A (Brand) New Workplace

September 9, 2014by Dave StawinskiEmployee EngagementInternal Communications

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New Workplace, and what it means to Internal Communications

Branded IC is actually pretty serious business. Most of us know that branded IC is important, but I don’t think we always discuss “why” properly. The reasons are numerous, but today I want to focus on the New Workplace, and what IC means to it.

At one end of your employee spectrum are a group who are already well-engaged. They’ll give their attention willingly to almost whatever you ask. Let’s call them 30% of your workforce (Gallup found this to be the national average in 2013, so, if you’re beating that, good on you).

The other 70% of your staff occupy the rest of the spectrum. From those motivated by WIIFM, to those who are not yet motivated at all, these people can all use more of your attention if you want to get and keep theirs. If you are investing in IC for your employees at all, you’re already somewhat committed. However, if you don’t keep up with the expectations of the New Workplace, your chances to increase and maintain engagement are dicey.

If your internal communications look and feel like consumer-facing advertising, your employees will be much more likely to engage with them. If they are not in line with your brand (be it your external brand, an internal brand, or a mixture), then the chances of them being ignored by all but your most engaged employees are higher.

Branded communications are the life’s blood of your New Workplace

If your employees are millennials (for example, if you are a retailer, or a food service or hospitality brand), branded communications are not just a good idea. They are the life’s blood of your New Workplace.  The younger your employees, the more channels you need to use to adequately train, motivate and genuinely reach them.  Their attention is already hotly contested. Well-branded print communications send a signal of importance: This mattered enough to print, so this is a keeper.  Video is the best storytelling channel to use if you want engagement and retention of information. Events (large or small) serve as milestone experiences that are immersive, emotional, memorable, and highly motivating.  Digital is… Well, let’s put it this way:  Digital is the glue that binds it all together.  All channels can be converted to, enhanced by, or made more available with digital. Without it, you will not maximize your effective reach.  You know that “BYOD” thing people keep bringing up in meetings? You want to go there.

The value of well designed IC is the same as the value of well-designed advertising in any sphere

It’s not just about youth, though. (That said, by 2025, 75% of the global workforce will be Gen Y.) We are all accustomed to living, shopping, and working in branded spaces. In order to maximize the experience that is  your brand, you need to keep your own house in order. Unbranded, non-experiential communications feel dissonant. They don’t merit attention.

So, the value of well designed IC I the same as the value of well-designed advertising in any sphere.  It’s obvious that advertising should be “good.”  What’s important is that IC is advertising. We at Vignette all come from consumer-facing agency backgrounds. That’s why we approach IC this way, and why we deliver.

Want some tips on how to join the new workplace?  Please contact Darryl.  He’ll get you started.

Dave Stawinski

With nearly 20 years of production experience working for leading digital agencies such as DNA Studios, BLITZ and Second Story, Dave has managed a large number of diverse projects and teams. Over the years he has managed important projects for clients like LOFT, Nike, Johnson & Johnson, Coca-Cola, General Motors, Honda, Anheuser-Busch, Sony Pictures, Disney, Microsoft, HP, the Library of Congress and others.