Work changes culture, not words. The future of work needs action to create new ways of working together. Creating new value requires people to do more than communicate. They must work in new ways.
With management of enterprise collaboration often falling in the Employee Communications function in organisations it can be tempting to see the challenges as primarily challenges of communication. How do we get people to use a new communication tool? What information do we want people to share in our new communication tool? Which communication tool should we use when?
The bigger and more valuable opportunity is to change the very nature of work. Changing work behaviours runs directly into the challenges of changing the culture of the organisation. After all, culture is the expectation of future behaviours in any organisation. What ways of working are expected, what work is valued and how others will support your work is all wrapped up in a rich tapestry of cultural expectations born of past behaviours, some going back as far as the origins of the organisation.
As we have seen from communication campaigns around values in organisations, message can temporarily influence expectations. However, what confirms a change in expectations is when people see new behaviours being practiced consistently, rewarded and ultimately expected by others.
Sharing information in enterprise social networks is a start but the real value of working out loud is created when people begin to change the very nature of their work process to respond to expectations that they be more agile, more transparent, more collaborative, more trusting and more open to the expertise of others. When this occurs they get the benefits of the input of others in greater speed, productivity and effectiveness. The changing nature of work and the changing culture of the organisation will develop hand in hand in this case and be supported by increasing personal and organisation value to justify the ongoing change.
Organisations that want to realise the true value of enterprise collaboration need to create an expectation that work will change to be more open. The best way to start that change is not with talk but by fostering the action that role models it to all in the organisation.