Becoming an Advocate for Your Audience

Mitch Tor Picture

by Mitch Tor | Last Updated: Mar 26, 2022

With all the moving parts behind the modern organization, it can be hard to get your message to the right people at the right time. According to Gallup, 74 percent of employees feel they are missing out on company information and news. Luckily we have advice from Senior Communications Manager at Roche, Jay Kern, and some helpful action steps that can help you reshape your internal communications and get the information you need to the employees that need it.  Becoming an Advocate  Identify key employee groups and think about the following criteria for each group. How much access does the group have to technology during the day? What is the group’s work schedule? What time zone do they live in? What are the specific needs and requirements of that group? What language does that group speak? These are just some questions you should be asking when creating employee profiles. Like most things, there will be other factors specific to your organization you’ll want to think about when curating content for these employee groups. Put Yourself in the Reader’s Seat Block off some time, pull together all the content that you have sent to employees and start a timer to see how long it takes you to consume that content. Understanding the quantity of content you put in front of them will give you an understanding for how hard it is for employees to stay up to date. Is it realistic for them to consume all of that on top of doing their job? Get Feedback  Figure out which employee groups you’d like to get additional feedback from and think about the best way to tackle that. Oftentimes it is our instinct to jump right to forms, but this is not a one-size fits all approach. Immerse yourself in the employee group’s day and think if they would have access to a computer to fill out this form, would it serve them better to create a Facebook group so they can communicate directly or perhaps a monthly meeting where they can express their feedback? There are many other possibilities but it will likely differ among the different groups.  Give Your Employees Some Time Do your employees get overwhelmed by the onboarding process? If you think the answer might be yes, it is worth taking a step back and looking at the process from their perspective. By taking the process and breaking it down step by step, you can segment pieces of information that are truly necessary to your employees at the time they are receiving it. By spreading the process out, you can prevent new employees from becoming overwhelmed and ensure the important information sticks with them because it was introduced at a relevant point in time.  There’s a ton of great advice Jay shared during this interview. Internal communications has always been a tough challenge to tackle, but especially now as companies are deciding if they should move to a hybrid working model or remain virtual. Listen to the full episode here, or you can watch this webinar with more helpful tools for turning your internal communications into internal engagement.  

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