While driving through Michigan last Thursday, I learned something new and was reminded of something important. And that got me thinking about intranet strategy: (Someone has to make these connections. And anyway, it’s a long drive).

The fresh piece of information was that Michigan is pretty big, which I discovered when driving past Flint on the I-75 and chatting to a friend who lives in the state. He informed me that we couldn’t meet for coffee because he was several hours away in Grand Rapids (Google Maps contained the same data, but I was so focused on the route that I missed the big picture—there must be a metaphor in there somewhere).

He also reminded me that even in a terrible economy, there are opportunities for companies and individuals who take a strategic approach to seeking them.

My friend rejoined the ranks of the employed after a brief period between jobs, becoming a product manager with a large imaging company. His new employer was among the many companies that had recently announced lay-offs in some areas of the business, but the CEO had ensured that a message went out through their intranet that the company was also investing in growth areas, which included adding head count.

Today, in Digg, hundreds tagged an item from Reader’s Digest called Nine Recession Proof Careers, which provides a useful source of data on where job opportunities still exist. The list included Energy, Environment, Government and perhaps surprisingly, Financial Services: “Rising from the ashes of a very bad year, financial services have a bright future. Corporate America’s wretched excesses mean more government regulation. Workers who are retiring will need advice on how to make their money last. Small businesses may outsource accounting services. As we get to the middle of the recession, there will be a wave of mergers and acquisitions.”

Which brings me to intranet strategy. You’ll have noted that the CEO at my friend’s company was able to connect with employees through a well utilized intranet, which is an invaluable business tool during times of corporate stress.

And, within the nine sectors mentioned by Reader’s Digest, an effective, well utilized intranet will be a crucial means for companies to engage with existing employees, ramp up new hires and employees joining the firms though acquisitions and enable staff to collaborate with one another.

Unfortunately, as Toby Ward points out in an article called “Selling an Intranet Redesign”, too many organizations are failing to make a connection between business opportunities and their intranet. “While there is hope that more executives will realize the intranet's value to their organization, there is still a pause for concern. The study finds that only 14% of the respondents consider the intranet as ‘business critical.’ This is unfortunate because the intranet is a key business tool. Other organizations may not have allowed the intranet to become business critical, because senior management believes they should not invest in the intranet or a redesign.”

Not everyone will have the luxury provided by a long drive through rural Michigan to reflect on the connection between the current economy and an intranet strategy. But it’s still a connection worth making. Your company’s ability to execute on its strategy in this economy will benefit.

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