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HomeTools and techniques for developing the PES brand through effective communication
Learning from each other : a practice casebook
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In 2020, a PES Network Working Group (the Working Group or WG) was established to discuss good practice examples of how PES can enhance their visibility and branding and demonstrate the added value they bring to clients, stakeholders and the general public. The Working Group, chaired by the Estonian Unemployment Insurance Fund, included PES representatives from Austria, Belgium, Bulgaria, Denmark, Estonia, Italy, Lithuania and Spain. This practice casebook brings together their experiences and what was learned from the Working Group’s knowledge-exchange sessions, held during 2020/21. It also draws on theoretical good practice to highlight what the PES could do to improve their communications in future. The Working Group discussions revealed that since 2016 many PES have launched new image, branding or social media initiatives. While few had assessed the impact of the campaigns, when they did so surveys and social media analytics were considered useful. Cooperation with the media and consistency were found to be important to success. Key areas of improvement identified were online presence and the development of a marketing strategy. Whilst there were clearly many indications that positive work is being done, there are also emerging areas in need of development and further consideration to ensure successful visibility for PES, in particular: - maximising all communication channels (with a special focus on social media usage); - understanding how to use internal communications to ensure all employees have up-to-date information and are able to achieve consistency in communication campaigns; - improving the measurement and evaluation of programmes; and - increasing knowledge exchange among PES. This document therefore also provides some recommendations and examples of how PES could look to improve in these areas. As well as covering Working Group discussions, this practice casebook captures and reflects on the experiences cited during the fieldwork phase (a survey of WG members). The report begins with (1) a review of communication channels in a changing media landscape, focusing on social media as a key area of growth for the PES, and provides examples of current PES’ activities and good practice from other fields. The discussions on (2) measurement and evaluation are then captured with experiences and examples from the PES Working Group, alongside principles and practice for guidance on effective programme evaluation, particularly through the Integrated Evaluation Framework (AMEC, Figure 2). The document then explores other insights and observations from the WG to identify examples of (3) positive peer learning. Specifically, the casebook looks at how action learning – whereby peer-to-peer discussions facilitate knowledge sharing – has been used in the PES Working Group, and how this form of learning can, and should, continue to form the basis of knowledge exchange. The document concludes by identifying methods for continued development and group working and draws out some top tips based on the Working Group’s discussions. Throughout the casebook a number of techniques are used to highlight good practice and effective tools and techniques. This includes mini case studies (vignettes) to highlight, and enhance understanding of, effective campaigns from the Working Group members, as well as examples of practice to avoid.
- Published:
- Corporate author(s): Directorate-General for Employment, Social Affairs and Inclusion (European Commission) , ICON INSTITUT , ÖSB Consulting
- Personal author(s): Tench, Ralph
- Themes: Labour market — Free movement of workers
- Subject: EURES , knowledge transfer , learning , public service , social media , technology
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| ISSN | ISBN 978-92-76-36145-9 | DOI 10.2767/094760 | Catalogue number KE-02-21-501-EN-N |
- Released on EU publications website:
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