Unmentoring 3: Digital thinking and staff trust
In a recent blogpost, Phil Rumens examined the five stages of digital transformation. This really shows the added value of thinking about services in terms of digital provision. With that concept in mind, my latest Unmentoring discussion with Kelly Doonan of Devon County Council was timed perfectly.
Devon’s attitude to digital
Kelly’s written a great blogpost that outlines why publishing information online should be approached differently to traditional print media. She also gave a great example of how they’d put this thinking into action when they were asked to create a paper directory of local services for veterans.
The Communications Team didn’t support it because it would date almost immediately. It’s also difficult to measure its effectiveness, there was no budget to reprint or maintain it and there was no planned way of getting the directories to the veterans.
What I love is that rather than hinder the project, the team looked at how they could enable a better online product that could be accessed by veterans in Devon or those that haven’t been discharged yet, but are planning to come to Devon.
Kelly met with professionals who work with veterans to discuss it, and the Armed Forces Wellbeing Partnership revised and improved the plan from their feedback. They then held a discovery session with veterans to find out what they wanted to know, how they would search for it and how they would want a website to look. Kelly then created a sitemap, started writing content and the designer created the wireframe.
The first iteration of the site will go live on 8 December. All of a sudden a one-off print run has developed into a product that meets user needs and has a longer term effect – fantastic stuff!
What did I share?
Kelly mentioned the added value that the embedded comms team in Devon Council could provide to communications work. I mentioned Professor Ros Searle’s presentation at our shared learning event on staff trust. One of Ros’ points was on how internal communication can preserve and build trust within public services.
According to a CIPD report on trust, senior managers are overly optimistic in terms of how much frontline workers trust them, as 34% of staff don’t trust their senior managers. The problem is particularly acute in larger organisations, and especially hierarchical organisations where there is a perceived distance between managers and their staff. Internal communication is really important to ensure that lack of trust doesn’t degenerate into counterproductive behaviour such as theft and fraud. In fact with 37% of job satisfaction coming from trust, a high trusting organisation is likely to have staff that put in more effort, with improved co-operation, recruitment and better performance.
Trust is also linked to innovation. To go back to the Auditor General’s point, will staff be prepared to take well managed risks if they don’t feel they will be backed and trusted by their managers? For the kind of innovation we need in a time of declining resources, trust is key.
Bara Brith Camp
I’ll be sharing the key messages from the Staff Trust event at Bara Brith Camp, which is a free event that’s been organised by The Satori Lab to provide a space to progress conversations from GovCamp Cymru. If you missed the unconference, we’ve produced a Storify and the below video to summarise the day.
So I’ll hopefully see you there – I’m looking forward to finding out from attendees how we can help to improve trust levels in Welsh public services, and to boost levels of productivity and innovation in the process.