Today, at the invitation of Michal Zwyrtek, Board Member of the Regional Chamber of Commerce and Industry in Tychy, I had the pleasure of participating as a speaker
in a very interesting conference "Succession in Silesian family and private companies".
The conference was also attended by representatives of Silesian family companies such as Sachs Trans International, Mazur, Jantar Sp. z o.o., Brema Sp. z o.o., Institute of Family Business, Meld Law Firm, Zwyrtek & Wspólnicy, JG Consulting and the Higher School of Humanitas in Sosnowiec, among others, who shared with the conference participants their knowledge of succession in companies and its essential elements from both a tax and legal perspective. In addition, what in my opinion was very interesting, the successors of Silesian companies shared their personal experiences of the succession process in their private family businesses during the panel discussion.
My talk was about communication in the succession process, which is one of the key factors in making this generational change in companies. Below are my thoughts in this regard:
1. Create a Communication Plan.
Build a team responsible for succession communication in your company and designate the people responsible for coordinating these activities
A succession communication plan will allow this communication to be distinguished among other key communications in the company
Create a clear and lucid message that eliminates fear and uncertainty
Adapt the language and style of communication to stakeholder groups
Plan the text part (main message) and graphic part of the communication (static images, photos, video content, interviews)
Plan frequency of communication, times
Be transparent and credible
Choose the right succession communication channels and tools
2. Define Stakeholder Groups.
Diagnose key stakeholder groups (successors, family, employees, shareholders, customers)
Identify their needs, concerns and how you will communicate succession to them Plan the principles of communication with each stakeholder group ( message, language, tools, channels)
Establish channels of communication with each stakeholder group
Use external, experienced succession communication specialists if necessary
3. Select Succession Communication Channels and Tools.
Tailor communication tools and channels to your target audience
Create a dedicated landing page or tab on the company's website dedicated to succession as a focal point for information on company changes
Examples of succession communication channels and tools: (internal meetings, social media, website, mailing, paid advertising, internal employee communication system, slack, other)
4. Measure your succession communication strategy.
Measure your communication strategy, this will allow you to optimize it and effectively get your message across to key stakeholder groups
Identify key indicators against which you will measure the effects of your communication strategy - KPIs (key performance indicators)
Implement appropriate communication monitoring tools
Monitor the hits on the landing page or dedicated tab on the website (google analytics, UTM links)
Measure mentions of your succession online (brand24, sentione, google alerts)
Measure open rate or email open rate (mailing)
Number of impressions of admin messages (private groups on Facebook and LinkedIn)
Number of video views vs. estimated number of viewers in a given channel
Implement strategy, measure, optimize, adjust
fot. Michał Zwyrtek
At this point I wanted to thank the conference organizers very much for the invitation.
I invite you to download my presentation in PDF format below (polish language):
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