Nationwide: Building a picture for future comms strategy

The challenge

Nationwide, with 19,000 employees around the UK in branches and offices, wanted to better understand its communication landscape. From overall reactions to communications, the sources that employees were receiving their information from, what people most wanted to know more about, to the channels themselves, an audit would influence and shape future activity and priorities for the team.

Our solution

We used both quantitative and qualitative data, inviting employees to hour-long discussions, based on a topic guide, at seven different locations across the UK and Ireland. We also carried out one-to-one interviews with key stakeholders from around the organisation.

As a second stage, an online questionnaire focusing on channels, topics, style and approach was made available to all employees and we analysed the findings, combined them with best practice, and made recommendations for a way forward.

The impact

The audit was valued by the Communications team as it took place at around the same time as a new Chief Executive arrived to lead the organisation. This meant the team had robust research to help shape a new direction.

As well as establishing the effectiveness of existing comms channels – both overall, and by division, grade and role – in our report, we were also able to split the audience into three distinct groups. This understanding allowed us to make recommendations for reaching each more effectively. The Comms team has since put this knowledge into practice, refining some channels, stopping others, and starting some new ones.