A constant challenge of corporate communicators is determining if the messages they're sending out are making a difference. Often they aren't. Often times they are. Marketers have various data points they can point to but employee communications is a challenge.
It's not operated in a vacuum and many variables come into play. This is one of the reasons I'm not a fanboy for employee engagement surveys. Many companies will point to these surveys as a barometer of success for internal communications activities. The surveys are a necessary evil but the resulting data should be handled with caution.
Many times, communicators are dropping these messages into their workplace seeing what ripples or waves they make. Where we've seen success with digital signage is when companies focus content on specific initiatives or key performance indicators that are measurable. Continental Airlines is an example of this.
Their digital signage network is geared towards employees without easy access to communications and the content focuses on health and safety information and tips. The performance improvement was documents, validated and astounding. Download the case study (PDF) to learn more.
So not only did health and safety performance data improve, but, most importantly, their employees were safer on the job. Anybody who is responsible for companies with health and safety issues, you know how huge this is.
If you have the challenge of isolating the impact of your communications, try to estimate the percentage of influence your messages have over other efforts. As I said previously, there are always going to be variables, but so many organizations are data driven and you'll need data on your side.
What ripples are your messages making?
______________________
Photo credit, Walter-Wilhelm
It's not operated in a vacuum and many variables come into play. This is one of the reasons I'm not a fanboy for employee engagement surveys. Many companies will point to these surveys as a barometer of success for internal communications activities. The surveys are a necessary evil but the resulting data should be handled with caution.
Many times, communicators are dropping these messages into their workplace seeing what ripples or waves they make. Where we've seen success with digital signage is when companies focus content on specific initiatives or key performance indicators that are measurable. Continental Airlines is an example of this. Their digital signage network is geared towards employees without easy access to communications and the content focuses on health and safety information and tips. The performance improvement was documents, validated and astounding. Download the case study (PDF) to learn more.
So not only did health and safety performance data improve, but, most importantly, their employees were safer on the job. Anybody who is responsible for companies with health and safety issues, you know how huge this is.
If you have the challenge of isolating the impact of your communications, try to estimate the percentage of influence your messages have over other efforts. As I said previously, there are always going to be variables, but so many organizations are data driven and you'll need data on your side.
What ripples are your messages making?
______________________
Photo credit, Walter-Wilhelm
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