Have,You,Identified,Your,Emplo business, insurance Have You Identified Your Employees As a Key Target Audience?
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Much has been written about the needfor communicating with employees.People are often put in charge ofinternal communications and spend their time creating newsletters and memosthat get sent far and wide informing folks about what is going on in theorganization. Often we designate the employees as one of our key targetaudiences or stakeholder in our planning documents. This is all a good thing.However, being the provocative personthat I am, I have to ask, Is that really what you want to do?I would suggest that communicatingusually means creating and delivering messages to an audience. Further, I wouldsuggest that what you really want to do is facilitate a conversation or adialogue with your employee community.For many, you are probably saying,Thats just semantics -- thats what we mean, so let me ask, Is that what ishappening? Are you facilitating a conversation? Do you have a process set upthat stimulates a conversation or is your messaging primarily just being pushedout from the communications team?That distinction is more thansemantics. It is why organizations struggle - and often fail - to generatemeaningful employee engagement. We get blinded by the belief that because weare actively communicating, we believe we are engaging employees in aconversation. Bottom line, if it isn't two-way, it isn't communication. It'ssimply message distribution.Let me share how the internalnewsletter we set up at ServiceOntario was envisioned. Rather than havingsomeone in the Marketing team write the newsletter, they acted primarily as anEditor who worked with an Editorial Board who was responsible for generatingthe content. This Board was made up of writers from across all divisions in theorganization. Level or function were not relevant, their only commonality wastheir interest in sharing what was happening in their areas of work. They alsohad pretty free rein on topics for publishing.The Editor compiled their articles andreviewed them for general appropriateness, spelling, grammar, etc. They did notre-write the articles. The Editor also included news that was relevant to theorganization on behalf of the organization.Resultant we had a newsletter thatreflected the wider organization while still containing importantorganizational communications/news. It was filled with topics (with lots ofpictures) of things that were of interest to the people across the organization-- not just management.The result? People looked forward toreceiving and reading it each month. Plus, people saw demonstrated behaviourthat management was interested in hearing from them -- a very important signalto the organization.It wasnt perfect, but itwas a systematic approach to sharing information and gathering feedback/input.So ask yourself, is your internal communications really communicating -- orjust delivering messages.Something to think about.
Have,You,Identified,Your,Emplo