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Archived
Articles
Turning
Employees Into Ambassadors
By Jim Terry
Every day, business professionals
are faced with a myriad of challenges and action items – from filling the
sales pipeline to operational issues, financial reviews and everything in between.
It’s not surprising that in the midst of such a frenzied pace, executives
lose sight of communicating with their most important audience – their employees.
It is incumbent on marketing professionals responsible for this function to make
employee communications a high priority and create a disciplined, consistent,
ongoing program.
Employees can be a company’s
most effective brand ambassadors, or conversely, they can dilute the brand and
its value. A disciplined internal communications program works to ensure that
employees reflect the organization’s brand and messages. In addition, internal
communications can be implemented for more specific objectives and in response
to internal and external events. In each of the instances, there are some basics
to establishing a successful internal communications program.
- Identify issues. What issues
need to be addressed with employees? Is there an active grapevine with inaccurate
and confusing information? Are employees communicating the brand correctly? Is
there apprehension about a recent event that needs to be addressed? An initial
employee internal audit at the planning stage of the program is a proven way to
examine where the issues are and how to prioritize communications components and
messages. The audit also provides a benchmark for measuring program effectiveness.
- Set objectives. As with
any program, begin with the end in mind. Set clear objectives to guide the program
and focus the efforts. It may be as simple as creating a dialogue with employees
or communicating clear and accurate information about company decisions and actions.
- Communicate clear messages
and rallying points for employees. Work these key points into all internal communications
vehicles. Consider creating a theme that is catchy and easily understood. Use
these messages to create consistency in communicating the company line.
- Create employee ownership.
Many of the best ideas come from employees. Ask for their opinions, get their
input on issues and opportunities. Give them the opportunity and the means to
have an impact on your business.
- Develop a feedback loop.
As important as it is for executives to communicate to employees, it’s equally
important to gather employee feedback. Employees can evangelize your story or
discredit it. Listening and acting on their input can create evangelists.
- Execute, measure and refine.
Follow up the initial internal audit with subsequent audits to measure shifts
in perception and issues. Engage employees for feedback on how to improve the
program and incorporate input into future programs.
Communicating with employees
is at least as important as communicating to external audiences. They are your
brand and your face to outside stakeholders. Communicating with them is too important
to leave to chance. Companies should design a plan that starts with understanding
the issues, creating objectives and messaging and action steps for successful
execution.
E-mail
the author: Jim
Terry
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