You work hard to provide essential information to employees about key topics like company direction, benefits and business results:
- Email is probably your core tool--in fact, you might even overuse this channel because it's so darn convenient.
- And your intranet is likely a key hub for information.
- You understand the importance of leader communication, so you help your senior managers meet with employees in large forums like town halls and small-group sessions like coffee chats.
But despite these important internal communication efforts, you may be missing one of the most effective ways to get employees' attention. That channel? Workplace communication methods like posters, bulletin boards, digital screens and banners.
Here's why you need to work on workplace communication. Even if your company has some virtual workers, most employees spend the majority of their time in a company office, manufacturing plant, store, warehouse or other facility. That means they walk through an entrance, clock in (if they're hourly workers), visit the restroom and wait in line in the cafeteria. And while they do so, they could be getting valuable information by looking at messages in the environment.
For proof about the power of workplace communication, let's take a short trip to a type of advertising called out-of-home (OOH) media. OOH formats include static media like billboards, street furniture, transit posters and digital screens in places like doctor's offices, elevators, gas pumps and electronic billboards.
The important news: according to a study by PQ Media, consumers' time with OOH is growing every year--to 66 minutes a week. "With consumers increasingly accessing media outside their homes and the rise of ad-blocking technologies, brands are turning to OOH media to engage their customers," says Patrick Quinn, PQ Media president and CEO.
So how do you apply lessons learned from OOH media to communication at your workplace? Three ways:
- Apply that old adage: "Location, location, location." OOH advertisers know that the best places to put their messages are where people are stopping or waiting. So choose high-traffic areas where folks tend to sit, stand or pause in their fast-paced workday, such as the cafeteria or lunch/break rooms, entrances, elevators, print/copy rooms and outside the credit union or other employee service centers.
- Keep it simple. Each workplace communication should have one clear, at-a-glance message. Save the details for other channels.
- Use a mix of methods. As with OOH advertising, one approach does not fit all. That's why a static poster works best in some settings, and video on digital screens works well in others. Observe how employees move around, congregate and interact with your workplace communication to decide on the best mix.
Ready to tap into the power of workplace communication? Even an easy step--creating a poster--can get the party started.