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Well-crafted, targeted communications can be one of the most effective HR tools for improving an employer's return on investment (ROD in staff. Maximizing that return, often the largest single investment for many employers, is vital to long-term success. Consistent, clear communication not only helps maintain leadership's credibility, but also sustains employee engagement by keeping employees focused, energized and productive.
According to a September 2004 Gallup Organization survey, 71 percent of U.S. employees are either not engaged at work or are actively "disengaged." Actively disengaged employees are likely to assume the worst about the people who run their companies, adversely affect productivity and the bottom line, and spread mistrust and doubt. Engaged employees, on the other hand, promote their organization's objectives and are more likely to trust corporate leaders.
This article offers specific strategies for engaging (and re-engaging) your employees through the power of communications.
Recharge Employees
In recent years, unrelenting change has been the norm for many employees. Economic conditions - including insignificant or nonexistent pay increases (or even pay cuts), the elimination of bonuses and/or increased cost sharing for benefits - have contributed to low morale for many workforces. The problem is compounded in organizations where there is less-than-ideal trust of, or confidence in, the organization's leadership. The 2003 Rewards of Work study by Sibson Consulting found that 35 percent of employees did not agree with the following statement: "When management of this organization says something, you can really believe it is true." The study also found that one-sixth of the workforce has high turnover intentions, with one-quarter stating that it would actively look for work during the next year.
Communications can play an important role in recharging morale. A communications strategy and implementation plan will help focus your organization's objectives, identify audiences and media and determine communications program metrics. Some key points to consider when developing the plan include:
* Communicate from the top to build confidence and gain buy-in from employees. The best leaders share their vision, mission and business strategies, knowing that employees look to the organization's leadership for information about performance and the overall strategy for how the organization will succeed, prosper and grow. Leadership needs to be responsive by setting clear objectives; managing employee expectations; candidly educating employees;...