Content Curates Change...
Advisor
Jessica Ann
Advisor
- Sep 20, 2013 12:18 PM
One of the added benefits of creating content is the ability to curate change in the company culture (how's that for a tongue twister)?! when i work with companies on their content strategy, it often involves getting the input from various departments, and bringing people together who wouldn't normally interact.
The content that gets created brings people together, generates ideas, stories, and inspiration among everyone involved. has your content been a positive influence on change management within your company or with clients? what are some stories you can share?
4 Responses
Jessica, this is a fantastic insight on a benefit of content creation I had not thought of before. I'm constantly preaching the importance of culture, and I'm certainly a realist when it comes to knowing how difficult it is to change culture when it needs changing. I completely agree that the process of creating content is a catalyst for cultural change (right back at you with the tongue twister!).
I've found that the best and most effective way to change a culture is to change the stories. it's not always easy at first, and resistence can set in. But it ends up benefiting the company in many ways over the long-term. thanks for your comment, Jerry!
Hi Jessica, Jerry, This morning's widely reported news in the UK, concerns Ryan Air, the leading budget airline offering flights across Europe. They are a big success story and have grown by operating a low cost model based on flying to secondary airports outside of the big cities, enabling them to offer very low prices. Unfortunately they have generated poor publicity with their somewhat abrasive attitude to customers. There have been many examples including, quoting the BBC website link below, ‘On Friday morning, Ireland's Daily Mail detailed how Ryanair had charged a customer 188 euros (£160) to change his flight after his family had died in a fire.’ ‘Dr Muhammad Taufiq Al Sattar told the newspaper that he broke down in tears as he tried to explain to staff at Dublin airport why he needed to change to an earlier flight to Birmingham.’
On previous occasions the company had justified its behaviour by pointing to the fact that it was the cheapest way to fly. Profits were rising, so why worry? appeared to be the attitude. But now the headlines are ‘Ryanair is to reform its "abrupt culture", chief executive Michael O'Leary says.’ http://www.bbc.co.uk/news/business-24177834
What has driven this change of attitude? No prizes, declining profits. Quoting the BBC. ‘At the start of September, Ryanair said that profits may miss or be at the lower end of its range of 570m euros to 600m euros (£480m to £508m). The airline said there had been a dip in ticket prices and booking levels for September, October and November.’
What goes around comes around.
"I am very happy to take the blame or responsibility if we have a macho or abrupt culture. Some of that may well be my own personal character deformities," he (Michael O'Leary) said.
I just wonder how many employees with the desire and experience to offer high levels of customer service, but find themselves working for various organisations with similar cultures, perhaps after a change of management and resulting culture change, have felt like a fish out of water and decided it necessary to move on?
hi Adrian, this is an excellent point. Employees who don't see eye-to-eye with their employer can now create content that better suits them and their unique perspective. Depending on what they create, and how they handle their perspective, it may cost them their job. But when their company acts inhumane (or does things that aren't right), at least the employers can have a say//be true to who they are//not get lumped into sharing the same views as their employer.
Companies need to set rules to make sure that their employees don't berate the company publicly. But when things like the Ryanair story go awry, consumers want insight into these so-called humans behind the brand.