By Lynne Arrowsmith, Co-MD at Goldbug. Lynne leads internal communications and content strategy across employee engagement and brand campaigns.
With companies looking for the highest levels of brand advocacy from their employees, your approach to engagement has never mattered more.
But what about the most cynical people in your organisation – the nay-sayers, the detractors, the seen-it-all-before people?
The ones you and perhaps those before you have talked about being ‘impossible to engage’?
The answer lies in being more emotional, more relatable and more social with your internal messaging.
There are many factors that will drive employee connections but understanding how to land internal messaging with true emotional impact is something we should be obsessing about in our internal comms strategy.
- Apply the tools used in social and digital media in your own internal content production… it’s how we all consume content every day. This doesn’t change just because we’re at work
- Avoid relying on super polished, down the lens, boardroom-led corporate films. UGC, realness and employee influencers are leading the charge on making messaging pop on the inside
- Think about how your content leaves people feeling – how it can leave an emotional stamp on the audience, which can then help in changing opinion or teaching them something new
- Start talking their language – business jargon soaked in old tropes like ‘paradigm shifts’, or ‘breaking down silos’ leaves people feeling empty
So, how emotional is your content? Building a strategy that can educate, enlighten, empathise and entertain is a great place to start when you want to deepen engagement with your internal comms.
If you’re already doing one or more of these things, you’re winning.