Ultimate Playbook for Engaging Employees and Internal Stakeholders
Communication lies at the heart of successful operations, driving collaboration, aligning goals, and fostering a sense of unity within an organization. Research shows that well-engaged employees provide better customer service. They are also less likely to leave their job, as seen here, introducing the idea of EX. It lessens risk. And, as I wrote here, saves money.
When it comes to engaging with internal stakeholders, who are individuals or groups within a company that have a vested interest in its activities, effective communication becomes paramount.
It might involve:
Conveying important updates
Seeking input
Building a shared vision
Creating a stronger culture
Understand Your Audience
Before you can effectively communicate with internal stakeholders, it's crucial to understand who they are and what matters most to them. Internal stakeholders can encompass a wide range of individuals, including employees, managers, executives, shareholders, and even various departments within the organization. Each group has its unique perspectives, concerns, and motivations. Many internal communications efforts start and end with no more refined group than “the employees.”
Segment Your Internal Stakeholders
Take the time to segment your internal stakeholders and consider their needs and interests. Are you addressing the concerns of front-line employees? Are you sharing financial updates with shareholders? By tailoring your communication to each group's specific needs, you demonstrate a commitment to understanding their perspectives.
Segmenting internal stakeholders involves categorizing them into distinct groups based on their roles, interests, and level of involvement in the organization. This segmentation helps tailor communication strategies and messages to better address the specific needs and concerns of each group. Here's a step-by-step guide on how to effectively segment internal stakeholders:
Identify Internal Stakeholder Groups
Start by identifying the various groups of internal stakeholders within your organization. This could include employees at different levels, managers, executives, departments, project teams, shareholders, and any other individuals or teams with a vested interest in the company's activities.
Analyze Internal Stakeholder Roles
Understand the roles and responsibilities of each stakeholder group. Consider their functions within the organization, their decision-making authority, and the impact their work has on the company's goals.
Assess Interests and Concerns
Conduct surveys, interviews, or focus groups to gather insights into the interests, concerns, and priorities of each stakeholder group. What are their pain points? What information is most relevant to them? This will help you create targeted communication strategies.
Determine Communication Preferences
Different stakeholder groups might prefer different communication channels. Some might favor face-to-face meetings, while others prefer emails or collaboration platforms. Identify the preferred communication methods for each group. (Sometimes reaching internal stakeholders isn’t a matter of preference. I’ll cover how to reach deskless workers later in this guide).
Segment Based on Goals and Objectives
Consider the goals and objectives of each stakeholder group. Are they aligned with the organization's overall mission, or do they have specific departmental objectives? Segment internal stakeholders based on whether their goals align with broader company goals or are more focused on a specific area—-use the same precision as if you were segment customers.
Group by Influence and Power
Internal stakeholders can vary in their level of influence and decision-making power. Segment them based on whether they hold decision-making authority (e.g., executives, managers) or if they are more affected by decisions made (e.g., employees). Remember that people also have soft influence and power in organizations as well—just like an external audience, there are opinion leaders.
Consider Engagement Level
Assess the level of engagement and interaction each stakeholder group has with the organization. Some groups might require frequent updates and in-depth communication, while others might only need periodic summaries.
Craft Tailored Communication Strategies
Based on the insights gained from segmenting internal stakeholders, create tailored communication strategies for each group. Determine the appropriate frequency, content, and channels for delivering messages to ensure maximum relevance and engagement.
Regularly Review and Update: Stakeholder segments are not static; they can evolve over time. Regularly review and update your segmentation approach to ensure that it remains aligned with organizational changes, new projects, and shifting priorities.
By segmenting internal stakeholders effectively, you ensure that your communication efforts are efficient, targeted, and meaningful. This approach fosters a deeper connection between the organization and its stakeholders, promoting engagement, trust, and successful collaboration.
Clear and Concise Messaging
In the fast-paced world of business, attention spans are often limited. Therefore, crafting clear and concise messages is essential. Whether it's an email, a presentation, or a meeting, get to the point quickly while conveying the necessary information. Use plain language and avoid jargon that might confuse or alienate stakeholders who are not familiar with technical terms.
(Free tip: look into Smart Brevity from Axios, and this post on how a dashboard can help to create transparency and mark progress)
Utilize Multiple Communication Channels
Different internal stakeholders have different communication preferences. Some might prefer face-to-face meetings, while others rely on emails or instant messaging platforms. To cater to various preferences, utilize a mix of communication channels. This might include:
Emails: For detailed updates, reports, or announcements.
Meetings: Both in-person and virtual meetings provide opportunities for discussion, clarification, and brainstorming.
Intranet or Company Portal: A centralized hub for sharing important documents, news, and updates.
Social Media or Collaboration Platforms: Platforms like Slack, Microsoft Teams, or Workplace by Facebook facilitate real-time communication and collaboration.
Newsletters: Regular newsletters can consolidate information in an easily digestible format.
Two-Way Communication Promotes Internal Communication
Engaging with internal stakeholders is not a one-way street. Encourage two-way communication by actively soliciting feedback, questions, and suggestions. When stakeholders feel that their voices are heard, they become more invested in the organization's success. In fact, research shows that there’s often a significant gap in perception between management and employees.
Create open forums for discussions, such as town hall meetings, brainstorming sessions, or dedicated feedback channels. Acknowledge and address concerns promptly, and be transparent about decisions or changes that might impact stakeholders.
Tailor the Message to the Audience
Different internal stakeholders have varying levels of involvement and expertise in the company's operations. When communicating complex information, tailor the message to the audience's knowledge level. For instance, while discussing financial reports with executives, you might delve into more nuanced details, whereas with non-financial teams, you'd focus on the broader implications of those reports.
Consistency and Regular Updates
Consistency in communication builds trust and reduces uncertainty. Establish a regular communication cadence, whether it's weekly updates, monthly reports, or quarterly reviews. By consistently sharing information, you create a sense of routine and dependability among stakeholders.
Visual Aids and Storytelling
Visual aids such as graphs, charts, and infographics can help convey complex data in a more understandable manner. Additionally, storytelling can be a powerful tool for illustrating key points and making information memorable. Sharing anecdotes, real-life examples, or case studies can help internal stakeholders relate to the subject matter. Try to tell great stories, and learn from the best.
How do you engage deskless employees
Engaging deskless employees, who often work in non-office or remote settings and may not have regular access to traditional communication channels like emails or intranet portals, requires a thoughtful and tailored approach. These employees can include frontline workers, field staff, retail associates, and more. Here are some strategies to effectively engage deskless employees:
Mobile-Friendly Communication: Many deskless employees rely on their smartphones for communication. Utilize mobile-friendly communication tools, such as dedicated apps or messaging platforms, to reach them directly on their devices.
Employee Apps: Consider developing a dedicated employee app that provides deskless employees with essential information, updates, and resources. This app can serve as a centralized hub for communication, allowing them to access company news, policies, schedules, and even connect with colleagues.
Text Messages: Use SMS text messages to deliver important updates, reminders, and announcements. This is an effective way to reach deskless employees who might not have regular access to email.
Digital Signage: If your organization has physical locations where deskless employees work, consider using digital signage displays to share news, announcements, and recognition messages.
Video Content: Create short video messages from company leadership or team members. Videos are engaging and can effectively convey important information while providing a personal touch.
Peer-to-Peer Communication: Encourage a culture of peer-to-peer communication among deskless employees. This can be facilitated through messaging apps, group chats, or discussion forums where employees can share insights, ask questions, and offer support.
Regular Check-Ins: Set up regular check-ins with deskless employees to discuss their challenges, concerns, and ideas. These can be in the form of virtual meetings, phone calls, or even in-person visits if possible.
Recognition and Rewards: Recognize the contributions of deskless employees publicly, whether it's through a newsletter, social media, or a company-wide platform. Regularly acknowledging their efforts boosts morale and engagement.
Training and Development: Offer training and development opportunities for deskless employees to enhance their skills and advance their careers. This not only benefits the employees but also communicates the organization's commitment to their growth.
Simplified Feedback Channels: Provide easy-to-use channels for feedback and suggestions. Make it clear how deskless employees can voice their opinions and contribute to the company's improvements.
Visual Content: Use visual content, such as infographics, images, and diagrams, to convey information quickly and effectively. Visuals can break down complex concepts and make information more accessible.
Localized Messaging: If you have deskless employees in different geographical locations, consider tailoring your messaging to address local concerns, events, or updates.
Employee Surveys: Conduct regular surveys to gather feedback and insights from deskless employees. Use this feedback to make improvements and show that their opinions matter.
Offline Materials: Provide printed materials, such as newsletters, flyers, or posters, for deskless employees who might not have access to digital communication tools.
Listen and Adapt: Continuously listen to deskless employees' needs and preferences. Be flexible and adapt your communication strategies based on their feedback.
Huddles are key to reaching all your internal stakeholders
Huddles are short, focused, and interactive meetings used for internal communication within organizations. They are designed to facilitate quick updates, align teams, share information, and foster collaboration. Huddles are particularly effective for keeping teams informed, engaged, and connected, especially in fast-paced environments where regular communication is essential. It’s just one of the communication lessons you can glean from Hulu’s The Bear.
Here's how huddles are used for internal communication:
1. Regular Updates: Huddles provide a platform for teams to receive and share regular updates. These updates can include project progress, milestones, goals achieved, and challenges faced. By keeping everyone in the loop, huddles ensure that team members are well-informed about ongoing activities.
2. Alignment: Huddles help align team members' efforts with the organization's larger goals and objectives. Team leaders can use huddles to communicate the strategic direction, ensuring that everyone is working towards the same vision.
3. Quick Problem-Solving: If a team is facing challenges or roadblocks, huddles offer a space to discuss these issues collectively and brainstorm solutions. By bringing different perspectives to the table, huddles can expedite problem-solving and prevent issues from escalating.
4. Celebrating Wins: Huddles are a great way to celebrate achievements and recognize individual and team successes. This positive reinforcement boosts morale, motivation, and a sense of accomplishment among team members.
5. Sharing Best Practices: Teams can use huddles to share best practices, lessons learned, and tips for improving efficiency. This knowledge-sharing fosters a culture of continuous improvement.
6. Feedback and Input: Huddles create an avenue for team members to provide feedback, suggestions, and input on various matters. This can range from process improvements to ideas for innovation.
7. Employee Engagement: By providing an opportunity for all team members to contribute and participate, huddles promote employee engagement and a sense of ownership.
8. Cross-Functional Collaboration: Huddles can be used to facilitate collaboration between different departments or teams that need to work together on specific projects or initiatives.
9. Clarification of Expectations: Team leaders can use huddles to clarify expectations, roles, and responsibilities for ongoing and upcoming tasks. This ensures that everyone understands their role in achieving team goals.
10. Time-Efficient Communication: Huddles are designed to be short and focused, typically lasting around 10-15 minutes. This time efficiency encourages concise communication and ensures that teams can stay updated without significant disruptions to their workflow.
11. Remote and Distributed Teams: Huddles can be especially valuable for remote or distributed teams. Regular virtual huddles help bridge the gap between team members who might not be physically co-located.
12. Agile Methodologies: Huddles align well with agile methodologies like Scrum, where daily stand-up meetings provide a platform for team members to discuss progress, challenges, and plans.
To effectively use huddles for internal communication, it's important to establish clear guidelines and structure. Determine the frequency, duration, and agenda of huddles based on the team's needs. Encourage open participation, ensure that discussions remain focused, and consider rotating the role of leading the huddle to promote shared responsibility. And train supervisors on communication and hold them accountable for their effectiveness.
Overall, huddles enhance internal communication by fostering regular interaction, transparency, and collaboration among team members, contributing to a more informed and engaged workforce.