Here’s the reality: corporate communications is a complicated, strategy-driven discipline that challenges even the best communicators. A recent report found that 56% of companies struggle to keep employees engaged and informed. The first step of any successful communication strategy is to acknowledge that it’s hard work — something that takes time, effort and resources. Once you understand the complexity, you’ll be ready to outline your plan.
In order to be successful, you must get buy-in from your executive team, especially since leadership visibility is a key component of every viable strategy. And let’s face it, you really need their financial support. With executive backing, you can carve out a proper budget and then build a team that can develop the strategy, create the deliverable and execute the plan.
There’s a direct correlation between disengaged employees and poor business performance. A recent Gallup study found that, on average, companies lose $62.4 million annually due to poor internal communications. When employees are informed and engaged, productivity increase 20-25%. (That’s a stat that should pique the interest of your executive team.) Engaged employees also improve retention, recruitment and company culture — all components that contribute to a healthy and profitable business.
Before you launch your employee engagement strategy, it’s important to build out a comprehensive plan. While every company is different and every plan is typically customized based on business goals, there are some basic steps you need to follow before you take the plunge:
Do you have a well-defined company purpose? What’s the preferred tone of your communication? Does it lean professional or more casual? What are the values that define your culture? These are all questions that should be answered before you start creating actual deliverables. So, spend some time developing a foundational platform, complete with your Purpose Statement, Corporate Values and key messages.
Chances are your employees are a diverse bunch, ranging in age, location and title. Rather than take a one-size-fits-all approach, you need to understand your audiences, build out employee personas and segment communications based on their unique communication preferences. The more you know about them, the better equipped you’ll be to make long-lasting connections.
Every company has those brand ambassadors who react positively to your outreach efforts. They answer surveys. They like your social posts. They participate in company events. Go ahead and encourage their efforts. Ask them to write a company blog or invite them to an employee-only council so they can guide future projects. Acknowledging and rewarding their behavior will go a long way.
I’m willing to bet that millennials make up the majority your employee base. So, it’s important to pay attention to their needs and understand what makes them tick. The individuals in this demographic:
A survey is a great place to start your research. Ask your employees what types of information they want to hear, how they like to communicate, what social channels they use. Tools like Survey Monkey are an easy way to quickly and cost-effectively gather data. More sophisticated platforms like Officevibe can also help track and improve ongoing engagement.
Communicating through standard communication channels, like a company intranet, email and printed materials, is a good place to start. But be sure to look beyond the basics. Use social media channels like Facebook, LinkedIn and Instagram to share timely company news.
Nearly all the U.S. workforce has access to a smartphone, 95% to be exact. It’s how the world communicates. That’s especially true if you have a remote workforce that does not have access to desktop computers. When you’re creating materials, think of the mobile-first environment and consider investing in digital channels like employee-only apps that allow you to share information in a timely and targeted manner.
To quote Mike Tyson, “Everyone has a plan, until they get punched in the mouth.” As a communicator, you have to be prepared for all types of company news, even the bad stuff. So have a plan in place but be prepared to alter that plan without sacrificing the core tenets of your purpose and platform (those things you defined in Lesson 5). Always be transparent and honest with your employees. They will see through any sort of fabricated narrative.
You’re communicating with colleagues — these are your teammates, your friends, the people you spend more waking hours with than your family members. Ditch the stuffy tone. Be empathetic and understanding. Make them laugh. Find those opportunities to be honest and real. It’s the best way to make connections that last.
When you’re ready to launch your next employee engagement initiative, give us a call. We’re ready to leverage the lessons we’ve learned and build them into your next project.
Suzanne Miller is Senior Vice President of Client Relationships at AvreaFoster
© 2020 AvreaFoster Inc.