Elevating Employee Communications to a Higher Standard
Nadia Georgali
HR Manager | Lean In Network Circle Women HR Leaders | @Druckfarben Hellas S.A
Organizations persist in an evolving environment, necessitating an adaptation to new operational methods, addressing emerging skill requirements, and effectively managing demographic shifts within the workforce, including an aging population.
Amidst this dynamic landscape, it is imperative for employers to reassess their comprehensive approach to human resources, encompassing people strategy, employee value proposition, total rewards, and communication strategies. This reevaluation is crucial to ensuring continued relevance and facilitating future growth.
Yet, the challenge lies in fostering genuine engagement among employees regarding the value of their total rewards and benefits, career prospects, and workplace culture—elements that significantly contribute to business expansion. How can employers effectively achieve this engagement?
The dynamics of employees' communication needs are undergoing significant changes. Individuals now expect the same level of accessibility and immediacy in their work-related communication as they do in accessing real-time financial information on mobile devices throughout the day.
The influx of information bombarding employees daily has created a challenge, with social media acting as a prolific source. Employers now find themselves competing for attention against a global array of content, making it essential to cut through the noise and capture employees' focus.
The role of social media has evolved into a pivotal aspect of a business's brand. Employees compare the corporate messaging on social platforms with their day-to-day experiences, and any disparities can impact engagement levels significantly.
Trust has become a critical concern due to the escalating volume and impact of scams, ranging from fake advertisements to financial theft. Organizations must reassure employees about their trustworthiness as a source of information and the robustness of their cybersecurity, providing an opportunity for employers to position themselves as trustworthy partners, particularly in areas such as employee wellbeing.
These shifting trends elevate the requirements for employee communication to new heights. Visual content, particularly through video, has become the norm for information, learning, and interaction, especially among younger generations in the workplace. Despite this, employers are yet to fully adapt (refer to section 5).
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To enhance engagement and emphasize the value of their benefits packages, employers should diversify their communication methods to align more closely with employees' varied communication preferences.
Formulating the employee value proposition (EVP) stands as a pivotal element in any HR strategy, serving to attract and retain skilled talent while simultaneously reducing employee turnover. It serves as a crucial link connecting employees' personal and professional aspirations with their overall experience as individuals contributing to an organization that aligns with their values.
Enhancing the EVP holds the potential to drive superior performance within an organization by fostering improved engagement and cultivating an inclusive culture. This, in turn, contributes to mitigating human capital risks.
The reconsideration and effective communication of the EVP emerge as vital components of business transformation. However, this remains a work in progress for the majority of organizations. Despite 90% of companies claiming to communicate and articulate their EVP to employees, a mere 19% assert that their EVP is clearly understood.
Three indispensable measures for enhancing communication:
In conclusion, these strategic actions are pivotal for elevating communication effectiveness and fostering a conducive workplace environment.