Recap Evernine Group Communications Congress 2022 - How to bring purpose to your corporate communications

At Evernine Group, we understand purpose to mean presenting a meaningful raison d'être for our own service and brand to customers and employees, but also to applicants and the company's environment. The focus is on bringing more “meaningfulness” to brand communication in HR communication, PR, marketing campaigns and newsrooms & content hubs. In numerous best practices, we have developed best practices for communication managers.

As a first step, bring together long-serving employees in an internal circle. Ideally, this circle should be made up of employees from all job fields in your company and work with you to identify what makes the company, the brand and your services meaningful and what drives individual colleagues in your opinion. When putting together this team, consider who you perceive to be the most reliable in the working environment, regardless of age or standing. Then develop a theme house with an associated roadmap (with external guidance if necessary) and proceed according to the “Stand for something not for everything” method. In your theme house, define the focus you need for your communication roadmap - for example, more focus on product or brand communication, as appropriate. Values that are irrelevant for the subsequent product communication (if this is your focus) should be neglected. Limit yourself to 4-5 topics. Next, define the associated content, campaigns and channel formats. The majority of the working group, which you have determined, can decide whether you then use gender, for example.

No matter whether you want to take your employees or other peer groups with you: There is hardly anyone who has more power on the Internet than the millennials, as they simply have the highest Internet usage (even if they are underrepresented in your company) and are the loudest in the market for this content. Therefore, pay attention to what is important to this generation in your wording and topic plan: authenticity, transparency, honesty, even the courage to be “imperfect”. Example: It is better to “try” to achieve something than to say that you already are. Inconsistency may also be part of this communication strategy. Language can make the difference here: Put away the traditional “boomer” language when it comes to the topics in the Purpose section - common is classic language consisting of nominal constructions, nested sentences or numerous passive sentences, which are not desired here. Because: “Well meant is the opposite of well done”. Define a language guide that you will continue to develop.