NOVEMBER 2024: CONNECTIONS
Contents
1.
Building and maintaining connections
Andrea Walasek, our Chair and VP Special Interest Groups, reflects on the importance of the connections we cultivate throughout our lives.
2.
Diverse Threads: Sabita Singh on LinkedIn as a support for DEI
“We can’t underestimate the power LinkedIn has to connect an organization’s DEI strategy with employees and other stakeholders,” says Sabita Singh, ABC. She talks to Brent Artemchuk about how to use LinkedIn this way.
3.
PIC Personality: Meet Heather Redfearn
New member Heather Redfearn tells Sue Horner, SCMP, how her jump to running a solo business came about and the value of making connections with other entrepreneurs.
4.
And more!
We’ve got some member news about Linda Bicho-Vachon, Adrienne Jackson, Lisa Marchitto and Nathalie Noël. Catharine Heddle shares another interesting read in Book Nook. And get more details about our November 19 session on partnerships with your PIC connections.
Building and maintaining connections
By Andrea Walasek
Welcome to our November issue of The Buzz! This month, we’re focusing on connections:
- Connecting with clients.
- Connecting with our profession.
- Connecting with one another.
In our careers, this idea takes on many forms: networks, contacts, colleagues, friends, acquaintances. And for those who remember the pre-digital era: your Rolodex. Regardless of the terminology, it’s all about building and maintaining connections.
The connections we cultivate throughout our lives make life more interesting, fulfilling and rewarding. And that’s one of the many reasons I joined IABC and continue to renew my membership each year.
In this issue, we explore ways to foster and build upon our connections, learn from them and show our appreciation for the value they hold in our professional lives.
Two regular features are back, Diverse Threads and PIC Personality:
- In the first of a two-part series, Brent Artemchuk talks to Sabita Singh, one of Toronto’s top 15 LinkedIn experts, about how communicators can harness LinkedIn to build connections and enhance organizational DEI strategies.
- Sue Horner introduces us to this month’s PIC Personality, Heather Redfearn, who specializes in internal communications that ensure businesses are able to stay connected and engaged with those who make their business run.
Later in this issue, we share some member news about Linda Bicho-Vachon, Adrienne Jackson, Lisa Marchitto and Nathalie Noël. Catharine Heddle also offers her take on another intriguing read in Book Nook with her review of Fire Weather: The Making of a Beast by John Vaillant.
Don’t miss out on our upcoming professional development webinar on Tuesday, November 19, titled Strength in Numbers: Effective Freelance Partnerships. In this session, industry leaders will discuss how to unlock the power of collaboration and supercharge your work by partnering with freelancers.
Speaking of strength in numbers, I would be remiss if I didn’t remind you to renew your IABC membership for 2025. Whether you’re looking to connect with fellow global communication professionals, access educational resources to further your career, gain distinction through GCCC certification programs or simply stay on top of the latest news in the global communication industry, IABC is here for you. Bonus: If you renew in November, you have a chance to win a $20 Amazon gift card. Renew (or join us) today on the IABC/Toronto website.
Stay connected with PIC on our social media channels, and be sure to connect with all those profiled in this issue on LinkedIn!
If you have any comments, ideas for professional development topics, or any questions, or wish to volunteer with PIC, reach out to toronto-sig@iabc.to. We’re always happy to hear from you.
Diverse Threads: Sabita Singh on LinkedIn as a support for DEI
By Brent Artemchuk
Welcome to Diverse Threads, an ongoing series that explores the journeys and stories of professional communicators who are actively working to embed diversity, equity and inclusion (DEI) best practices for their clients.
This month, we hear from Sabita Singh, ABC (she/her), a global LinkedIn executive coach and one of Toronto’s top 15 LinkedIn experts. She offers professional communicators advice on how they can lead conversations with their clients around using LinkedIn as a tactic in their overall DEI strategy.
“We can’t underestimate the power LinkedIn has to connect an organization’s DEI strategy with employees and other stakeholders,” Sabita says. “There are so many opportunities to tell stories, highlight employee journeys and celebrate milestones on this platform. Many organizations aren’t taking advantage of these opportunities and here’s where communicators can add value.“
Here’s our conversation.
How can LinkedIn be used as a tactic in an organization’s overall DEI strategy?
I advise my clients to think big picture here. When DEI initiatives are shared on LinkedIn, they create transparency as well as connection. This approach allows employees, clients and other stakeholders to see the organization’s values in action. Regular updates, such as sharing diversity reports, DEI milestones or employee resource group (ERG) activities, build credibility and demonstrate that DEI is a priority.
Also, when organizations highlight inclusive workplace practices and the achievements of diverse teams, they appeal to job-seekers who prioritize equity and belonging. This proactive approach strengthens the DEI pipeline and supports inclusive hiring.
Sharing DEI stories on LinkedIn isn’t just an effort targeted to external audiences. Sharing boosts morale and engagement internally by spotlighting employees, celebrating cultural events and recognizing achievements. Overall, these stories reinforce an inclusive culture, showing employees that the organization values their identities and contributions.
Remember, though, all these activities need to be linked to a broader, organizational DEI strategy to ensure key messaging, tone and voice are consistent. LinkedIn posts should also be regular and consistent. If your client’s DEI posts only appear two or three times a year, they won’t establish credibility.
How can communication professionals guide organizations in demonstrating their commitment to DEI through LinkedIn?
Here are four of my favourites:
1. Develop a DEI content calendar: Encourage your clients to create a content calendar focused on DEI topics, with posts highlighting cultural events, awareness days and the accomplishments of diverse employees. Move beyond just a basic “happy XYZ” post and share a story that highlights an employee‘s experience, educates or truly celebrates the holiday.
2. Encourage leaders to engage: Communications professionals can coach executives on the importance of engaging with DEI content, whether through posting, commenting or sharing their own perspectives. I firmly believe that when leaders participate, it reinforces that DEI is a core value upheld by those at the top.
3. Share employee stories: Employee spotlights are a powerful way to humanize DEI efforts. By sharing authentic stories from diverse employees, organizations show they value each person’s unique experiences and perspectives. This creates a stronger connection with followers and potential candidates who prioritize inclusivity.
4. Use visuals and video for impact: Here’s where communicators can flex their creative muscle. Videos, infographics and LinkedIn Lives make DEI content more engaging. A behind-the-scenes video on an ERG event or a live panel on inclusive leadership brings DEI efforts to life, making the organization’s commitment more relatable and memorable.
How often should organizations update their DEI presence on LinkedIn?
This is where the consistency I was talking about comes into play. When maintaining an impactful DEI presence on LinkedIn, communicators should be advising their clients to update their DEI content consistently without overwhelming their audience. Remember, it’s about keeping the connection going. Here’s my suggested frequency:
Monthly highlights: At minimum, organizations should share a monthly update on a DEI initiative, cultural event or success story. This consistency demonstrates ongoing commitment and keeps DEI top of mind without appearing performative.
Quarterly DEI progress reports: A quarterly post that summarizes DEI progress – such as updates on initiatives, diversity metrics or feedback from ERGs – can help reinforce transparency and accountability.
Weekly engagement: Organizations don’t have to post original DEI content every week. However, they can engage with relevant DEI topics on LinkedIn. This could include commenting on, liking or sharing content from thought leaders, partners or employees to show ongoing commitment to DEI.
Annual reflection and goals: An end-of-year DEI summary that reflects on achievements, challenges and goals for the coming year provides a comprehensive view for audiences. It’s a valuable opportunity to showcase the journey and renewed commitment to DEI.
Ad hoc updates for events and milestones: Important milestones, new DEI programs, awards or cultural observances should be highlighted as they occur. These timely posts keep DEI present in the organization’s communications program without being overly scheduled.
I always say that following this balanced approach helps maintain a steady DEI presence on LinkedIn. And, it allows organizations to communicate their commitment authentically while connecting and engaging meaningfully with their audience.
Our thanks to Sabita for offering these insights! Next month, we’ll share her thoughts on how LinkedIn could evolve to better support DEI.
Diverse Threads is an ongoing series that explores the journeys and stories of professional communicators who are actively working to embed diversity, equity and inclusion best practices within their clients' organizations. If you have a story you'd like to share, email toronto-sig@iabc.to and we'll follow up with you. We welcome submissions from both PIC and IABC/Toronto members.
PIC Personality: Meet Heather Redfearn
By Sue Horner, SCMP, and Heather Redfearn
Heather Redfearn (she/her) is on a mission to be a trusted advisor for internal communicators and HR professionals who are charged with employee communication. In a fast-paced business environment, many of these specialists are stretched thin and need support. Heather provides strategic guidance to help them review their processes, build plans and deliver compelling messages to engage employees. By partnering with her, Heather’s clients can breathe easier and ensure their communications resonate throughout the organization.
Learn more about Heather on her website and LinkedIn, or email her at hdredfearn@outlook.com.
When did you launch your independent business and how did it come about?
I soft launched my solo business in 2017. It was the 16-year mark of my in-house career and I wanted to take control of my schedule. I always thought I would go into consulting. When the time came, it was a big jump because I loved the job I was in, but I knew I was moving in the right direction. I left my corporate role and made a new start, taking on exciting projects and mandates aligned to my personal goals.
What do you enjoy most about being an indie?
I enjoy living my professional life on my terms. I have learned that there is a way to stay true to my own needs while being fully committed to my clients. With a more flexible schedule, I also find more time to develop my knowledge and skills, which I really enjoy.
What don’t you like about being an indie?
I’m guessing my answer won’t be unlike others in our field, but I will still say the solitude. That’s why I connect so well with clients who see me as an extension of their team.
What advice would you give someone new to independent life?
In no specific order, I would recommend they:
- Join groups to stay current on new tech, industry trends and learning opportunities.
- Make connections with other entrepreneurs to share ideas, get feedback and seek encouragement.
- Connect with former colleagues, who can be your best ambassadors! I am humbled to have received great support from my network.
How long have you been an IABC and PIC member and what value do you get from your membership?
I was a member of IABC on and off for years when I was an in-house professional. I have the best memory of attending the World Conference in Toronto in 2014.
Now, it has been close to a year since I rejoined IABC. I was specifically drawn to PIC for the support it offers indies. It really solidified my decision to rejoin.
I find great value in the professional development programming PIC offers as it is pertinent to my business and keeps me on my game. I have also connected with members and asked them for their feedback on situations I encountered. I am grateful for these opportunities.
Member news
Linda Bicho-Vachon (she/her) is new Editor-in-Chief of IABC/Toronto’s newsletter, Communicator. If you’re a writer interested in contributing, email her at toronto-editor@iabc.to. She’s particularly looking for content on AI and accessibility for the issue in January.
Adrienne Jackson, ABC (she/her), has been a member of the global IABC Ethics Committee and is now a quality reviewer on the IABC Awards Committee. The committee ensures entries have been judged fairly and according to the criteria. It also reviews marketing initiatives for the awards, including promoting the value of participating and providing accessible guidance on how to submit a winning entry. “As part of my commitment to give back to the profession, I have applied for committee work a couple of times now,” Adrienne says. “I have found it professionally rewarding and a wonderful way to meet communications colleagues and continue learning.”
Congratulations to Lisa Marchitto (she/her), who was part of the team that took home a 2024 IABC Silver Leaf Award of Merit for work with ALS Canada, her former employer before she went solo. “The project that won was an initiative I created and led when I worked there, which is now foundational to the organization’s work,” she says. “I led the submission with another consultant since the two of us had strong knowledge of the project, but ALS Canada is not actually a client.” (Here’s the full list of Silver Leaf winners [pdf].)
Nathalie Noël (she/her) is on the IABC/Toronto board as VP Data Analytics & Brand Management and is looking for volunteers to help out. Get in touch with her if you have experience with Google Analytics 4 and Hootsuite reports and fill out the volunteer application form.
Strength in numbers: Effective freelance partnerships
You may be looking to scale your business and deliver more to your clients. Or maybe you’re overwhelmed with your workload and need some help. Either way, join us on Tuesday, November 19, to learn how partnering with other freelancers can unlock the power of collaboration and supercharge your work.
Industry leaders Meredith Adolph (she/her); Priya Bates, ABC, MC, SCMP, IABC Fellow (she/her); and Kelly Thibodeau (she/her) will share insider tips and best practices on building seamless, successful freelance partnerships. Trish Tervit (she/her) will moderate this interactive Zoom session, from 4:30 p.m. to 6:00 p.m. on the 19th. We’ll dive into:
- The pros, cons and hidden opportunities of bringing in freelance support
- How to find and engage the right partners for your projects
- Structuring partnerships: roles, responsibilities, contracts and more
- Managing the money: invoicing, payment schedules and pricing strategies
- Essential tools and tech for smooth collaboration
- Tax implications and pricing tips to maximize profits
- How to market your combined expertise and win bigger clients
Don’t miss this opportunity to learn how to amplify your success and boost your business with smart freelance partnerships.
Fees are $15 for PIC and other IABC/Toronto members ($16.95 with HST) or $30 for non-members ($33.90 with HST).
BOOK NOOK: Fire Weather: The Making of a Beast
By Catharine Heddle
Fire Weather: The Making of a Beast recounts the devastating wildfire that razed 2,400 buildings in Fort McMurray in 2016. Communicators will be captivated by author John Vaillant’s detailed portrayals of press conferences and radio interviews, highlighting the challenge of balancing transparency with the risk of inciting panic. The book contrasts the internal experts’ perspectives with those from nearby Slave Lake, which experienced its own devastating fire five years prior.
This masterful work of creative non-fiction begins with a close-up on the residents’ daily lives just before the fire, gradually zooming out to include the views of weather experts, town officials and first responders. Vaillant then steps back even further to discuss the town’s origins, the oil sands and the industrial processes involved in mining and refining bitumen.
The narrative then shifts to humanity’s long relationship with fire, Indigenous uses of bitumen and the early trade with Europeans that took place around what is now Fort McMurray.
Anchored in this historical context, Vaillant delivers a chilling lesson on atmospheric carbon, detailing the unheeded warnings from scientists as far back as 1966, including those within the oil industry. He describes the self-reinforcing feedback loop of carbon emissions, wildfires and global warming with shocking clarity and laments that this grave situation is subject to the “Lucretius Problem,” where real issues are hard to focus on due to their imperceptible symptoms.
Fire Weather narrates a pivotal event in Canadian history, urging readers to confront the pressing issues of fossil fuels and climate change. It is a masterclass in using storytelling for persuasive effect.
Have you read an interesting or helpful book lately? Share it with PIC members in this column! Email Catharine at catharine@lamplightercommunications.com.
Do you have any changes to the PIC member list?
As a PIC member, you can promote yourself at no charge on the PIC member list, which is updated quarterly on the IABC/Toronto website. Your listing can include your name, preferred pronouns, company name, city, email address, telephone number (if you wish), website URL and a brief description of your business (about 80 words). Send your new or updated listing to Kathryn Hollinrake, our Director, Membership, at kathryn@hollinrake.com.
See you on social media!
Build and strengthen your connections, advance your business and network with other PIC members on social media. In case you missed them, recent posts shared on our social media channels include these:
Reach out to existing connections, attend networking events and nurture relationships to foster connections among people with diverse backgrounds. Read “Building Bridges: The Power Of Connection In Entrepreneurship” in Forbes.
Small business owners can help each other, says Yell Business (formerly Yellow Pages). Share ideas, problem-solve and partner with each other are among the suggestions not just for brick-and-mortar businesses.
Your network of business contacts can help you find new business, generate fresh ideas and put you in contact with financial partners, suppliers and advisors, says BDC, the bank for Canadian entrepreneurs. Here’s how to build up your connections to grow your business.
Who we are
Professional Independent Communicators (PIC) is a special interest group of IABC/Toronto. PIC’s mission is to support independent IABC/Toronto communicators through professional development, networking and marketing. The Buzz informs members about upcoming events, shares professional development tips from past meetings and keeps us connected.
IABC connects communicators from around the world with the insights, resources and people they need to drive their careers and their professions forward.
Editor: Sue Horner, SCMP
Executive team
Chair: Andrea Walasek | Past Chair: Marie-Lauren Gregoire Drummond, SCMP | Membership: Kathryn Hollinrake | Communications & Social Media: Brent Artemchuk, Sue Horner, SCMP | Programming: Catharine Heddle, Lisa Marchitto
Credits:
Created with images by • rawpixel.com - Community of people teamwork • Halfpoint - Young man with Down syndrome and his tutor with arms around looking at camera indoors at school • Brett - Rolodex file organizer cards sitting open office desk retro gray cubicle partition.