Mentioning the title of SocialChorus’ ebook, 6 Ways to Attract And Keep Your Employees’ Attention, is probably a good way to attract any communicator’s attention. Who in the employee communications world hasn’t struggled, at one point or another, to hold the concentration of a group of employees? In the following series of posts, I’m going to examine these six strategies for captivating your employees and keeping their focus. To start, I’ll give a little overview on the challenges and importance of keeping employee attention and then address SocialChorus’ first suggestion: make it mobile.
Here’s a sobering statistic: only 10% of employees report understanding what’s happening in their company at any given time. And I’m not just referring to the minutiae of coworker birthdays and the presence of a new coffee maker. Employees are uninformed about things like shifts in company strategy affecting their daily objective and big company announcements.
This is bad news, according to the Harvard Business Review. The HBR reports that effective communications and a high level of employee engagement were the #2 and #3 most important factors when evaluating success—outranked only by the always-vital factor of customer service.
And it’s hard to be an engaged—or to boast of a healthy culture of communication—when nine out of ten employees feel like they’re in the dark.
So how can we enhance employee engagement and effective communication? The Harvard Business Review suggests a couple of related things: not only ensuring that employees have a comprehensive view of how their jobs are contributing to business strategy, but also giving updates on what that business strategy is.
But here’s more hard truth: many communication strategies just aren’t effective. According to our research, a mere 29% of employees report reading corporate emails and other company communications, and 31% of employees report never logging into their company’s intranet.
Part of the reason for this low engagement is because employee focus is shifting away from their desktop and toward their phones. More people own a smartphone than own a toothbrush—although hopefully you and your employees own both—and they spend, on average, five hours a day absorbed in their phone.
The shift is still fairly recent—it was only a few years ago that mobile usage surpassed desktop usage globally. But keeping channels of communication open and effective requires continually updating and incorporating new information about content. In the digital age, this knowledge and content changes fast and frequently.
This means that your communication strategy shouldn’t just be optimized for desktop, but also for mobile use. A full half of companies don’t currently optimize their content for a mobile experience, but SocialChorus’ findings suggest that they should—and quickly. Because company content on mobile devices captures the attention of employees. So, as your employees move away from their desktops and onto their phones, make sure your company content goes with them.
Stay tuned for the next post in this series, and get your copy of 6 Ways to Attract And Keep Your Employees’ Attention here.