I’ve been working with employers and clients to deliver employee communications ever since I started in the PR business. I still don’t think any of us have cracked the code on it.
Lots of factors conspire to inhibit or misdirect otherwise talented and principled people from delivering what’s needed. It’s not for lack of valid and important information that needs sharing.
Yet the impact of the results extend past the disregard of uninterested employees: I’d say its shortcomings are directly responsible for the steep decline in the trust that customers and other external stakeholders have in companies (and in CEOs in particular).
Because, like charity, credibility begins at home. Since every employee is also a content publisher these days, you could argue that any understanding of the business — or belief in its claims — start with them.
So if employees are your most important customers, shouldn’t your programs reflect this reality?
Here are 3 things you should know about talking to employees:
First, they’re customers, not captive audiences. If you talked about customers in terms of what they should know or do, or assumed they’d open or read and watch whatever you threw at them, you’d be laughed out of the next marketing conference.
Go ask somebody in your HR department if they think recruiting ends when people accept job offers; they will likely tell you that retention is as important, if not more difficult. Ask them about the influence current employees have on potential hires, and I bet they’ll say it’s a key determining factor…
Read the entire essay at Linkedin