How the world's most transparent fund communicates

以下是沟通策略演示的总结，重点关注关键目标、行动和成果： 演示文稿概述了该组织的四个战略沟通目标，强调转向更开放的沟通渠道和更广泛的利益相关者沟通。 **目标 1：通过有效的内部沟通提升绩效。** 核心理念是良好的沟通能够带来更好的绩效、更高的参与度和更低的员工流失率。该策略包括平衡面对面的互动、数字工具和活动。关键在于赋能员工成为沟通者。该策略鼓励员工分享他们的知识和见解，而不是依赖于集中的沟通团队。转变的方向是开放的平台，如Yammer和Monday会议，以鼓励广泛参与和知识共享，促进意外的联系，并比封闭的平台（如电子邮件和Teams）更广泛地传播信息。提供的例子展示了内部帖子如何促成意想不到的合作和知识共享。 **目标 2：提高挪威主要利益相关者之间的认知度和信任度。** 该策略基于透明度。总体沟通目标是成为世界上最透明的基金。该组织旨在提高其透明度排名，该排名由外部基准衡量。成立了一个跨职能团队来确定需要改进的领域，最终使该组织在全球范围内获得第一名，在所有透明度类别中都获得了100%的分数。 在挪威的媒体关系是利益相关者参与的重要渠道。该方法建立在三个支柱之上：以24小时的响应政策处理收到的请求、主动行动（如评论专栏）以及数据驱动的媒体提及监测，以评估该组织的声誉。此外，通过培训、内部沟通工具和简化演讲活动的指导方针来赋能员工，从而使更多的发言人在活动中代表该组织。该组织负责人出席的活动数量已转向更多样化的员工代表，表明该策略更加强大。 **目标 3：将该基金定位为学生和年轻专业人士的首选雇主。** 认识到需要吸引年轻人才，该基金专注于大学访问（NBIM Teach）、播客和社交媒体互动。该组织领导人Nikolai经常去大学，并与学生见面。目标是将责任转移给团队的其他成员。NBIM Teach将专家带到学校，并提供真正的专业知识。该组织利用其播客的影响力，吸引年轻听众的兴趣，并积极参与社交媒体平台，特别是针对年轻人群体经常光顾的小众领域。社交媒体策略侧重于提供价值并促进双向沟通。一项成功的举措是让暑期实习生接管社交媒体账户，从而实现了破纪录的参与度。接管活动正在扩展到其他领域。目标是在社交媒体上展示与年轻人相关的员工，特别是实习生和毕业生，以吸引更年轻的人才。 **目标 4：加强对该基金作为海外金融和负责任投资者的角色的理解。** 沟通策略通过提高知名度和传达基金的负责任投资方法来支持这一核心功能。该领域的总结不太详细，但强调了确保该基金的运营在关键市场（特别是在金融和负责任的投资实践方面）得到理解的重要性。 演示文稿还提到了播客的成功，该播客已覆盖全球受众，以及社交媒体作为双向沟通工具和媒体回应手段日益重要的地位。

Here's a summary of the communication strategy presentation, focusing on key goals, actions, and outcomes: The presentation outlines the organization's four strategic communication goals, emphasizing a shift towards more open communication channels and a broader outreach to stakeholders. **Goal 1: Boosting Performance Through Effective Internal Communication.** The core idea is that good communication leads to better performance, engagement, and lower turnover. The strategy involves balancing face-to-face interactions, digital tools, and events. The key is empowering employees to be communicators. Rather than relying on a centralized communications team, the strategy encourages employees to share their knowledge and insights. The shift is towards open platforms like Yammer and Monday meetings to encourage broad participation and knowledge sharing, facilitating serendipitous connections and wider dissemination of information compared to closed platforms like email and Teams. Examples were provided showcasing how internal posts led to unexpected collaborations and knowledge sharing. **Goal 2: Increasing Knowledge and Trust Among Key Stakeholders in Norway.** The strategy rests on transparency. The overall communication goal is to be the most transparent fund in the world. The organization aimed to improve its transparency rankings, measured by an external benchmark. A cross-functional team was formed to identify areas for improvement, which resulted in the organization achieving the number one ranking globally, scoring 100% in all transparency categories. Media relations in Norway are a vital channel for stakeholder engagement. The approach is built on three pillars: handling incoming requests with a 24-hour response policy, proactive initiatives like opinion columns, and data-driven monitoring of media mentions to assess the organization's reputation. Furthermore, a focus on employee empowerment through training, internal communication tools, and simplified guidelines for speaking engagements has led to a broader representation of spokespeople at events. The number of events where the head of the organization presented has shifted towards a diversity of employee representation, indicating a more robust strategy. **Goal 3: Positioning the Fund as a Preferred Employer Among Students and Young Professionals.** Recognizing the need to attract young talent, the fund focuses on university visits (NBIM Teach), podcasts, and social media engagement. Nikolai, the leader in the org, went to universities often and met students. The goal is to shift the responsibility out to the other members of the team. NBIM Teach brings experts into schools and provide real expertise. The organization utilizes the reach of its podcast, drawing interest from young listeners, and actively engages on social media platforms, particularly targeting niches frequented by younger demographics. The social media strategy focuses on providing value and facilitating two-way communication. A successful initiative involved summer interns taking over social media accounts, resulting in record-breaking engagement. Takeovers are expanded into other areas. The goal is to feature relatable employees, especially interns and graduates, on social media to attract younger talent. **Goal 4: Strengthening Understanding of the Fund's Role as a Financial and Responsible Investor Abroad.** The communication strategy supports this core function by enhancing visibility and conveying the fund's approach to responsible investment. This area was less detailed in the summary, but emphasizes the importance of ensuring the fund's operations are understood in key markets, particularly concerning financial and responsible investing practices. The presentation also touches upon the success of the podcast, which has reached a global audience, and the increased importance of social media as a two-way communication tool and a means of media response.