Proving the value of internal communications: How to build partnerships to reach company goals
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Many Communications professionals are aiming to take on a more thoughtful approach to communication, focusing on delivering messages in a simple, compelling and relevant way. This webinar, co-hosted by Lindsay Lagreid, Solution Architect at Limeade and Alyssa Hagan, Associate Director of Internal Comms and Engagement at Encompass Health Corp., delves into several key strategies that will help your organization deliver valued communication. You will learn: • How to build bridges across departments as a strategic partner • How to create a mobile-first communications program that inspires • Strategies for measuring impact and proving value to top leaders • Ideas for delivering corporate messages while giving local teams a voice • Examples of turning everyday actions into engaging activities
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Proving the value of internal communications: How to build partnerships to reach company goals
- 1. Proving the value of internal communications
- 2. Today’s speakers Lindsay Lagreid Solution Architect Limeade Alyssa Hagan Associate Director of Internal Communications & Engagement Encompass Health
- 3. WHAT IS THE EMPLOYEE EXPERIENCE? (EX) HOW DOES IT FEEL TO WORK HERE? - OR - 3
- 4. 4
- 5. What does care mean? care /ker/ noun the provision of what is necessary for the health, welfare, maintenance, and protection of someone or something verb look after and provide for the needs of 5
- 6. Care is related to lower stress and burnout. Limeade Institute, 2019, n=354 14% 28% 50% 16% 40% 56% 0% 20% 40% 60% 80% 100% % stress is manageable % disagree or strongly disagree to “I feel burned out” %Favorable Org Does NOT Care Neutral Org Care Org DOES Care 6
- 7. Care is related to well-being, engagement and inclusion. 52% 75% 94% 43% 72% 94% 14% 72% 95% 0% 20% 40% 60% 80% 100% %Favorable Well-being Engagement Inclusion Org Does NOT Care Neutral Org Care Org DOES Care Limeade Institute, 2019, n=354 7
- 8. Care is related to intent to stay and likelihood to recommend. LimeadeInstitute,2019, n=354 7% 36% 60% 9% 58% 91% 0% 20% 40% 60% 80% 100% Intend to stay 3+ yrs Likelihood to recommend as a great place to work %Favorable Org Does NOT Care Neutral Org Care Org DOES Care 8
- 9. “Never believe that a few caring people can’t change the world… — Margaret Mead for indeed, that’s all who ever have.” 9
- 10. Proving the value of Internal Communications: How to build partnerships to reach company goals
- 11. Encompass Health A Leading Provider of Inpatient Rehabilitation and Home-Based Care Portfolio as of Sept. 30, 2019 Inpatient Rehabilitation Hospitals (“IRFs”) Home Health Locations Hospice Locations 6 Future IRFs** 37 States and Puerto Rico ~43,300 Employees Market Overlap 88 EHC’s IRFs have an EHC home health location within the service area * Excluding markets that have home health licensure barriers ** Previously announced under development † Based on 2017 data Note: One of the 127 IRFs and two of the 198 home health locations are nonconsolidated. These locations are accounted for using the equity method of accounting. Encompass Health | Confidential information Inpatient rehabilitation - 09/30/19 133 IRFs (47 are joint ventures) 33 States and Puerto Rico ~31,300 Employees 23%of licensed beds† 31%of Medicare patients served† Key statistics - trailing 4 quarters 184,455 Inpatient discharges ~$3.5 Billion in revenue Largest owner and operator of IRFs 4th Largest provider of Medicare- certified skilled home health services Home health and hospice - 09/30/19 245 Home health locations 82 Hospice locations 31 States ~12,000 Employees Key statistics - trailing 4 quarters 153,097 Home health admissions 9,616 Hospice admissions ~$1.1 Billion in revenue
- 12. • Consistent Company messaging • Channel governance • Hive employee app • E-Newsletters • Email • Intranet • Town Hall meetings • Leadership messaging • Corporate partnerships, aligning projects with Company strategy • Decentralized communication tactics Internal Communications Strategy Encompass Health | Confidential information
- 13. Today’s key points 1. Internal Communications’ bird’s eye view 2. Start asking the right questions 3. How to support company goals 4. Maintaining relationships Encompass Health | Confidential information 13
- 14. Internal Communications’ bird’s eye view Connecting dots and breaking down silos Encompass Health | Confidential information 14
- 15. Internal Communications gets requests to communicate a variety of topics Use this understanding to your advantage! • Siloed departments are not your problem • Make a master editorial plan • Make a master events calendar (if applicable) • Inform teams of competing priorities and deadlines • Align teams when topics relate to increase employee understanding/follow-through Internal Communications has a bird’s eye view into most company happenings
- 16. Start asking the right questions Which barriers do you foresee blocking your path? Encompass Health | Confidential information 16
- 17. Are you still taking orders from certain teams? Ask questions to get the full picture • What are your goals with this communication? If they don’t know… what are your business goals and where does this project fit? • Which audience(s) need this information/to perform this action/etc.? Inquire how they track their business goals • What does success look like? • How are you measuring progress? • To whom do you report this? Can we see a recent report? But how can communications help? • Communication is an enabler to help reach business goals Anticipate barriers to building relationships with key partners Current state Desired state Communications
- 18. How to support company goals Steal all the data! Encompass Health | Confidential information 18
- 19. What are your partners’ goals? • Behavioral change • Actions, completions, etc. • Other Use their tracking mechanisms! • IC typically doesn’t own end result • Establish benchmark(s) Use communication channels to move the needle • Readership and CTR only tell part of the story • Create communication plans to support partners’ goals • Set check-in points to track communication touchpoints and effectiveness against established benchmark(s) Strategize on others’ data
- 20. EXAMPLES Ways to build successful relationships Encompass Health | Confidential information 20
- 21. Tactics: • Incentivize employees to update their employment on LinkedIn • Offered employee rewards points • Include in newsletters (both business segments) • Hive posts Results: • Added 849 followers between Sept. 11-30 • Large spikes followed communication touchpoints Rebranding campaign: Employees on LinkedIn Focus area: Increase employee followers on LinkedIn/Rebrand their employer Messages Message Message
- 22. Tactics: • Educate employees on phishing through strategic communication plan • Include in monthly cybersecurity newsletter features • Periodic Hive posts • Recognize Cybersecurity Awareness Month in October • Hive trivia contest (10 posts) • Newsletter article Next steps: • Review Q4 reported phishing data • Use trivia results to inform future content focus Cybersecurity diligence awareness Focus area: Increase reporting of actual phishing emails Malicious/Spam email Q1 Q2 Q3 Q4 Total emails 82m 93m 82m TBD Blocked by Controls 74m 84m 71m TBD Reported by Employees 6398 6034 6270 TBD Number of Compromises 0 0 0 0 m = Million Email Phishing Activity
- 23. 2019 Focus area: Improve Employee Engagement Survey score (IRF) on item: The company encourages me to focus on my health. (2018: 62% favorable, 2019: TBD) Tactics: • Increase awareness of available benefits programs through strategic communication plan • Monthly content topics highlights • Utilize communication channels and encourage engagement • Increase MDLive account registrations (of BCBS members) Encompass Health | Confidential information 23 Raising awareness of Encompass Health’s commitment to employee wellbeing Jan. 31 Jul. 31 Sept. 30 8.0% 4.9% 7.6%
- 24. Tactics: • Two-fold communication plan: • Target hospital leaders with data highlighting reasons employees decline the vaccine • Target general employees with creative content • Thwart misconceptions about the flu vaccine • Free shots on Company medical plan • Places that pay to get the vaccine Results: • As of Oct. 1, 34% of hospital employees companywide received a flu shot* *Note: Employees and HR teams don’t have to report until March 2020 Complying with The Joint Commission’s National Patient Safety Goal Focus area: Increase employee flu shot compliance to get every hospital to at least 90% vaccinated
- 25. Tactics: • Companywide communications highlighting nursing and career development • Equip hospital leaders with nursing engagement and retention toolkit • Strategic toolkit rollout strategy for optimum buy-in Communications objectives include: Powered by Nurses campaign Focus area: Support Company objective to maintain RN turnover below 25% Hospital leaders highlight nursing achievements Hospital leaders support nurse managers to show leadership is an advocate for nursing Hospital leaders communicate company information to nursing staff EXAMPLE: National Nurses Week An opportune time for leaders to recognize nursing staff locally Marketing & communications team to support local efforts through companywide and external spotlights
- 26. Company-driven communications • Launch of Powered by Nurses newsletter • Hive app postings • Companywide newsletter articles • Day in the Life of a Rehabilitation Nurse article on Company newsroom • Social media postings • Nurses Week recognitions Benefits of a multi-channel approach Powered by Nurses campaign
- 27. Results: Target business outcome: Maintain RN turnover below 25% • Companywide RN turnover went from 21% in 2017 to 22% in 2018 • 45% of hospitals lowered RN turnover year-over-year • Employee engagement survey scores were up for nursing in 2018 Powered by Nurses campaign: Success measures Survey 2018 2017 Leadership/the hospital CEO cares about employees 63.79 60.47 My supervisor is effective in supporting me and my work 73.19 69.48
- 28. Maintaining relationships Don’t forget the cookies Encompass Health | Confidential information 28
- 29. Don’t just take the data and run! • Report your efforts back to the department (not just your team) Offer thanks • Cookies! • Written notes Offer continued support • Go out of your way when consulted on other items • Give them reasons to remember you’re a great partner Maintaining relationships
- 30. Key takeaways Let’s reframe how Internal communications is perceived Encompass Health | Confidential information 30
- 31. What questions can you start asking partners? How will you define success to prove YOUR value? How can you start building relationships with those teams? Key takeaways Let’s reframe how Internal Communications is perceived
Editor's Notes
- If power is in hands of employees, we must reprogram ourselves in organizations, intentional rethinking to be thinking about everything we do from the perspective of the employee So what is EX (CLICK) It’s about how it feels to work here Is this just a buzzword? Maybe…but I do think the idea underlying it is here to stay Deloitte: Nearly 80 percent of executives rated employee experience very important or important but only 22 percent reported that their companies were excellent at building a differentiated employee experience.
- Recent study of 200 HR leaders We asked them to describe how they think about the term employee experience The word feel was the most frequently used word (intrigued by interviews I have been doing with CHROs on this topic; one specifically (a CHRO of a large organization) saying that she is re-focusing all of her HR department efforts to not think about new programs in terms of their efficiency or task completion, but instead in terms of how the work is making their employees feel) Example: Creation of a new internal hiring process Could solve for a well-documented and clearly understood process, could solve for a process that creates more internal hires, Could solve for a process that is fast or efficient But she wants a process that solves for improving how employees feel about the process, regardless of whether they get the job or not Makes so much sense doesn’t it? So if we are paying attention to how our employees feel….what feeling do we want them to have? We make the case here that we want employees to feel that their organization CARES
- Start with a really basic definition Can think of it as a noun or a verb What we are talking about is more the verb—how do you show your employees you care Think about words we tend to use at work Coach, include, engage, respect, teach, encourage, ask, listen, trust…they are all words that demonstrate that we care Isn’t this what most of the work we do is about?
- Negatively related to stress and burnout Stress: relatively stress free & some stress, but it is manageable on “Which of the following best describes the current level of stress in your life?” Burnout: disagree & strongly disagree on “I feel burned out.”
- Conducted our own research in Limeade Institute, with a sample of over 350 people across industries who work at least 30 hours per week, not in our BoB Care is positively related to well-being, engagement, inclusion Statistically sig diff between the NOT care and the care groups Engagement: agree & strongly agree on “I feel personally engaged in my work.” Well-being: agree & strongly agree on “Overall, I have well-being in my life.” Inclusion: “I feel included at my organization.” STATISTICALLY SIGNIFICANT DIFFERENCES BETWEEN ALL NOT CARE AND CARE GROUPS
- Positively related to outcomes like intent to stay and recommending your company as a great place to work Think about this last one: When an organization cares, employees are 10X more likely to recommend their company as a great place to work! Likelihood to recommend: 7-10 on “On a scale of 0 (not at all likely) to 10 (extremely likely), how likely are you to recommend your organization as a great place to work?” Intent to stay: 3 or more years on “I intend to stay at my organization for at least…”
- I’d like to leave you with this Slow, pause, let read I hope you feel inspired to keep working on creating an employee experience of Care I know I am Thank you!
- Note company rebrand between 2018-2019
- IC’s communication requests: Company strategy Compliance trainings HR programs Employee engagement System outages Events MORE
- Monthly content topic examples: Employee assistance program Behavioral weight loss program Diabetes management program Preventative care benefits Nutritional trivia contests MDLive virtual visits Financial wellness
- Benefits of multi-channel approach: Can reach employees with the content then want where they want it Externally, through social channels, can highlight employees on the company level, in front of their industry peers, friends, colleagues, etc. Can view multiple data points to find trends and areas for improvement Through our metrics, we have more insight into what’s happening locally and where successes lie – this empowers our team to streamline our efforts and build our partnerships with executives and departmental teams It also helps formulate next steps in our strategy….
- Don’t just take the data and run! Report your efforts back to the department (not just your team) Offer thanks Cookies! Written notes Offer continued support Go out of your way when consulted on other items Give them reasons to remember you’re a great partner