Employee engagement is one of the most crucial drivers of organizational success. For the first time in a decade, employee engagement saw a decline in 2020. It hasn’t stopped dropping since, according to a survey by Gallup. The survey measured employee engagement by asking about specific workplace elements as they link to organizational outcomes. These elements included profitability, productivity, customer service, retention, safety and overall wellbeing.
Employee engagement goes beyond ensuring workers show up on time and get the job done. Engaged employees are more productive, more committed to customer satisfaction and less likely to leave the organization. A new employee engagement study by Dale Carnegie found when employees are engaged and satisfied, they are more valuable employees and are more likely to put in extra hours when needed. “Nearly all highly satisfied employees would recommend their employer to a friend while more than three-fourths would recommend others do business with their employer,” says Larry Oberfeld, Dale Carnegie’s director of thought leadership. “Highly satisfied employees are also more likely to stay at their job longer than dissatisfied employees.”
With the complex nature of employee engagement, whose responsibility is it to maintain the intricately connected ecosystem of employee relationships and needs? One valuable player: the marketing communications team.
The Role of Internal Communications
Employee engagement isn’t just management’s job, or HR’s job, or the employee’s job. It’s an intricately connected ecosystem that, when managed properly, results in higher productivity, better job satisfaction, increased revenue and an improved customer experience. Internal marketing communications is the glue that holds it all together. Here are three ways internal communications can strengthen employee engagement:
- Create and distribute consistent company news.
Research shows that 85 percent of employees are most motivated when management offers regular updates on company happenings. They help employees understand company performance, stakeholder interactions, big-picture decisions and internal and customer-facing priorities. In fact, 50 percent of employees admit to doing their own detective work to discover more about the state of their organizations.
Use press releases, employee newsletters, emails, instant and digital messaging, social media, intranet platforms, online forums, meetings, events and other forms of internal communications to share company news. In addition to celebrating achievements, innovations and personnel changes, be transparent about challenges facing the organization. Consistent and open communication empowers employees with the up-to-date information they need to deliver on performance and motivation.
- Make sure employees understand their role within the context of company goals.
Employees who are aware of the broader company vision and mission along with organizational and team priorities better understand how their role fits into the bigger picture. Organizations can’t expect employees to figure this out on their own. Regular communication across all levels helps keep employees aligned with overarching goals. It’s easier for employees to be motivated when they see the impact regular communication makes for themselves, their teams and organizations.
According to the Dale Carnegie study, 82 percent of employees say they understand how the work they do contributes to the overall success and mission of the organization. Yet, only 65 percent of respondents believe that their company encourages open communication between employees and management. “This leaves significant room for improvement when it comes to senior management ensuring alignment through internal communications,” says Oberfeld.
Documents and data-driven plans that share measurable goals are important forms of internal communications. They help build alignment across the entire organization and encourage departments to work together toward goals. They also keep everyone on the same page through projects, large and small. Regular progress reports and updates sustain employee buy-in and inspire employees to take responsibility for the company’s goals. This makes it more likely to make those goals a reality.
- Provide employees with the knowledge and skills they need to better serve customers.
Informed and involved employees deliver better customer experiences. Employee engagement is one of the top drivers of sales growth. In fact, companies that have highly effective internal communications had 47 percent higher total returns to stakeholders. Employees benefit when they see their leaders speak at industry events, be interviewed by the media and produce thought leadership content such as white papers and bylined articles. This exposes employees to new, expert information that helps them perform better on the job. Armed with shared organizational knowledge and expertise, thought leadership supports employees in their roles as brand advocates, recruiters and sellers.
Most employees are eager to hone their skills and learn new ones, so it’s important to make resources available to employees. Internal examples include handbooks, manuals, industry publications, workshops, webinars, videos and suggested reading lists.
Employee Engagement Requires a Culture of Connection
Half of employees say that a lack of transparency holds their company back. Beyond engagement, well-planned and executed internal communications provide employees with the information they need to balance productivity with job satisfaction. A company culture that prioritizes consistent communication will naturally foster transparency and honesty within the organization from the C-suite all the way down to a newly onboarded team member. The best-equipped department to deliver that type of messaging is the marketing team. Explore all available internal communication channels (new and existing) to share marketing communications that provide regular company news, thought leadership and goals to engage and empower employees of all levels.
