How many employees read the latest newsletter article? Did you generate awareness about open enrollment? Has the CEO’s strategy video gone viral on your intranet yet? Wait. Who cares?! In an age of diminished institutional credibility, all organizations have a powerful, often-overlooked asset to directly influence customers, industries, and communities: their employees.
And while most companies say employees are their most valued asset, many communications programs, resources, technologies and tactics labor under a legacy priority of containing employee voices, mitigating the risk of unwanted disclosure and avoiding inconsistent messages. While that containment is at times laudable, we all know that authenticity is the coin of the realm and employee voices have been ascendant for years in terms of trust, reach and the quality of the content they produce independently.
Activating employees on behalf of employers will either be the next killer app for professional communicators, or we’ll see it done haphazardly and ad hoc. Effectively activating employees can lead more directly and observable to bottom-line business outcomes like increased sales, enhanced recruitment, better security and improvements to firm reputation than just about any Communications approach.
In this session, you will learn:
- Why the term “internal communications” is long overdue for retirement and what to do about it.
- How digital drivers challenge the asymmetries of power between employers and employees—and why professional communicators must change their tune.
- Strategic planning and agile work methods—why they’re essential to meaningful employee activation.