Estimated reading time: 4 minutes
Recently there’s a lot of talk about “engagement” in digital marketing, meaning trying to achieve user loyalty through the social networks, but I’d like to rehash the original meaning of this term, which has been used in HR for some time. Because in the same way we seek to build links with customers, it is important in moments of change, perhaps now more than ever, to encourage employee involvement and commitment. When it comes down to it, internal customers need to be looked after just as much as external ones… So when the socioenconomic environment is rather unfavorable, low-cost labor motivation strategies can have a positive effect not only on employee morale, but on productivity. In fact, according to data from Gallup, companies with a high level of employee involvement in the organization report 50% higher sales and 27% higher profits.
But what should a company communicate to promote engagement among employees?
The following infographic, created specially for this post, shows us some points to take into account in social media strategies to achieve this goal:
- organizational vision and values
- objectives and goals: the company’s, the employees’ in their job, for the team, department, etc.
- financial situation and management of the company
- products, services and processes being developed
- status of the projects
- what is happening inside (births, department restructuring, etc.) and outside (how the employment market and the competition is affecting it, etc.) the company
- corporate social responsibility policies
- occupational health information
- internal communication channels (to ask questions, get feedback, announce incidents, etc.)
- personnel contributions and recognitions
- social benefits and retribution in kind
- professional and training opportunities
- as well as other contents that are not strictly to do with the labor side (atmosphere, social activities inside and outside the company, etc.)
In the web 2.0 age, it is time to change the suggestion box and the “Employee of the Month” photo for new forms of communication with the workforce, which also act as a stimulus to retain and strengthen human capital. We need to follow Deloitte’s example, a company where more than 3,000 employees have blogs on their social network D Street. Or Evernote’s, where there isn’t a telephone for every desktop but there is a robot for communicating by video conferencing; in the same way, they have installed a giant screen that transmits what is happening in the headquarters so that the employees who don’t work there feel like they do. What 2.0 options would you implement in your company? If you need some ideas… ask on Zyncro!
Sara Jurado is psychologist specialized in career counseling and social media for professional development, and currently works as Professional Counselor at Barcelona Activa.