Fidelio Table Talk – Searching for the Corporate Voice

Jon Durrant is responsible for the development of Fidelio’s Communications Search practice. Jon talks about building on the success at Fidelio as a communications practitioner; the current trends in the market and the type of talent that can deliver real value to an organisation.

Question: What attracted you to Fidelio’s communications practice?

Jon: I have spent the majority of my career in search and communications at a global recruitment business and, latterly, as COO of two leading international strategic communications consultancies. My experience, until now, has focussed on how people drive performance, so to join Fidelio as lead Partner of the Communications Search practice was a natural progression. Fidelio already had a successful communications practice but wanted to build further on its well-recognised capability in investor relations. They understand what shareholders and stakeholders need of a leadership team and have a rigorous executive search methodology to find the senior experience that is essential in building valuable communications capability.

Question: What are the key drivers behind the current investment in corporate communications?

Jon: We are witnessing a sea- change in approach. Communications has long moved on from being seen as a nice to have, but in the face of increased cynicism the value of reputation is absolutely fundamental to a company’s existence. In his recent book Lord Browne, former CEO of BP, argued that the ability to connect with society is the new frontier of competitive advantage and profitability. Some seem to have embraced this way of thinking post crisis; others have led from the front foot with a Brand overhaul. There is a recognition that anti – business sentiment can be broken down but this, among others things, requires engaging effectively with all stakeholders. This recognition of the need to engage with Society is driving a wholesale change in approach to the structure and importance of communications teams within organisations. As a result, Fidelio’s search process looks beyond the usual boundaries to new networks. We help build the necessary capabilities to go beyond “business as usual” so our clients can face the future with confidence.

Question: What are the key challenges and opportunities currently facing communications teams?

Jon: The rise of digital means that people are more connected, news is immediate and there are few filters. As audiences are more connected and engaged, the battle for trust and reputation is more valued – and also more difficult to defend. But there are advantages; greater speed, engagement in two way conversations, enhanced measurability and lower cost. We find ourselves increasingly searching for communications professionals capable of dealing with this complexity, keeping up with the rapid pace of technology and able to think outside of the traditional silos.

Question: What do you understand by communications success?

Jon: For me, good communications is all about storytelling ability that drives the key strategic objectives, increasingly emphasising social purpose. Social impact branding is central to driving greater engagement and advocacy and we, At Fidelio, have seen many examples. Our research shows that changing the narrative and aligning around strategic themes which override traditional silos elevates the value of the communications function. Brand journalism is seen as very effective as it simultaneously reaches out to a number of stakeholders. Public awareness can be increased, talent can be both attracted and secured and the ground work is prepared for the next generation of shareholders. Looking forward we can see that the “gap” between communications and marketing is closing and are we are increasingly asked to help clients find more versatile skill sets.

Question: What makes a good story to tell?

Jon: Again, our research with leading international companies shows that employees singled out most often as the main source of stories and content. They are seen as the organisations most valuable advocates and provide a critical reality check on whether the story is credible.

Question: As a search firm, where do you look for talent?

Jon: The traditional skills of judgement empathy commercial acumen and integrity are still highly valued. Increasingly, however, we are looking for professional versatility given the different stakeholders, and a level of comfort with fast changing technology. Those at the top of their game will also have credibility at the most senior level. We expect trust to be the key driver of competitive advantage and the foundations stone of reputational value. Its stability depends on finding first class communications and stakeholder engagement expertise. Fidelio is committed to leading clients in their search.