Updated: Nov 17
Effective communications are critical in a busy and often time critical schedule.
It has been a long and busy day. You’ve been in one meeting and onto the next. Your calendar is full of your daily actions, and you finally make time to review recent emails before your scheduled 4 pm management meeting. You wade through your inbox and check your internal communications. Your heart slumps. Your inbox is overloaded and you know you’ll need to take a closer look later. You quickly run through the message headers. Unfortunately, you miss a critical message. It is an opportunity for career progression in this company—the culture where you’ve found your tribe!
That one opportunity was the difference between you making the decision to stay with the company or move on to a new career path elsewhere. That one opportunity required you to answer by 5 pm.
You were offered, as selected talent, the one-off chance to pitch for new innovation ideas and expand your career growth at a 6 pm meet up. But instead, you’re out the door. Your current management are winding down your completed program and already you are preparing your resignation letter—anticipating their budget advice.
What happened? How did you miss such an important email? How did you double schedule? The short answer is: “communication issue”. The email message header simply stated: “apply for new talent opportunities”. In your haste, you thought the message a standard bulletin, and you deprioritised reading it until your 8 am catch up the next day. The communication campaign failed. In hindsight, we may reflect a number of reasons why.
This scenario is more common than we might think. A recent ATD poll has found that the most critical success factor for managers in an organisation is communication. The Project Management Institute has also reported that for every $1 billion spent on projects by companies, $75 million factors as risk due to poor communications. With the rising rate of employees who now work from home, effective communications and Internet email exchanges are more critical than ever. The value in raising the quality of internal communications campaigns is an obvious one. But how do we design an effective internal communications campaign for Employee Value Proposition? Here are five tips to help you make a successful campaign.
Tip One: Be clear about your solution
Firstly, you must have clarity about the type of communication you require. You must be clear you have chosen the right solution for your business need. For example, are you crafting an advertising or a communications campaign? The two are quite different. Advertising refers to media space that has been purchased for promotions. Typically, these ads are external, facing a customer market. But sometimes advertising may also be featured inside an organisation—such as promotions for employee recruitment and events. Communications programs usually involve a targeted strategy and the use of tools—sales promotions, digital touch marketing, exhibitions and other interactive incentives that support your objectives.
Tip Two: Scope your communications project
Do you have clear objectives? To be successful, communications must meet specific targets. A well-developed plan will identify details, such as how the campaign will contribute and return the organisation’s strategic objectives. It will identify and understand the target audience relevant to your communications’ intent. Measurable results may be described, such as number of touches, leads and conversions predicted from running the campaign. How long will your campaign run for and when will you start it? How frequent will the messaging be? Timing factors are critical to align with other organisation events and managerial decisions. A risk model of any issues, dependencies and potential barriers to success should be addressed.
Tip Three: Craft your campaign for management and culture
No amount of creativity and “pop” inside or outside the organisation box will achieve desired results, unless you have crafted your messages to align with company drivers, research, planning and defined campaign outcomes. Your campaign should be a cultural fit for the organisation—now and where it aspires to grow. Always take a futuristic, strategic approach to cultural assessment, when your campaigns are likely to run repeatedly for a long time. Pay attention to detail in your messaging— such as action buttons and callouts on Internet, video media and email subject headers. In many cases, it becomes difficult to avoid the grammatical edits made by AI. An independent final proof editor is always beneficial to the quality of written copy. Craft “first impact” messages that catch attention but also convey the right sense of urgency and priority. In other words, consider how your recipient will receive, use and respond to the campaign.
Tip Four: Engage and interact during your campaign
Take care to actively monitor the communications' delivery and responses during the program. Make any adjustments and interact as necessary to get the best results for your budget. Add any additional activities and use extra tools to amplify your campaign impact. Be sure to develop and include campaign response actions, such as satisfaction surveys, ratings and reviews with incentives for completing them. You will want to demonstrate the success of your campaign with visible feedback.
Tip Five: Smile as you win
Your campaign’s successful delivery is a reflection of your own attitudes towards your business vision, mission and values. Any campaign will best meet targets of engaging and building employee talent value when you approach with sincerity, integrity, an open heart, and honestly demonstrate the values you hold surrounding your organisation culture.