Focusing on Internal Communications

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Consumers are always the primary focus when marketing. You want to learn as much as you can about what they think and what they do. It turns out, we are forgetting a different audience. We forget about our own employees. In “Measure What Matters,” Katie Paine explains the importance of communication with your employees and how to do so.
Employees are just like any other consumer. They have their own opinions, and they choose which products they wish to purchase. Although your business is where they are getting their paycheck, this does not mean they will automatically become advocates for your company. Therefore, it is important to reach your employees and learn what they think, say and do as well.
Since we know the importance of communication with our employees, how do we do it? Luckily, Paine provides a plan.

1.       First, understand where your employees truly get their information. Learn what messages your employees are receiving and how they are receiving them. Figure out who or what they trust to get information from. Also, find out what is important to them as well as what they currently think about the company. Overall, you want to understand the environment.

2.       Second, you want to set goals you can measure. In other words, determine specifically what you would like to accomplish.

3.       Third, find a benchmark for comparison. If you want to see change, you must be able to compare the before to the after.

4.       Fourth, determine what will prove your work to be successful. How will you know you reached your goals?

5.       Fifth, how will you gather your data? Select the tools you will use. Surveys are very helpful.

6.       Finally, look at the data you have, analyze it and make a change! The most important part of this step is making a change. If you do not attempt to change something for the better, what is the point?

By doing this, not only are you helping your company, you are also helping the relationship with the employees.
Personally, I have never considered gathering information from employees. As I said before, we get so concerned about outside consumers, we do not give employees any thought. Now Paine has pointed this out, I see its importance.

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