In the first article in this series, we identified several business realities that make employee communications more important than ever. To gain perspective and insight about this growing strategic communications discipline, we recently gathered input from 10 employee communications professionals. This article highlights common themes that we heard.
Almost every respondent said their organization is putting more—in some cases, much more—emphasis on employee communications now than a year ago. The others said it was about the same. Reasons cited for the increase in employee communications include:
- Responding to employee demand: Employee surveys consistently show that employees want regular, relevant communications about many aspects of the business.
- Bringing clarity around common goals: With the communications function matrixed in some companies, regions and business units pursuing their own objectives, and more employees working remotely, employee communications at the corporate level can unify employees around universal company goals.
- Helping manage change and drive a shift in culture.
- Telling the brand story.
Frequently mentioned goals and associated outcomes for employee communications programs include:
- Empowering employees to do their best work in a rewarding, collaborative and effective manner.
- Informing, engaging, motivating and exciting employees to deliver the best possible experiences for customers. Put another way, effective employee experience management leads to effective customer experience management.
- Engaging hearts and minds to fuel engagement, leadership confidence and corporate culture.
- Raising awareness about brand and corporate strategy so employees naturally serve as brand ambassadors.
- Connecting the company’s mission and vision with employee engagement so that each team member sees how everything he or she does helps the company move closer to fulfilling its mission
Clearly, expectations run high—and rightly so—about what employee communications can help a company accomplish. In the next article, we’ll look at tips and best practices for a strong employee communications program.
Read part one of this series: The Essential Role of Employee Communications in Shaping Culture and Driving Performance