B2B Communications: To Connect a Dispersed Workforce, Balance Traditional and New Strategies


From factories to fields, from traditional offices to shared workstations and mobile units, many business-to-business workforces are spread out across vastly diverse settings around the globe. Along with meeting the challenge of unifying employees separated by physical location, B2B internal communicators also develop solutions for overcoming the boundaries presented by different languages and business cultures. In a business climate that continues to be marked by uncertainty, a well-organized employee communications program can provide clear direction, instill confidence and foster teamwork, according to the 2011-2012 Towers Watson Change and Communication ROI Study. The research evaluated responses from more than 600 organizations worldwide and found that, among companies demonstrating high effectiveness in communication, 62% have clearly stated promises to employees about what the relationships intend to deliver. For B2B companies with longer traditions of focusing on measurable outputs, there is a critical need to shift the internal message toward a shared commitment that helps build a nurturing, high-performance work environment.

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