A strong employee communications program begins and ends with effective messaging. Even the best, most unique tactics, techniques and technologies for delivering messages won’t save messaging that just doesn’t resonate. Our six Cs formula helps you create and communicate messages that will inform, engage and motivate employees.
First and foremost, employees must believe in the messages. Watch out for messaging that’s too aggressive. For example, if a company is a distant number five or six in its market, messaging that the company will be the market leader in 12 months will be hard for people to believe. Similarly, be sure to balance the message you want to deliver now with past experiences where your company fell short in delivering on a similar message. Better to prove it than spend much time saying it.
Look for the right words and sentences that will do more than just get the attention of employees. Seek to develop messaging that will lead to actions that deliver the outcomes you want to see. This is harder than it seems, so it’s important to commit the time to really thinking through this aspect of your messaging.
Great messages are brief, memorable, easily understood and clearly state the point you want people to remember.
This C applies to messaging but really speaks to the importance of finding creative ways to deliver messages. For example, instead of the traditional town hall meeting where the CEO stands on a stage and takes questions from employees, create a TV talk show set where the CEO is interviewed by the host and engages with audience members.
Messaging must make a strong, meaningful connection with each employee and connect to the larger corporate and brand stories.
Once messaging is developed with the preceding Cs in mind, it’s important to consistently deliver your message and story through the various components of your employee communications program.
What are some of the guidelines you follow for effective messaging? Please share your suggestions by emailing me at firstname.lastname@example.org.
Read part one of this series: The Essential Role of Employee Communications in Shaping Culture and Driving Performance
Read part two of this series: Goals and Outcomes for Effective Employee Communications
Read part three of this series: Best Practices for a Strong Employee Communications Program