Biz Tips: Employee Comms Not Getting Through? Study Reveals a Simple Technique for Crafting Content That Gets Noticed

Biz Tips: Employee Comms Not Getting Through? Study Reveals a Simple Technique for Crafting Content That Gets Noticed

Biz Tip:

Employee Comms Not Getting Through? Study Reveals a Simple Technique for Crafting Content That Gets Noticed

It’s a familiar but frustrating scene for internal communicators: You and your team invest countless hours researching, writing, revising and posting content, but employees don’t seem to be receiving the message.

So what’s really going on? And what can it tell us about creating content that employees will notice and connect with and even be grateful to receive?

To find the answer, I gathered input from more than 3,000 employees spanning multiple industries, job types and geographic regions using focus groups and online surveys.

According to employees in the study, the secret is simple: Make their needs a top priority.

But that’s not always easy for internal communication teams.

Shifting to this “audience-first” editorial approach requires buy-in from senior leaders along with a deep understanding of the topics employees want to hear about.

The first hurdle is tough because many internal communication teams are focused on passing along messages from the organization’s leaders. That’s still essential when you’re using an audience-first approach, but it just means that the main focus of content needs to shift to line up with one of the topics that get employees’ attention.

Fortunately, the second hurdle – finding out what those topics are – can be relatively easy. A short, simple survey like the one I used for my research will reveal the topics, tone and communication methods that connect best with internal audiences.

The majority of the employees in the study said these four topics get their attention most often:

  • Future plans: Helping them understand where the company is headed and how their function fits into those plans.
  • Company updates: News on how the company is making progress against stated goals and providing inspiration by showing them what the other parts of the company are doing to move the business forward.
  • Other employees and teams: Less about news and more about the shared experience employees have together, this often includes content like employee profiles or photos of fun activities employees do as a group.
  • Employee needs: This includes the information employees look for from their employer like news related to pay, benefits, new company procedures, training opportunities and career advancement.

When internal communications teams approach planning and messaging with these four topics in mind, they can produce highly relevant and compelling content that has a powerful impact on business results.

Join The Rockstar Entrepreneur Community Now: Start Rockin Now

Similar Posts:

Leave a Reply

Your email address will not be published. Required fields are marked *