A few months ago a good friend and industry peer asked me if I had any employee engagement plans. I had to think a minute, but as it turns out in over 25 years in the communication business I’ve maybe worked on one or two plans that could be considered comprehensive engagement programs – either for my own own company or a client. How is this possible? Isn’t engagement a virtual obsession among corporate executives and a mantra for internal communication pros?
I concluded this void – at least in my own experience – reflects a lack of understanding and commitment among many organizations that claim to seek sustained engagement. Though engagement is the holy grail of internal communications (and related fields like HR) most companies – though well-intentioned and determined to drive engagement – seem to take a piece-meal approach that only addresses one or two aspects of an employee’s workplace experience.
But the reality is it takes a holistic, sustained and integrated approach to ensure employees are informed, motivated (even passionate), productive and loyal. Many factors should be considered and working in strategic alignment to encourage engagement. But in today’s matrix, decentralized organizations the teams responsible for these functions rarely collaborate on that level, and in some cases their siloed activities may even be sending mixed messages to employees. I’ve seen this particular formula several times: spend energy and resources to ensure employees know exactly what they have to do and why they should do it, but don’t engage other functions (like HR) to ensure these same employees are actually trained, supported, recognized or rewarded for said work. Too many companies seem to think an annual survey (to measure engagement) and a few high-profile fixes (to address prominent issues) is the necessary exilir for employee engagement, but that’s only a start.
One approach I’ve used that seems to drive relevance and alignment in engagement activities is to use the employee’s perspective; what are the employee questions and needs that need to be addressed – and answered cogently and consistently – to shape a positive, productive workplace experience? Take a look at the attached presentation for additional details.
Whatever the strategy for engagement, the lesson is that there are no shortcuts. But without concerted action companies risk not only stagnant productivity and attrition of talent, but also lose the opportunity to mobilize their employees as advocates. Given the increasing profile of social media platforms in recent years, what employees say – good or bad – about your organization can have a huge impact on reputation and even sales.
For more information check out this presentation.