When we talk about New Work And the Transforming the world of work Speaking about digitization, it is important to be aware of potential difficulties. How to twist and apply it: Digitalization requires experts and know-how. A good example is the digitization of communication. Many business sectors now communicate primarily digitally with their stakeholders — via industry platforms, forums, professional and social networks. And even if you're not traveling here (which would surprise me), it's still possible that people will talk about you and your company, including your performance as an employer. In the past, it was always said: “What I don't know doesn't make me hot! “— but those days are gone. In the worst case scenario, a veritable shitstorm is brewing over you without you even realizing it.
I am now a management consultant and not a communications specialist. Nevertheless, I recommend that my customers deal with the sunny and dark sides of digital communication and have a well-developed strategy in their drawer just in case.
In consultations, which I also conduct together with suitable experts, I often observe that marketing, sales and HR only like to highlight the positive aspects of digital communication: intensive contact with stakeholders, contact with people with whom you would not have come into contact via traditional media, etc. pp. Everything is good and correct, but what many companies underestimate is the time required and the associated burden on employees. And, of course, that qualified personnel are urgently needed to ensure that in extreme cases — such as a shitstorm — everything doesn't get out of hand.
Whatever you do as part of the transformation of your company's digital communications — think carefully about which stakeholders get the highest priority. Also check how much time resources your employees have to use the various platforms and keep a regular eye on them, and set priorities. Because the fact is: It is not enough to hire one or more interns. Your presence should consistently match your corporate identity — both linguistically and visually. This also applies in the event that something gets out of control.
Digital transformation requires experts and a lot of know-how. Even in medium-sized companies. As a strategy consultant, I primarily support management teams. For the tactical implementation of your corporate strategy, I recommend bringing additional specialists on board who have a particular eye on the opportunities and risks of digital communication in the various areas of the company.
