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Becoming a Digitally-minded Organisation
Head of Digital Engagement, UNICEF UK
In this case study Laila Takeh, Head of Digital Engagement, discusses UNICEF UK’s transition to becoming a digitally-minded organisation.
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- The Editor, Editor, Knowledge Peers
10 Dec 2013
Laila is responsible for the delivery of digital activity and spearheading the overall digital direction of UNICEF UK. This includes helping the organisation as a whole to become more digitally focussed.
There is a transition towards digital processes currently happening in the workplace which creates changes in ways of working, especially in the style of communications. This has led to many increased opportunities for delivering activity; and in better reaching supporters and audiences, engaging with them, and helping them to become an extension of the workforce.
Digital practises are changing the culture of work, and are necessary for modern working methods; a particular challenge for Laila and her team is helping people to realise this. To help employees adapt to digital considerations, change their attitudes and perspectives towards technology and help to understand the importance and context of a digital transition there have been training schemes, workshops and external speakers for all levels within the organisation.
When getting "buy-in" for digital you still need to employ traditional work practices, such as business cases and providing evidence for how competitors use it, thus continuing to speak the same business language that people are used to.
An example of the success of digital engagement has been in response to the emergency situation in West Africa, something that had not generated much media coverage. UNICEF rallied its worldwide offices and supporters to engage in social media action to raise awareness of the severity of the situation, and thus the media has now taken notice.