NAPCO NATIONAL’S CORPORATE COMMUNICATION MANAGER HATOON ABDULLATIF DISCUSSES HOW MODERN STRATEGIES ARE ESSENTIAL IN SHAPING TODAY’S CORPORATE IDENTITY
What is the main role of Napco National’s communications department?
When the Corporate Communications Department (CCD) was established in January 2019, our initial project was to ensure consistency across all channels by enhancing our corporate character. The CCD develops, cultivates and maintains a corporate identity and the company’s overall reputation through a set of activities involved in managing and orchestrating all communications within the company and to external stakeholders.
Internally, the department ensures that all Napco National employees are well informed on any updates throughout the organisation. Externally, the CCD handles all corporate social media channels, as well as the Napco National website, news network, sustainability portal, career site and advertising channels.
How is Napco National communicating corporate efforts to improve society and promote sustainable development?
We believe it’s essential to report and communicate our sustainability efforts effectively to all of our stakeholders. We use various channels for communication, including social media, the website microsite dedicated to renewability and our news platform.
But the most comprehensive source of information about our initiatives for the environment, society and economy is our sustainability report that we publish in alignment with the Global Reporting Initiative (GRI).
What action are you taking to keep the company on the cutting edge of communication with its stakeholders?
All stakeholders are necessary in their own ways, and initiatives must vary in order to cater to each partner’s needs effectively. Accessibility is key; we updated our website and sub-sites to offer a user-friendly experience and ensured we are visible across all social media platforms. Giving our employees the opportunity to learn, improve and grow is essential, which we encourage by sharing relevant info on our news platform or our monthly email blogposts. We also give employees a call-to-action to participate in our company-wide projects, events, volunteer work and CSR schemes. We regularly request feedback and share media to inspire innovative ideas too.
With so much clutter out there, how can you ensure that your message is heard above the noise?
With all the noise on social media, people are oriented more towards trusted voices that have been in the market for generations, who they feel have credibility, as many customers feel about our company. We work to spread awareness of the fact that Napco National is one of the oldest and most pioneering industrial companies in Saudi Arabia, dating back to 1956, while also being up to date with the newest technology, trends and advancements.
What is your 2020 communication approach and where do you want to take Napco National’s digital presence?
Within the company, we will focus on our people; increasing participation within employee social networks, internal campaigns and CSR initiatives by making change communication fun and recognising success. Beyond that, we aim to focus on our Napco National Sustainability Program by organising CSR activities, supporting local events and charities and taking part in award shows– getting messages out by being visible on the ground.
From a digital perspective, we will optimise Napco National’s online platforms by having them in both English and Arabic. We also aim to create customised content to appeal to a wider audience. There is so much to look forward to in the next decade with our new department growing, with ambitious team members and a more refined vision.
