Vivowire: The Matrix, Meaning & Life at Airbnb

Welcome to edition #91 of Vivowire, the Workvivo newsletter!

Monday wasn’t just April Fool’s. It was also International Fun at Work Day. I hope you had a good time!

You know what’s always fun? Rewatching The Matrix. And talking about The Matrix. And writing newsletters that reference The Matrix.?

(Genuinely, I did not plan for this issue of Vivowire to be a Matrix-themed one, but here we are. It came up organically, okay?!)?

Let's go!?

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This Week’s Top 3 Thumbstoppers

1. How To Build Your Own (Internal Comms Channel) Matrix?

TL;DR: Taking charge of humanity your internal comms is easier with the right channel matrix. Here’s how (and why) to build one.?

You know what can be a super exciting way to celebrate International Fun at Work Day?! Building a matrix!?

No, I’m not here to teach you how to build a simulation for life. (This time.) (And unless you have 72 consecutive hours free and access to The Sims.)

I’m talking about something EVEN BETTER: an internal comms channel matrix.?

Writing for the Workvivo blog recently, internal comms strategist Simon Rutter explained why a such a matrix is so crucial: managing communication flow.

“It enables to you to effectively reach your audience(s), target your messaging, and increase your chances of your communications being understood and acted on. As such, a channel matrix is a critical instrument in the communicator’s toolkit, and helps to demonstrate the strategic importance of your function to your company’s success.”

So, just like The Architect needs Agent Smith, the IC professional needs a good channel matrix. Thankfully, Simon didn’t just tell us what they are and leave; he graciously shared six key things to consider when developing one, as well as a template to build your own.?

Here’s what you need to think about before you dive in.

1. The purpose of your content – For example, let’s say you want to provide updates on company performance. These impact everyone in your organization, and should come from senior leadership.
2. Where your audience is – Desk-based workers often live in email, PowerPoints, and intranets. It’s a written culture. Deskless workers need content that is short and sharp. It’s a verbal culture.
3. The types of channels available to you – It’s called a channel mix for a reason, so focus on getting the blend right and you’re far more likely to be successful with your communications strategy.
4. How to use your line managers as a channel – Line managers are a crucial channel of communication. With 70% of the variance in team engagement determined solely by the manager, it’s essential that this group is treated accordingly.?
5. Getting the frequency right – With research showing nearly seven in 10 UK workers are spending 15 minutes or less per day reading and viewing updates from their employer, you don’t have a lot of time to grab the attention of your audience.?
6. Listening to the data – This means looking at your current mix and analyzing quantitative and qualitative results – doing an internal communications channel audit is a great place to start here.

Keep reading Simon’s expert advice for achieving world domination bettering your internal communication here.

2. What We Can Learn About Employee Engagement From Neo’s Quest for Meaning?

TL;DR: In the face of disengagement, meaning is everything. And yep, more stuff about The Matrix.????

Without meaning – a feeling of purpose, of contributing, and of belonging to something bigger – it’s hard to engage.??

Take Neo as an example. Living in the Matrix, where meaning has no place, is a mundane and demotivating existence. It’s virtually impossible to muster interest in – or feel inspired by – anything.

But when Neo is given something to care about, something to work toward, he can’t go back. He’s had a taste of meaning, of finding an explanation for life as he knows it (and what’s left of humanity after The Architect constrained bodies to pods that harness their bioelectric energy).

While all of that is (super entertaining) science fiction, the importance of meaning to engaging people is very real – whether you take the blue pill or the red.

Earlier this year, Gallup published some alarming stats: in 2023, only 33% of employees were engaged, and lack of engagement cost $1.9 trillion in lost productivity. The cause? Diminishing role clarity, predominantly, but followed closely by employees finding fewer opportunities for meaning in their jobs.?

A lack of meaningful conversations with managers, for example, was a top cause of worker disengagement. Gallup wrote, “These conversations prevent employees from feeling disconnected from the organization because managers stay in touch with what each employee contributes and can then articulate how that work affects the larger organization.?

“The conversations ensure that expectations can be adjusted as the business needs change and in what ways those changing expectations interact with coworker roles.

“A manager having one meaningful conversation per week with each team member develops high-performance relationships more than any other leadership activity.”

In short, never underestimate how much people depend on meaning to feel motivated. And with that in mind, making it a core part of your business: helping employees feel a sense of purpose should be right there in your company goals, and a building block of your company culture.?

You don’t even have to establish a rebel group like The Resistance. But channeling Keanu Reeves never hurts.??

3. Under the Lens… Airbnb, Mission & More Matrix

TL;DR: Employees like having a mission they can contribute to, but it’s got to be crystal clear.??

So, we know that matrices and meaning are important for a great employee experience. But there’s – wait for it – a third ‘M’.?

~Mission~?

Companies that have their mission nailed down have a better chance of inspiring confidence and, again, meaning in their people. When employees have a shared mission to look towards, one that’s crystal clear, it’s easier for them to feel empowered and valuable in their contributions.

After all, it’s when Neo has a clear idea of his mission to become The One – and wants to rally behind it – that he excels.?

I mean, the man literally learns how to dodge bullets.

(In a simulated world, but still. Dodging. Bullets.)

In reality, Airbnb is an example of a company that believes in the importance of its mission so much, its included it as a core value. Its Champion the Mission principle says, “We’re united in partnership with our community to create connection, which enables belonging.”

But is it living that value? And is it having any impact on Airbnb employees? They’ve given it some stellar reviews.

Airbnb has a 4.3-star rating on Glassdoor, where 84% of reviewers would recommend the company to a friend and 90% approve of its CEO, Brian Chesky.?

On Comparably, it scores 4.2 stars with a B+ grade or higher in categories like Overall Culture, CEO Rating, Happiness, Future Outlook, and Perks and Benefits.

In their reviews, employees mention Airbnb’s flexible working options, great people, competitive perks, transparent leadership, and work-life balance. But what’s obvious is the universal praise for the company’s culture.

And that’s reflected in its retention score, too. Its retention rate is 73%, ranking it in the top 30% of similar-sized companies on Comparably and putting it in second place among competitors like Booking.com, Kayak, and Tripadvisor.?

The bottom line? Be like Airbnb (and The Resistance, I guess, but that feels like an irresponsible recommendation); remember that a clear mission makes for more satisfied employees and, ultimately, greater success.?

And if you happen to be The One, tasked with the mission of learning to manipulate the Matrix at will, use your powers wisely. Just keep dodging bullets so you look super cool in front of your friends.

Quote of the Week

“Sooner or later you're going to realize just as I did that there's a difference between knowing the path and walking the path” – Morpheus to Neo companies who need to act on their culture and EX promises

What’s up at Workvivo?

10 Reasons Building Your Own Intranet Is a TERRIBLE Idea: Currently considering building your own intranet? We have one word: ABORT! Here are 10 reasons why you need to ditch the homegrown intranet for good. Read it here!

49% of Employees in Transportation and Logistics Don’t Feel Recognized at Work: Chances are your transport and logistics employees aren’t feeling the love. Here’s what to do about it.?Learn more here!

How compliance management tools can help you navigate the comms landscape: Compliance management solutions come with a variety of benefits, so to help you understand how these tools can help you navigate the tricky comms landscape, here are three things to consider. Continue reading on Zoom's blog!

Final Thought?

Build a considered internal comms channel matrix, not a way-to-harvest-humans matrix.

Make meaning a core part of your organizational culture, from manager-employee 1:1s to regularly demonstrating team value add.?

And if you want a mission people can champion, be certain that it's crystal clear.

Until next time, Vivowire out!

If you have any feedback or just want to say ‘howdy’, simply reply to this email, reach out on LinkedIn or chat on Twitter.