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Wednesday, October 23 • 11:35am - 12:10pm
Going Beyond an Employee Survey: Using Ethnography Interviews and Persona Development to Shape Your Internal Communications Strategies - Ferguson

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How do you create connections with your employees through content? By observing and listening. Many companies conduct communication surveys and stop there. However, deeper listening strategies can be used to learn more about your employees and ensure you are creating content relevant to them and delivering it how and when they want it.

The Ferguson Communications team realized their employee audience was diverse and complicated. To supplement their traditional research methods, the team launched an Ethnography study – a listening technique based on observation and questioning around stakeholder behavior and decision making in their natural settings.

Learn how you can replicate an ethnography study for your organization. And by doing so, learn how you can adjust your communication strategies – from creating more meaningful content to assessing what communication channels are most effective.

Discover firsthand, how the Ferguson Communications team used ethnography to build a deep understand of employees’ behaviors and communication habits, including how to:

  • Plan an ethnographic exercise based on your desired objective
  • Conduct an ethnographic exercise with participants
  • Draw insights, create employee personas and adopt them into your communication recommendations
  • Decide which communication channels are right for your unique, non-desk workforce
  • Use a communications effectiveness survey to guide your future strategy
  • Collect data that you can use to make communication improvements

Christine Dwyer, Director of Communications and PR
Ferguson Enterprises

avatar for Christine Dwyer

Christine Dwyer

Director of Communications and PR, Ferguson Enterprises
As  the Director of Communications and Public Relations, Christine is responsible for the planning, implementation and measurement of external communications and media relations initiatives for Ferguson and its 1,400 locations nationwide. She is also responsible for overseeing... Read More →

Wednesday October 23, 2019 11:35am - 12:10pm EDT
Wyndham Philadelphia Historic District 400 Arch St, Philadelphia, PA 19106, USA