Guest Blogger

Chad Rogerson, Head of Communication Strategy, Consumer and Employee Campaigns at Nationwide Building Society and speaker at our upcoming Internal Communications Conference, gives insight into his case study and role …

  1. Can you provide us with an insight into a ‘day in the life’ of your role?

My role is varied which certainly keeps me on my toes. I lead on strategy for our marketing, media relations and internal communication teams. Creating a combined communications strategy and plan is a challenge, but very effective when you get it right. The speed of change internally and the world around us means we’re continuously having to refine and evolve our strategic approach. I also lead our external and internal campaign teams, which provides a bit more of a creative outlet. Our challenge is how to emotional connect with our employees and members (our customers), and increasingly how do we positive influence behaviour and action.

  1. What do you think is the most important factor affecting Internal Communications today?

For me, it’s the blurring of the lines between internal communication and HR when it comes to driving behavioural and cultural change. At Nationwide, our CEO and Executive Committee are increasingly looking to internal communications to drive culture change initiatives. The discipline of internal communications is changing as a result, as we need to be behaviour change experts as much as we do great writers, creatives and communicators.

  1. What do you think the future looks like for Internal Communications?

The continued maturity and sophistication of the discipline. Attitudinal segmentation of employee audiences, and genuine insight into the effectiveness of communication and engagement in driving behaviour change, is leading to the growing status of internal communications. This will only continue to grow, leading to more sophisticated internal communication strategies and attracting the brightest and best into the industry.

  1. Can you provide a sneak peek into your case study?

I’ll be sharing the approach we’ve taken at Nationwide to driving behaviour and culture change through internal communication. The case study will focus on a particularly effective campaign we’ve built to push colleagues to be more innovative and deliver change themselves. It involves moustaches – but you’ll have to come along to my presentation to find out more!

  1. What are you most looking forward to about the event?

Being inspired and energised by the incredible things peers are doing in other organisations. It’s always fascinating to hear about the successes and challenges others are facing and I can’t wait find out and hopefully pick up a few creative ideas.

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