Setting objectives is a crucial exercise for any employee (not just an internal communicator) to establish credibility and make a significant impact.
According to research, you are 42% more likely to achieve objectives if they are written down. It is crucial for organizations to support employees set clearer objectives because without that there is little hope for alignment. In another study, 40% of managers believe that the biggest barrier to executing company strategy is the failure to align.
Unfortunately, most of us (internal communicators included) often need to justify our position, presence, and influence within the organization and that makes crafting objectives a lot more harder.
Objectives are strategic aims, while Key Results are specific, measurable targets that indicate progress and impact. Internal communicators are expected to define and demonstrate outcomes based on goals set at the start of the year, as well as revisit and assess their value throughout the journey. This task is challenging because internal communicators do not operate in isolation. The function must align with broader business plans while helping the organization achieve its goals.
Therefore, it is essential to understand how to best set Objectives and Key Results (OKR) to avoid the pitfalls of overcommitting or underachieving. Properly set OKRs will not only provide clarity and direction but also ensure that internal communications contribute effectively to the organization’s success.
In the case study I shared, Arkan struggled with defining and articulating his OKRs because he didn’t know where to start and how to factor in aspects within and beyond his control or remit.
For internal communicators, it’s crucial to align with broader business goals, understand the macro environment, and demonstrate the value of channels, content, and community-building efforts. These considerations help set realistic and impactful Objectives and Key Results.
Three key factors influence the setting of OKRs:
- Context: The maturity of the business and the level of support from senior leadership varies. Full support includes consistent backing and early involvement, partial support is inconsistent, and no support means no involvement. This affects how OKRs are established.
- Access: Having visibility into key business decisions and access to critical information are vital. Strong partnerships within the organization enhance the ability to deliver results, impacting the formulation of OKRs.
- Resources: The availability of a skilled team, funding for tools and platforms, and creative materials influence the internal communicator’s effectiveness. If you are an individual contributor, you have a tougher journey. Limited resources can hinder the ability to achieve set goals.
Understanding and addressing these factors ensures that OKRs are realistic and aligned with organizational objectives.
Keen to get a FREE template on writing OKRs? Go to my Linkedin post and Write #ICOKR in the comment box and I will share it with you!
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