From AI to Employee Advocacy: Sociabble’s Takeaways from the Great Indian Corporate Communication Summit 2024

The Great Indian Corporate Communication Summit 2024 was a great opportunity to witness how communication professionals are adapting to an ever-evolving landscape. From leveraging AI and advanced tech to enhancing engagement through storytelling and advocacy, the event emphasized communication’s expanding role as a strategic business asset. We dove deep into discussions on turning employees into brand advocates, creating inclusive cultures, and making communication a boardroom priority. Here’s a look at the key insights we gained and how we’re turning these lessons into actionable strategies for shaping the future of internal communications. 

1. The Evolving Role of Communication Professionals

One of the key takeaways from the summit was the growing need for communication professionals to continually upskill. Today, it’s not just about traditional communication; professionals must be adept in prompting AI, understanding their industry deeply, and showcasing the tangible impact of their efforts on business goals. 

Upskilling and Embracing AI 

The need to stay ahead in the game is undeniable. Communicators must now learn how to prompt and harness AI tools effectively. This not only involves automating processes but also curating more personalized and data-driven communication strategies. At Sociabble, we’ve been actively working with our clients to integrate AI into their communication strategies. 

This focus on innovation aligns perfectly with our upcoming event – The India Employer Branding & Communications Summit – featuring multiple sessions and panels on the evolving role on communications in today’s business landscape and an exclusive AI workshop designed to equip communication leaders with the skills they need for the future! Find more details here: IEBC24 – Discover what the future holds for internal communication. 

Solving Real Business Problems 

There was a strong emphasis on tackling concrete business challenges and sharing real-life experiences in the summit. Speakers highlighted that the most impactful communication projects are those that directly address pressing issues within an organization.  

At Sociabble, we’ve seen firsthand how internal communication projects succeed when they solve real business problems. When communication initiatives are tied directly to business challenges, the results speak for themselves. We’ve witnessed firsthand through our clients how projects designed to address core issues – such as employee engagement or operational alignment – yield tangible returns on investment. Internal communications should be a catalyst for real change, and Sociabble is committed to ensuring our clients see that impact. 

The Rise of Chief Communication Officers (CCOs) 

Another significant trend highlighted was the growing recognition of Chief Communication Officers. The summit emphasized that Chief Communication Officers (CCOs) deserve a seat on the board. Their strategic oversight has become crucial in shaping business outcomes, and more organizations are beginning to realize the value of this role. We’re seeing this trend emerge in some of our client companies and believe this recognition will grow. A CCO’s strategic oversight is crucial in shaping business outcomes, and more companies should embrace this. 

Key Takeaways for Communication Professionals: 

• Master AI Tools: Leverage AI for smarter, more efficient communication. 

• Drive Business Impact: Tie communication strategies directly to business goals. 

• Earn a Seat on the Board: Advocate for communication’s role in strategic decision-making. 

2. Prioritizing D&I, Safety, Mental Health, and Sustainability

Another important discussion at the summit was how companies are prioritizing Diversity & Inclusion (D&I), safety, mental health, and sustainability. The consensus was that these aren’t just one-time initiatives but should be woven into the fabric of the company’s brand. When communicated as part of core brand values internally, these initiatives resonate more effectively with external audiences. 

At Sociabble, we help organizations integrate these themes into their internal communications, making them part of their ongoing conversation. This ensures that D&I and other values are not just buzzwords but a lived reality that employees feel and communicate authentically. 

On Sociabble, features like surveys and feedback tools allow organizations to gauge employee sentiment, while the ‘must-read’ feature ensures crucial messages are seen and acknowledged. 

With consulting and tailored communication plans, Sociabble also helps internal communication teams plan and pace their communication, ensuring they are understood, adopted, and aligned with broader company goals. 

3. The Importance of Social Media in Communication: Employee and Customer Advocacy

Social media continues to play a pivotal role in corporate communication, with employee advocacy and customer advocacy emerging as critical trends. Employee advocacy, in particular, allows companies to turn their employees into brand ambassadors, sharing the company’s values and messages with authenticity. At Sociabble, we’ve helped many clients, such as Renault Group and TATA Consultancy Services, launch successful employee advocacy programs, which have significantly enhanced their brand presence online. 

A notable example of customer advocacy shared at the summit involved bringing a company’s most loyal fans together to give them early access to products, news, or even ask for their input on new launches. 

At Sociabble, we’ve seen this firsthand – like with Expereo, a global leader in connectivity solutions. When Expereo transitioned to a direct sales model, they leveraged Sociabble’s platform to amplify their brand message through employee advocacy. This approach not only boosted visibility but also achieved a 70% adoption rate in just two weeks, with engagement levels around 80% monthly, illustrating the tangible results that a well-aligned, employee-centered strategy can deliver. Read the case study here. 

4. Storytelling and the Power of Employee Engagement

One of the most consistent themes across the summit was the power of storytelling. The sessions highlighted how companies can involve employees in their storytelling efforts to create a more authentic and engaging narrative. Our partner, TIC, shared fantastic insights into how to execute bottom-up communication, giving employees a voice in the company’s story. 

At Sociabble, we’ve seen remarkable success with this approach. Sociabble emphasizes on two-way communication by giving the end user various ways to share their experiences and insights, through various formats, including text, voice, video, and images – transforming them into active participants in the communication process.    

For example, our clients have empowered their employees to share their personal experiences, achievements, and values, creating a more connected and engaged workforce. These bottom-up initiatives strengthen company culture and boost morale, as employees feel they are part of something bigger than themselves. 

A perfect example of Sociabble’s impact on engagement is Edenred’s “Red Boat Trip Challenge” campaign. Edenred, a leader in work-focused payment solutions, has long sponsored ocean racing to reflect its core values of passion and entrepreneurial spirit. When their new Class40 yacht launched in France, Edenred wanted to involve its global workforce of 10,000 employees in the excitement, despite the event’s physical distance. 

Through Sociabble (branded as RED for Edenred), they organized a creative challenge for employees worldwide. From locating hidden images of the boat on the platform to sharing personal photos with boat mock-ups, employees connected through fun, interactive tasks.  

The result was extraordinary: the campaign achieved a 90% active user rate on the platform, with employee engagement skyrocketing by 674% in comments and 302% in likes. This collective effort not only enhanced internal camaraderie but also amplified Edenred’s visibility externally, saving over €63,000 in paid media. Red the full case study here. 

5. Agencies and Vendors as Partners

The summit also addressed the evolving role of agencies and vendors in the corporate communication space. Rather than being transactional relationships, companies are increasingly seeking true partnerships that help them achieve their business goals. 

At Sociabble, we couldn’t agree more. Our Customer Success Management (CSM) team is dedicated to building long-term, meaningful relationships with our clients, ensuring we are aligned with their goals and helping them succeed at every stage of their communication journey. This focus on customer success is what sets us apart in the industry. 

From pre-launch to ongoing planning, implementation and growth, our customer success team is invested in our client’s long-term success. By integrating strategy, technical expertise, and proactive guidance, our CSM team becomes an extension of your organization, driving tangible results and fostering a thriving communication ecosystem. 

6. Building a Business Case for Internal Communications

Krusha Sahjwani, Sociabble’s Director for Asia, shared insightful takeaways during her session on how to build a strong business case for investing in internal communications. By focusing on ROI and showing how internal communications drive business outcomes, communication professionals can convince leadership to invest in these essential initiatives. 

At Sociabble, we work closely with companies to help them demonstrate the value of internal communications and secure buy-in from key stakeholders. Our platform offers the tools needed to track and showcase the real impact of internal comms on employee engagement and business success. 

Celebrating Success: Tata Realty’s Awards 

The summit concluded with an award ceremony, and we were incredibly proud to see one of our clients, Tata Realty, win in two prestigious categories: Great Indian Corporate Communication Leader in Internal Communication and Great Indian Employee Engagement Campaign of the Year. Their success is a testament to the power of effective internal communications, and we’re honored to have played a part in their journey. 

Sociabble’s Key Takeaways for Future-Ready Communication 

• Embrace AI and Upskill Continuously 

AI expertise can help drive more strategic, data-informed messaging that truly connects with employees. 

• Align Communication with Core Business Challenges 

When you align comms with real challenges, you’re more likely to see impactful results. 

• Advocate for a Seat at the Leadership Table 

Showcase how communication drives outcomes to make the case for a Chief Communication Officer in the boardroom and elevate communication’s role in strategic decision-making. 

• Embed D&I, Safety, and Wellness in Your Brand 

Don’t treat diversity, mental health, and sustainability as one-off projects. Weave diversity, mental health, and sustainability into your core communication, so employees and customers see these values as central to your brand’s identity. 

• Turn Employees into Authentic Brand Advocates 

Enable employees to authentically represent your brand and values on social media. 

• Use Storytelling to Create a Culture of Engagement 

Foster bottom-up storytelling and encourage employees to share their stories to build a more connected culture. 

• Build Long-Term Partnerships with Agencies and Vendors 

Work with vendors who understand your goals and support your growth long-term. 

• Develop a Strong Business Case for Communication 

Use metrics to demonstrate the tangible impact of internal communications. 

Conclusion: 

The Great Indian Corporate Communication Summit offered a wealth of insights into the future of communication. From the integration of AI and the growing importance of advocacy to the power of storytelling and the need for true partnerships, these trends are shaping the future of internal communications. At Sociabble, we are excited to continue working with our clients to embrace these changes and lead the way in creating more effective, impactful communication strategies. 

Want to explore how you can put these strategies to action? Discover how Sociabble can help you improve the employee experience and create a thriving workplace. We’ve partnered with global leaders like Coca-Cola CCEP, L’Occitane en Provence, and Primark to enhance their communications, and we’d love to discuss ways we can help your organization reach its goals as well. Just click below for a free, personalized demo.