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An Edelman perspective on making meaningful employee connections that deepen engagement, build trust and accelerate business performance.
JANUARY 2014
communications can play an out-sized role in influencing both of these data points, and communicators should understand whats being said, why and what they can possibly do to influence it. RESOLUTION 5: FOSTER CLOSER COLLABORATION WITH MEDIA RELATIONS AND INVESTOR RELATIONS COLLEAGUES We have no doubt that 2014 will bring with it the increasing elimination of barriers between internal and external communications, meaning that the need to get information to employees as fast as they can get it from external sources will likely be greater than ever. To ensure that employees hear company news from you first, its critical that you know what external releases and activities are planned by media relations and, for publically traded companies, investor relations. Resolve to develop regular coordinating mechanisms with these colleagues, and continue educating them about the importance of employees hearing things first (or, when thats not feasible, at least at the same time as external audiences). RESOLUTION 6: LOOK FOR WAYS TO MAKE INTERNAL CONTENT GO EXTERNAL We know from the Edelman Trust Barometer that employees are highly credible sources of information about a company and highly trusted. Especially when trying to change external perceptions of your company, look at ways to encourage internal-facing content to go public. Are you creating a video about a team of employees who worked behind the scenes to launch a new product? Put it on YouTube and encourage employees to share it with family and friends. Are you organizing a family day or similar employee volunteer activity? Find ways to make it easy for employees to tweet and share fun pictures and results from the day to their own social networks. While companies are sometimes reluctant to share internal content externally for confidentiality reasons, be realistic in your assessment of the damage such content could do if released externally. In many cases, releasing it will actually help burnish external reputation and employer brand. RESOLUTION 7: NO VIDEOS LONGER THAN TWO MINUTES Well end with an easy one: Create a rule that videos to employees may not be longer than two minutes. Our experience has shown that employee viewership of even well-made and engaging videos stops after two minutes, so embrace this reality and focus on how you make those two minutes count. If your video topic is too complex for two minutes of well-structured content, this may be a warning sign that youre not using the right medium to communicate written or something interactive may instead be the better way to go. Best wishes for 2014! ABOUT US Edelmans Employee Engagement Practice helps organizations accelerate business performance, delivered by highly engaged and trusted employees. We do this by making meaningful, trust-building connections connecting employees with the company, connecting employees with each other, and connecting employees with the outside world. We have a global network of employee engagement specialists who can develop engagement strategy; deploy the tools and processes to deliver it; create the multimedia channels and content that support it; and design the insight mechanisms to measure it. For more information, visit us at ee.edelman.com, follow us on Twitter at @EdelmanEE or email us at employee.engagement@edelman.com.
For more information, please contact Edelman Employee Engagement at employee.engagement@edelman.com. For more information, please contact Edelman Engagement at EmployeeEngagement@edelman.com. Employee