Having noticed the description of the Nordic Bond 001 program in the intranet Plaza, Social Media Specialist Caitriona O’Connor from JG Communication decided to make an application.

"It sounded like a great opportunity to develop, although I didn’t really know what to expect and was a bit worried that it would focus on the routine admin side of management and organizing. However, much to my surprise and delight, there was a strong focus throughout on leadership and what it means to be a leader."

The Nordic Bond 001 program focuses on different areas of managerial expertise: leading business, innovations, and people. Considering her own professional field, Caitriona finds all three intertwined – you cannot do one without the other.

"Social media is all about leading people to embrace innovation. To drive business goals, new ways of engaging customers in conversations are necessary. I have been with JG for just over a year now, and it’s been an exciting, dynamic time so far. Unless I can lead other people in this field and pass on my knowledge, innovation will not be as progressive and this business area will not grow as fast as it could."

As regards the future of communication, Caitriona suggests it actually boils down to one word: social. The line of visibility between internal and external communication will be pushed back if not removed altogether.

"Companies will become more transparent and communication efforts more accountable. As a result, each employee will be charged with being a brand ambassador. Communication will be driven by two-way conversations, where companies will focus on influencing niche networks which can deliver high returns. In activating their niche networks and engaging them with brands, companies need authentic and inspiring content."