Gary Neville discusses how communication and employee experience has become more important than ever before.
Author: Gary Neville
Over the past few months the pandemic has accelerated the need for organisations to adapt with speed. There has been an increased focus on internal brand initiatives such as Culture Change and Health and Wellbeing programmes to support employees and improve Employee Experience and Engagement. This is supported by Gallup research, that shows better Employee Experience & Engagement, produces better
business outcomes. This includes an increase of Customer Satisfaction by 10%, Productivity by 21% and Profitability by 22%.
The challenge for many organisations is how can a programme be effectively and sustainably adopted and embedded within the company, to create a positive experience and connection to the workplace. To maximise the effectiveness of any programme of work, communication is key and a strong network of influencers within the organisation should be identified to inform, educate and inspire others. Bringing people along the journey is critically important for any brand initiative and using your people as programme ambassadors reminds me of the Edelman Trust Barometer that finds ‘people like me’ as the most credible spokespeople of an organisation.
Whilst employee profiles represent a highly effective way of providing personal windows to the organisation, the culture and ways of working. Your programme champions or ambassadors need to believe in the company direction, vision and values. All too often organisations have a set of values that a dozen other competitors will have too, and as a box-ticking exercise, the values are not being ‘lived’ by the employee.
This is the detriment to any organisation’s brand, because your values influence company culture and creates the brand perception both internally and externally. For example, saying you are passionate about providing the best customer service, without defining what this means for everyone to get behind, is a waste of time.
A programme of work should have a clear brand positioning and implementation strategy providing a platform to empower your people to tell positive stories. It needs to be much more than just creating generic positive mentions. This is about real, authentic story telling based on what the employee believes to be true and willing to champion. The employee experience is what employees feel, observe and encounter and affects engagement, culture, advocacy, customer experience and ultimately business performance. The role communication plays in greater alignment, employee engagement, and employee experience has now become more important today, than ever before.