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31 Aug 21

7 tips for engaging stakeholders during your corporate mobility journey

As the emphasis continues to shift from fleet to corporate mobility and ‘mobility as a benefit’, it is becoming increasingly important to engage new stakeholders in strategic decision-making about mobility. The attitudes of these stakeholders – including HR, Comp & Ben, Facilities, CSR, Finance, Procurement as well as people from the business and other employees – can range from unaware or resistant to neutral, supportive and even leading.

In this article, we provide seven tips for engaging new stakeholders in the transition from fleet to corporate mobility.

1. Become ‘multilingual’

Each type of stakeholder speaks a different ‘language’, so to truly understand and address their needs, you must become ‘multi-lingual’. For example, HR and Comp & Ben professionals will probably be most interested in corporate mobility in the context of the talent pipeline, succession planning and implementing a hybrid working model. In contrast, CSR colleagues are likely to respond positively to ideas for reducing the organisation’s environmental impact or including emissions from alternative mobility programmes in the company’s integrated reporting. Above all, keep an open mind and avoid making assumptions about what each stakeholder thinks or needs; get to know them individually and listen carefully to what they say.

2. Maintain a dialogue

The internal and external business environment is evolving rapidly, whether due to the introduction of the hybrid working model or the implementation of ultra-low emission zones in city centres. Therefore, it is essential to maintain a dialogue with all the stakeholders and regularly monitor whether your progress is still aligned with all their objectives. If any business or stakeholder needs have changed, you should be ready to act accordingly.

3. Stay realistic and be prepared to adapt

Stay realistic about how your own corporate mobility goals fit in with the broader business priorities and be prepared to adapt your plans. For example, you may be eager to implement an EV-only policy, but if the business is not yet ready to transition to zero-emission vehicles or if the necessary market regulation and infrastructure isn’t in place yet, it may be better to focus your efforts on developing an alternative strategy. Proposing a phased rollout would still allow you to keep the issue on the table, for instance.

4. Support the case for change

If you want to enact change, you will have to build a solid business case showing the trade-offs between benefits and costs and justifying why the company needs to adopt a given approach. Lend further support to the case for change by tracking key data and benchmarking against similar companies.

5. Understand the organisational dynamics in the context of corporate mobility

Think about the impact of the management dynamics within your organisation – whether it is governed by a top-down approach with centralised decision-making or a flat hierarchy with autonomous countries/business units – and the role and position of corporate mobility within it. Will corporate mobility be a centralised or decentralised topic? Which department will be responsible for it: e.g. HR, Procurement, Facilities or a dedicated Corporate Mobility department?

6. Tap into the power of many voices and sing one song

Many voices singing the same song will have a much more persuasive impact than your lone voice. Form alliances with other stakeholders as supporters and advocates of the change you envisage to increase your chances of succeeding.

7. Spend sufficient time on stakeholder engagement

It can often feel like you simply don’t have enough time to engage with all the stakeholders, but it’s essential to do so. After all, you can’t achieve the transition from fleet to corporate mobility without their support and commitment. One solution is to treat the transition as a company-wide change programme. Define clear objectives and timelines and set up a dedicated team including corporate mobility ambassadors at the functional and local levels.

Join us and all types of corporate mobility stakeholders at the next session of the Smart Mobility Institute on 16 September. Build valuable stakeholder engagement experience by interacting with various types of corporate mobility stakeholders at the next 3-hour online Smart Mobility Institute (SMI) session on 16 September. The session will address the theme of ‘Employee choice, car or mobility as a benefit’.

The SMI is a cross-functional networking group of companies on their journey to smart corporate mobility who are keen to explore new possibilities, benchmark with suppliers and inspire each other with real-life mobility best practices.

Photo copyright: Shutterstock

Author: Saskia Harreman