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Expedia Group

Building a successful relationship between leadership and internal comms in 2023

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About this Webinar

In the comms world, the trends we often see aren’t really trends at all. They are perennial issues that, if left undressed, can lead to a serious breakdown in communication. The relationship between internal comms teams and leadership is a challenge that crops up repeatedly.

Internal communications professionals are not just here to write and push out updates on behalf of leadership; they are the eyes, ears, and voice of employees. They play a crucial role as trusted advisors, challenging leadership and giving them true insight into the wider organisation.

Sharing her experiences and top tips on how to build a successful relationship between leadership and internal communications teams in 2023, we welcomed Tor Goldfield. With a career beginning in the PR and Marketing world, Tor now specialises in internal comms, working for Expedia Group, where she leads an international team responsible for employee communications across Expedia Group’s three divisions - Brands, B2B and Product & Technology.

Tor was joined by Seenit CEO Emily Forbes for an hour-long conversation and live Q&A.

In the discussion, we explored three key themes comms teams need to be thinking about in 2023:

Expedia Poll 1

Leadership relationship with comms teams

With a changing workplace and 2023 set to be another turbulent year, comms professionals’ role as an advisor to leadership is critical. Tor shared her experience at Expedia, detailing the need for a relationship with your leadership team where they ask for your opinions and trust you.

“Know the value that you add as a comms professional, be seen as a strategic advisor and know when to challenge, disagree with leaders and ‘disagree and commit’.”

Tor Goldfield, Senior Director Internal Comms, Expedia

Expedia model

Building culture and connections in a hybrid world

The not-so-new hybrid ways of working have impacted relationships at work. In the conversation, Tor dug into how comms folks need to be eyes, ears, and voices of the workforce, influencing and feeding back to leadership as businesses look to help people come together and work better together, regardless of their location.

Building your comms strategy

Tor shared some areas she believes comms professionals should be focusing on no matter the time of year. She covered top tips and takeaways to execute your 2023 strategy and what metrics to track.

“We measure outputs and outcomes as best we can. […] We try and really assess whether comms has had an impact on what people think, feel and do.”

Tor Goldfield, Senior Director Internal Comms, Expedia

Expedia Poll 2

Reading recommendations

About Seenit

Seenit is the employee-generated video platform for businesses. We help companies like EE, H&M, and Vodafone securely crowdsource content from their colleagues and edit it into videos that engage 8x more than traditional content. All with a tool that anyone can use in minutes, no video experience needed.

Seenit saves you time, money, and effort and is the flexible, scalable, and safe way to crowdsource and edit content from your colleagues, wherever they are. Seenit produced content is up to 20x faster to collect, reduces production spend by 70%, and increases video output 9x.

Empower your colleagues to create engaging and authentic videos to attract talent, enhance your employer brand, and engage your colleagues with Seenit, the employee-generated video platform.

Meet the speakers

Emily Forbes Photograph

Emily Forbes

CEO and Founder

With a background in documentary and production, Emily founded Seenit with a mission to create a more open, human and inclusive world through the power of collaborative storytelling. With the belief that everyone has a story worth telling, and an opinion worth contributing, she has built a platform to enable any organisation to co-create User-Generated Video with their own employees, amplifying the voices of those most knowledgeable and passionate about a subject or situation. Seenit today is working across the UK, Europe and US powering stories for customers such as Amazon, Citi Bank, and Sky.

Tor Goldfield Photograph

Tor Goldfield

Senior Director of Internal Communications, Expedia Group

Tor has been at Expedia Group for six years and leads internal communications across Expedia Group's three operating divisions, which span marketing, business to business (B2B) and product and technology.

Tor and her international team are responsible for deepening business knowledge, sharing strategic progress, supporting key business initiatives and enhancing community and culture within and across the three divisional groups.

Prior to joining Expedia Group, Tor worked in a variety of internal and external comms roles, including PR and content marketing. She has an MSc in Marketing Communications from Birkbeck, University of London.

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