How We Think - Research

HEWLETT-PACKARD MANAGEMENT
COMMUNICATION RESEARCH SURVEY

THE OBJECTIVE

In 2002, as part of its broader Leadership Communication strategy, HP's Global Internal Communication (GIC) group revamped its manager communication program. The primary goal was to consolidate relevant information for all managers – from front-line supervisors to directors and VPs – into a single online newsletter (a "push" vehicle) supported by a managers' web site (a "pull" component). HP brought The Rodgers Group on board in 2004 to survey managers as to the effectiveness of its new program, as well as the degree to which managers want and would use additional communication tools, training and support. The 2004 research also was designed to assess what managers think about their ability to fulfill their roles with respect to HP's overall communication process.

IMPLEMENTING THE PROGRAM

To begin, The Rodgers Group conducted an online survey, as well as onsite focus groups, in the spring of 2004. This helped identify themes and issues where managers felt more support was needed. The Rodgers Group also recommended the formation of a Managers' Communication Advisory Team (MCAT) ­ a representative group of managers from all HP organizations that would participate in the development of new communication tools and processes. Drawing on its experience with online surveys, The Rodgers Group next designed a simple survey instrument that can be easily customized to address specific communication issues. Each quarter, MCAT members receive an email invitation with a link to the survey. Their responses are transmitted directly into Rodgers Group databases and reports are generated immediately. MCAT members then are invited to participate in a conference to discuss the results, as well as opportunities to improve manager communication resources.

RESULTS

To date, managers from around the globe have participated in the quarterly research via e-surveys and focus groups. Their feedback has resulted in the fine-tuning of some existing communication programs, such as the online newsletter. It also has helped HP's Global Internal Communication group identify and respond to "hot topics." In the fall of 2004, for example, the GIC group developed a new managers' communication toolkit to address employees' questions about HP strategy. GIC members also supported HP's Human Resources group in the development of a training session for managers regarding performance reviews and salary policies. MCAT research is scheduled to continue quarterly throughout 2005.

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