As a marketer, nothing makes my day more than hearing about creative ways customers are utilizing our platform. Part of Dynamic Signal’s core functionality is our ability to help with top-down communication. In fact, our customer success team keeps track of the exciting ways executives use Dynamic Signal to ensure they’re connecting with all of their employees.
I love stories of how leaders compete against one another for the most comments or likes on their posts. And I smile when I hear about how other customers offer prizes, like lunch with the CEO, to their top brand ambassadors.
But my favorite stories are those where Dynamic Signal is creating deeper, richer relationships between leaders and employees. It’s about executives truly connecting with their people. When they know their voices can be heard, and that they can hear every employee, great things can happen.
So, here are some of my favorite ways that executives are using the Dynamic Signal platform.
1. Get their message heard
Executives are responsible for creating an inspiring vision for their organizations and the employees who work there. Establishing a strategy is one piece. But communicating that mission – so your employees can execute on it – is an entirely different challenge. It can be further complicated when a company has multiple offices or in-the-field employees who lack access to laptops or email.
At Cumberland Farms, COO Ari Haseotes communicates with employees directly each week by recording and posting a video on the company’s Dynamic Signal Platform, FarmFeed. Another executive team member also writes a weekly blog post. These videos and blog posts deliver key insights about executive thinking, important announcements, new promotions, and company announcements. It’s central to the company’s goal of helping the widely dispersed company feel more connected and give team members a better understanding of what’s happening throughout the organization.
2. Align employees around the company mission
Employees want to know the direction of the company. Think of it as navigational GPS for the workplace. It helps give them a purpose behind their work and enables them to better understand the goals they should be working to achieve.
As prescription eyeglass manufacturer Essilor expanded from a small-family-style company to an 8,500 employee optical giant, it became apparent that new employees weren’t well-versed on the company's mission of “improving lives by improving sight.” Said Holly Gillentine, Vice President of Corporate Communications: “When you asked 8,500 people, you would get 8,500 different answers about why we’re here.”
By using their Dynamic Signal platform, Wired, leadership at Essilor can now communicate directly with employees. The company has a video series that features personal stories from executives and also a weekly “Leaders Corner” where executives answer employee-submitted questions. The platform helps connect the workforce and makes everyone feel as if they’re part of something bigger than themselves – the Essilor mission.
3. Communicate information around company events.
Executives at another Fortune 500 global customer use Dynamic Signal to communicate important information to employees about key points for their quarterly leadership meetings. This makes workers feel like they’re “in the know” about important company issues. Leadership utilizes the platform as the single source of truth about news from the meetings as well as the place to connect with leaders to offer feedback and ask questions.
The platform’s analytic capabilities give executives the confidence that important planning information is reaching managers. They can even request that managers acknowledge they received the information or took a particular action.
At Dynamic Signal, we use our platform, called Dispatch, to solicit employee questions for our executive team at our monthly all-hands meetings. This way, the executive team is answering the questions that Dynamic Signal employees are most eager to hear addressed.
4. Provide a direct connection to employees
When you have a workforce comprised mostly of hourly shift workers, it’s difficult for executives to have direct lines of communication with employees. That’s especially the case when many employees lack corporate email addresses. Communication becomes a game of telephone, where messages are passed down several levels to shift managers or shared through printed materials like breakroom posters. That was the case at the convenience store chain Wawa, which has employees at more than 800 locations.
After implementing their Dynamic Signal platform, called The Honker, Wawa was able to strengthen the relationship between executives in the corporate office and store employees. The CEO can communicate directly to employees by regularly recording short, breezy videos. The Honker also enables employees to comment on the videos and ask questions. The two-way communication also allows store employees to notify the corporate home office of any issues – allowing Wawa to solve problems quickly.
The platform has allowed employees to be more productive and work more efficiently. But just as crucial for Wawa, frontline workers now feel like they’re part of a broader community beyond their individual stores.
5. Build trust and transparency
According to the 2020 Edelman trust barometer, trust in organizations and institutions remains at an all-time low. Also, the survey found employees feel unprepared and uncertain about their futures.
“Communication plays a key role in whether or not the company is admired,” said Trish Wexler, Chief Communication Officer at JPMorgan Chase, during her keynote presentation at our 2018 Summit by Dynamic Signal conference. “It comes down to how you talk. The way you build trust is by being very authentic and very real. Without that, people don’t trust you.”
To assist in building that foundation of trust, Wexler uses the Dynamic Signal platform, so that employees can access internal articles on their mobile devices. The platform also enables her team to measure the impact of communication efforts as well as ensure employees only get messages that are relevant to them. This way, she can figure out what types of communication are working – and do more of them.
“There’s so much information coming at you today,” Wexler said. “And you don’t trust most of it. As communicators, what we all want is to make people feel something that’s real and authentic.”