INTERNAL CULTURE AND COMMUNICATIONS

EVERY COMPANY WANTS THIS KIND OF EMPLOYEES

Engaged

Organized

Proactive

Well-informed

Aware

Interested

Attached

Motivated

Satisfied

Uninterested

Unsatisfied

Reactive

Misinformed

Distant

Unengaged

Unaware

Unmotivated

Unorganised

BUT WHY THE REALITY IS MORE LIKE THIS?

IT IS BECAUSE...

Lack of holistic

approach

Unscientifically based

strategiesAd hoc

methods

HOW TO TURN YOUR GOOD INTENSIONS INTO REALITY?

Welcome to DNA internal culture and communications methodology for engaging

all the three brains of your company

New,THINKING BRAIN(cognitive) Mid,

EMOTIONAL BRAIN (relational)

Old,ACTION BRAIN(sensory/motor)

WHY ARE WE DIFFERENT? Because we use all three brainsof your company

…play important and different roles within companies. The big advantage of using all three brains is that we provide the right message through the right tool for each brain… so we do not waste time or resources.

Thinking, feeling and doing

WE OFFER A HOLISTIC SOLUTION

Many companies consider Internal Culture and Communications as a collection of tools such as announcements, internal portals, newsletters, parties and team-buildings. Although all these are useful, Internal Culture and Communications can provide huge benefits to your company ONLY if it is done strategically and holistically.

Our approach

We set up goals and detailed plan of activities that lead us to their

accomplishment. Final evaluation of plan performance is one of the key

steps of every strategy.

We implement the strategy through set of specific actives,

such as Internal branding, events, publications etc.

We offer solutions for successfully organizing

departments, procedures and processes, through well communicated share of

responsibilities.

OUR METHODOLOGY

OUR RESEARCH WILL EXAMINE ALL THE 3 BRAINS OF YOUR COMPANY

What your employees THINK?

(information on key matters, knowing and understanding of roles and procedures and

possibilities for advancement)

What your employees FEEL? (current emotional state in the company and

employee satisfaction)

What your employees DO? (participation and models of behavior)

How do the employeessee the Internal Culture andCommunications

?

WELCOME TO OURRESEARCH OBJECTIVES

A. THINKRESEARCH

OBJECTIVESB. FEELRESEARCH

OBJECTIVESC. DORESEARCH

OBJECTIVESD. IC and Specific questionsRESEARCH

OBJECTIVES

How informed are they about the company, including wider and imediate suroundingHow informed are they about possibilities for professional growth within the companyUnderstanding of roles and proceduresAssesment of the emotional state in the companyResearch of the employee satisfactionIdentification of the key emotions

Assesment of current status and specifics of IC, including needs, sources and tools. Review of specific questions

Identification of the present behaviorsTesting of the application of the regular systems of development, advancement and rewarding of the employeesAssesment of participation (current and future) in employee programs

Final goal

BRAND AMBASSADO

RS

What will the results tell us?

THINK FEEL DO

WHAT IF...

THINK FEEL DO

What if... THINK scores low?

IT MEANS THAT THE EMPLOYEES ARE...

ConfusedUninformed

Not interested

Misinformed

Misguided Unconscious

Unfamiliar

Not aware

EXAMPLE OF THINK RESULTS SCALE

Procedures are effectively updated when needed

Procedures help me perform my job better

I am fully aware of what other departments I cooperate with do

There are clear procedures for everything I do

My job description is clearly defined to me

I understand how my role contributes to the company’s achievements

I am fully aware of who does what within my department

The specific targets for my position are clearly explained

I understand how should I work to do my job well

0.0 1.0 2.0 3.0 4.0 5.0

1.81.91.92.02.12.22.32.4

2.6

THINK FEEL DO

What if... FEEL scores low?

IT MEANS THE EMPLOYEES ARE...

...etc.

Distant

Not motivated

Remote

Indifferent

Unconcerned

Reluctant

Unmoved

Shy

Far

Stale

OptimističnoU napredovanju

InspirisanoNisam pod pritiskom

PrimećenoPodržanoSmireno

OhrabrenoKao deo tima

StabilnoOd koristi

SigurnoKao da uživam u svom poslu

EnergičnoZadovoljnoMotivisano

PonosnoPrihvaćenoPoštovano

Ne osećam se ljuto

1.00 2.00 3.00 4.00 5.00

1.521.72

1.921.95

2.202.242.25

2.693.60

3.683.73

3.853.86

3.963.993.99

4.114.24

4.334.68

EXAMPLE OF FEEL RESULTS SCALE

THINK FEEL DO

What if... DO scores low?

IT MEANS THE EMPLOYEES ARE NOT...

Ambassa

dors

of the C

ompany

Enga

ged

Participating in theCompany activities

Proactive

...et

c.

Read company announcements and relevant documentation

Resolved conflicts

Doing everything in their power to achieve good cooperation with people from other departmens

Asked when I needed something explained

Recommended the company as an excellent place to work

Respect rules and procedures

Promoted the company actively

0.0 1.0 2.0 3.0 4.0 5.0

1.4

1.4

1.5

1.7

1.8

2.1

2.2

EXAMPLE OF DO RESULTS SCALE

Based on the results, we propose implementation of SPECIFIC ACTIVITIES...

OUR TOOLS

Publications

Events

Internal branding

Internal portal

Suggestion boxes

Team buildings

Newsletters

Meetings

Quizzes Etc…

RESULTS

• Increased efficiency and productivity• Higher employee satisfaction and retention• Faster and more accurate decision-making• Proactive and engaging employee behavior • Better coordination and understanding

between units and departments• Conflict avoidance and quick resolution• Open, positive and empowering corporate

culture

Through the three brain approachwe achieve:

We are especially proud of

GOLDEN UEPS AWARDwe won for Internal

Communications strategy implementation in Nelt.

CASE STUDY 1

Industry: Distribution and Retail

Description: A leading company with operations in the whole region, employing more than 1000 people, asked us to become their strategic partner in Internal Communications.

Process: First, we implemented the research with a well-executed campaign that managed to engage employees in high numbers (900 people replied). Second, the detailed analysis indicated specific challenges that need to be addressed such as the ‘Silo Effect’. Third, the strategy and activity plan was devised with active participation from various departments (corp. comms, HR and quality assurance).

Progress: Implementation is developing according to an annual plan in which DNA has continuous involvement.

Results: Early feedback indicates a strong move towards a more desired internal culture and a positive change on people’s beliefs, attitudes and behavior.How is the model

implemented?

CASE STUDY 2 Industry: Banking

Description: A major player in the Serbian financial sector, with more than 3000 employee, has approached us with the request to help them structure better their Internal Communications.

Process: Research was done in two ways, an online survey for all employees and personal interviews with the top management. Insights indicated interesting gaps between the two groups as well as various key issues that needed to be resolved. For every issue separate objectives, activity plan and feedback mechanisms were suggested to the client.

Progress: We delivered a one-day workshop to the top management for presenting and discussing both the research insights and the activity plan, in order to build consensus.

Results: The research, the plan and the workshop were instrumental in creating an in-depth understanding within top management of the current situation and how it can be improved in practice.

How is the modelimplemented?

CONTACT USFor a personal presentation of the DNA Internal Communications methodology feel free to email or call us by using the contact details below.

We will be happy to meet you and discuss how to take your Internal Communications to the next level!

DNA CommunicationsBaba Višnjina 20/I, 11000 Beograd+381 11 41 40 790, 41 40 791dna@dna.rs, www.dna.rs

was founded at the end of 2012, as a result of merging of two agencies:Gistro Advertising, a full service agency operating on the domestic market since 2001, and the agency Touchpoint, providing strategic marketing consulting, on the Serbian market since 2011.

The goal of this fusion was creating a new agency model, which will unite the creative and strategic approach to offer services with a new, fresh, strategic principle.

We created a full service agency that provides tailor made solutions in the areas of branding, advertising, digital communications, event marketing, PR, … internal communications

SOME OF OUR CLIENTS