Sefiani launches employee communications practice

We are thrilled to launch our new employee communications practice under the stewardship of communications stalwart, Therese Raft.

In the wake of COVID, new expectations from flexible work arrangements, ‘the Great Resignation’ and ‘Quiet Quitting’, employee communications has never been more important and, for many companies, it’s in need of a shake-up.

Sefiani’s employee communications practice will focus on internal communications storytelling to help organisations engage both existing and potential employees through a range of integrated communications strategies. Their services include the development of employee value propositions, content audits, content strategy and creation, executive profiling, messaging workshops, employee engagement handbooks and issues and crisis preparedness.

Therese has over 17 years’ of communications experience under her belt, with more than a decade spent in inhouse roles for large professional services firms including Arup, Grant Thornton and Accenture.

Account Director Kate Skokan, who recently joined Sefiani from inhouse communications roles at Deloitte and Lendlease, will also be integral to the new offering.

“Working inhouse I’ve seen there are often two completely different conversations happening. The first is the conversation that companies have with their customers and external stakeholders about growth or exciting initiatives and sustainability commitments. Then there is the conversation they have with employees around diversity, culture – and remuneration (always a very popular piece of communication no matter where you go),” Raft said.

“However, external and internal communications are two sides of the same coin. If that coin is ESG then you need to speak to ESG in ways that are relevant and meaningful to both audiences. The message is the same but the nuance, the stories and the invitation to participate must be different and equally weighted,” Raft explains.

The depth of inhouse experience Sefiani has recently attracted into the consultancy provides a unique perspective on the challenges companies face when developing a compelling internal communications strategy.

Mandy Galmes, Managing Director of Sefiani, said the formalisation of the employee communications practice comes off the back of work Sefiani is already undertaking for clients, including a government services provider, and e-Commerce marketing platform, Yotpo.

“We know that the communications tactics that drive customer loyalty and build brand reputation with external audiences don’t always translate internally. Yet, employees are your first and most important brand ambassadors.”

“It’s not just about crafting a great piece of content – although this is important – it’s also about providing the space for your people to engage meaningfully with your message. It’s been extremely rewarding to work with clients to better prioritise their internal stakeholders and create new standards of what best practice employee comms can and should look like,” Galmes said.

The offering dovetails with Sefiani’s Sustainability Practice, crisis communications and creative and content expertise for a holistic and integrated communications offering.

The new practice announcement follows a number of recent accolades, including Sefiani recognition as Mid-Sized Agency of the Year at CommsCon, with PR Leader of the Year awarded to CEO Robyn Sefiani, PR Professional of the Year awarded to Sustainability Communications Lead, Julia Hoy. Sefiani was also awarded Highly Commended for Best Pro Bono Campaign for its work with Women for Election, campaigning for better gender equality in government at all levels.