Successful communications are those which make an impact or result in the desired recipient action. Employees receive hundreds if not thousands of internal and external messages weekly and make snap decisions on what to review, ignore or delete. So how do you cut through the noise?
KISS – Keep It Simple, Stupid
We’ve all heard this communications principle before and it’s even been recently dubbed one of the reasons for the EU Leave campaign success (see article here). Giving your employees a clear and simple message, defining what, if any, action needs to be made, is essential in driving more success with your communications. So when you’re planning your communications, come back to this principle to ensure your messaging makes for easy reading and easy doing.
Having a clear strategy for your internal communications will help to ensure your comms stick to KISS and prove more successful with your employees.
Here are four quick-fire ways to help improve your strategy:
- Define SMART objectives.
What are you trying to achieve with your communications? Consider how it aligns to the organisation’s overarching values and strategy and apply the SMART theory to ensure your objectives are Specific, Measurable, Achievable, Realistic and Timed effectively.
- Treat employees as you would your customers.
Learn from the techniques used by consumer-focused marketing and advertising experts to engage your employees. Adopting a more personalized and sophisticated approach, will help you to identify with the preferences of the varied audiences that occupy your workplace.
- Tell me what you want, what you really really want?
There will be a number of communications you need to get out to employees, but are you giving them everything they want to hear? Regularly and proactively seeking feedback from employees will help ensure you’re meeting their communication needs and show you value their feedback, encouraging them to be more engaged. This could entail having focus groups or pushing out surveys to work out what your employees need and want to know more about.
- The measuring scales of success
A very important part of SMART is the M – measurable. Measuring your internal communications content and channels is vital to identify what is working and what isn’t. Look at the impact of your communications and be prepared to evolve. We live is a fast paced world where employees expect the immediacy and convenience they get in their personal lives.
It’s really about giving your employees what they want, when they want and where they want it. Make your communications easy and accessible. Your employees time and attention is being pulled in a thousand other directions all day, so don’t let your messaging be the one that falls by the wayside.