"Labatt Life" blog and stakeholder expectations

posted by Brendan Hodgson

In an earlier post, I mentioned briefly that we were working with Labatt to help build and launch their “Labatt Life” group corporate blog. I also mentioned that I wanted to focus on this project a bit more – for a few reasons.

Today’s corporations face issues that require highly targeted forms of communications – be it to investors , governments, communities, prospective and current employees, and around issues such as corporate social responsibility, corporate reputation, and so forth. Increasingly, this targeted outreach requires an organization to become significantly more strategic in the messages they wish to communicate to a particular audience, and the channels through which those messages are delivered to that audience. All pretty straightforward stuff.

Add to this, however, the evolving notion of ‘expectation’ and this scenario becomes even more challenging. Quite simply, stakeholders are increasingly setting the parameters for how they elect to receive information. And that has implications not only for what I chose to communicate but also how I chose communicate it. Previously, expectations were constrained largely by the channels themselves – specifically, the lack thereof and the high cost of utilizing those channels (that did exist) in order to reach niche audiences. 

Today, however, audiences increasingly expect:

  1. communications that are more frequent (yet more targeted and relevant)
  2. communications that are more direct (and unfiltered by third-parties)
  3. communications that are more “substantive” and “authentic” (vs soundbites)
  4. communications that are delivered via the media of their choosing (traditional or new)
  5. communications that allow for both reaction and interaction

For Labatt, talent acquisition and retention is a key priority, and their management trainee program is a critical part of their recruitment strategy. At the same time, they also realized that traditional forms of communications were no longer sufficient to meet the changing expectations of this increasingly “wired” target group. Which is why the Labatt Life blog was created: to provide additional opportunities for Labatt to communicate to potential recruits in a way that allows for direct, frequent and “authentic” interaction (given that this blog is authored in part by current trainees, and provides a real, behind-the-scenes perspective), via a channel that these audiences increasingly look to for information.

That Labatt understood this changing environment made the experience of working with them even better. How they support and sustain this platform over the long term will be the real test. However, keep your eye on the site as they look to integrate cool content from across Labatt, and as they tour campuses across Canada.

Congrats to the Labatt team for making this happen.  

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