Improving Internal Communications
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Technology is now making effective and direct public communication more efficient than ever, but as you plan your communications strategy, don’t forget about internal communication. To achieve results, it is crucial that the public sector helps employees understand how their work influences the success of the organization. In this presentation, we’ll go through 5 ideas for improving internal communications and boosting engagement.
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Improving Internal Communications
- 1. TRANSFORMING THE CITIZEN EXPERIENCE: Improving Internal Communica2ons
- 2. 2 STATE OF INTERNAL COMMUNICATIONS 20-‐25% produc)vity increase in organiza)ons with connected employees. – McKinsey Global Ins2tute 31% of employees never par)cipate in their employer’s intranet. -‐ Prescient Digital Media 70% of US employees are not engaged at work cos)ng US organiza)ons $300B annually. -‐ Gallup 2012
- 3. 3 THE LANDSCAPE FOR INTERNAL COMMUNICATIONS Limited Time for Internal PrioriIes Modern ExpectaIons for Access and Engagement Ongoing Management Needs Need Proof of Value for InteracIng with Internal News “Linking increased employee engagement to improved organiza)onal performance is important because it recognizes that improved engagement is not an end in itself, but is a means to enhance the ability of agencies to cost-‐effec)vely carry out their missions.” -‐ US Government Accountability Office, July 2015
- 4. 4 WHAT ARE YOU COMMUNICATING? LIFECYCLE MESSAGING • Onboarding informa)on • HR Enrollment & Updates • Transi)on of role EMPLOYEE BENEFITS & HEALTH • Career Development Resources • Policy/Regula)on Changes • Wellness Program Info URGENT UPDATES • Safety, Closure, Commu)ng Alerts • Time-‐sensi)ve Informa)on • IT System Outages AGENCY UPDATES & ACTIVITIES • Morale-‐Boos)ng Engagement • Leadership Updates • Feedback and Surveys
- 5. 5 WHERE ARE YOUR AUDIENCES? Centralized In the Field Remote Desks On the Floor On Break
- 6. 6 HOW ARE YOU COMMUNICATING? The average worker receives over 300 emails per week, checks their email 36 )mes an hour and spends over 2 hours per day reading and replying to emails. -‐ Source: McKinsey EMAIL The average leader spend 50 percent of their )me in mee)ngs. -‐Source: Muse IN-‐PERSON Large and small employers alike are seeing the benefits of using a consistent internal plaorm as a form of internal communica)ons. INTRAWEB
- 7. 7 HOW ARE YOU ACQUIRING AUDIENCES? Overlays Capturing visitors to websites and conver)ng them to subscribers List Uploads Uploading contacts from different resources for digital engagement IntegraIon with Online Channels Connec)ng all of your other digital outreach and tools together for one pool of subscribers IntegraIon with Offline Channels Incorpora)ng opportuni)es and short links or SMS in promo)ons, resources, and materials AcIve Directory Syncing with agency’s ac)ve directories for seamless access to internal contacts List Servs Collec)ng exis)ng internal List Serves for offices, teams, and groups Restricted/Unlisted Topics Leveraging mul)ple non-‐public topics to segment audiences and target content
- 8. 8 WHAT RESOURCES ARE YOU DIRECTING THEM TO? Intranet/SharePoint Newsle_ers Forms Toolkits External Websites Surveys
- 9. 9 5 EASY WAYS TO BOOST INTERNAL ENGAGEMENT 1 2 3 4 5 LEVERAGE CHANNELS LIKE TEXT MESSAGING TEST WHAT WORKS AND INCREASE TRANSPARENCY DESIGN IMPROVEMENTS PRIORITIZE YOUR MESSAGE DRIVE YOUR AUDIENCE TO INTERNAL PLATFORMS
- 10. 10 DESIGN IMPROVEMENTS: USE A MATRIX Did you know? 65 percent of the popula2on are visual learners, so making design improvements a priority can help improve internal engagement with email messages. Urgency Design Example Low High Monthly Newsleder Medium Medium Benefits Update High Low Office Closing 65%
- 11. 11 DESIGN IMPROVEMENTS: USE A MATRIX Urgency Design More Less Less More Monthly Newsleder
- 12. 12 DESIGN IMPROVEMENTS: USE A MATRIX Urgency Design More Less Less More Monthly Newsleder
- 13. 13 DESIGN IMPROVEMENTS: USE A MATRIX Urgency Design More Less Less More Benefits Update
- 14. 14 DESIGN IMPROVEMENTS: USE A MATRIX Urgency Design More Less Less More Benefits Update
- 15. 15 DESIGN IMPROVEMENTS: USE A MATRIX Urgency Design More Less Less More Benefits Update
- 16. 16 More Less Less More DESIGN IMPROVEMENTS: USE A MATRIX Urgency Design Office Alerts
- 17. 17 More Less Less More DESIGN IMPROVEMENTS: USE A MATRIX Urgency Design Office Alerts
- 18. 18 More Less Less More DESIGN IMPROVEMENTS: USE A MATRIX Urgency Design Office Alerts
- 19. 19 More Less Less More DESIGN IMPROVEMENTS: USE A MATRIX Urgency Design Office Alerts
- 20. 20 PRIORITIZE YOUR MESSAGE Focused on the recipient, short and to the point Relatable image to audience; Points to call to ac)on Headline provides context for message Concise body text Single call to ac)on; Large, simple budon Personalized Subject Line: Are you maximizing your savings?
- 21. 21 PRIORITIZE YOUR MESSAGE: CONSIDER APPEAL & SUBJECT-‐LINE ü Emo)onal ü Analy)cal ü Join the Bandwagon ü New and Improved ü Time of Day ü Ask a Ques)on ü Informa)onal ü Announcing ü Introducing ü Important update on ü New for you ü Your update on ü Don’t miss out ü Top 3 Tips
- 22. 22 DRIVE YOUR AUDIENCE TO INTERNAL PLATFORMS Include addi)onal points of digital connec)on Footer with ability to update subscrip)ons (when necessary) Highlight links to addi)onal employee resources
- 23. 23 LEVERAGE CHANNELS LIKE TEXT MESSAGING Targeted Message Service (one way) and Interac)ve Text Messaging (two way) have high engagement rates with ci)zens. Examples of Interac)ve Text Messaging Benefits: • No)fy or remind for important events or dates • Get ac)onable feedback • Recruit and enroll program par)cipants • Change behavior • Track outcomes • Feed content strategy 8 sec average aden)on span 17 min between phone checks, 30 seconds at a )me
- 24. 24 TEST WHAT WORKS AND INCREASE TRANSPARENCY Campaign & Message TesIng • Mul)-‐message Campaigns drive people to ongoing engagement • Onboarding Messaging can include cri)cal info and be automated • A/B Tes)ng can provide metrics behind successful appeals and mo)va)ons Metrics ReporIng • Bulle)n Analy)cs show how many employees are reading messages • Regular Repor)ng and Reviews can show what content employees prefer • Data can provide proof on which programs work and which don’t Surveys and Feedback • Surveys provide the simplest method to poll employees on expecta)ons • Regularly asking for feedback can lead to high employee sa)sfac)on • Demonstrate how employees have a voice and can help influence change
- 25. 25 GOVDELIVERY DIGITAL ENGAGEMENT SERVICES CAN HELP • Deliver Personalized Content Based on Age, Interest • Engage Through Today’s Top Digital Channels • Re-‐engage Lapsed or InacIve Audiences Digital Campaign Management Managed Services Audience AcceleraIon We’ll provide ways for you to reach more people and iden)fy and connect with them in a targeted manner. We’ll help you compel people to take ac)on through proven email and mobile technologies. We’ll provide a complete team of digital communica)on and technology experts for your monthly ini)a)ves. ü Prominent placement in the GovDelivery Network ü Outreach accelera)on ü Digital Ads Integra)on ü Email Design/Formaong ü A/B Tes)ng & Analy)cs ü Message Strategy & Configura)on ü Campaign Effec)veness Repor)ng ü Strategic Planning ü System Admin Op)miza)on ü Subscrip)on Management ü Monthly Progress Reports
- 26. THANK YOU FOR YOUR TIME For more )ps on op)mizing your internal communica)ons go to: bit.ly/internal_comms_2ps