Diversity and globalisation can often seem like the buzzwords of the century. Yet, as much as organisations are changing the way they do business, there are still uncertainties as to how this affects communication disciplines, including corporate affairs.
So how is a more global world is impacting communications and what this could mean for professionals in the future?
How globalisation is changing business
Globalisation integrates people, governments and organisations.
In broad terms, globalisation can be defined as the integration or collaboration of the world's people, organisations and governments. Whilst this certainly isn't a phenomenon occurring only in the 21st century – civilisations throughout history have exchanged values and goods – globalisation has taken on a new scale since World War II.
As a result, businesses can now access expanded markets and cheaper resources, something made even easier as trade barriers are eliminated. Ultimately, this breaking down of borders and barriers has revolutionised how the communication professionals approach their job.
How is communication affected?
With globalisation comes easier communication across continents and oceans, which in turn enables media and communication entities to deliver their message and services on a larger scale at effectively less cost. This new scope of working particularly affects specialists employed in a global organisation, putting them and their skill set to the test as the whole world watches.
Diversity is now a term as important as never before. Whilst corporate affairs personnel need to create emotional connections between consumer and brand, they also have to ensure they attract the best talent.
This is where it no longer works to claim open-mindedness yet continue functioning – and recruiting – the same way as 30-odd-years ago. In today's modern and globally connected business world, organisations that want success in the future need to deliberately seek out talent based on their skill sets, not their locality.
What does this mean for professionals?
A communication specialist's work is based around collaboration and creative thinking. It therefore is essential to go beyond preaching, but embracing diversity to attract those individuals inherently capable of taking on the demanding challenges of doing business globally.
Consider how Red Bull approaches their communication and marketing strategy. Whilst the Austrian company is perceived by many Americans, for example, as local, they run their events and campaigns throughout the entire world. Their ads, too, have a global feel, whilst local communities can benefit from the exposure.
What might the future look like?
To be successful in the future, corporate affairs need to fully embrace the fact that global consumer demands and business environments require going beyond generic communication approaches. Whilst global access to talent, resources and markets is set to continue holding importance, focusing on local environments with this holistic mindset can be the critical point of difference.
We can therefore expect to see more campaigns and communication approaches like Red Bull's, where the world is seen as one big opportunity, with localised events and campaigns providing opportunities for highly targeted messages.
Whilst we are still battling with generational differences attitudes towards the work environment and how best to do business are changing. Skilled communication professionals will take the opportunity of a closer-nit world to leverage local knowledge and convey their messages in a creative and holistically thinking way.
Of course, businesses need to first find the right talent to lead the way into this global communications future. This is where specialised recruitment agencies may help. Reach out to our team to talk about taking your communications to the next level with the right expert.