Sefiani launches employee communications practice
Strategic communications agency, Sefiani, has launched a new employee communications practice, led by Therese Raft.
Therese has more than 17 years' comms experience, including a decade in-house with firms including Accenture, Arup and Grant Thornton, and is joined by Account Director, Kate Skokan, who recently moved to Sefiani from in-house roles with Deloitte and Lendlease.
The agency said employee comms is in need of a shake up in the wake of COVID, "the Great Resignation" and "Quiet Quitting". The new practice will offer development of employee value propositions, content audits, content strategy and creation, executive profiling, messaging workshops, employee engagement handbooks, and issues and crisis preparedness.
Therese said there are often two completely different conversations happening in-house: "The first is the conversation that companies have with their customers and external stakeholders about growth or exciting initiatives and sustainability commitments. Then there is the conversation they have with employees around diversity, culture - and remuneration (always a very popular piece of communication no matter where you go).
“However, external and internal communications are two sides of the same coin. If that coin is ESG then you need to speak to ESG in ways that are relevant and meaningful to both audiences. The message is the same but the nuance, the stories and the invitation to participate must be different and equally weighted,” Therese explained.
Sefiani's Managing Director, Mandy Galmes, said the formalisation of the employee communications practice comes off the back of work Sefiani is already undertaking for clients: “We know that the communications tactics that drive customer loyalty and build brand reputation with external audiences don’t always translate internally. Yet, employees are your first and most important brand ambassadors.
“It’s not just about crafting a great piece of content - although this is important - it’s also about providing the space for your people to engage meaningfully with your message. It’s been extremely rewarding to work with clients to better prioritise their internal stakeholders and create new standards of what best practice employee comms can and should look like."