Work tools and technology 19%

Over 10 Members
1. Strategic planning 35% 2. Employee engagement 32% 3. Work tools and technology 27% 4. Your personal development 27% 5. Metrics and measurement 22%

All groups agree on the same top 5 priorities, but order of importance varies across the groups. All rate strategic planning as #1, followed by either metrics or employee engagement. All list personal development as a priority, as well as work tools / technology.

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Communication Professionals: Working Relationships


Rate the following:
1-5 members 6-10 members more than 10 members

Your working relationship with your direct boss 3.2 Your working relationship with your company/organizations C-suite leaders 3.2

3.4 3.6

3.5 2.8 3.3 3.4 3.2 1


Non-existent

Your working relationship with colleagues in other departments 2 3

4
Excellent

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Communication Function: 2013 Budget


Compared with 2012 funding, I expect my 2013 communication budget to be:

1-5 members

6-10 members

more than 10 members

51% Unchanged 47% 38% Less 0% 26% 8% More 0% 19% 100%

0%
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50%

100%
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Communication Function: 2013 Staffing


Compared with 2012 levels, I expect staffing in my Communication Department in 2013 to be:
1-5 members 6-10 members more than 10 members

73% Unchanged 67% 62% 14% Less 11% 16% 9% More 22% 19%

0%
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50%

100%
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Overall Results: Written Comments


All written comments are shown as submitted, without corrections to spelling or grammar.

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Written Comments: Results


In your role as a communication leader, what is the #1 result that you are responsible for delivering in 2013?

Employee Engagement Business development/bottom line timely/targeted messaging Customer satisfaction/support Strategy/vision/goals Work tools and technology Marketing awareness Staff development Leader development Metrics and measurement

23 21 18 11 10 8 7 4 4 4
0 10 20 30
Number of Responses

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Written Comments: Results


In your role as a communication leader, what is the #1 result that you are responsible for delivering in 2013? (unedited sample comments) Employee Engagement
Employees who are aware of our strategic goals, the importance of customer experience and the economic condition we operate in. increased employee engagement in support of building business/referals Informed and engaged employees representing multiple segments. ongoing goal: drive a higher level of associate understanding, engagement and alignment across the company AND foster open, dynamic culture that fosters teamwork and transparency. for 2013: strengthen consistent messaging among leaders; improve change management skills (incl communications) in managers As a business owner and communicator, business development/bottom line is always top of mind business development/bottom line through cost-effective and efficient communications with prospects and clients. Results (as in ROI). But WE are expected to be the miracle workers; our leaders have little skin in the game and don't seem willing to invest more.

Business development/bottom line


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Written Comments: Results


In your role as a communication leader, what is the #1 result that you are responsible for delivering in 2013? (unedited sample comments) Timely/targeted messaging
Communications campaigns that help clients reach their target audiences. Consistency in messaging and execution across all marketing channels. Consistent and effective messaging across all program areas Crisp, clear, compelling & targeted messages, in a timely fashion As a consultant, I am responsible for delivering services and products that meet or exceed my clients' expectations. Client results and satisfaction, which equals return business for 2014. Client satisfaction leading to contract renewals and/or referrals for new business Delivering value to our association members via our publishing vehicles. Enhanced consumer experience

Customer satisfaction/support

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Written Comments: Results


In your role as a communication leader, what is: The #1 result that you are responsible for delivering in 2013? (unedited sample comments) Strategy/vision/goals
Coordinating our mission, vision, values, and strategic goals into our communications, events, community activities, and all things that reflect my company. Define strategy for communication's role in the business Develop communication strategies for internal communications. Communicaton support for a new strategic direction for our company Improvements to company intranet and Increased use of of company intranet by employees International website New content management system Corporate Intranet maintenance

Work tools and technology

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Written Comments: Results


In your role as a communication leader, what is: The #1 result that you are responsible for delivering in 2013? (unedited sample comments) Marketing Awareness
Demonstration of how marketing can add value to business development/bottom line process marketing/communications support to drive increased growth in sales Increased awareness of organization = more customers Market awareness leading to sales Communication education to communication professionals Communications management and personal development Improving the talent/skills of communicators

Staff Development

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Written Comments: Results


In your role as a communication leader, what is: The #1 result that you are responsible for delivering in 2013? (unedited sample comments) Leader Development
CEO Communications New senior leader visit/engagement with 12 global plant sites. leadership development measurable campaigns to assist in acquiring new business and customer retention Measurable improvement in reputation and trust among target stakeholders. measurable results to satisfied customers

Metrics and measurement

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Written Comments: Performance Metrics


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

Engagement/communication survey results Increased sales/ROI Readership/usage of online tools None established Improved communication/messaging Achieving performance targets/deadlines Other

29 23 16 11 8 5 16
0 10 20 30 40

Number of Responses
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Written Comments: Performance Metrics


In your role as a communication leader, what is: The metric that will be used to track and measure performance? (unedited sample comments) Employee/communication survey results
Hopefully, some questions on employee opinion survey, followed by in-depth focus groups. Improved engagement scores in our annual corporate-wide employee satisfaction survey Improved scores in our annual employee engagement survey. Internal Survey, Business Performance, Customer Satisfaction ROI and business resluts aligned with key priorities Budgets allocated to PR measured against varying ROI metrics. Clients to renew their contract, expand their contract or refer business to us Completion of visits to all of the global sites. Engagement with communications tools including web, newsletters and social media. Increase in acess to content, reduction in repeat calls, improved agent productivity Web hits, including downloads of our work

Increased sales/ROI

Readership/usage of online tools

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Written Comments: Performance Metrics


In your role as a communication leader, what is: The metric that will be used to track and measure performance? (unedited sample comments) None Established
Not entirely sure yet--developing that metric is my #2 priority for next year. Our current challenge is to develop goals and metrics to measure our performance. We currently do not track and measure other than feedback from staff and use of engagements. I will be consulting with colleagues to help define some clear metrics for 2013 Improvement of communication/outcomes Accomplishing the communications Seeing improvement in communication output and in communication competitions such as Gold Quill Staff communicating consistent messaging. Seeing that messaging reflected in media coverage.

Improved communication/messaging

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Written Comments: Performance Metrics


In your role as a communication leader, what is: The metric that will be used to track and measure performance? (unedited sample comments) Achieving performance targets/deadlines
Ability to meet the deadline and deliver what is required. My personal goal (metric if you will) is that no further edits or changes are required from my clients. Achievement of performance targets Did we meet communication deadlines for each corporate project? Subjective opinions! There is no one metric for measuring our marketing success. There are several depending upon the medium being used: website, collateral, PR, sponsorships, thought leadership, etc. Third party and media engagement opportunities and outcomes. unfortunately, just an excel document If the client does not set metrics, it is difficult to track and measure.

Other

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Dulye & Co. Spectator-Free Workplace


Employee Engagement

2-Way Communications

Pulse Check Measurement

Leadership Development

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Contact Us for More Information

Dulye & Co. / 347-733-1144 / www.dulye.com

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 Liz Smithers, Executive Assistant, at 347-733-1144 or lsmithers@dulye.com.

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