Ask the Board – February 17, 2020 | DAVE DOLEJSI

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“What content works for internal communications to reach organizations with vast levels of associates?”


Every organization needs to communicate with its employees, but a simple push of bulletin board content is probably the fastest path to employee apathy. Face it, just like a retail environment and in almost every environment actually, there is a lot of stimuli competing for our attention. You may be reaching out to a massive and varied internal audience, but they all have at least one thing in common: they are busy, they are time constrained, and they have their priorities when it comes to what kind of communication they will engage with in the workplace.

So where to start?

Begin by evaluating what you have to work with. Where are your screens located? What will people be doing when they are within viewing distance? (i.e., a lobby is different from an elevator area, which is different from a lunch room or locker area.) If your network reaches multiple zones, see if you can push different content to each zone and develop the content accordingly (e.g., messages in a lobby or other high-traffic zone should be poignant, attractive and short). Areas with longer dwell times allows for longer, slower paced and more detailed messaging.

Now take a look at the communications themselves. Can you categorize them? Maybe they can be divided into buckets such as events, training, professional development, seasonal, charity, sustainability, business news, announcements, health and safety. 

Try to incorporate strong video visuals, including humor and relevant daily information. For things like alerts, make sure they cut through the clutter – simple, to the point with strong colors and clear instructions. 

Every organization is unique, but the principles of effective content are the same (Audience, Environment & Objectives). I know, I’m starting to sound like a broken record….

To achieve success, your associates must feel that engaging with your internal messaging is part of their daily workplace routine. They need to feel like they should be looking for that content in order to better fulfill their own roles. Just remember to always ask yourself if you feel compelled to watch the screens. If yes, chances are you are doing something right. 

And don’t be afraid to solicit colleagues’ opinions on whether the content is working for them. This doesn’t have to be some elaborate survey sent through corporate email. It can be as simple as striking up conversations with a cross section of fellow employees from around the building whenever the opportunity arises. 

About Author

Associate Vice President – Content Strategy
St. Joseph Communications

MEMBER OF THE DSE ADVISORY BOARD
Content Council

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