In the U.S. alone, 3.2 million people work from home full-time, and 13.4 million people work remotely occasionally. Unfortunately, remote employees don’t feel connected to their employer’s culture as they aren’t meeting with their coworkers on a regular basis or reading company news.
This leads to a further disengaged workforce that’s disconnected from your company’s values, mission and ongoing developments.
Employees want to feel connected to their work and their employer, but your corporate communications department must spearhead this effort on their behalf.
Otherwise your workforce, and especially remote workers, won’t be as productive as they could be and are more likely to look for employment elsewhere as they don’t feel a bond to your brand.
Learn how to foster the engagement for your workforce across your remote employees and multiple offices.
Too Much Information on the Wrong Channels
The amount of content we are consuming on a daily basis amounts to nearly 11 hours per day, whether conscious or subconscious, illustrating like never before that we are presented with far more information then we are possibly able to consume.
Coined as content shock, employees are being seeded more content than they can pay attention to from all angles. This includes your company news served to them as a newsletter or through the organization’s intranet.
The amount of content we are consuming on a daily basis will only grow to a certain point, making it more difficult to reach your employees amongst all the noise as content production continues to increase.
The mechanisms in which you’re trying to serve them information about the brand to engage them don’t help either.
No one is reading the company newsletter, as they interact with approximately 115 emails daily and it’s too easy to ignore over their other responsibilities.
They also aren’t accessing your intranet, as it is far too complicated to use on a regular basis, in fact only 13% of employees reported using their intranet daily.
Better Communication Fuels Engagement
Reaching your employees with the right news on the channels they are active on should be important to your corporate communications team as this dialogue can help spur engagement.
To encourage your workforce to feel connected to the brand, serve them content that illustrates what’s happening at your organization, what decisions leadership is making and how they fit into the overall process, regardless of where they are consuming this information.
The goal is to serve content that helps make your audience (employees) more connected, as they’ll take the time necessary to seek out any other information they need from the company like details on their healthcare plan, paystubs etc.
It comes down to providing workers with relevant, interesting and most of all, easy to consume insights where they want it. If it’s not clear why your content will help an employee then it’s not worth serving to them.
Serve Content on Mobile to Personalize
A majority of your employees wish to receive company information via a mobile app — 82% of millennials, 76% of gen X and 52% of baby boomers.
(Source: Mary Meeker Internet Trends Report 2014)
Supporting better communication to engage remote workers and employees across locations can be easily scaled with an app on mobile devices focused around serving personalized company news. The best part is that this isn’t a location dependent initiative, since news is served across mobile phones wherever an employee is.
Employees want snackable content they can read wherever they are, directly from their phone that is relevant to them and their role. This will help them become more aware of what’s happening with the business and therefore, feel more engaged.
Your corporate communications team can quickly craft, target and distribute the most important information about the company, making it far more likely to reach your staff with the use of a mobile app designed for news consumption.
To foster long-term engagement with your global workforce, recognize that there is too much content being distributed today and many of the channels where it is distributed are outdated. Personalize the content sent to employees using a mobile app to engage them where they are most active.
Brian Honigman is a content marketing consultant and CEO of Honigman Media. He’s a regular contributor to the Wall Street Journal, Forbes, Entrepreneur, and others. Follow him for more hype-free business tips @BrianHonigman.