This blog post was updated on November 30, 2015.
With the proliferation of social media channels, employees have become 24/7 brand ambassadors for their companies. The lines between internal and external communications are continuously blurring.
Therefore, brands have as much of a responsibility to engage their internal staff as they do with external audiences.
It’s not surprising that the tactics discussed during Business Development Institute’s Internal Communications and Collaboration Leadership Forum closely mirrored the new school PR and marketing tactics that organizations are employing to drive action from their customers.
Inspire and empower your coworkers to share your content by following these tips.
Create useful content.
Treat the initiatives happening around your company as important breaking news. Editorial content such as blog posts and articles help amplify positive growth around the company and keep teams across the organization informed about your overall mission and business strategy.
Help senior leaders embrace the role of chief communicators.
According to a survey conducted by Brilliant Ink, 80% of employees feel more engaged when they receive inspiring communications from senior leaders. Quotes from executive leadership establish trust and humanize the brand from both an employee and consumer standpoint.
Video messages and teleconferencing are other ways to humanize the organization by bringing communications to a personal level. Multimedia is also far more engaging than a text-only email. Below is a video used by AIG that motivated their employees to “bring on tomorrow.”
Use internal social media with purpose.
The social channels used by consumers – such as Facebook, Twitter, and LinkedIn – meet the various needs of their audiences, and enterprise social channels are no different.
To keep your coworkers engaged, your internal communications channels need a thoughtful strategy that illustrates the value of communicating on these spaces. Ultimately, it is best to minimize the number of places that people have to go for communications.
Communicate the value or benefit of an employee’s labor.
PR and marketing professionals are ultimately trying to communicate why their product or service is important to consumers.
Employees need to feel the same sense of importance when it comes to their work.
Research by AIG reports that 70% or more of strategic and change programs fail without effective manager communications.
Connecting the dots between daily work and the overall company strategy is vital to maintaining productivity and helping an employee understand where they fit in.
It is widely understood that there is a direct and positive relationship between employee engagement and overall company growth; organizations that invest in creating a more unified work environment experience more productivity and financial growth than those that do not.
Public relations and marketing professionals face massive workloads as the scope of our work has expanded to include social media, content marketing, and the digital age’s constant demands.
Plan your internal communications strategy with the same care you give external content in order to drive inspiration and action from employees. Download High-Impact PR Planning that Drives ROI & Supports Demand Generation for a checklist and more tips.
Shannon Ramlochan (@sramloch) is an audience content specialist for ProfNet, a free service for writers seeking subject matter experts. Submit an expert query 24/7 to connect with sources for your next blog post or article.