I came across an interesting article in The Atlantic recently, and noted it for further reflection. The story, “Employers Are Looking for ‘Influencers’ within their Own Ranks,” looks at the trend of companies tapping their employees to serve as brand ambassadors and social media influencers. Although the context is for-profit business, the concept is directly relevant to college and university marketing.
Higher ed communications typically focus on external promotion: media placements, enrollment marketing, videos and photos for social media campaigns. When internal communication is considered, it’s usually in the context of a problem: addressing a lack of trust or campus concerns around a specific issue. Rarely has it been a strategic and intentional part of a broader communications program.
The Atlantic magazine ran a piece on March 2 with this provocative title: “Being Quiet Is Part of Being a Good CEO.” The story was about research by Hal Gregersen, executive director of MIT’s Leadership Center, who interviewed more than 200 senior business leaders to find out what makes them successful at transformational change.
Gregersen notes that leaders become increasingly isolated as they rise higher in the food chain. “The challenge becomes that once people move into leadership roles, they often spend too much time in offices and too little time out on the edge of their organizations where people are voicing legitimate, honest concerns about what’s working and what isn’t,” he said. “We fail to ask new questions when we stop being in different places around different people. When that stops happening, we’re crippled by lack of information.” Continue reading