Employee Communications Work Inside Out.
There are no “silver bullets” when it comes to motivating and engaging employees. But there are things any business of any size can do to connect with their workers. Here are a few specifics. When I worked with employee communications and external positioning I found the best strategy was to make the people who worked at our site, in our business or even across continents at big companies the primary audience. As within so without.
Use Employees For Branding
Build a brand identity with employees. Recognize that employees deliver the identity of the company when they leave the site. Their collective experiences as employees are communicated to friends, neighbors, family members and acquaintances everywhere they go. They communicate about the company at the PTA, at the ball game and when they go to church. Nurturing them while they are “behind the fence” at work is critical to success with customers, recruiting new employees and retaining existing ones. Word of mouth is a very persuasive method of communications. It is more credible and memorable than any ad or article. You certainly do not want employees who are discouraged by a lack of timely or accurate communications talking to customers. I’ve literally taken press releases and changed the headings and sent them to the Intranet editor first. Re-purposing external announcements for internal audiences cuts down on writing, approvals and expenses with vendors.
Making an emotional connection with employees will have further benefits for external positioning and contribute positive business results. This is a powerful communications asset that too few companies utilize. Employees hate hearing news about the company second hand, like reading about it in the newspaper, hearing it on the radio or from a friend or relative. Respect and value your employees enough to make them your most important target audience.