Successful leaders know that effective communications are a competitive advantage. As you begin 2017, make a resolution to evaluate the health of your employee communications. Are business goals and actions aligned? Do employees understand priorities and do they have a way to participate and share ideas?
Everyone talks about the importance of communications, but it’s just lip service without an actionable plan. Here are four ways to commit to better communications in 2017.
1) Map out your communications calendar right now—Begin with a “Welcome to 2017” message. Schedule dates for the entire year now to ensure it remains a priority. Keep the content fresh with a mix of performance results, customer and employee stories, and encouragement. We all need more of that.
2) Articulate the vision— If a customer asks an employee what your business was about, what would they say? Everyone on your team should use the same headline. When people can connect their work to big goals, they are more engaged. Leaders who communicate the vision and values, then put those values into action, see performance climb.
3) Use stories to make an impact—Think back to the most recent story that struck a chord with you. Was it complicated or overstuffed with facts? Simple stories make an emotional connection with the audience and hold their attention. Use your own experiences to make a point. I recently heard the president of a large hospitality group say that he makes time for fitness daily because “We only get one set of parts and I want mine to last.” That’s memorable and tells me something interesting about him. Leaders who share a little of themselves in communications are viewed as credible and human.
4) Get visual—Visuals are processed 60,000 times faster than text. If you rely on email as your primary form of communication, know that there is a better way. In 2016, there were 4.6 billion cell phone users in the world and most phones have video or photo capability. Your team members are viewing or creating visual media every day. Use photos and video as frequently as you use memos. Video is an excellent way to improve message retention, connect with remote workers, and engage senior leadership with teams. The best part is you don’t have to have a large budget or be an on-camera pro. If you’re sincere, it will be memorable.
That will get you started. Need some help in communications planning for 2017? Get in touch.
Before you craft your next message, take a look at these and enjoy.
“When you are telling stories, have a point. It makes it much more interesting for the listener.” Planes, Trains and Automobiles, 1987
“Don’t use seven words when four will do.” Oceans Eleven, 2001
“Learning to listen, that takes a lot of discipline.” Forever Strong, 2008
“Some people without brains do an awful lot of talking.” Wizard of Oz, 1939
“Avoid using the word very because it’s lazy. A man is not very tired, he’s exhausted. He’s not very sad, he’s morose. Language was invented for one reason, to woo women. And in that endeavor, laziness will never do.” Dead Poet’s Society, 1997
“The Internet’s not written in pencil, Mark. It’s written in ink.” The Social Network, 2010
“Whoever tells the best story, wins.” Amistad, 1997
“You must write your first draft with your heart. You rewrite with your head. The first key to writing is to write, not to think.” Finding Forester, 2000
“You never really understand a person until you consider things from his point of view… Until you climb inside of his skin and walk around in it.” To Kill a Mockingbird, 1962
Everybody has to sell a little. You’re selling them this idea of you, you know, you’re sort of saying trust me, I’m, um, credible.” Broadcast News, 1987
“Please take some time to familiarize yourself with the contents and policies of our Employee Handbook and feel free to contact your HR representative if you have any questions.”
Does that sound familiar? Probably not, because in all honesty, who actually reads through their entire Employee Handbook?
Most of the time your Employee Handbook is distributed, put in a drawer and then thrown away when the next handbook is distributed. They are often an afterthought to both employees and employers that are only brought out in when someone wants to check company policies.
I recently read an article about one such extreme situation. The company, Quicken Loans, was summoned to the National Labor Relations Board offices this past December. The case against them alleged that the Detroit-based company had violated the First Amendment rights of employees and their protections under the National Labor Relations Act to discuss salary and benefits information. The allegation claimed that company policies in their Employee Handbook restricted discussions to the formation of a labor union.
Whether or not Quicken Loans is found in violation, this is a perfect case of why it is important to know what is in your Employee Handbook and why companies need to periodically update and revise it. Attorney Daniel Schudroff made a great comparison when he said “It’s like taking your car to the shop every six months for a checkup, the preventative maintenance could save an employer a costly event.”
It’s Open Enrollment season and that sound you’re hearing is not a cheery holiday carol, but the collective shriek of millions who are reviewing their medical benefit costs for 2016.
According to the Healthcare Cost Institute, a non-partisan non-profit entity, health care spending among those with employer-sponsored insurance increased 10 % from 2011-2014. The Milliman Medical Index (MMI) calculates the annual cost of healthcare for a typical family of four with employer-provided PPO insurance coverage. According to Milliman, this year’s Index is $24,671, an increase of 6.3% over 2014. Employers still pay the majority, but as cost sharing for medical benefits continues to climb, employees may be paying over 40% of the tab.
For internal communicators, there is no way to spin this. Businesses must manage their benefits costs, and since medical service is becoming more expensive, cost sharing is the prevailing technique to manage the company budget. But there is a way to make it less painful for employees and the business. There are 11 months leading up to Open Enrollment. Each month is an opportunity to inform and educate about the value of your company’s benefit plan. The good news is you don’t have to spend a lot of money to do it.
Start with a survey—Let’s get really basic: Do your employees know what benefits you offer? Design a simple survey (easy to develop on Google or through providers like Survey Monkey). Determine the awareness of all your benefits. Include Employee Assistance Programs, discounted purchase programs and retirement plans. Anything and everything. You’ll have a good foundation for the second step of this plan: education.
Develop a 12-month communication plan—Many companies cover all their benefits communications once a year to meet compliance requirements. Think about this from the employee’s perspective. No information for 11 months, then lots of information when decisions must be made immediately. It can be overwhelming. Use multiple channels to promote your benefits programs: news items, Lunch and Learns, posters. Consider highlighting one personal employee story every month. A consistent flow of communications about your benefits will increase understanding and engagement.
Be transparent—No one likes higher fees. However, if employees understand what’s driving cost increases, when the prices go up they’ll be more prepared. The time to share this information is mid-year, so the foundation is prepared for Open Enrollment. Telling that story during Open Enrollment is ineffective because your employees will be focused on their out of pocket costs. Get out in front of the issue.
Want more benefits communications ideas? Let connect.
An incident this week strengthened my opinion that social media has a purpose beyond Kim Kardashian’s latest selfie or Taylor Swift’s love life. Used effectively, social media should become a plank in every internal communications strategy.
On October 5, the management of Here to Serve Restaurants in Atlanta announced that their ten restaurants would close immediately, putting 1,000 people out of work while the company explores reorganization. No notice, no severance, no return date.
By the next morning, the word spread through the Atlanta restaurant community. Social media became a life raft for impacted employees to connect with restaurants that were hiring. Open positions for back of house and front of house roles appeared on Twitter, trending under #H2H2WORK. Here’s just a sample:
“Lots of ATL resto folks are out of jobs today due to the H2S closings. Resto group—post your opps and I’ll retweet. #H2S2WORK” @ATL_Events
“H2H2WORK come get some fried chicken @WhiteOakAtlanta. We got enough for at least 15 of y’all.” @ChefTRichards
“As much as it hurts to see @H2SRestaurants going away, it’s awesome to see the #ATL food community coming together #H2H2WORK” @Christopherbw
The Giving Kitchen, a restaurant community non-profit, established a fund for Here to Serve employees and there were online job fairs on Facebook.
Think about this: These efforts mobilized within 24 hours of the announcement. Atlanta restaurants belong to a geographically dispersed community with none of the traditional internal communications vehicles (emails, town halls, presentation decks). Yet the response was fast and effective.
Ask yourself these questions:
1. Is your social media plan established and robust? Would your employees go to your social platforms for information or in a crisis? Have you marketed your social media channels to internal audiences?
2. If you have an existing Crisis Communications plan, when was the last time you tested or updated it?
3. Does everyone with accountability in the plan understand their role? If there are new hires in key roles, do they know their responsibilities in a crisis?
You can bet that nearly 100% of your employees have access to their phones. Build internal traffic to your social media sites and then use social in your internal communication strategy.